Social Media & Messaging Platform Comparison Chart: A Complete Privacy & Data Collection Overview

Platforms Covered:

• 9 Messaging Platforms: WhatsApp, Facebook Messenger, Instagram DMs, Signal, Telegram, iMessage, Discord, Snapchat, Twitter/X DMs


• 11 Social Media Platforms: Facebook, Instagram, Threads, YouTube, TikTok, Snapchat, BeReal, Reddit, Mastodon, Bluesky, WeChat


• Privacy Alternative: Snugg (messaging + social)

Total: 20+ platforms compared

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Part 1: Messaging Platforms

The Complete Messaging Comparison

Platform	Owner	E2E Encryption	Metadata Collected	Business Model	Can Read Content	Open Source	Third-Party Sharing
WhatsApp	Meta	Yes (messages only)	Extensive (who, when, how often, group membership, IP, device info)	Free (Meta data empire)	No (messages) Yes (metadata)	Partial	Yes (shares metadata with Facebook)
Facebook Messenger	Meta	Optional*	Extensive	Free (advertising)	Yes (unless E2E enabled)	No	Yes (Meta ecosystem)
Instagram DMs	Meta	Optional*	Extensive	Free (advertising)	Yes (unless E2E enabled)	No	Yes (Meta ecosystem)
Signal	Signal Foundation	Yes (everything)	Minimal (phone number, last connected)	Donations (non-profit)	No	Yes	No
Telegram	Telegram LLC	Optional	Moderate	Free (founder funded)	Yes (regular chats) No (secret chats)	Partial	No
iMessage	Apple	Yes	Moderate (who, when, syncing data)	Free (Apple ecosystem)	No	No	Limited (Apple only)
Discord	Discord Inc	None	High (all messages, voice data, activity)	Freemium (Nitro subscriptions)	Yes (everything)	No	Limited
Snapchat	Snap Inc	None	Extensive (all snaps stored, location, biometrics)	Free (advertising)	Yes (everything)	No	Yes (advertising partners)
Twitter/X DMs	X Corp	Coming	High*	Freemium (X Premium)	Yes (currently)	No	Unknown (post-acquisition)
Snugg	Snugg (Independent)	Yes (everything)	Minimal (group membership only)	Subscription	No	Yes	No

Notes:

• *Facebook Messenger & Instagram: E2E encryption must be manually enabled per conversation
• Telegram: Only "Secret Chats" are E2E encrypted; regular chats are stored on Telegram servers
• *Twitter/X: Announced E2E encryption for DMs, not yet fully implemented

Key Insight: Messaging Apps

Even with E2E encryption (like WhatsApp), platforms still collect extensive metadata:

• Who you message


• When you message them


• How often


• Group membership


• Online status


• Device information


• IP address/location

This metadata is extremely revealing and can be shared with parent companies (like Meta) or government agencies.

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Part 2: Social Media & Content Platforms

META ECOSYSTEM (Facebook, Instagram, Threads)

Platform	Owner	E2E Encryption	Data Collection	Business Model	Can Read Content	Algorithm	Open Source	Special Concerns
Facebook	Meta	None	EXTREME	Advertising	Yes	Engagement-optimized	No	Cambridge Analytica scandal, shadow profiles, tracks non-users via Facebook Pixel, political manipulation, cross-app tracking (Instagram, WhatsApp, Threads)
Instagram	Meta	Partial*	EXTREME	Advertising	Yes	Engagement-optimized	No	Body image issues (especially teens), Meta ecosystem integration, DMs not E2E by default, tracks who you "stalk"
Threads	Meta	None	EXTREME	Advertising	Yes	Engagement-optimized	No	Requires Instagram account, promises ActivityPub integration (not delivered), same data collection as Instagram

*Instagram DMs can be E2E encrypted if manually enabled, but posts/stories are not encrypted

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VIDEO & SHORT-FORM CONTENT

Platform	Owner	E2E Encryption	Data Collection	Business Model	Can Read Content	Algorithm	Open Source	Special Concerns
YouTube	Google	None	EXTREME	Advertising	Yes	Personalized (engagement)	No	Google ecosystem integration (Search, Gmail, Maps, Photos), tracks everything across all Google services, political manipulation via targeting
TikTok	ByteDance (China)	None	EXTREME+	Advertising	Yes	Hyper-personalized (addictive)	No	Chinese government access, clipboard reading, biometric data collection (face + voice), most addictive platform, teen mental health concerns

