Last week WhatsApp announced that it would begin sharing user data with Facebook and experiment with new ads within the service under a revised privacy policy.
UK information commissioner Elizabeth Denham said her office would look into the amendments.
"The changes WhatsApp and Facebook are making will affect a lot of people," Denham said. "Some might consider it’ll give them a better service, others may be concerned by the lack of control."
"Our role is to pull back the curtain on things like this, ensuring that companies are being transparent with the public about how their personal data is being shared, and protecting consumers by making sure the law is being followed. We’ve been informed of the changes. Organisations do not need to get prior approval from the ICO to change their approaches, but they do need to stay within data protection laws. We are looking into this," she said.
WhatsApp set out its plans in a company blog.
On sharing data with Facebook, WhatsApp said: "By coordinating more with Facebook, we'll be able to do things like track basic metrics about how often people use our services and better fight spam on WhatsApp. And by connecting your phone number with Facebook's systems, Facebook can offer better friend suggestions and show you more relevant ads if you have an account with them. For example, you might see an ad from a company you already work with, rather than one from someone you've never heard of."
WhatsApp said it wants to continue offering a service "without third-party banner ads and spam" but said it is looking into ways for users "to communicate with businesses that matter to [them]".
"Whether it's hearing from your bank about a potentially fraudulent transaction, or getting notified by an airline about a delayed flight, many of us get this information elsewhere, including in text messages and phone calls," WhatsApp said. "We want to test these features in the next several months, but need to update our terms and privacy policy to do so."