iWorld
Meta’s ‘Link History’: Decoding privacy dilemma
Mumbai: In a move that has sparked conversations about digital privacy and user tracking, Meta, the parent company of social media giants Facebook and Instagram, has introduced a new feature called ‘Link History.’
Meta’s ‘Link History’ is a feature designed to provide users with a comprehensive record of the websites they visit through Facebook and Instagram. This means that every link clicked while using these platforms will be logged and stored in a personal archive accessible to the user. The intention behind this feature, as Meta claims, is to allow users to revisit and manage the content they engage with on a daily basis more easily.
This feature, while aiming to enhance user experience, also raises concerns about the extent to which our online activities are monitored and recorded. While Meta emphasises the user-centric benefits of ‘Link History,’ critics argue that it raises red flags concerning privacy. The concern primarily revolves around the vast amount of personal data that Meta already possesses about its users and how this new feature might contribute to a more extensive and detailed user profile.
In this article, we reached out to some experts who delved into the details of Meta’s ‘Link History’ and explored the implications it holds for user privacy.
Edited excerpts
Content creator Akshat Tongia
While the concept of increased accessibility seems promising, there’s a level of uncertainty surrounding how Meta intends to leverage our data for understanding our online behaviours.
What stands out is the somewhat intricate process of turning off this feature, suggesting a preference for users to keep it enabled. Additionally, many users may not be aware of these settings, contributing to heightened privacy concerns.
From a content creator’s perspective, where my digital presence is integral to my work, I appreciate tools that enhance efficiency. However, the ambiguity surrounding the use of this data prompts a thoughtful consideration of striking the right balance between convenience and privacy.
Newton Consulting India & Newton PR COO Smita Khanna
Meta’s ‘Link History’ isn’t convenient, it’s an off-site surveillance dragnet. This granular record of our non-Facebook journeys raises not just ethical alarms, but blatant hypocrisy for a company notorious for data stumbles. We deserve an online world where our clicks don’t morph into targeted nightmares. Meta needs to ditch the Big Brother act and grant users control over their digital footprints.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
