Facebook’s Free Basics Campaign in India Foiled by Single Click, Claims Memoir

In 2016, Facebook’s efforts to save its Free Basics program in India faced a setback when a low-ranking official at TRAI outsmarted Mark Zuckerberg’s team with a single click. This incident is detailed in Sarah Wynn-Williams’ memoir, Careless People. The Free Basics program, criticized for violating net neutrality, prompted Facebook to launch a mass email campaign urging Indian users to send 16 million supportive emails to TRAI. However, TRAI countered by opting out of all emails from Facebook.

The book also reveals that Facebook leveraged powerful political connections, including with India’s Prime Minister’s office, and hired an ex-police captain to deal with legal challenges. Meta has denied the claims, calling them outdated and false. Despite efforts to block the book, Careless People remains available in India, where Free Basics was eventually banned due to net neutrality issues.

Facebook’s Free Basics Campaign in India Foiled by Single Click, Claims Memoir

In 2016, Facebook was working hard to keep its Free Basics program alive in India. This initiative aimed to provide free internet access to basic services, but it faced backlash for potentially breaking net neutrality rules. Net neutrality means that all internet traffic should be treated equally, without favoring or blocking specific websites or services. To save the program, Facebook launched a massive campaign to win public support. However, a surprising turn of events unfolded when a low-level official at India’s telecom regulator, TRAI, managed to outsmart Mark Zuckerberg and his team with a simple move. This story is now part of a memoir written by Sarah Wynn-Williams, a former Facebook executive.

According to Wynn-Williams, Facebook used its vast influence to rally Indian users in support of Free Basics. The company encouraged millions of people to send emails to TRAI, urging the regulator to allow the program to continue. Nearly 16 million emails were sent in favor of Free Basics. However, TRAI soon realized that these emails were part of a coordinated campaign orchestrated by Facebook. The official in charge of the email account took a clever step: they opted out of receiving all messages from Facebook. This single action stopped the flood of emails, effectively ending Facebook’s attempt to sway TRAI’s decision through public pressure.

The memoir also reveals that Facebook didn’t just rely on public campaigns. The company reportedly tried to use its connections with high-ranking officials in the Indian government, including senior leaders and even the Prime Minister’s office, to push for the approval of Free Basics. Additionally, Facebook hired a former police captain who was prepared to take legal responsibility if the Indian government decided to challenge the company’s actions. These efforts show how far Facebook was willing to go to save its program in India.

Despite Facebook’s extensive efforts, the Free Basics program was ultimately banned in India. TRAI ruled that the initiative violated net neutrality principles, as it gave preferential treatment to certain websites and services over others. This decision was a significant blow to Facebook’s plans to expand internet access in the country while promoting its own platform.

Meta, Facebook’s parent company, has denied the claims made in Wynn-Williams’ memoir. They have called the allegations outdated and false. Meta even tried to stop the book, titled Careless People, from being published in the United States. However, the book is still available in India, where the Free Basics controversy took place.

The story of Facebook’s Free Basics program in India highlights the challenges tech companies face when trying to balance their business goals with ethical concerns like net neutrality. It also shows how even a small action, like one official opting out of an email campaign, can have a huge impact on the outcome of a major corporate effort. This incident remains a notable chapter in the history of Facebook’s global operations and its struggles to navigate complex regulatory environments.