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The company said it would have eventually shared all details about what caused the problem, but wanted to first restore all services. According to the outage tracker Down Detector, WhatsApp is still experiencing issues.

Facebook has blamed the "server configuration change" for the outage that saw Telegram, Facebook's under-recognised competitor, gain as many as 30 lakh new signups. "We are very sorry for the inconvenience and we appreciate everyone's patience".

Users cited snags not only with Facebook, but also its photo-sharing site Instagram, the messaging tools Messenger and WhatsApp and Oculus virtual reality devices.

Facebook has said that the server configuration change "triggered a cascading series of issues" for its platforms.

Mercedes in a league of their own - Vettel
Both Ferrari and Mercedes will be giving it everything, and we'll get our first true indication of where exactly they stand. Seems to be something wrong. "It was a bit of a time delay, but I could tell that everyone was getting a bit frustrated".

"I see 3 million new users signed up for Telegram within the last 24 hours", Telegram boss CEO Pavel Durov posted on his Telegram channel.

More than anything else, the outage just illustrates what can happen when some of the world's most popular social media and communication platforms are owned and operated by a single company. Users took to Twitter to post screenshots of error messages when they tried to load the Facebook app. In case you are not aware, Facebook controls 22 percent of the digital advertising market and makes an estimated US$90 million a day of advertising revenue so yesterday's downtime will definitely have significant ramifications.

Yesterday, though, before Facebook provided its explanation, rumours circulated about the cause of the outage, including a distributed denial of service (DDoS) attack, a rumour the company was quick to shoot down.

Now the question turns to whether Facebook should reimburse businesses for ads not delivered, or delivered on a semi-functional platform - as reported by Reuters, Facebook is considering whether to refund advertisers for lost exposure due to the problems, though that seems an unlikely outcome.