WebSockets have the option of sending pings to the other end, where the other end is supposed to respond with a pong.
Upon receipt of a Ping frame, an endpoint MUST send a Pong frame in response, unless it already received a Close frame. It SHOULD respond with Pong frame as soon as is practical.
TCP offers something similar in the form of keepalive:
[Y]ou send your peer a keepalive probe packet with no data in it and the ACK flag turned on. You can do this because of the TCP/IP specifications, as a sort of duplicate ACK, and the remote endpoint will have no arguments, as TCP is a stream-oriented protocol. On the other hand, you will receive a reply from the remote host (which doesn't need to support keepalive at all, just TCP/IP), with no data and the ACK set.
I would think that TCP keepalive is more efficient, because it can be handled within the kernel without the need to transfer data up to user space, parse a websocket frame, craft a response frame, and hand that back to the kernel for transmission. It's also less network traffic.
Furthermore, WebSockets are explicitly specified to always run over TCP; they're not transport-layer agnostic, so TCP keepalive is always available:
The WebSocket Protocol is an independent TCP-based protocol.
So why would one ever want to use WebSocket ping/pong instead of TCP keepalive?
TCP keepalive dont get passed through a web proxy. The websocket ping/pong will be forwarded by through web proxies. TCP keepalive is designed to supervise a connection between TCP endpoints. Web socket endpoints is not equal to TCP endpoints. A websocket connection can use several TCP connections between two websocket endpoints.
The problems with TCP keepalive are:
Besides the answer of EJP I think it might be also related to HTTP proxy mechanisms. Websocket connections can also run through a (HTTP) proxy server. In such cases the TCP keepalive would only check the connection up to the proxy and not the end-to-end connection.
http://www.whatwg.org/specs/web-apps/current-work/multipage/network.html#ping-and-pong-frames
WebSockets have been developed with RTC in mind, so when I look at the ping/pong functionality, I see a way of measure latency as well. The fact that the pong must return the same payload than the ping, make it very convenient to send a timestamp, and then calculate latency from client to server or vice verse.