Facebook promises to keep WhatsApp ad-free

WhatsApp users in Singapore who fear having their messaging experience interrupted by advertisements, or having to use it in an integrated form with Facebook, can rest easy for the time being.

The social networking site has promised users there would be “absolutely no ads interrupting your communication”, said a Facebook spokesperson.

Responding to queries from TODAY, the spokesperson said: “We don’t expect (WhatsApp) to have a detailed plan for monetisation yet and we’re not in a hurry. We plan to continue growing Facebook Messenger.”

But in the long term, the company will certainly look towards building a profitable business case, the spokesperson added.

“Long-term, delivering an attractive return on this investment will depend on growing and maintaining the network and, some day, building a really profitable business model.”

For now, both Facebook and WhatsApp are stressing that WhatsApp will continue to operate independently.

“There will be no changes to their product road map and Facebook will continue our approach of permitting founders to continue to lead their companies post-acquisition and to set their direction,” said the spokesperson.

WhatsApp co-founder and CEO Jan Koum is famously known for his aversion to ads. A hand-written note on his desk reads: “No Ads! No Games! No Gimmicks!”

“Advertising isn’t just the disruption of aesthetics, the insults to your intelligence and the interruption of your train of thought,” Mr Koum wrote in a 2012 blog post. “Remember, when advertising is involved, you the user are the product.” TAN WEIZHEN, WITH AGENCIES