Kunal Shah’s transition to Meta has triggered discussion online, especially given his recent comments criticising excessive consumption of short-form content by Indians. Shah, founder of CRED, had argued that people often spend too much time on low-value digital content, even though technology and AI tools can be used for more productive purposes. His remarks came just weeks before Meta announced his appointment to a senior role overseeing WhatsApp.
In a podcast conversation on Groww, Shah said that technology can either enhance human capability or become a source of distraction depending on how it is used. While discussing AI and productivity, he expressed concern that a large share of users’ time is spent on entertainment-driven content that does not contribute meaningfully to skill development or economic productivity.
He noted that India’s mobile data consumption has reached very high levels, with a significant portion reportedly used for short videos and entertainment. According to him, although smartphones provide access to powerful tools and information, many users continue to engage in activities that do not improve outcomes in their lives.
Shah also said that smartphones can act in two opposite ways: they can either help people learn, build skills and improve income, or lead to endless scrolling and distraction. He argued that the divide between productive and unproductive use of technology is likely to widen in the AI era.
Shortly after these comments, Meta announced that Shah would take over leadership of WhatsApp from Will Cathcart. The move places him in charge of one of Meta’s largest platforms, which serves billions of users globally and is expanding into business messaging, payments and AI-based services.
Meta CEO Mark Zuckerberg praised Shah’s experience as a founder and his understanding of user behaviour, saying it aligns with WhatsApp’s next phase of development. Shah studied philosophy at Mumbai’s Wilson College and briefly pursued an MBA at NMIMS before dropping out.
At CRED, which he founded using his own capital, Shah built the company into a major fintech platform that has expanded into multiple financial services. He will step away from day-to-day operations but remain a shareholder, as the company continues to grow after recently reporting its first profitable quarter.
