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 group messages) back to Facebook. In addition to this, in the future, I also think we should develop a premium service for things like instant personalization and coefficient, but that can be separate from this next release of platform…

‘We’re trying to enable people to share everything they want, and to do it on Facebook. Sometimes the best way to enable people to share something is to have a developer build a special purpose app or network for that type of content and to make that app social by having Facebook plug into it. However, that may be good for the world but it’s not good for us unless people also share back to Facebook and that content increases the value of our network. So ultimately, I think the purpose of platform–even the read side–is to increase sharing back into Facebook.’

…’What I’m assuming we’ll do here is have a few basic thresholds of API usage and once you pass a threshold you either need to pay us some fixed amount to get to the next threshold or you get rate limited at the lower threshold.’

Response to this email from Sheryl Sandberg

Email from SS – 19 November 2012

SS ‘I like full reciprocity and this is the heart of why.’

This document also stresses the importance of reciprocity to Platform 3.0

‘The fundamental principle that governs Platform usage is a simple concept: reciprocity. Reciprocity involves an equable value exchange between a 3rd party developer and Facebook. This value exchange involves one of the following from developers: high quality experiences that FB users can use to tell great stories to their friends and family on FB and/or monetary value in the form of revenue sharing or direct payment. In return, Facebook offers a developers access to our Platform.

‘When considering the implications of reciprocity it is important to note that a second order principle quickly emerges: competitive access. There are a small number of developers whom no amount of sharing to FB or monetary value can justify giving them access to Platform. These developers do not want to participate in the ecosystem we have created,