If I were to guess the stats: I would guess FB got 99% of the traffic, even though wikipedia was the key thing of the marketing message, at least in the west.
The basic FB setup was to target key people in african and south-east asian operators and after a while of the usual kind of negotiation say: if you'll set us up with this zero-rating program in your company, we'll get you a cushy FB job + visa to the US.
It was an open joke in the business at the time. People in every part of the industry (including myself!) were scrambling to get an FB job offer. These were the kind of things we were discussing after drinks when meeting with mobile operator customers.
It got to the point where operators were restricting the people who were allowed to meet with FB.
I am not joking. I witnessed (on FB!) several people from these mobile operators who I had previously worked with later move to California for FB jobs.
Yes, I am aware that this is likely illegal under US law. No, I don't have proof.