In October of 2015 Facebook began testing a set of new emoji icons: love, haha, wow, sad, and angry. This got a lot of user excited. I am sure you have interacted with the icons by now. The like, love, and angry Facebook reactions are all about higher ARPU (average revenue per user). Example: A company would pay more to market to a user who's angry about their service. Companies are willing to pay more for data on influential and dissatisfied consumers who must be won back by the Customer Service teams. Were you aware of this?