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FB, IG and WhatsApp are isolated silos (for now). FB tries to work for everyone whereas IG and WhatsApp target younger demographics, since Facebook is no longer cool to be on.



WhatsApp certainly does not target younger demographics. Its goal is to be a messenger app for everybody.


Isn't that what Facebook Messenger is doing though? I could be mistaken, I'm just commenting on how it seems from my perspective.


To some extent, yes. Facebook Messenger is very effective for communicating with people - so long as they're on Facebook. So it's a good way of keeping people in the system. I probably would have deactivated my account were it not for Messenger.

But WhatsApp is capable of including everyone regardless of whether they're on Facebook. As the pool of "I'm too cool for Facebook" people grows, more communities will move away from Messenger and WhatsApp is a good secondary as far as FB is concerned.


But that doesn't address the business model.




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