Facebook has started promoting the Onavo VPN client it acquired back in 2013 directly within the Facebook app for iOS devices. A link to the Onavo VPN client is available in the Facebook app in the United States under a new "Protect" section of the Facebook navigation menu.

To get to it, tap on the hamburger menu in the right hand side of the app, and then scroll down. "Protect" features a blue icon with a shield, and when you tap on it, it links to the Onavo VPN app in the iOS App Store.

facebookonavo
As TechCrunch points out, while Onavo offers to "keep your data safe while you browse" and let you know when you "visit potentially malicious or harmful websites," Facebook's real aim with Onavo is tracking user activity across multiple different apps to learn insights about how its customer base uses third-party apps.

But Facebook didn't buy Onavo for its security protections.

Instead, Onavo's VPN allow Facebook to monitor user activity across apps, giving Facebook a big advantage in terms of spotting new trends across the larger mobile ecosystem. For example, Facebook gets an early heads up about apps that are becoming breakout hits; it can tell which are seeing slowing user growth; it sees which apps' new features appear to be resonating with their users, and much more.

In August of last year, The Wall Street Journal took a look at how Facebook uses Onavo to track what people do on their smartphones outside of the Facebook ecosystem. Using Onavo data, for example, Facebook was able to determine that the Instagram Stories feature was impacting Snapchat's business well ahead of when Snap disclosed slowing user growth.

As The Wall Street Journal explains, whenever a person using Onavo opens an app or website, Onavo redirects the traffic to Facebook's servers and logs the action in a database, allowing Facebook to draw conclusions about app usage from aggregated data.

Onavo for iOS and Android has been installed on more than 33 million devices, according to Sensor Tower, with 62 percent of those installs on Android. TechCrunch speculates that Facebook may be promoting Onavo in the iOS app to encourage more iOS users to download the app.

Facebook is clear about Onavo's purpose, with a disclosure available on the App Store: "Onavo collects your mobile data traffic. This helps us improve and operate the Onavo service by analyzing your use of websites, apps, and data. Because we're part of Facebook, we also use this info to improve Facebook products and services, gain insights into the products and services people value, and build better experiences."

Top Rated Comments

malcolmman89 Avatar
94 months ago
Great. As if Facebook tracking cookies weren't collecting enough data about browsing habits. Now they can see all of the traffic coming and going from your device.
Score: 27 Votes (Like | Disagree)
PieTunes Avatar
94 months ago
Color me not so surprised. I’ll just add this to the growing list of why I don’t use Facebook.
Score: 23 Votes (Like | Disagree)
stygs Avatar
94 months ago
This seems a wee predatory. Everyone says “Use a VPN to keep your data safe”. So Facebook offers a VPN, but instead of keeping you private, it opens you up further to them. Perhaps it technically IS a VPN... Just seems like the P part isn’t really quite true.
Score: 17 Votes (Like | Disagree)
Cyber86 Avatar
94 months ago
Wait. A VPN app... with the sole purpose of tracking you. I think that’s just called “The Internet”. :confused:
Score: 16 Votes (Like | Disagree)
petsounds Avatar
94 months ago
This feels like it would violate Apple’s TOS, or at least the intent of it. Apple really needs to take swift action on this to protect users from what is basically malware.
Score: 13 Votes (Like | Disagree)
cuwickliffe Avatar
94 months ago
What a peculiar story as I've always equated Facebook with trustworthiness and the security of my private browsing data.







/s
Score: 12 Votes (Like | Disagree)

Popular Stories

AirPods Pro 3 Mock Feature

AirPods Pro 3 Just Months Away – Here's What We Know

Friday April 18, 2025 5:16 am PDT by
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...
iphone 17 air dummy unbox therapy

iPhone 17 Air's Extreme Thinness Demoed in New Video

Tuesday April 22, 2025 10:22 am PDT by
Apple plans to release an all-new super thin iPhone this year, debuting it alongside the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. We've seen pictures of dummy models, cases, and renders with the design, but Lewis Hilsenteger of Unbox Therapy today showed off newer dummy models that give us a better idea of just how thin the "iPhone 17 Air" will be. The iPhone 17 Air is expected to be ...
iphone 17 dummies sonny dickson

iPhone 17 Air Almost as Thin as Its Buttons, New Images Show

Thursday April 24, 2025 2:14 am PDT by
If you missed the video showing dummy models of Apple's all-new super thin iPhone 17 Air that's expected later this year, Sonny Dickson this morning shared some further images of the device in close alignment with the other dummy models in the iPhone 17 lineup, indicating just how thin it is likely to be in comparison. The iPhone 17 Air is expected to be around 5.5mm thick – with a thicker ...
ipad air windows 11 arm

M2 iPad Air Runs Windows 11 ARM via Emulation, Thanks to EU Rules

Tuesday April 22, 2025 5:01 am PDT by
A developer has demonstrated Windows 11 ARM running on an M2 iPad Air using emulation, which has become much easier since the EU's Digital Markets Act (DMA) regulations came into effect. As spotted by Windows Latest, NTDev shared an instance of the emulation on social media and posted a video on YouTube (embedded below) demonstrating it in action. The achievement relies on new EU regulatory...
iphone 16 pro models 1

17 Reasons to Wait for the iPhone 17

Thursday April 17, 2025 4:12 am PDT by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we often get rumored features months ahead of launch. The iPhone 17 series is no different, and we already have a good idea of what to expect from Apple's 2025 smartphone lineup. If you skipped the iPhone...
iOS 18

iOS 18.5 Includes Only a Few Changes So Far

Monday April 21, 2025 11:00 am PDT by
Apple seeded the third beta of iOS 18.5 to developers today, and so far the software update includes only a few minor changes. The changes are in the Mail and Settings apps. In the Mail app, you can now easily turn off contact photos directly within the app, by tapping on the circle with three dots in the top-right corner. In the Settings app, AppleCare+ coverage information is more...
iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17 Pro Launching Later This Year With These 13 New Features

Wednesday April 23, 2025 8:31 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of April 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...