Two days ago, Facebook announced Messenger for Kids. Overnight, #kindmas was replaced by #esafety as debate ensued.

No surprise that as a founder of a startup supporting families to connect in a private and safe online environment, I have my views. It’s been really interesting watching the reaction from parents, interest groups, the Health Secretary and more.

World: We’re concerned about your size, power, influence and impact on society.

Facebook: We’re launching Messenger for Kids!

— DavePell@threads (@davepell) December 4, 2017

In all seriousness, there’s a lot to unpick here.

Firstly, from a privacy-conscious standpoint, this is good news. Hear me out! Facebook Messenger for Kids — a COPPA compliant way for kids to message with friends and family. Congress passed the Children’s Online Privacy Protection Act, COPPA, back in 1998, ruling that children under the age of 13 can’t share their personal information without a parent’s consent. The cost of complying with COPPA is so high that most social sites prohibit under-13s from signing up. COPPA’s one reason why you’re not supposed to use Facebook, Instagram, WhatsApp, Musica.ly and other services unless you are over that age.

Facebook would like to get 6 year-olds hooked early. So heeeeeeere's Messenger Kids!! https://t.co/8kOt1QMiFM pic.twitter.com/PzkXToVGIe

— DHH (@dhh) December 4, 2017

Granted, we shouldn’t pat Facebook on the back for following the law. At the very least, it presents the product in a more trustworthy light, drawing attention to COPPA as a directive that Facebook have worked with from the beginning of this development process. Anytime a mainstream social media giant takes an active step to highlight privacy and indicate its importance, the better. Facebook is a giant of the internet, and we should always be encouraging them to talk the right talk. And then holding them to account on walking the right walk.

Facebook Messenger for Kids? To this I say, a universe full of NO. https://t.co/hTB8MV6T3i pic.twitter.com/CoxPQCixKl

— Sean Carey (@scareysocial) December 5, 2017

Amongst all the noise and debate surrounding the news, it’s useful to separate what was announced from who did the announcing. A kids messenger is nothing new. There are already apps like Maily, Monster Messenger, and new kids on the block (I do love a wee pun) like our team at Kindaba who are developing our own kids experience (coming next year!).

The issue is the lack of trust consumers have for the source.

Facebook is fundamentally an advertising platform. If we’re being charitable, it could make sense that Facebook would want to get to know you as much as they can so they can deliver relevant ads. But this breaks down when you start to think through what that means. WhatsApp conversations trigger friend suggestions, browsing habits direct you to highly targeted products, or worse, propaganda from foreign governments. The issue is the transparency in what’s done with that data. It’s about trust.

This distrust may be warranted. Facebook’s own privacy policy specifically for Messenger Kids outlines:  “We collect the content and information your child sends and receives on Messenger Kids, such as the content of messages (including text, audio and video), stickers, gifs, photos or videos they send, camera effects they use, and their score in a game they play with a friend.”

It’s clear that a key aspect (or benefit if you’re Facebook) is getting more data for their suggestion engine, which of course will include things like sticker packs and effects that you could pay for.

For some parents, the requirement to create your child’s account with their real name rather than a nickname, causes concern.

“Parents and guardians of other children on Messenger Kids. Your child’s name and your relationship to the child whose account you set up will be visible to your friends who also have Messenger Kids accounts for their children.”

You may accept that this data mining and sharing is part and parcel of being active in the digital age. It’s a decision that we, as adults, make daily if we mindlessly tick T&C boxes. But when the privacy of our children is concerned, are people willing to accept the consequences?

Facebook has incredible talent, technology, resources, and power to develop transformative products that are fun to use. I’m sure their Kids Messenger will be super fun and engaging. That’s what digital products are designed to do  — keep you engaged. But at what cost?

At Kindaba, we’re committed to privacy-focused features and tools that help you celebrate what happens offline with those who can’t be with you in person. We’re not looking for more ways to add noise, but rather are designing deliberate interactions that make families closer.

I wish Facebook well in their tool. If Messenger for Kids can have the knock-on effect of people taking more interest in their own privacy and how they and their family engage online, it will help us all advance.

It won’t be for everyone, and for those who are interested in a private, ad-free, no data selling alternative, then check us out. Everyone’s different. Our lines in the sand, when it comes to privacy, are different. Our families are different. But there’s always opportunity to grow and help each other become more empowered and supported online. I’d love to hear your thoughts  —  let me know what you think.