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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.

WhatsApp multi-device

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 callingAutomatic 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.

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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.


TikTok Launches New ‘Branded Mission’ Creator Monetization and UGC Promotion Process



TikTok Launches New 'Branded Mission' Creator Monetization and UGC Promotion Process

TikTok’s looking to make it easier for creators to make money from their clips via a new program that it’s calling ‘Branded Mission’, which will enable creators to take part in what’s essentially branded content challenges, with the brand then able to select from the submitted clips for their promotional campaigns.

As explained by TikTok:

“To make it easier for brands to tap into the creative power of TikTok communities and co-create authentic branded content that resonates with users, we’re launching Branded Mission. Branded Mission is an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.”

As outlined in the above video, the process will enable brands to post challenges, which creators with over 1k followers will then be able to participate in.

“TikTok creators can decide what Branded Missions they’re inspired by and choose to participate in the Mission. Brands will select their favorite original creative videos and amplify them through promoted ad traffic.”

The chosen creators then get a cash payment, though the payment amounts, at least at this stage, won’t vary based on individual video performance.

Instead, each Mission will list earnings potential, based on how much the brand is willing to pay.


Allocate more cash and you’ll pique the interest of more users, expanding the potential of tapping into a viral hit.

The option will broaden the creative options for brands, and with organic-styled content performing best on the platform, it could open up major new possibilities for marketers looking for ways to tap into the app.

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It’ll also provide TikTok with another critical revenue-share element. Clearly the app of the moment, if TikTok wants to maximize its opportunities, it needs to ensure that its top creators get paid – because with more lucrative monetization offers available on other platforms, it logically makes sense that big-name stars will follow the cash, and focus on those platforms instead.

But monetizing short-form video is harder than longer content, which is why TikTok is also rolling out 10-minute clips, and emphasizing live-streaming, as a means to drive more money-making opportunities.

Branded Mission is another step in this direction, which will ideally provide a more direct link between creating content in your own style and making money, without having to incorporate merchandise sales or arrange your own affiliate deals.

Interestingly, Meta is trying out similar on Instagram, where product tags were recently expanded to all users.

Instagram product tags

Creators don’t get paid for adding these tags, not yet at least, but you can see how Meta could eventually take a similar approach to provide creators with more revenue opportunities.

For TikTok, the process could make it much easier to bring in cash for your uploads, expanding well beyond the Creator Fund, which top creators have already been highly critical of.

You will, of course, need to create specific, themed videos, as opposed to YouTube, where you upload what you like and switch on ads. But it’s a fairly distanced relationship from the sponsor brands, which reduces management workload, while also providing new content prompts.


It’s a good idea, and as more and more brands look to tap into the app – especially as it surges towards 1.5 billion users – you can bet that it’ll be a popular option for a range of ad partners.

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TikTok says that Branded Mission is now in beta testing, and is available to brands in more than a dozen markets. The option will be made available in more regions throughout the year.

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