Thanks to these user profiles, ads can be sold at high prices because they can be targeted to specific demographics. By systematically collecting metadata and combining it with data from other services (e.g., Instagram), detailed user profiles can be created. Facebook, the owner and operator of WhatsApp, is financed by selling targeted ads and therefore has an economical interest in metadata that’s as telling as possible. Metadata is all data that’s involved in communication other than the actual content, e.g., any available information about sender and recipient, message properties, plus date and time and other circumstances of the transmission.
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