It's a double edged sword. Many users like it that they don't have to create a user name, remember a password, confirm an account (usually), etc and that all o

It's a double edged sword. Many users like it that they don't have to create a user name, remember a password, confirm an account (usually), etc and that all of their other friends 'automagically' appear on the app who've installed it. Whatsapp has something like %90 of smartphone users in sweden. Phone numbers cost money, and multiple emails are usually a chore still.