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All voluntary trades are beneficial for both sides.

In this case FB benefits, and Africa benefits. There is no conflict to sweep under any carpet.

Yes. You do the thing for money and good, but instead of emphasizing the good you just say: "We're doing this mostly for money, but it also does some good and we like that too."

Nobody with any sense is going to ding you for that.

Or you can even say, "we're doing this good that these people want, and this is how these people have agreed to pay us for it". Which is also fine. It's honest.

Honesty is rarely shiny. This seems kind of shiny.

Maybe because it bring more money by emphasizing good. So if they doing it for money, it make sense to emphasizing good.

Don't confuse the nature of all business transactions, the exchange of a valuable good/service for another between parties, for the obvious emotional manipulation that is going on lately. As a society we cannot embrace this lack of transparency from companies and then complain that capitalism doesn't work.