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PHOTO & EPHEMERAL MESSAGING

Platform	Owner	E2E Encryption	Data Collection	Business Model	Can Read Content	Algorithm	Open Source	Special Concerns
Snapchat	Snap Inc	None	EXTREME	Advertising	Yes	Personalized (engagement)	No	False "disappearing" claims (messages saved on servers), real-time location tracking (Snap Map), extensive biometric data (facial recognition), targets teens, "Snapchat dysmorphia"
BeReal	BeReal	None	MODERATE	VC-funded (future unclear)	Yes	None (time-based)	No	Business model uncertain, daily posting pressure, French company (GDPR compliant), limited data collection compared to others

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DISCUSSION & COMMUNITY

Platform	Owner	E2E Encryption	Data Collection	Business Model	Can Read Content	Algorithm	Open Source	Special Concerns
Reddit	Reddit Inc	None	MODERATE	Advertising + Data Licensing	Yes	Community + personalized	Partial	Sold user data to Google/OpenAI for AI training, shadow banning, moderator abuse, echo chambers, doom scrolling behavior

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DECENTRALIZED ALTERNATIVES

Platform	Owner	E2E Encryption	Data Collection	Business Model	Can Read Content	Algorithm	Open Source	Special Concerns
Mastodon	Decentralized	None	LOW	Donations (no ads)	Instance admin	None (chronological)	Yes	Each instance has own policies, admin can see DMs, instance could shut down, learning curve, smaller network
Bluesky	Bluesky Social (Jack Dorsey)	None	LOW-MODERATE	Unclear (non-profit)	Yes	User-configurable	Yes (AT Protocol)	Still developing, future business model uncertain, smaller network, decentralization not fully realized

Mastodon DMs are instance-specific, not E2E encrypted, but no cross-platform tracking

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SUPER-APP (ALL-IN-ONE)

Platform	Owner	E2E Encryption	Data Collection	Business Model	Can Read Content	Algorithm	Open Source	Special Concerns
WeChat	Tencent (China)	None	EXTREME++	Advertising + Payments + Services	Yes + Gov't	Engagement + Government priorities	No	Chinese government surveillance, mandatory real-name registration, linked to government ID, used for social credit scores, content censorship, users arrested based on messages, CCP has full access to all data

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PRIVACY-FIRST ALTERNATIVE

Platform	Owner	E2E Encryption	Data Collection	Business Model	Can Read Content	Algorithm	Open Source	Special Concerns
Snugg	Snugg (Independent)	Full E2E	MINIMAL	Subscription	No (can't decrypt)	None (chronological)	Yes	True deletion (cryptographic), no ads, no data sales, no tracking, user-controlled keys, GDPR compliant by design

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Key Differences Explained

What "E2E Encryption" Really Means

Status	What It Means	Example
Full E2E	Content encrypted on your device, only recipients can decrypt. Platform cannot read.	Signal, Snugg
Partial	Some features encrypted (e.g., DMs if enabled), but not all content.	Instagram DMs (if manually enabled)
None	Platform can read everything you post, send, or do.	Facebook, TikTok, YouTube, most platforms

Critical: Even with E2E encryption, platforms can still see metadata (who you talk to, when, how often, group membership).

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Data Collection Levels Explained

Level	What They Collect	Examples
EXTREME++	Everything + government access + linked to national ID	WeChat
EXTREME+	Everything + biometrics + clipboard + aggressive tracking	TikTok
EXTREME	Full behavioral profile, cross-platform tracking, purchases	Facebook, Instagram, YouTube, Threads, Snapchat
MODERATE	Basic activity, some tracking, limited cross-platform	Reddit, BeReal
LOW	Only what you publicly post, minimal tracking	Mastodon, Bluesky
MINIMAL	Only encrypted ciphertext, no content access	Snugg, Signal

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Business Models Explained

Model	How It Works	Privacy Impact	Examples
Advertising	Free to use, makes money by profiling you and selling targeted ads	High - Must collect maximum data to maximize ad revenue	Facebook, Instagram, YouTube, TikTok, Snapchat, Reddit
Data Licensing	Sells your data/content to third parties (AI companies, data brokers)	Very High - Direct monetization of your data	Reddit (to OpenAI/Google)
Payments/Services	Transaction fees, in-app purchases	Moderate - Needs transaction data	WeChat
Donations	User/instance donations, grants	Low - No incentive to collect data	Mastodon
Subscription	Users pay monthly/annual fee for service	Very Low - You're the customer, not the product	Snugg
VC-Funded	Currently free, burning investor money, future unclear	Unknown - Will need revenue eventually	BeReal

Key insight: Free platforms can never truly respect privacy. When you don't pay for the product, you ARE the product.

