WhatsApp has no plans to market its platform through advertising

WhatsApp processes more than 18 billion messages per day and is bigger than Twitter, claims company co-founder and CEO Jan Koum. However, the mobile messaging app has no plans to market its platform through advertising.

"We have an anti-advertising policy and we’re proud of it. Who likes to see ads? We are so bombarded by ads in our daily life that we feel that smartphones are not the place for them," said Koum.

“Our phones are so closely connected to us, to our lives. Putting advertising on this kind of device is a bad idea. No one wants to be interrupted with ads when they are talking or chatting with their loved ones.”

The executive shared his thoughts during an online conference on Tuesday that was followed in several cities. The conference was organized by All Things D, in New York, and streamed by D: Dive Into Mobile.

Koum admitted that the company does have a strategy to earn more revenue, but he insisted it bypasses the advertising market. As the number of people with access to an Internet-connected phone increases, it will become "extremely easy to monetize the application," he said.

"We are looking at a world that will have billions of phones. And once that happens, it will become extremely easy to gain financial benefit. But a lot more people need to join the smartphone revolution and a larger number will need to buy more goods via their phones," he added.

WhatsApp currently offers SMS service at a cost of $0.99 cents beginning with the second year of use, since the first year is free (with subscription depending on the OS). The app allows users to exchange unlimited messages without having to pay for SMS.
"We want a great product and a great experience for the user," said Koum.

"WhatsApp is now bigger than Twitter, which claims to have 200 million monthly active users. We are processing eight billion incoming messages and 12 billion outgoing messages," said Koum during the online conference, which was also attended by Google and Facebook executives.

The application, which was launched in 2009, seems to have no boundaries thanks to its immediacy, scope, and almost-free format. It’s no wonder that companies such as Google and Facebook have openly expressed their interest in buying the company, but WhatsApp has said it is not in any talks to sell.

Translated by Candice Carmel

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

We sit down with Raul Moas, the managing director of Accelerated Growth Partners (APG), a Miami-based angel investor network that provides capital to entrepreneurs in Miami, to discuss the city’s exciting startup scene, and how it has fostered the growth of Latin American businesses.


Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

California-based ad tech company The Trade Desk, Inc. has officially gone public on The Nasdaq Stock Market.The Trade Desk debuted on the Nasdaq at US$28.75 as opposed to the company’s US$16-to-US$18-per-share projection.


How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

Sports marketing experts talk about what self created fans’ video content represents to them, at Portada’s Hispanic Sports Marketing Forum, held in New York on September 14.