WhatsApp, an early mover in the messaging app space, has racked up 430 million active users to date. But despite the influx of new competition from the likes of Line, WeChat, KakaoTalk and Snapchat, WhatsApp says it will be sticking to its guns: avoiding advertising; staying away from “gimmicks” like disappearing photos and games; and continuing to request its users to keep paying to use the service as its basic business model.

The app, which used to be paid, is now free to download and costs $0.99/year to use after the first year. The comments were made by co-founder and CEO Jan Koum, who was speaking at the DLD conference in Munich, Germany. “The important thing is focus,” he said, not disappearing photos — a reference to the ephemeral messaging service Snapchat.

Of WhatsApp’s 430 million users, some 30 million started using the app in the last couple of months (it only announced 400 million in December). WhatsApp now sees some 50 billion messages sent and received daily — rivalling SMS volumes.

“No ads, no games, no gimmicks,” Koum said today. It’s a credo that is written on a Post-It note from co-founder Brian Acton (who first worked with Koum at Yahoo). Koum keeps that note, which he got Acton to sign, on his desk as a reminder of where WhatsApp would like to remain anchored.
“We just want to focus on messaging.

Covering a wide range of topics, Koum also was upfront about his preference for Android as a platform over iOS. “Android is a lot more open. We are able to build new features and prototype faster on Android, not to mention that we have a lot more users on Android,” he said.
Longer term, it doesn’t look like WhatsApp plans to turn away from smartphones for its core experience any time soon. “Our goal is to be on every smartphone.” Quoting a projection of 5 billion total smartphones down the line, he said their goal is to be “on every single one of them.”