But how can they hope to do that without some form of unified account?
While it would be great if they moved to a pure Jabber federation model or similar, I very much doubt they will do that, however, unless someone like the EU can get their act together and force them to do it.
Most likely though in the background they will use these links as ways to package your identity up when selling to advertisers. Thats what I'm guessing is the end goal , enrich their stagnant platform (FB) with their growth platforms (WhatsApp and Instagram)