While the average article focusses on the announcement of WhatsApp's about-face regarding the implementation of advertising, its founders having repeatedly assured user that the messaging platform would never carry advertising, the bigger issue is this: Facebook, which bought WhatsApp and authorised those assurances, and guaranteed users privacy, is about to plunder WhatsApp user data and to make it available to third parties. USers have a stark choice: try to sort out a complex opt out (that depends on whether Facebook can be trusted and history repeatedly demonstrates otherwise), to accept the total loss of privacy in messaging or to leave WhatsApp entirely.