The WhatsApp messaging application is a formidable competitor to social networks, even maintaining it has surpassed Twitter's monthly active user count, Cotton Delo writes. The rapid rise of WhatsApp, which has been vehemently opposed to advertising in the past, has gotten the attention of Facebook, which launched the Home app to promote messaging among its members. "There's also a great deal in those conversations that would be helpful for contextual advertising, and Facebook would love to get in on that," Altimeter Group's Chris Silva says.

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