In this age of countless mobile messaging apps that pop up in app stores like daisies, existing messaging platforms need to do more cool stuff with every update they undergo in order to keep their users climbing or at least stable. Facebook’s Messenger is one of the big names in phone messaging apps and has done its fair share of additions to its service including creating Spotify group playlists on the platform. But not every new thing they have on hand could be something users would like, especially if that latest addition involves advertising pop-ups.

Facebook Messenger has been refreshingly ad-free for some time, but even that is about to change.

Positive test results

The world’s most famous social network Facebook made an announcement on Tuesday, July 11 to potential advertisers with a promise, that advertising in Messenger would become a global fixture for the platform. Already best tests have been performed in Australia and Thailand with “targeted” ads – those that hew to whatever interests were listed and displayed by each user – showing up on Facebook Messenger in those areas. After some positive reception to this campaign, the company is making ready to introduce advertising on users of the Messenger app all over the world.

"We'll now offer businesses around the world a way to use b targeting to extend their reach to people in Messenger," declared the blog post announcement by the definitive social network.

What it means for an ever increasing number of global users is that one day their Messenger app will be sprinkling targeted ads from sponsors every few posting spots or so. A curious user clicking on these adverting bits will either be taken to the advertiser’s website in a browser window or open a Messenger conversation thread with the business in question.

Opportunity for marketers

How the advertising model will be rolled out on Facebook Messenger worldwide is vaguely described in the blog post, other than that later this month a “small percentage” of the app’s global user base will begin seeing ads on their platforms. Considering about 1.2 billion people in the world use Messenger as their phone app of choice every month, what counts as a small percentage could still be a significant lot.

The Tuesday launch of this global introduction of Messenger with ads is designed, according to Facebook, to give advertisers “an opportunity to expand the reach of their campaigns and drive more results."

Analysts have determined that despite the popular notion of online users being turned off by pop-up ads, Facebook Messenger regulars would not drop the app just because it is no longer ad-free. That is just as well for Facebook, which has other initiatives being tested like a new app catering to video creators.
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