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We, as users, can then choose whether that’s acceptable to us or not. And they are completely entitled to say we collect certain data fields and use those to send you ads that might be relevant. You have the right to know what’s being collected and how it’s being used. But there was no word on exactly what was being used, and how. We collect it because we need it, was the message.

It seemed that WhatsApp’s was taking the view that the backlash would blow over and we would all forget. More importantly, the rationale behind collecting all this data in the first place was downplayed. The fact this isn’t new is hardly the point. But suddenly WhatsApp had shone a light on the fact that there is some data sharing.

It’s all good, WhatsApp said, we don’t share all your data with Facebook. The second part of that backlash, the forced change of terms, hit hard because it seemed WhatsApp was collecting this data and sharing it with Facebook-that was the misreporting.