So why would Facebook do this now? After all, Instagram and WhatsApp both have achieved strong growth without having the Facebook name included with their branding. There is an answer. Reportedly, Facebook CEO Mark Zuckerberg is upset that the company doesn’t get enough credit for the two apps’ success. But another reason might have to do with the FTC’s investigation into Facebook and the calls from some presidential candidates to split up the company into separate units. By adding the “…from Facebook” line, it could appear to FTC staffers that those using Instagram and WhatsApp realize that they belong to one big happy Facebook family. Before adding the new branding, the FTC could have pointed out that most Instagram and WhatsApp users didn’t know who owned the apps and therefore breaking up Facebook wouldn’t matter to them.

It is doubtful though that such a strategy will stop those calling for Facebook to be split up. With great power comes great responsibility and that is something that Facebook has yet to prove it can handle.