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Before Facebook wrote any code or drew any designs for the app, it says it started research 18 months ago to find out what kids and parents wanted out of a potential product.
It also worked with the National Parent Teacher Association for safety insights and Blue Star Families from the military who have to stay in touch during long deployments.
Messenger Kids is interoperable with the main Messenger app, so adults don’t actually have to download the Kids app.
Kids still can’t be found through Facebook search, which protects their privacy.
When children turn 13, they won’t instantly have their Messenger Kids profiles turned into real Facebook profiles, nor will they get kicked off Messenger Kids.
They’ll still have to build a traditional Facebook account from scratch when they’re ready.
It’s important to understand that kids under 13 still can’t sign up for a Facebook account.
This is by far the most clumsy part of Messenger Kids, and something Facebook might be able to improve with a way for Messenger Kids to let children perhaps photograph a QR code on their playmate’s app to request that their parents connect.
“In other apps, they can contact anyone they want or be contacted by anyone,” Facebook’s head of Messenger David Marcus notes.
Special proactive detection safety filters prevent children from sharing nudity, sexual content or violence, while a dedicated support team will respond quickly to reported or flagged content.
Facebook won’t be directly monetizing Messenger Kids, automatically migrating kids to real accounts when they turn 13 or collecting data so that it complies with Children’s Online Privacy Protections Act (COPPA) law.
But the app could prime kids to become lifelong Facebook users, and lock their families deeply into the platform where they’ll see ads.
In June, The Information reported Facebook was working on an app for teens called Talk, though that’s a bit different than this pre-teen Messenger Kids app.