WhatsApp launches campaign to raise awareness of layered protection on its platform

WhatsApp has launched the India edition of its global brand campaign to raise awareness of its interlocking layers of protection that give people more privacy and control over their conversations while messaging.

This WhatsApp campaign focuses on educating users about WhatsApp’s built-in layers of privacy that have been added over the years, including three new privacy features – silence groups, control who can see when you’re online and block screenshots to ‘view messages only once.

The new features were announced earlier this month as part of a global campaign, adding to a host of existing privacy features, and demonstrate how WhatsApp’s multiple layers of privacy controls combine to provide users greater protection when having a truly private conversation while messaging.

Conceptualized by BBDO India and directed by Prakash Varma, the film brings to life a heartwarming exchange between a father and son in an intensely personal moment, showing how WhatsApp’s built-in layers of protection allow them the privacy and security needed to have a meaningful conversation, when it matters most. The film depicts the promise and strength of WhatsApp ‘privacy’ through features such as end-to-end encryption, two-step verification and hidden online presence, allowing the duo to express themselves freely despite the crowd in a restaurant or a football stadium.

“At WhatsApp, privacy is in our DNA and over the years we’ve constantly added layers of protection through product features that give users more control over their messages. It’s our way of spreading awareness. and assuring our users about how new and existing built-in layers of protection help you message freely without compromising your privacy.We want users to know that they always have a safe and private space on WhatsApp, wherever they are!” said Avinash Pant, Marketing Director at Meta India.

Through this campaign, WhatsApp seeks to educate users about each privacy feature through short films that will highlight their benefits and the steps to enable them so users can take advantage of WhatsApp’s built-in layers of protection, including:

  • Quietly leave groups: Users will be able to leave a group privately without having to notify everyone.
  • Choose who can see when you’re online: For those times when you want to keep your online presence private, WhatsApp introduces the ability to select who can and can’t see when you’re online.
  • Screenshot blocking for View Once messages: WhatsApp enables screenshot blocking for View Once messages for an extra layer of protection. This feature is currently being tested and will soon be rolled out to users.
  • E2EE by default: WhatsApp always protects your personal conversations with end-to-end encryption by default (regardless of device) so that no one, not even WhatsApp, except your recipient, can see or hear your conversations private personal.
  • Encrypted backups: WhatsApp offers the option to back up your chat history with end-to-end encryption so that it is secure and accessible only with a password or encryption key. No other email service on our scale offers this extra level of security for your messages.
  • Disappearing Messages: WhatsApp Disappearing Messages offers peace of mind with the ability to set durations for disappearing messages: 24 hours, 7 days or 90 days so users can send disappearing photos and videos after opening them.
  • Block and report: Users can opt out of receiving messages and calls from certain contacts by blocking and reporting them if they send problematic content or spam.
  • Two-step verification: For added protection, the two-step verification feature gives users the option to set a unique six-digit PIN that can be used when registering your phone number with WhatsApp. This optional feature adds another layer of security to their WhatsApp account.


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