Facebook is moving to merge messaging systems so mobile app users can chat across all channels, Bloomberg reported Wednesday (Aug. 7).
The goal is to have Instagram’s chat feature use Facebook Messenger’s technology, so Instagram users can communicate with those using Messenger, people familiar with the matter told Bloomberg.
Instagram’s direct-messaging staff is already reporting to the Facebook Messenger team, the sources said.
Facebook CEO Mark Zuckerberg has said he wants users to be able to talk to one another across Instagram, WhatsApp and Messenger. The project has caused tension because some people feel the products will do better if they’re not directly associated with Facebook.
A spokeswoman for Instagram, and another for Messenger, declined to comment.
Zuckerberg wants all platforms to work together. Leaders for Facebook, Messenger, Instagram and WhatsApp started reporting directly to Zuckerberg in March.
Earlier in August, Facebook added its name to Instagram and WhatsApp as part of a rebranding aimed at unifying all three apps. A “From Facebook” tag will be will be visible in all marketing for Instagram and WhatsApp brands.
“Instagram from Facebook” and “WhatsApp from Facebook” will be the new names from now on, reflected first in the App Store and Play Store. The move will bring Instagram and WhatsApp in line with Workplace, Portal and Oculus, all of which incorporate Facebook into their marketing.
Facebook bought Instagram in 2012 for $1 billion. WhatsApp cost Facebook $19 billion a few years later. Both have grown by using Facebook’s resources, and now they have to help the parent company, the sources said to Bloomberg.
Facebook is close to launching its WhatsApp payments service in India. The service has been in beta mode in India for 1 million users, but the nationwide debut has been delayed due to government regulations.
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