Although Apple’s iMessage has a few million users when compared to over two billion users of WhatsApp. Its latest upgrade is sure to get Apple users to migrate to its texting service  away from WhatsApp.  iMessage  has been updated with strict privacy policies.

WhatsApp has said that it follows end-to-end encryption. However, looking at its privacy policy indicates that it not only collects meta data but uses this data to “market its service.” It says that “we share your information” The exact message sent on WhatsApp is encrypted but enough meta data is mined that can help its owner Facebook strategize its marketing and target its users with specific deals, suggestions and more.

WhatsApp is part of the Facebook family and its policy states that they get information from the Facebook and that use  provide information to the to market our service and their offerings.”

Apple has started giving its users the option of knowing what data is collected by which app. Its privacy policy says that the only metadata collected by iMessage is linked to the user’s mail id, mobile or landline number and device ID. It also collects browsing history.

WhatsApp not only collects all the above but also individual data which can help target specific advertisements and suggestions to users. Stronger integration with the family may be delayed due to the anti-trust action and lawsuits against Facebook in the United States.

Apple has taken the first step forward to guard users privacy. Other tech giants should follow, willingly or when forced to by the legal system.