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Facebook Inc. FB -0.88% had been haggling with banking firms over its admission to users’ acute banking advice for years, able-bodied afore the social-media aggregation came beneath blaze for its administration of claimed data.

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As afresh as aftermost year, the social-media aggregation apprenticed banking firms for the adeptness to use chump abstracts abounding through its Messenger belvedere for a ambit of purposes, including advertising, according to bodies accustomed with the amount and abstracts advised by The Wall Street Journal. Concerned about privacy, several firms adjourned bespoke agreements that bound how Facebook could use any banking advice that would canyon through its servers.

The negotiations highlight a bind adverse Facebook as it balances its charge for abundant user abstracts to bigger ambition advertisements and admission user assurance with apropos about how best to handle users’ best acute claimed information. It is an affair that has taken on new accent afterward the uproar over Facebook’s ties to political ytics close Cambridge Analytica, which accessed advice on as abounding as 87 actor users of the social-media arrangement after their consent.

Facebook has in contempo months taken accomplish to accord users added ascendancy over the massive accumulation of abstracts it collects. Beforehand this year, the aggregation afflicted its aloofness action to added acutely spell out how it handles announcement and user data. In April, afore the European Union began administration its General Abstracts Protection Regulation aloofness law, Facebook asked users to ysis advice about altered types of advertising.

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“Like abounding online companies, we accomplice with banking institutions to advance people’s business experiences, like enabling bigger chump service, and bodies opt into these experiences,” said Facebook backer Elisabeth Diana. “We’ve emphasized to ally that befitting people’s advice safe and defended is ytical to these efforts. That has been and consistently will be our priority.”

She said Facebook hasn’t and doesn’t use chump banking abstracts for alleged ad targeting, or agreement ads in advanced of specific audiences.

Facebook’s accepted abstracts crisis involving Cambridge Analytica has angered users and prompted government investigations. To accept what’s accident now, you accept to attending aback at Facebook’s old behavior from 2007 to 2014. WSJ’s Shelby Holliday explains. Illustration: Laura Kammerman

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Facebook’s negotiating attitude with banking firms acquired over the years, alignment from asserting buying of all abstracts that passes through its servers to, after on, acceptance banking firms to bind its use of the information. Several of the deals were adjourned advanced of Facebook’s 2017 developer conference, back added than a dozen companies in assorted industries, including banking services, launched casework on Messenger.

Prior to the launch, Facebook’s aloofness action said “we use all of the advice we accept about you to appearance you accordant ads.”

In conversations with American Express Co. in 2016, Facebook admiral said they capital to use abundant cardholder spending abstracts that passes through Facebook for a array of purposes, according to a being accustomed with the matter. That would accept accustomed them to use the abstracts for ad targeting, the being said.

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The companies were discussing ablution an AmEx chatbot on Facebook that would accelerate transaction-level alerts to AmEx U.S. cardholders who assurance up for the service. Those alerts action like acquirement receipts that acquaint cardholders back their AmEx agenda has been acclimated to accomplish a purchase.

AmEx didn’t appetite Facebook to use abundant abstracts for annihilation besides application cardholders who autonomous into the chatbot, the being said, and instead agreed to accommodate aggregated transaction abstracts for ads and added purposes.

After Coffer of America Corp. advised Facebook’s terms, it absitively it would move its audience who appoint in clandestine messaging with the coffer on Facebook off of the armpit so that Facebook wouldn’t accretion admission to their banking data, according to a being accustomed with the matter.

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When Wells Fargo & Co. launched a chatbot pilot with Facebook in 2017, it a barter that Facebook would accept admission to their Messenger conversations with coffer representatives, per its abstracts policy. “Customers were cautioned that they should not access annual numbers or added acute abstracts in their chatbot conversations,” a backer said. The 5,000-customer pilot concluded in April.

PayPal Holdings Inc., which allows users of the acquittal annual to accelerate money through Messenger, adjourned a custom arrangement that prohibits Facebook from application PayPal customers’ abstracts for announcement or any of Facebook’s own bartering purposes, the aggregation said.

Western Union Co. , which additionally launched a Messenger-based money-transfer annual at the 2017 developer conference, has a custom accord that “reflects our aloofness obligations to our customers,” said backer Pia De Lima.

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The deals predate a added contempo Facebook effort, appear by The Wall Street Journal aftermost month, to anatomy partnerships with big banks to action a ambit of chump casework through Messenger, including artifice alerts and a affection that would appearance its users their checking-account balances. The aggregation said it wouldn’t use any advice acquired through those casework for ad-targeting purposes.

Banks accept been afraid to accord too abundant ascendancy to Facebook. At atomic one ample U.S. coffer pulled abroad from the Facebook talks because of aloofness concerns, according to the beforehand Journal report.

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Write to AnnaMaria Andriotis at [email protected] and Emily Glazer at [email protected]

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