It is getting rolled out but firmware updates come gradually to different people; you just have to wait; your phone app will make it apparent when it is ready for you to install.
About heart rate messages, my understanding is that it just notifies you, not sending it out to other people. It is when your heart rate is above or below certain levels, pre-set but you can adjust, when you have been still for 10 minutes; i.e. not during exercise.
Before posting, re-read to see if it would make sense to someone else not looking at your Fitbit or phone.
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