I am not even clear how Whatsapp "paid off" for Facebook in any sense other than them being able to nip a potential competitor in the bud. I use Whatsapp but do not see a single advert there nor do I pay a single penny for it, and I suspect my situation is pretty typical. Presumably some people see ads or pay for some services but I've not, and I don't imagine there's that much money to be made in being the #1 platform for sharing "Good Morning" GIFs