What is it about?
This study looks at how WhatsApp, the popular messaging app, presents itself to users and how that connects to its business goals. At first, WhatsApp promoted itself as a simple, innovative tool that worked across different devices. Over time, however, the company changed its message to focus more on private, personal conversations and strong privacy protections—especially after it became part of Meta (formerly Facebook). But the study finds a gap between what WhatsApp says and what it actually does. While the company talks a lot about privacy, it also pushes features that help businesses connect with users, which serves its commercial interests. This shows that WhatsApp’s design and communication are shaped not just by what users want, but also by what benefits the company financially. The paper argues that to truly understand how people use WhatsApp, researchers need to look at the company’s business goals and how they influence the app’s design and messaging. In short, WhatsApp isn’t just a neutral tool—it’s shaped by corporate strategies that may affect how we communicate.
Featured Image
Photo by Scott Graham on Unsplash
Why is it important?
This paper is important because it reveals how WhatsApp’s design and messaging are shaped by corporate interests, not just user needs. It examines how WhatsApp’s public image has changed over time—from promoting itself as a simple, innovative messaging tool to emphasizing private, intimate communication. This shift aligns with Meta’s broader branding around privacy and personal connection. However, the study finds a contradiction: while WhatsApp claims to prioritize user privacy, it also promotes features that support business communication, which serve its commercial goals. By analyzing WhatsApp’s corporate discourse, the paper shows how economic motives influence the app’s design and how users interact with it. This challenges the idea that digital platforms are neutral tools. Instead, it highlights how technical and design decisions are tied to power and profit. The study encourages researchers and users to think critically about the platforms they use and to consider the hidden business strategies behind everyday digital communication. In short, the paper helps us better understand the relationship between technology, corporate messaging, and user experience—reminding us that even private messaging apps are shaped by larger economic and political forces.
Perspectives
The paper is part of a special issue on the forces shaping digital interactions. It was a delight working with the editors, particularly with Caroline Tagg, and I have learned a lot throughout the process.
Agnese Sampietro
Universitat Jaume I
Read the Original
This page is a summary of: The intersection of corporate discourse and platform design: A study of WhatsApp’s corporate blog and website, Discourse Context & Media, August 2025, Elsevier,
DOI: 10.1016/j.dcm.2025.100893.
You can read the full text:
Contributors
The following have contributed to this page
