I think FB caught onto this a long, long time ago. Back when they saw the adoption & activity rates of the then competing WA & Instagram. The only difference be

I think FB caught onto this a long, long time ago. Back when they saw the adoption & activity rates of the then competing WA & Instagram. The only difference being at the time of this analysis FB owns most of the apps people are migrating to. Its not that threatening - as they already proved they know how to counter through acquisition or competition and have a good track record of being able to monetise new properties.