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CEO Mark Zuckerberg said he's not worried about making money from WhatsApp right now.
The above image shows how much they make in one second. In just ONE second, Apple makes $1,997, while Google makes $658. Facebook brings in $81.
With results like that, it's confusing as to why Facebook doesn't expect to make money off Instagram for several years.
Facebook Instagram Slow Monetization – Business Insider
If they resonate with users, Facebook will push to grow them to 100 million users. If that succeeds, only then will it try to earn money off them.