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The "Open Source" Question

Status	What It Means	Trust Level
Fully Open Source	Anyone can audit the code, verify claims, find security issues	High - "Don't trust, verify"
Partially Open	Some components open, others closed	Medium - Limited verification possible
Closed Source	Code is secret, must trust the company's claims	Low - "Just trust us"

Open source platforms: Mastodon, Bluesky (AT Protocol), Snugg Closed source platforms: Facebook, Instagram, Threads, YouTube, TikTok, Snapchat, Reddit, BeReal, WeChat

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Platform-Specific Red Flags

Messaging Platforms

WhatsApp

• E2E encrypted messages BUT extensive metadata collection


• Shares metadata with Facebook (who you talk to, when, groups)


• Meta can build social graph even without reading messages


• Backups to iCloud/Google Drive are NOT encrypted


• Phone number required (not anonymous)

Facebook Messenger

• E2E encryption NOT enabled by default


• Full Meta tracking and profiling


• Messages used for ad targeting


• Integrates with Facebook data collection

Instagram DMs

• E2E encryption NOT enabled by default


• Must manually enable per conversation


• Full Meta tracking across Instagram activity


• Read receipts and online status tracked

Telegram

• Regular chats NOT E2E encrypted (stored on servers)


• Only "Secret Chats" are encrypted


• Secret Chats don't sync across devices


• Closed source server code


• Business model unclear (how do they sustain?)

iMessage

• E2E encrypted but closed source (can't verify)


• Backups to iCloud are NOT E2E encrypted (Apple can access)


• Metadata collected for Apple's ecosystem


• iOS/macOS only (lock-in)

Discord

• NO encryption whatsoever


• All messages readable by Discord


• Sold to Microsoft (data sharing unclear)


• Voice data collected and stored


• Extensive activity tracking

Social Media Platforms

Facebook

• Cambridge Analytica scandal (87M users' data harvested)


• Creates "shadow profiles" of non-users


• Tracks you across the web via Facebook Pixel


• Psychological experiments on users without consent


• Political manipulation and election interference

Instagram

• Meta ecosystem tracking (linked to Facebook, WhatsApp)


• Body image issues, especially in teenage girls


• Tracks who you search for/view profiles


• DMs not encrypted by default

Threads

• Requires Instagram account (can't use separately)


• Promises decentralization, hasn't delivered


• Same data collection as Instagram

YouTube

• Google integration (tracks across Search, Gmail, Maps, Photos, Chrome)


• Radicalization pipeline (algorithm promotes extreme content)


• Collects data even when not logged in

TikTok

• Chinese company (ByteDance) with CCP access


• Reads clipboard (caught multiple times)


• Most addictive platform (by design)


• Collects biometric data (faceprints, voiceprints)


• Teen mental health crisis correlation

Snapchat

• "Disappearing" messages aren't deleted (saved on servers)


• Real-time location tracking (Snap Map)


• Extensive facial recognition data


• False sense of security leads to risky sharing


• Targets vulnerable teen audience

Reddit

• Sold all user data to Google for AI training ($60M deal)


• Sold data to OpenAI


• "Deleted" posts/comments archived by third parties


• Shadow banning without transparency

BeReal

• Business model unclear (how will they make money?)


• Daily posting pressure (FOMO mechanics)


• VC funding will eventually demand monetization

Mastodon

• Instance admin can read DMs


• Instance could shut down (take data with it)


• Moderation varies wildly by instance

Bluesky

• Still in development (features incomplete)


• Future business model unclear


• Smaller network effect

WeChat

• Chinese government has FULL ACCESS to all data


• Linked to national ID (mandatory in China)


• Used for social credit scores


• Political content censored


• Users arrested based on WeChat messages


• Cannot be trusted for any sensitive communication

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What You Should Ask About Any Platform

The 5 Critical Questions

1. Can they read my content?

• Messaging apps: Check if E2E encrypted (and if it's enabled by default)


• Social platforms: Almost always YES (posts are rarely encrypted)


• Even if encrypted: They still see metadata

2. How do they make money?

• Advertising = they profit from profiling you


• Data licensing = they sell your data


• Subscriptions = you're the customer


• Free + unclear = red flag

3. Is it open source?

• Yes = you can verify their claims


• No = you must trust them blindly

4. What happens when I delete my account?

• Most platforms: Data retained indefinitely


• True deletion: Cryptographic key destruction

5. Who else gets access to my data?

• Third-party apps


• Advertisers


• Data brokers


• AI training companies


• Government agencies


• Parent company (Meta, Google, etc.)

