If you haven't heard, Facebook announced that it is working to integrate three main chat platforms: Messenger, Instagram, and WhatsApp, to enable cross-communication between users.
This is a great development.
Facebook acquired Instagram in 2012 and WhatsApp in 2014, making this power move possible.
The new infrastructure would maintain the three separate applications while allowing users to chat with each other, regardless of their platform.
The project is under development and has at least one more year until the infrastructures are integrated.
Today, here are eight things to know about integrating Facebook Messenger, Instagram and WhatsApp and what it means for users, marketers and businesses.
By looking at all the people who use these apps, Facebook realized that the process could be streamlined, making life easier to use.
After announcing the new messaging concept, the company told The New York Times that they are striving to "build the best messaging experiences we can, and people want messaging to be fast, simple, reliable, and private".
"We're working to make our messaging products more encrypted and consider ways to make it easier to reach friends and family across networks," Facebook said.
Along with the 2.6 billion users of the three chat apps, there is another group that will reap the benefits of this app integration: businesses.
Think how much more effective it will be for businesses to reach customers on three different chat apps from one chat marketing platform.
With this new update, you'll be able to reach a larger global demographic and spend more time connecting with new and old customers.
Soon, you'll not only connect with the 16-24 demographic that dominates both Instagram and WhatsApp, but you'll also be able to reach the growing number of users 25 and older who also thrive on Facebook.
And there's no need to worry about how to connect to global markets anymore, as WhatsApp's largest user bases are in Asia, South America, and Europe.
The integration opens up substantially more revenue through new business services, such as a new ad inventory slot for Facebook.
This is something the company needs, as they have raised concerns about crowded ad space in recent years.
Let's not forget that ad revenue is also critical to the company's survival: in a previous quarter, they pulled in $6.2 billion in ad revenue alone.
Sources also indicated the possibility of exclusive features that users can pay for.
By creating more space for innovation, Facebook brings higher profits and more business.
Chat marketing is the biggest opportunity for marketers in the coming years.
Chat marketing automation tests some of the most critical and user-centric trends in digital marketing, namely: artificial intelligence, automation, personalization, and interactivity.
A conversational interface coupled with artificial intelligence crushes a business's conversion hurdles and enables instant customer service.
Already love using chatbots to reach your customers on Facebook Messenger?
Get ready to activate those same chatbot marketing funnels through WhatsApp and Instagram with little extra effort.
With this integration, businesses will be able to easily connect with customers around the world, across diverse populations, using a single chatbot building platform.
This integration provides businesses with a global channel for direct communication that is more engaging and easier to use than email marketing.
Benchmark reports show the average open rate for marketing emails to be 20%.
The average click-through rate for those emails is only 2.43%.
Instead, businesses can enjoy 60% to 80% open rates and 4x to 10x higher click rates than email.
This new integration will give businesses a single platform to reach customers more effectively than email marketing campaigns.
If you look at the competition from Facebook's messaging app, there is one app that stands out from the rest: WeChat.
This app is used across China as a multi-purpose platform, something that hasn't been seen anywhere else due to user fragmentation.
However, by integrating the three messaging apps, Facebook will encroach on WeChat's ubiquity in China and its 1.08 billion monthly active users.
It's no secret that big changes lead to internal restructuring.
The founders of WhatsApp and Instagram left after Facebook began taking more control over what was once their own business.
The New York Times also reported that staff members cited this new project as a reason for leaving the company.
It's not often that the world of technology sees big changes like this.
If you're building a business, you're looking for all the advantages.
Most likely, you'll be the first in your market to take advantage of the best engagement and response rates.