Facebook will now freely allow developers to build competitors to its features upon its own platform. Today Facebook announced it will drop Platform Policy section 4.1, which stipulates āAdd something unique to the community. Donāt replicate core functionality that Facebook already provides.ā
That policy felt pretty disingenuous given how aggressively Facebook has replicated everyone elseās core functionality, from Snapchat to Twitter and beyond. Facebook had previously enforced the policy selectively to hurt competitors that had used its Find Friends or viral distribution features. Apps like Vine, Voxer, MessageMe, Phhhoto and more had been cut off from Facebookās platform for too closely replicating its video, messaging or GIF creation tools. Find Friends is a vital API that lets users find their Facebook friends within other apps.
The move will significantly reduce the risk of building on the Facebook platform. It could also cast it in a better light in the eyes of regulators. Anyone seeking ways Facebook abuses its dominance will lose a talking point. And by creating a more fair and open platform where developers can build without fear of straying too close to Facebookās history or road map, it could reinvigorate its developer ecosystem.
A Facebook spokesperson provided this statement to TechCrunch:
We built our developer platform years ago to pave the way for innovation in social apps and services. At that time we made the decision to restrict apps built on top of our platform that replicated our core functionality. These kind of restrictions are common across the tech industry with different platforms having their own variant including YouTube, Twitter, Snap and Apple. We regularly review our policies to ensure they are both protecting peopleās data and enabling useful services to be built on our platform for the benefit of the Facebook community. As part of our ongoing review we have decided that we will remove this out of date policy so that our platform remains as open as possible. We think this is the right thing to do as platforms and technology develop and grow.
The change comes after Facebook locked down parts of its platformĀ in April for privacy and security reasons in the wake of the Cambridge Analytica scandal. Diplomatically, Facebook said it didnāt expect the change to impact its standing with regulators but itās open to answering their questions.
Earlier in April, I wrote a report on how Facebook used Policy 4.1 to attack competitors it saw gaining traction. The article, āFacebook shouldnāt block you from finding friends on competitors,ā advocated for Facebook to make its social graph more portable and interoperable so users could decamp to competitors if they felt they werenāt treated right in order to coerce Facebook to act better.
The policy change will apply retroactively. Old apps that lost Find Friends or other functionality will be able to submit their app for review and, once approved, will regain access.
Friend lists still canāt be exported in a truly interoperable way. But at least now Facebook has enacted the spirit of that call to action. Developers wonāt be in danger of losing access to that Find Friends Facebook API for treading in its path.
Below is an excerpt from our previous reporting on how Facebook has previously enforced Platform Policy 4.1 that before todayās change was used to hamper competitors:
- Voxer was one of the hottest messaging apps of 2012, climbing the charts and raising a $30 million round with its walkie-talkie-style functionality. In early January 2013, Facebook copied Voxer by adding voice messaging into Messenger. Two weeks later, FacebookĀ cut off Voxerās Find Friends access. Voxer CEO Tom Katis told me at the time that Facebook stated his app with tens of millions of users was a ācompetitive social networkā and wasnāt sharing content back to Facebook. Katis told us he thought that was hypocritical. By June, Voxer had pivoted toward business communications, tumbling down the app charts and leaving Facebook Messenger to thrive.
- MessageMe had aĀ well-built chat appĀ that was growing quickly after launching in 2013, posing a threat to Facebook Messenger. Shortly before reaching 1 million users,Ā Facebook cut off MessageMeās Find Friends access. The app ended up selling for a paltry double-digit millions price tag to Yahoo before disintegrating.
- Phhhoto and its fate show how Facebookās data protectionism encompasses Instagram. Phhhotoās app that let you shoot animated GIFs was growing popular.Ā But soon after it hit 1 million users, itĀ got cut off from Instagramās social graphĀ in April 2015. Six months later, Instagram launched Boomerang, a blatant clone of Phhhoto. Within two years, Phhhoto shut down its app, blaming Facebook and Instagram. āWe watched [Instagram CEO Kevin] Systrom and his product team quietly using PHHHOTO almost a year before Boomerang was released. So it wasnāt a surprise at all . . .Ā Iām not sure Instagram has a creative bone in their entire body.ā
- VineĀ had a real shot at being the future of short-form video. The day the Twitter-owned app launched, though, Facebook shut off VineāsĀ Find Friends access. Vine let you share back to Facebook, and its six-second loops you shot in the app were a far cry from Facebookās heavyweight video file uploader. Still, Facebook cut it off, and by late 2016, Twitter announced it was shutting down Vine.
Source: TechCrunch
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