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Common Myths About Privacy

Myth 1: "WhatsApp is private because it's encrypted"

Reality:

• WhatsApp messages are E2E encrypted (good)


• BUT WhatsApp collects extensive metadata and shares it with Facebook (bad)


• Metadata reveals: who you talk to, when, how often, group membership, contacts, device info


• This metadata builds a complete social graph even without reading messages


• iCloud/Google Drive backups are NOT encrypted (anyone with access can read them)


• Bottom line: Message content is private, but everything else about your communication isn't

Myth 2: "I have nothing to hide"

Reality:

• Your viewing history could be subpoenaed in divorce proceedings


• Your interests could affect job prospects (employers buy data)


• Your location history could place you at protests or crime scenes


• Your psychological profile could be used to manipulate you


• Data, once collected, can be used in ways you never anticipated

Myth 3: "Encrypted messages are completely private"

Reality:

• E2E encryption protects message content


• But platforms still see: who you message, when, how often, group membership, online status


• This metadata is extremely revealing (see Myth 1 about WhatsApp)


• Some platforms (Telegram) only encrypt "Secret Chats"—regular chats are stored on servers

Myth 4: "I can just use a fake name"

Reality:

• Device fingerprinting identifies you uniquely


• IP addresses reveal location


• Usage patterns are distinctive


• Social graph reveals identity (who you connect with)


• Cross-platform tracking connects "anonymous" accounts

Myth 5: "I already deleted that post/message"

Reality:

• Most platforms retain "deleted" data indefinitely


• Third parties may have archived it (messaging: screenshots; social: web archives)


• Recipients have copies of messages


• Platform backups persist


• Only cryptographic deletion guarantees erasure

Myth 6: "Private/Incognito mode protects me"

Reality:

• Only hides history from people using your device


• Doesn't stop platform tracking


• Doesn't prevent fingerprinting


• ISP can still see traffic


• Platform knows it's you (unless using VPN + new account)

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Privacy Risk Tiers

EXTREME RISK (Avoid if Privacy Matters)

Messaging:

• Facebook Messenger - No E2E by default + Meta tracking


• Discord - No encryption + all messages readable

Social Media:

• Facebook - Maximum data collection + tracking empire


• TikTok - CCP access + most invasive tracking


• WeChat - Government surveillance super-app


• YouTube - Google ecosystem integration


• Instagram - Meta tracking + biometrics


• Snapchat - False security claims + real-time location


• Threads - Meta tracking + requires Instagram

MODERATE RISK (Use with Caution)

Messaging:

• WhatsApp - E2E messages BUT extensive metadata shared with Meta


• Telegram - E2E only for "Secret Chats", regular chats on servers


• iMessage - E2E but closed source, iCloud backups not encrypted


• Twitter/X DMs - Currently not encrypted, future uncertain

Social Media:

• Reddit - Data sales to AI companies


• BeReal - Uncertain business model

LOW RISK (Better Alternatives)

Messaging:

• Signal - Gold standard for E2E messaging, minimal metadata

Social Media:

• Mastodon - Decentralized, no corporate tracking


• Bluesky - Developing decentralized option

BUILT FOR PRIVACY

Messaging & Social:

• Snugg - E2E encrypted, open source, subscription model (both messaging and social features)


• Signal - E2E encrypted messaging (messaging only, not social media)

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What You Can Do Right Now

Immediate Actions (5 minutes)

1. Review your platform usage

• Which of these platforms do you use daily?


• Do you actually need all of them?

2. Check privacy settings

• Turn off location tracking


• Limit ad personalization


• Review connected apps

3. Delete unused accounts

• Start with highest-risk platforms


• Export your data first (if available)

Medium-Term Actions (1 hour)

4. Move conversations to private platforms

• Switch family chats to Signal or Snugg


• Use encrypted email (ProtonMail)

5. Reduce data sharing

• Use browser containers to separate accounts


• Install privacy-focused browser extensions (uBlock Origin)


• Stop sharing location by default

6. Audit app permissions

• Remove unnecessary access (contacts, camera, microphone)


• Check which apps run in background

Long-Term Actions (Ongoing)

7. Migrate to privacy-respecting alternatives

• Replace Facebook with Snugg or Mastodon


• Replace Gmail with ProtonMail


• Replace Chrome with Firefox or Brave

8. Support privacy-first services

• Pay for services that respect you


• Advocate for privacy legislation

9. Educate others

• Share this chart


• Explain why privacy matters


• Help family/friends make informed choices

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The Bottom Line

Most messaging and social platforms are surveillance machines by design.

