WhatsApp has launched a privacy-focused advertising campaign in the UK.
The messaging app has decided to launch the campaign in response to a consumer backlash against the company's updated terms and conditions.
However, WhatsApp has also insisted that it will stand by its approach, despite increasing pressure from various governments around the world, including the UK.
WhatsApp boss Will Cathcart told the BBC: "The first step of keeping people safe is, you have to have strong security, and we think governments shouldn't be out there trying to encourage tech companies to offer weak security.
"They should be out there trying to encourage or even mandate that companies offer the strongest security possible."
In January, rival messaging apps saw a dramatic surge in popularity, amid a consumer backlash against WhatsApp's terms and conditions.
Signal and Telegram both witnessed a huge spike in downloads, after WhatsApp told its users that they must allow the company to share data with Facebook if they wished to continue using it.
The notification was sent to everyone, although it doesn't apply to consumers in the UK and Europe.
At the time, Signal confirmed that it had seen a major surge in interest.
The company said on Twitter: "We continue to shatter traffic records and add capacity as more and more people come to terms with how much they dislike Facebook's new terms. If you weren't able to create a new group recently, please try again. New servers are ready to serve you. (sic)"
