Meta plans to introduce third-party messaging app integration for WhatsApp in Europe over the coming months, a move mandated by the EU’s Digital Markets Act (DMA).
Mandated Interoperability Rollout
BirdyChat and Haiket are identified as the initial services that will support messaging interoperability with WhatsApp. The integration will maintain WhatsApp’s existing end-to-end encryption (E2EE) standards for all communications, including text, photos, videos, voice messages, and documents. Meta states that it will not have access to these encrypted messages during transit. This significant technical undertaking, driven by regulatory pressure rather than a voluntary product enhancement, aims to foster a more open messaging ecosystem within the EU. The underlying protocol that will enable this interoperability is Signal Protocol, which WhatsApp has been using for its E2EE for some time. Meta’s commitment to maintaining E2EE is crucial, as it addresses a primary concern for users regarding the privacy of their communications when interacting with external services. The technical challenge lies in ensuring seamless and secure communication between different messaging platforms, each potentially with its own unique architecture and security implementations. Meta has indicated that they are providing developers of third-party apps with the necessary APIs and documentation to facilitate this integration, emphasizing the need for these apps to adhere to stringent security protocols.
European Users Gain E2EE
This feature will be available to WhatsApp users in regions covered by the DMA whose accounts are registered with European phone numbers. The rollout will support WhatsApp on iOS and Android mobile applications, but not on desktop, web, or tablet versions. The geographical limitation to DMA-covered regions highlights the specific regulatory context driving this change. While the initial focus is on mobile, the exclusion of desktop and web clients suggests a phased approach to implementation, potentially allowing Meta to refine the experience and address technical complexities before expanding to other platforms. For businesses operating within the EU, this could mean a broader reach for customer communication, provided their chosen third-party messaging platforms are among those that integrate with WhatsApp. However, the reliance on mobile-only integration might present limitations for enterprise use cases that heavily depend on desktop or web-based communication tools. The timeline for the full rollout across all eligible users is still being defined, but Meta has committed to making it available “over the coming months.” Pricing for this feature is not expected to change for end-users, as it is a mandated compliance measure.
User Control and Data Caution
Users will receive a notification within WhatsApp’s settings tab providing instructions on how to opt into third-party messaging. Meta has indicated that third-party applications will be required to implement the same level of E2EE as WhatsApp. An FAQ document confirms Meta’s inability to view messages exchanged between WhatsApp and these external services. This user-centric approach to opting in is designed to ensure that users are aware of and consent to the new functionality. The requirement for third-party apps to match WhatsApp’s E2EE standards is a critical security safeguard. However, the practical enforcement and verification of these standards across diverse third-party applications will be a significant challenge. Meta has acknowledged that while message content will remain encrypted, metadata might be handled differently by third-party services. This distinction is important for businesses to understand, as metadata can still reveal valuable information about communication patterns and user behaviour.
In September, Meta demonstrated the user interface for this integration, which will offer users a choice between consolidating messages from third-party apps into their main WhatsApp inbox or keeping them in a separate folder. Users will be notified as new third-party messaging applications become available for integration. This granular control over message organisation aims to enhance the user experience and prevent inbox clutter. The ability to choose a separate folder is particularly useful for users who want to maintain a clear distinction between their WhatsApp contacts and those from other platforms. The ongoing notification system for new integrations ensures that users can stay informed about the expanding interoperability landscape without constant manual checks. The enterprise implication here is that businesses using WhatsApp for customer service will need to consider how their messages might appear to users who have opted for different organisational preferences within their WhatsApp client.
Meta has cautioned that third-party applications may handle user data differently compared to WhatsApp’s own data handling practices. This is a crucial disclaimer for both individual users and businesses. While Meta is responsible for the security of the messages transmitted via WhatsApp, the data collection and processing policies of the integrated third-party apps are outside of Meta’s direct control. Businesses should thoroughly vet any third-party messaging applications they intend to use for integration to ensure compliance with their own data privacy policies and relevant regulations, such as GDPR. The regulatory angle here is that while the DMA mandates interoperability, it does not dictate the data handling practices of third-party services, leaving a potential grey area for data privacy concerns that users and businesses must navigate independently.
