Facebook’s Fight to Be Free

Thanks mostly to its mobile-ad profits, Facebook has had a great couple of years. According to its most recent earnings report, in November, the company’s quarterly ad revenue rose 45 percent, to $4.3 billion, from the same period in 2014. It has more than 1.5 billion monthly users, just over half of all the people online anywhere. Keeping up its rate of user growth—more than 100 million people each year—will only get tougher.

A big part of the problem is that a lot of potential new eyeballs are in places where Internet access is patchy at best. Some of Facebook’s grander projects anticipated that issue: It has satellites and giant solar-powered planes that beam Wi-Fi down to areas that don’t have it. And then there’s Free Basics, the two-year-old project Chief Executive Officer Mark Zuckerberg has called an online 911. In about three dozen countries so far, Free Basics—also known as Internet.org—includes a stripped-down version of Facebook and a handful of sites that provide news, weather, nearby health-care options, and other info. One or two carriers in a given country offer the package for free at slow speeds, betting that it will help attract new customers who’ll later upgrade to pricier data plans.