Marketing (Limited for Direct Messages):

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Personalizing your interactions with the app, though less so with direct content than with activity patterns.

While personal messages are end-to-end encrypted and not used for targeted advertising within WhatsApp, the broader ecosystem of Meta means that some information could influence ads you see on other Meta platforms. Businesses using WhatsApp for marketing purposes (e.g., "Click-to-WhatsApp Ads") will be able to collect your data (like phone number) once you vietnam phone number list initiate a conversation.

Business Features: Facilitating interactions between users and businesses, including directory services and business profiles.
Legal Compliance and Law Enforcement: Responding to legal requests, court orders, and complying with applicable laws. This is where the collection of metadata becomes particularly relevant for government agencies.