In its latest move towards integrating its “family of apps”, Facebook is renaming WhatsApp and Instagram to “WhatsApp from Facebook” and “Instagram from Facebook”.

It’s easy to see why Facebook regards this as a necessary step towards bringing these two hugely popular platforms under one brand umbrella. By renaming them eponymously, Facebook says it will ‘be clearer about the products and services that are part of Facebook’. Research conducted in 2019 shows that the majority of users in America don’t know that the platforms are owned by Facebook.

Facebook kickstarted its platforms’ integration earlier this year by announcing plans to incorporate Messenger, WhatsApp and Instagram messaging. From a business prospective, these apps certainly represent two of the most lucrative services for Facebook. As businesses on WhatsApp and advertisers on Instagram continue to grow, it makes sense for the tech giant to want to trademark them and create a seamless experience for consumers, marketers and advertisers.

Although we aren’t about to hear people add three extra syllables to everyday conversation, the name change will be enough to impact consumers’ perception of both Instagram and WhatsApp. In turn, this creates new brand opportunities and it’s likely we’ll see evolutions of advertising capabilities become more streamlined.

At this point in time, it is difficult to determine with accuracy how much the rebranding will affect the interplay between three separate platforms in the immediate future but the long term vision is clear - Facebook is bringing its one-stop-shop to market.