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You’ve undoubtedly read in the past few months about social applications that offer heavily encrypted messages that can self-destruct and a faster delivery system than most platforms, along with promises that they will remain cost-free forever and are nearly unhackable.
One such example is Telegram, which hit 200 million global monthly users in March, yet has received considerable opposition from both Russia and Iran—the two countries, in fact, with Telegram’s largest user bases.
As messenger apps such as WhatsApp and Facebook Messenger have become a staple of modern life and consumer fears about data privacy have risen to a fever pitch, will people turn to these more encrypted messenger platforms to protect their confidentiality? And what does this mean for American brands that have read about Telegram and other platforms and are considering their implications?
On balance, brands can rest easy—at least for now.