On Monday, Mark Zuckerberg, co-founder of Facebook and CEO of Meta, revealed a new billboard to criticize Apple that will be located above Pennsylvania Station, close to the renowned Broadway theaters and just south of Times Square.

His business is competing against Apple's well-liked iMessage texting service, claiming that Meta's WhatsApp is more dependable.

The back-and-forth between Meta and Apple has reached a billboard in Times Square, the renowned "crossroads of the world," in New York City. This time, the topic is iMessage from Apple.

In a post on Instagram, the well-known photo-sharing platform that his firm also owns, Zuckerberg said that "WhatsApp is far more private and secure than iMessage, with end-to-end encryption that works across both iPhones and Android, including group chats." He also mentioned other characteristics that iMessage lacks, such as texts that vanish.

The billboard made fun of Apple's well-known blue-bubble messaging service by encouraging users to "protect your personal messages across devices."

It's noteworthy that Apple hasn't yet confirmed its widely reported plans to provide a headset that connects computer-generated virtual reality with the real world, but Zuckerberg seems confident that the iPhone maker will be one of his biggest competitors.

The action was the most recent in a long-building series of escalating volleys between the two tech giants. Last week, when discussing his plans for the metaverse at one of his company's most significant events of the year, Zuckerberg intensified his attacks. The technology relates to shared virtual worlds we engage with using a variety of devices, including virtual reality headsets, and Zuckerberg is so devoted to it that he changed the name of his company from Facebook to Meta.

The popular iMessage service from Apple, which is included with iPhones, iPads, and Mac computers but not Android-powered phones and other devices, was attacked by Meta in the meantime. Google has also started a campaign against Apple in relation to iMessage in an effort to get the tech giant to add support for RCS, also known as Rich Communication Standard, which it has been promoting as the follow-up to SMS.

More than 2 billion individuals use WhatsApp, a service that is owned by Meta, each month. More than 1 billion iPhones are currently in use, and Apple anticipates that by the end of the year, there will be 2 billion active iOS devices.