SOCIAL
WhatsApp Launches Beta Test of Multi-Device Connection, Expanding Usage Options

Facebook has announced a limited public beta test of its new multi-device capability for WhatsApp, which will enable WhatsApp users to use the app on various devices, without the need for an active mobile connection.

As explained by Facebook:
“With this new capability, you can now use WhatsApp on your phone and up to four other non-phone devices simultaneously – even if your phone battery is dead. Each companion device will connect to your WhatsApp independently while maintaining the same level of privacy and security through end-to-end encryption that people who use WhatsApp have come to expect. Importantly, we have developed new technologies to maintain end-to-end encryption while still managing to sync your data – such as contact names, chat archives, starred messages, and more – across devices.”
That will provide more ways to use WhatsApp for connection, similar to how you can already use Messenger and Instagram Direct, though with WhatsApp’s additional security elements included.
As explained by WhatsApp chief Will Cathcart:
“Until now, WhatsApp has only been available on one device at a time, and desktop and web support only worked by mirroring off your phone – which meant your phone had to be on and have an active internet connection. Our multi-device capability immediately makes the experience better for people who use desktop/web and Portal. And it also will make it possible to add support for more kinds of devices over time.”
The new process will use what Facebook’s calling ‘Automatic Device Verification‘ which enables devices to automatically establish trusted connections, in order to maintain WhatsApp’s privacy standards. That will expand use cases for the app, and as Facebook looks to build in more business options, that could also make it much easier for brands to manage their WhatsApp presence.
Facebook has also been working to enable interoperability between its messaging apps, which will eventually see users able to send a message from WhatsApp to Instagram Direct, and/or Messenger, or vice versa, with all of Facebook’s back-end messaging processes linked.
That’s caused some angst among regulatory groups, who are concerned that full message encryption could help to disguise criminal activity, while antitrust analysts also speculate that the move could be designed to make Facebook’s platforms indivisible, meaning that if Facebook were eventually found to have too much market power, it could not be broken up, as some have suggested.
That change is also at the core of WhatsApp’s controversial privacy policy update, which Facebook needs to enact to facilitate such change, and it’ll be interesting to see whether WhatsApp users are left up in arms again if and when Facebook does move to fully connect its messaging back-end, meaning it will have to share more WhatsApp user data back to Facebook HQ.
In any event, this new advance will facilitate more connection options via WhatsApp, making it easier to manage your WhatsApp messages, and maybe your WhatsApp business presence, on various devices.
You can read more about Facebook’s process for enabling multi-device connection for WhatsApp here.
SOCIAL
Elon Musk’s X and Amazon discuss potential collaboration

In a significant development in the social media industry, Elon Musk’s social media platform, X, is reportedly engaging in preliminary discussions …
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SOCIAL
Threads Looks Set to be Made Available to European Users Next Week

Good news with EU social media fans, with Threads looking set for a December 14th launch in the region, just in time to capitalize on holiday engagement.
As reported by The Verge, EU Instagram users can now access a countdown timer at www.threads.net, which seemingly indicates the exact time for the upcoming EU launch. Meta hasn’t made any official announcement, but the countdown clock is only visible to European users, while EU users can also search ‘ticket’ in the Instagram app to find a digital invitation to Threads.
Which replicates the original Threads launch back in July, which included similar Easter eggs and indicators pointing to the launch date (like the above).
The EU launch of Threads has been delayed by evolving EU data privacy regulations, which, due to the timing of the implementation of these new rules, has put additional development burden on the Threads team to ensure compliance with the new parameters. Amid the initial Threads launch, Instagram (and Threads) chief Adam Mosseri said that it could take “many months” for Threads to reach EU users due to these additional complications.
But we have since seen indicators that Threads is coming.
Last month, The Wall Street Journal reported that Meta had an established plan to launch Threads to EU users in December, while app researchers have found various references to an upcoming “Threads EU Launch” in the app’s code.

Given the various strands of evidence, it does indeed seem likely that European users will get access to the app next week. And again, with social media usage increasing during the holiday break, that would also provide the best opportunity for Meta to capitalize on its opportunities.
Which are seemingly on the rise. As more people turn away from Elon Musk’s X project, largely due to Musk’s own divisive commentary, they’re seeking a real-time social alternative, and for many Threads is already filling that void.
That’s especially true for journalists, a common target of Musk’s attacks, who are now establishing new networks within the Threads ecosphere. And while live sports engagement remains high on X, Threads is also making a push to win over more sports communities, even placing ads courtside during the new NBA in-season tournament showcase in Las Vegas.

That’s seemingly prompting more sports fans to post in the app, which will expand again with the arrival of potentially millions more users in the EU region.
So how many more users can Threads expect to gain as a result of its European expansion?
Based on Meta’s EU disclosure data on active users, Instagram currently serves some 259 million monthly active users in Europe.
Instagram’s total, official user count is 1 billion MAU, while Threads now has over 100 million monthly users. So presumably, around a tenth of active IG users are also signing up to the app, which would mean that, at a rough estimate, we’re set to see around 25.9 million new Threads users incoming, if/when Threads is launched in the EU region.
Which is probably not as many as you might expect, but this is based on rough estimates, as Instagram reportedly has more than a billion actives now, and we don’t know the exact, current user counts of either app.
But either way, it will expand the conversation in the app, and enable more people to take part, which has its own expanded benefits. And with around 60 million X users also in the region, that could see a number of them looking to make the switch.
Which is the real aim here. Meta has created Threads as the X alternative, aiming to scoop up former Twitter cast-offs who are unhappy with Elon’s changes at the app. In order to do that, Threads needs to be available in all regions where X users may be looking to jump ship, so its EU expansion is another critical step in this respect.
It’ll be interesting to see what Threads user numbers rise to over the holiday period, and whether it can indeed become a genuine rival for X in total active engagement.
We’ll keep you updated on any official announcement on the Threads EU launch.
SOCIAL
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