Prafull Billore Urges Kunal Shah to Keep WhatsApp From Becoming ‘The Next Instagram’
Prafull Billore said the platform's value lies in what it does not try to become, rather than continuously adding features aimed at increasing public engagement.
Entrepreneur Prafull Billore has urged Kunal Shah, the newly appointed global head of WhatsApp, to keep the messaging platform focused on private communication and avoid turning it into another social-media network.
In a post on X on August 31, Billore directly addressed Shah, arguing that WhatsApp has remained different from social-media platforms because people can use it to communicate without the emphasis on algorithms, follower counts, public engagement and personal branding.
Billore described WhatsApp’s simplicity and messaging-first experience as part of what made the platform widely adopted. He said the platform’s value lies in what it does not try to become, rather than continuously adding features aimed at increasing public engagement.
“Don’t let it become the next Instagram,” Billore wrote while addressing Kunal Shah.
Recently, Meta appointed Kunal Shah as the global head of WhatsApp, marking his move from leading fintech company CRED to one of the world’s largest messaging platforms. Shah succeeded Will Cathcart, who moved to another role within Meta.
The leadership change was announced alongside Meta’s planned $900 million investment in CRED at a valuation of about $4.5 billion. Shah stepped down from his operating role at CRED but continues as a shareholder, while Miten Sampat was appointed interim CEO of the fintech company.
Billore’s comments are particularly relevant to Shah’s new role because WhatsApp has been expanding beyond its traditional messaging functions. Meta has introduced and expanded features such as Channels and Status, while also building a larger ecosystem for businesses and content distribution.
Meta has also been developing commercial features within WhatsApp. The company has introduced advertising and promotional options in the Updates section, while keeping those features separate from personal chats. Meta has said personal messages and calls remain end-to-end encrypted and that personal conversations are not used to determine the ads users see.
The expansion has created a broader business opportunity around WhatsApp, but it has also generated discussion among users about whether adding more content, commercial and discovery features could eventually change the character of the platform.
Prafull Billore, known publicly as “MBA Chai Wala,” is an entrepreneur and content creator who built his initial public profile through his tea-business venture MBA Chai Wala. He has since expanded his activities across entrepreneurship, investments and other business interests. His current LinkedIn profile describes him as managing director of MBA CHAI WALA Group, with interests including solar, battery energy storage, data centres and investments.
His entrepreneurial journey and social-media presence have also made him a prominent voice among India’s young business and startup audiences. He has previously appeared as a speaker and shared content focused on entrepreneurship, business and personal growth.
The X post attracted reactions from other users, with some raising concerns about the increasing presence of business and promotional communication on WhatsApp. Others argued that the platform’s expansion is a natural development as Meta looks to build new commercial opportunities around one of the world’s largest messaging services.