Many have questioned in recent times whether the world might be better off without social media, and this week, we got a taste of what that might be like, with Facebook and its properties (Messenger, WhatsApp and Instagram) all going down, in varying capacity, for nearly an entire day.
Social networking behemoth Facebook has said that all of its properties - including Instagram, WhatsApp and Oculus - are operating as normal.
Many marketing insiders took the opportunity Wednesday to call out the importance of diversifying among various channels rather than relying on one or two platforms that are ultimately out of any individual brand's control.
Meanwhile, another technology giant, Google was also affected by an outage through the world with users reporting problems with Google Maps, Gmail, Hangouts & Google Drive for several hours.
The company acknowledged the service interruption via Twitter, but it ruled out a possibility resulting from a distributed denial-of-service, or DDoS attack, on its platform or servers.
WhatsApp has around 1.5 billion users worldwide and is a big part of Facebook's growth plans as it prepares to integrate all of its messaging services. "We're working to resolve the issue as soon as possible", a Facebook statement said on Twitter.
While a minor inconvenience for most users, the disruption could cause brands and retailers to lose valuable business, as Facebook and Instagram comprise an ever-greater share of marketing budgets. The move seems to boast Telegram's encryption and self-destruct features while taking a swipe at Facebook privacy woes of late.
"Instagram was down for a few hours so here I am". Durov added, "Good. We have true privacy and unlimited space for everyone".
Telegram is a cloud-based mobile and desktop messaging app with a focus on security.
Earlier this month, Facebook CEO Mark Zuckerberg explained that private messaging is the most important factor in the company's outlook for the future.