Facebook reportedly gained 100 million users every month in just two years. This was after the giant social networking site put an effort in making designs that would fit the mobile internet users' demands in the emerging market. The 100 million milestones for the company were announced by its growth manager and Snaptu's co-founder, Ran Makavy.

In March 2013, the company said that its users were already around 751 million all over the world. This was 50% higher than the total number of users in 2012. The project called Facebook for every phone was anticipated to give a huge boost to the company when it finally announces its earnings for the third quarter.

The project was designed for low-end feature phones of around 3,000 new or beginner brands. Facebook sold the design for only US$20. Mobile phones that were cheap and offered no frills but have internet access and voice calls benefited with the said project. The possible customers of Facebook for every phone were considered very important. In India, nearly 250 million phones were sold each year.