They're free because you're the product. Your data, attention, and behavior are what they sell.

Messaging Apps: The Metadata Problem

Even apps with E2E encryption (like WhatsApp) still collect extensive metadata:

• Who you message


• When you message them


• How often


• Group membership


• Device info


• Location data

This metadata is shared with parent companies (Meta) and reveals almost as much as reading your messages.

Social Media: The Complete Surveillance Problem

Social platforms collect everything:

• What you post and view


• How long you view it


• Who you interact with


• Your psychological profile


• Your location history


• Your behavioral patterns

Three types of platforms:

1. Surveillance Platforms (Facebook, TikTok, Instagram, YouTube, WhatsApp/Meta products)

• Free to use


• Collect maximum data


• Profit from your profile


• Cannot respect privacy (business model conflict)

2. Developing Alternatives (Mastodon, Bluesky, BeReal, Signal for messaging)

• Promising approaches


• Still have limitations


• Future uncertain (except Signal)

3. Privacy-First Platforms (Snugg)

• Subscription model


• E2E encryption (messages AND posts)


• Minimal data collection


• Provably private

The choice is yours:

• Stay on surveillance platforms (knowing what you're giving up)


• Switch to alternatives that respect you


• Reduce usage and protect what you can

But don't fool yourself: free platforms will never respect your privacy.

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About Snugg

Snugg is different by design: the only platform that combines E2E encrypted messaging AND social features.

What makes Snugg unique:

• E2E encrypted posts AND messages (not just messaging like Signal)


• Private groups with feed-style posts (not just chat threads)


• Photos, videos, reactions, comments—all encrypted


• Social features without surveillance

What Snugg CAN'T do (even if we wanted to):

• Read your posts (encrypted end-to-end)


• Read your messages (encrypted end-to-end)


• See your photos (encrypted before upload)


• Track your behavior for ads (no ads)


• Sell your data (subscription business model)


• Keep your data after deletion (cryptographic key destruction)

What Snugg DOES do:

• Provide a safe space for private groups


• Give you control of your encryption keys


• Delete data when you ask (truly, cryptographically)


• Open source code for anyone to audit


• GDPR compliant by design

Why we're different from Signal:

• Signal = Secure messaging (best in class for that)


• Snugg = Secure messaging + social (groups with posts, feeds, media sharing)

Why we're different from Facebook/Instagram:

• Facebook/Instagram = Can read everything you post


• Snugg = Cannot read your content (even if we wanted to)

Your data belongs to you. Not us. Not advertisers. You.

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Ready to take control of your privacy?

Join the waitlist
Read our security docs
Questions? hello@snugg.social

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Share This Chart

Help others understand what they're giving up when they use "free" platforms.

Share on:

• Twitter: "Just learned what Facebook/TikTok/Instagram REALLY know about me. This chart breaks it all down: [link]"


• Reddit: r/privacy, r/privacytoolsIO, r/technology


• LinkedIn: "If you value privacy, this comparison chart is essential reading"


• Email: Forward to family and friends who care about privacy

Print it, share it, discuss it.

The first step to protecting your privacy is understanding what you're up against.

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Document Version: 1.0
Last Updated: January 2025
Maintained by: Snugg
License: Creative Commons Attribution 4.0 (share freely with attribution)

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"If you're not paying for the product, you are the product."

— You've heard this before. Now you know exactly what it means.

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About the Author - Sam Bartlett

I'm a yacht surveyor based in the Caribbean and the founder of Snugg. After 15 years watching social media platforms prioritize ads over genuine connection, I decided to build the alternative. I previously built and ran a successful sailing holiday business, topping Google search results for years before algorithm changes destroyed organic reach. I'm not a developer or privacy activist—just someone who got tired of platforms that forgot their purpose. When I'm not building Snugg or surveying yachts, I wish everyone had more time for sailing in beautiful places (or whatever brings you joy).

Connect with me:

• Twitter: @snugg_social


• LinkedIn: Sam Bartlett


• Email: hello@capitainesam.com