Meta CEO Mark Zuckerberg has criticised Apple’s iMessage as being less secure and private in comparison to WhatsApp in a new ad campaign. Zuckerberg made the critical comments in a post that was shared on his public Facebook and Instagram pages. The comments are also accompanied by an advertising image directly comparing iMessage’s Green and Blue bubble approach vs the ‘Private’ bubble on WhatsApp.

In a message, Zuckerberg wrote, “WhatsApp is far more private and secure than iMessage, with end-to-end encryption that works across both iPhones and Android, including group chats.” He also pointed out that WhatsApp supports the ability to let all new chats disappear and it also comes with “end-to-end encrypted backups too.” That last bit is important and Zuckerberg knows this too. That’s because Apple’s iMessage does not have end-to-end encryption for iCloud backups.

Zuckerberg ends his status by saying, “All of which iMessage still doesn’t have,” in a scathing criticism of Apple’s popular iMessage service. As The Verge notes, Meta is going on a full frontal assault on iMessage in the US. Apple’s messaging platform is very popular in the US as several reports have noted, especially among teens and college students. It looks like Meta wants to change the narrative in WhatsApp’s favour.

According to The Verge, a Meta spokesperson said that this same privacy-focused ad “will appear on broadcast TV, digital video, outdoor, and social across the United States.” This appears to be part of a larger campaign to increase WhatsApp’s user base in the US.