The latest survey findings come at a critical time when the Supreme Court has reprimanded Meta and WhatsApp over data sharing practices. The court specifically warned that companies cannot compromise the privacy rights of users, particularly emphasizing the vulnerability of ordinary people who depend on digital platforms but do not fully understand the implications of privacy policies. This judicial intervention highlights the urgent need for stronger oversight and enforcement of privacy protections in the digital communications sector. The Supreme Court on February 3 directed Meta Platforms to file an affidavit to provide an undertaking that user data would not be used for advertising purposes. The judicial body warned the firm that failure to do so would lead to the dismissal of the case Meta had put forward to oppose the Competition Commission Of India's ruling against WhatsApp's 2021 Privacy Policy. The policy was to facilitate increased data sharing for business purposes, which led to the CCI slapping a ₹214 crore fine on the company. On Tuesday, the Supreme Court bench headed by Surya Kant and joined by Justices Joymalya Bagchi and Vipul M Pancholi warned Meta Platforms and WhatsApp that they cannot "play with the right to privacy of citizens in the name of data sharing", adding that if Meta cannot protect user data, it should "leave India". The bench also flagged "silent customers" who are digitally dependent but unaware of how their data is used.
According to a report by LocalCircles, up to 96% of WhatsApp users reported receiving commercial spam messages on a daily basis. The latest survey polled over 42,000 users across 324 districts and found that more than half (54%) received one to three promotional or spam messages daily, while 30% reported receiving four to seven messages of this sort. Additionally, 19% reported receiving eight or more messages daily, representing a sharp jump from 11% in 2023. The survey also involved community discussions where users reported receiving such messages via the WhatsApp Business feature, where users can pay the social media platform to send messages to other users. Only 4% of respondents reported not receiving any spam messages daily, indicating the widespread nature of commercial messaging across the platform's user base. Users have alleged that WhatsApp might be turning a blind eye to such activities or actively enabling them in order to increase its revenue.
As reported by LocalCircles, a majority of the spam messages were from real estate and financial services firms, with 71% of them originating from these fields. The report covered an example where a fraudulent message was sent by an account named 'FinanceBuddha' to a considerable number of users regarding allegedly receiving their loan application through WhatsApp Business and then spamming messages repeatedly over 45 days stating that their loan application had been approved and they were ready to remit the loan. None of the users had applied for the loan mentioned in the fraudulent messages. Of 14,281 respondents to this question, 71% said they receive messages selling real estate and 71% said they receive messages selling financial services. Additionally, 46% cited healthcare or pathology services, 44% job or earnings offers, and smaller shares pointed to services such as home repairs, gaming, telecom offers and other categories. The surge in daily spam, especially via WhatsApp Business, now sits uncomfortably against the backdrop of the Supreme Court's tougher stance.
The survey reveals that most spam messages are sent from WhatsApp Business accounts, which is a feature that allows companies and businesses to send messages directly to users for a fee. However, many people are misusing this feature to send promotional messages without permission, creating a significant loophole in WhatsApp's spam prevention mechanisms. This misuse of the paid messaging service demonstrates how legitimate business communication tools can be exploited for commercial spamming activities, highlighting the need for better platform controls and user education about proper usage of these features. The misuse has led to concerns that WhatsApp might be turning a blind eye to such activities or actively enabling them in order to increase its revenue. As Meta faces proceedings over its 2021 privacy policy, previously examined by the Competition Commission of India and the NCLAT, the survey adds fuel to growing concerns over unchecked commercial messaging.
The survey reveals a significant deterioration in spam prevalence over the past 36 months. Compared with a 2023 study, the share of users receiving eight or more spam messages daily rose to 19% from 11%, while the proportion of users who do not receive any such messages fell slightly from 5% in 2023 to 4% now. This indicates that spamming activities have become more frequent and widespread across the platform. Despite blocking efforts, many users reported that senders continue to reach them through new numbers or accounts, highlighting the challenges in effective spam prevention. The persistent nature of spamming activities suggests that current blocking mechanisms may not be sufficient to address the problem effectively. With nearly every WhatsApp user reporting unsolicited messages, the bigger question now is whether Meta can stem the flow before regulators decide they must.
When asked how they respond to spam messages, 59% of 13,748 respondents said they block the sender, while another 35% said they ignore the messages, and 3% mute the sender. However, despite blocking, many users reported that senders continue to reach them through new numbers or accounts, demonstrating the persistent nature of spamming activities. This pattern suggests that blocking mechanisms may not be sufficient to address the spam problem effectively, particularly given the misuse of WhatsApp Business accounts for spamming activities. The widespread nature of spamming activities indicates that users are struggling to effectively manage unwanted commercial communications on the platform, with the latest survey showing that only 4% of users reported a spam-free inbox.