After Facebook’s announcement at its E8 developers’ conference that it would be rolling out a second version of Messenger, with discovery tools, music and more branded bots – the ambition has now become reality.
Here’s how it works: users tap the plus (+) icon to see the Chat Extension options on Facebook Messenger. From there, they can select which one to add to their group. There are currently Chat Extensions from brands like Spotify, Food Network, NBA, The Wall Street Journal and Kayak— and there are many more on the way.
One of the most innovative features comes from Spotify, who have developed ‘Codes’ through Messenger. Codes allow users to quickly share tracks, artists, albums and playlists on social media through scannable pictures. When a user scans one of these codes using the Spotify application, the content will instantly load for them to browse or listen to.
The push of Messenger not only illustrates how it is pursuing its vision of becoming one of the world’s most dominant messaging apps – with a whole host of features to encourage this – but moreover that brands are increasingly capitalising this with innovative functionality.