The pivotal reason people use WhatsApp is because it can be used without paying (with money that is),
and because up to 90% of people in any country use it¹.
That's it. Facebook could remove E2E today, and lose only a fraction of its WhatsApp users. Of course many little annoyances might mean that a competitor may step up, but WhatsApp is incumbent, and this is no longer about features or technology. It's all about the fact that your friends, family, and colleagues are using it. It can safely ride the network effect for years.
I welcome any protocol that makes chat something that is available for everyone with a computing device again — not just on approved smartphone operating systems.
1: Varies quite a bit per country.