Facebook and WhatsApp played down reports they are in acquisition talks, with the messaging app company telling AllThingsD that the claims are “rumour and not factually accurate”.

The story originated from a TechCrunch report which, while light on detail, provided grist to the rumour mill.

According to app analytics firm Distimo, since August 2012 the monthly estimated download volumes for Facebook Messenger and WhatsApp are “particularly close to each other”, an especially notable feat due to the fact that the latter is a paid app.

The two also have strengths in different markets, for example with Facebook Messenger leading the way in the US, but WhatsApp performing better in a number of European countries.

TechCrunch also noted that with its app available for iOS, Android, BlackBerry, Nokia Series 40, Symbian and Windows Phone, WhatsApp has a broad reach globally – including in emerging markets.

With recently-listed Facebook’s ability to monetise its mobile services coming under the spotlight, WhatsApp has taken a different approach, opting away from supporting advertisements through its app. In a blog post earlier this year, it said that “when advertising is involved you the user are the product”.