Yup. Even if the "blue app" is dying, brushing off Instagram and WhatsApp because they are less monetized is dumb. It's exactly because they are less monetized - but FB is extremely experienced in monetizing attention - that they are major levers left to pull from a revenue perspective.
I think the most exciting test for FB is whether it succeeds in monetizing WA and IG without killing engagement. I don't know if there is a comparable story of a mature network absorbing other mature networks (please share examples), but if they succeed it is evidence of a way to keep rolling their data and revenue advantage over from product to product - so who even cares about the blue app.
I think the most exciting test for FB is whether it succeeds in monetizing WA and IG without killing engagement. I don't know if there is a comparable story of a mature network absorbing other mature networks (please share examples), but if they succeed it is evidence of a way to keep rolling their data and revenue advantage over from product to product - so who even cares about the blue app.