Facebook is being sued by the Federal Trade Commission (FTC) and 48 US states for its acquisitions of WhatsApp and Instagram in 2014 and 2012, respectively (as well as over restrictions about third-party API access to Facebook’s platform, which I will not try to cover here).
[T]he lawsuits have a contradictory logic about what market Facebook is supposed to be monopolising, and what companies it is constrained by. The lawsuits' logic is that Facebook does not just compete with sites with very similar News Feed-type functionality like MySpace or Bebo, it competes with other social media sites too. Instagram is a bit like Facebook, but it's no more similar than, say, Twitter or TikTok, with which Facebook has other things in common. If Instagram can be considered a competitor to Facebook, so too must Twitter and TikTok - and perhaps Slack, Discord, Twitch, YouTube, Snapchat, Reddit and many of today’s other popular social-networking services as well.
This is also true for WhatsApp, which faces competition from iMessage (45% of Americans use iPhones) and SMS text-messaging, as well as the messaging options offered by other social media sites.
So the lawsuits face a conundrum: if Facebook's market is narrow, and it is a monopolist in that market, then it is unproblematic for it to buy services in other markets since they wouldn't ever compete with it anyway. But if Facebook is in the same market as Instagram, then Facebook is not a monopolist, since lots of other healthy competitors exist in that broad market too. If Instagram and WhatsApp were competitors of Facebook’s when Facebook bought them, they must face lots of competition from other, similar products now.
- Sam Bowman











