In response to changes in the European Union’s Digital Markets Act (which came into force in March), WhatsApp users will soon be able to send messages from WhatsApp to people using other messaging apps, e.g. Messenger, Telegram, and Signal.
What Change In The Digital Marketing Act?
Meta-owned WhatsApp is making this major change because the EU’s Digital Markets Act – DMA (a regulation aimed at promoting competition and reducing monopolistic practices in the tech industry) requires major platforms like WhatsApp to become interoperable with other messaging services, i.e. there must be interoperability between WhatsApp and other third-party apps.
Because Meta Is A “Gatekeeper”
Under the DMA, WhatsApp’s owner Meta is regarded as being a “gatekeeper”, i.e. a large tech company that controls access to key digital services, such as messaging platforms, operating systems, or social networks. These companies have a significant impact on the market and must comply with strict rules to ensure fair competition. Gatekeepers like Meta are therefore required, under the DMA, to open up their services (e.g. WhatsApp and Messenger) to allow interoperability with smaller platforms, as well as follow regulations on data handling, user privacy, and transparency.
No Need To Install The Other Apps
With this change, although WhatsApp and Meta’s Messenger must open up their platforms to allow messages to flow between different apps, a WhatsApp user will be able to communicate with someone on Telegram or Signal without needing those apps installed.
Will Make It Simple For Users
Meta says it has designed a simple onboarding flow for users where they can learn more about third-party chats and turn the feature on which means that although it’s mandatory to open the apps up, the feature still has an opt-in element, to help users avoid risks like spam and scams. For example, users will have the option to choose which third-party apps they want to receive messages from, and how they would like to manage their inbox.
Can Keep Third-Party App Messages Separate
Meta says users will have the option to be able to keep third-party chats separate from their current inbox, or to combine all chats in a single inbox. For example, users will be able to have third-party messages delivered into a separate folder if they wish.
Two Years In The Making
Meta says it’s been working on getting the interoperability ready for two years. The change, however, is still being tested, with full implementation expected to start in late 2024, although features will gradually roll out over time. Meta says it has built new notifications into WhatsApp and Messenger that will inform users about third-party chats and will “remind users each time a new third-party messaging app becomes available.”
Basic one-on-one messaging and file-sharing features, such as text, images, videos, and voice notes, are expected to be ready soon. Group chats and voice/video calls will be added later, with group chats pencilled-in for 2025 and calls by 2027.
Maintaining E2EE
Meta has been somewhat reluctant about this change but is committed to complying with the DMA’s requirements. The company has stressed the need to maintain end-to-end encryption (E2EE) throughout this integration, although it has acknowledged challenges in ensuring security when third-party services are involved.
For example, Meta has said to send messages, the third-party providers must construct message ‘protobuf’ structures (protocol buffers that define how messages are formatted) which are then encrypted using the Signal Protocol and then packaged into message stanzas in eXtensible Markup Language (XML). Meta says the Signal Protocol is required because of its high level of security.
What Does This Mean For Your Business?
For Meta, with its WhatsApp and Messenger platforms, this shift toward interoperability marks a really significant transformation. As a designated “gatekeeper” under the DMA, Meta is (reluctantly) being compelled to adapt to a more open and collaborative environment. While the company has expressed some hesitation, particularly around ensuring the privacy and security of cross-platform communications, it is clear that complying with the DMA is essential for maintaining its strong position in the European market. The challenge lies in balancing user security with the seamless integration of different messaging platforms, a feat Meta is tackling through encryption protocols and new user control features. Long-term, this could push Meta towards further innovation, as competition intensifies in a more diversified and open messaging landscape.
For competitors like Telegram, Signal, and other smaller messaging apps, the changes present both an opportunity and a challenge. These platforms now have the ability to interact with WhatsApp’s vast user base, opening doors for increased visibility and growth. However, to ensure secure communication and match the standards set by Meta, these platforms will need to meet stringent security and technical requirements. The market itself is likely to see a shift toward greater collaboration between apps, but with increased competition to offer superior services and features, such as privacy tools or unique messaging options.
