persist week WhatsApp announced that it would initiate sharing user data with Facebook and experiment with fresh ads within the service beneath a revised privacy policy.

UK information commissioner Elizabeth Denham said her office would see into the amendments.

“The changes WhatsApp and Facebook are making will affect a lot of populace,” Denham said. “Some perhaps consider it’ll grant them a better service, others may be concerned by the lack of control.”

“Our role is to pull behind the curtain on things befondof this, ensuring that companies are being transparent with the public about how their personal data is being shared, and protecting consumers by making sure the law is being followed. We’ve been informed of the changes. Organisations do not require to get prior approval from the ICO to vary their approaches, but they do require to stay within data protection laws. We are looking into this,” she said.

WhatsApp set out its plans in a company blog.

On sharing data with Facebook, WhatsApp said: “By coordinating more with Facebook, we’ll be competent to do things befondof track basic metrics about how repeatedly populace operate our services and better fight spam on WhatsApp. And by connecting your phone number with Facebook’s systems, Facebook can offer better friend suggestions and display you more relevant ads if you possess an account with them. For example, you perhaps see an ad from a company you already labor with, rather than single from someone you’ve never heard of.”

WhatsApp said it wants to persist offering a service “without third-party banner ads and spam” but said it is looking into ways for users “to communicate with businesses that matter to [them]”.

“Whether it’s hearing from your bank about a potentially fraudulent transaction, or getting notified by an airline about a delayed flight, multitudinous of us get this information elsewhere, including in text messages and phone calls,” WhatsApp said. “We crave to test these features in the next several months, but require to update our terms and privacy policy to do so.”