Facebook has launched the beta version of its new Messenger Platform, which includes the use of bots that can provide automated subscription content such as traffic updates, receipts, shipping notifications and live automated messages.

The new Messenger Send/Receive API will support the ability to send and receive text and images, as well as enable developers to set a welcome screen for their threads to set context and different controls. Facebook has made the necessary documents needed to build bots available to developers and businesses, which will be able to submit their bots for review before release.

Commenting on how the new update could benefit retailers, Stephen Morgan, co-founder of digital consultancy firm Squiz, said: “With the introduction of ‘chatbots’, Facebook is enabling brands to enhance the customer experience. For instance, if someone uses Messenger to ask William Hill for the odds on tonight’s big game, the chatbots could provide an answer and offer to place a bet within the app. Equally, if a person uses Messenger to ask Topshop if they have a certain pair of shoes in stock at a local store, the app will be able to say yes or no – and could offer the ability to reserve a pair of shoes for collection or order them for delivery.”

The new feature will also allow companies to create plugins for websites and usernames, coupled with a new search system in the app. Furthermore, the introduction of Wit.ai’s bot engine will allow developers to build more complex bots that can interpret intent from natural language, and continuously learn to get better over time.

Morgan concluded: “To stay competitive, brands must recognise that all elements of the customer journey are connected and must evolve as shoppers interact with your business – from in-store, to mobile, online, email, sales and support. By starting to automate part of this process, Facebook is providing a platform for brands to take things up several notches.”

Facebook said that every month, over 900 million people globally communicate with friends, family and 50 million businesses on Messenger. It is the second most popular app on iOS, and was the fastest growing app in the US in 2015.

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