Facebook will launch ads in Messenger during the second quarter of 2016 based on a leaked document. The document was sent to some of the social network's biggest advertisers. Online businesses will have the ability to send ad messages to people who had started a chat thread with the company via the instant messaging service.
Facebook recommends that business partners encourage consumers to start threads now, according to Tech Crunch. Then they can send them ads when the feature rolls out next quarter.
The leaked document also notes that Facebook has an URL link that opens a chat thread with a business. Facebook has confirmed that the URL short link exists.
Facebook shared with Tech Crunch that the goal of Messenger is to create a high-quality online experience for its 800 million monthly active users (MACs) throughout the world. That includes Messenger users not getting unwanted messages.
Facebook has not monetized its Messenger instant messenger in the past. However, users will not receive ads by just liking a Page but instead must have started a chat with a business, which should help to limit spam.
The new document seems to oppose what CEO Mark Zuckerberg told WhatsApp users when Facebook purchased the instant messaging app in 2014. He said that ads are not the best way to earn revenue through messaging.
In addition, WhatsApp CEO Jan Koum stated in a blog post in 2012 that advertising disrupts the app's look. He also said that it interrupts users' train of thought and is a waste of tech resources.
However, there is now more content from friends, news publishers, and brands competing for space on Facebook users' News Feeds. That is why it is allowing advertisers to pay to ping them.
Twitter also announced a similar new service on the microblogging service on February 18, Thursday. It is now offering new ways for businesses to offer customer service via Direct Messages (DM).
The social media giant is rolling out video support for DM for Android and iOS devices allowing users to send videos within DM threads, according to The Verge. Such new services including a GIF button help it compete better with Facebook and Google.
Here's a video on Facebook advertising: