messages come directly to the user's phone, from known contacts, and therefore feel ‘personal’.it allows creation of groups of up to 256 people, generating large communities of close contacts.WhatsApp is a powerful tool for political campaigns due to several unique features of the platform, including: However, metadata – such as who is sending messages to whom, when and from where – is still recorded and accessible to the platform and to Facebook 3.
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In 2016, WhatsApp introduced end-to-end encryption, meaning that users can communicate without their messages being readable or intercepted by others. In addition to using WhatsApp to send messages among family members or groups of friends, many in the Global South also use it to create and communicate with much larger social groups, organised around support of a particular football team, or fans of a certain band, as well as along political lines.
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The platform allows voice and video calls, video and voice messages, sharing of images, PDF documents and location 2, all via one-to-one communication or in groups of up to 256 members. WhatsApp is a communication service launched in 2009 and acquired by Facebook in 2014, with an estimated 900 million users worldwide.
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According to Brendan Tobin, head of the political-campaign software company Ecanvasser, “.in South America and Central America some campaigns just run on WhatsApp groups.” In the country reports by Tactical Tech's partners as part of our research on the global Influence Industry, it is clear that since 2015, WhatsApp is increasingly becoming the main tool for political campaigns in the Global South, and its influence is continuing to grow. Political campaigners disseminate photos, messages and calls to action via WhatsApp groups both large and small.
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The research conducted by Tactical Tech and our partners over the last 18 months has confirmed that WhatsApp is now a primary means of delivery for political messaging in many countries in the Global South, with particularly strong penetration in rural communities where internet is accessed mostly via smartphones 1. This article reveals some of the many ways WhatsApp is being deployed as a major part of the political process in countries including Brazil, Colombia, Kenya and Malaysia. While WhatsApp helps politicians reach voters and constituents in areas that don't otherwise have access to the internet, it also extends the reach and primacy of Facebook (who own the platform) in the democratic process in these countries. For many people in the Global North, it may come as a surprise that participation in large WhatsApp groups constitutes the majority of online communication for many users in South America, Africa and Southeast Asia. The past few years have seen WhatsApp become an increasingly powerful and influential tool for political campaigns in the Global South.