Facebook Messenger Platform and Businesses on Messenger Launches

April 28, 2015

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What’s This?

Last month, Facebook launched Messenger Platform and announced Businesses on Messenger. Messenger Platform allows developers to build apps that dovetail with Messenger, permitting the millions who use Messenger to find new ways to communicate with GIFs, photos, videos, audio clips and more. With Messenger Platform, an app’s content can be shared through private and group messages to initiate conversations, while providing developers with growth potential.

Facebook Messenger Platform and Businesses on Messenger Launches

People can install and use apps from current conversations in Messenger. And Messenger Platform apps can offer the option for a person to install the app from within Messenger, or reply using content from the app. Since persons receiving the message without the app can tap Install and go to the app store to get started using the app, people can easily find apps via conversations.

Facebook touts increased app engagement for developers with Messenger Platform, and explains that if a person receiving the message already has the app installed, they’ll be able to tap Reply on an image in a message, and instead of scrolling through pages of apps, they’ll be taken directly to the app to reengage with relevant content.

Some Messenger apps will also be featured in Messenger from a new tab in Messenger conversations. The tab provides shortcuts to apps people have already installed, as well as new apps they might be interested in.

Businesses on Messenger

Facebook also announced preliminary measures to add businesses on Messenger by enhancing how people and businesses communicate. Businesses on Messenger will allow people during checkout on a business’s site to choose to start a conversation with a business, receive updates from that business on things like order confirmations and shipping status updates, ask the business questions about the order, and receive responses.




“When people check out on your website, they can sign up to connect with you in Messenger. Then you’ll be able to send them personalized updates. Use custom layouts designed for order confirmation, shipping updates and more. This lets your customers keep all their order info in one place and reach out to you if they need to change anything.”

This feature allows you to be available to your customers and answer questions that arise through your preferred live chat provider. And you’ll know when your messages are sent, delivered and seen.

Facebook Product manager Lexy Franklin claims their initial partners are two businesses in the retail vertical, Everlane and zulily. “We’re also working with Zendesk to support the live chat experience. These integrations will launch in the coming weeks.”

According to Zendesk, its Zopim integration is being used to power the chat features in Businesses on Messenger, and senior vice president of product development Adrian McDermott added:

“Messenger has changed the way people communicate with their friends, and now it’s opening new opportunities for businesses to interact with their customers. Consumers can communicate and engage with retailers within the messaging app they already use every day, on their own terms.”

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