Facebook is expanding its beta test of home screen Messenger ads globally to increase revenue growth, the social media giant has said. The Messenger’s home screen acts as an inbox for most recent conversations with friends, automated bots, or brands.
Messenger product lead Stan Chudnovsky said that the testing of home screen ads started in January in Australia and Thailand and will bring us closer to our true business model – advertising.
Messenger currently has 1.2 billion monthly active users.
According to Chudnovsky advertising is not necessarily everything, but it’s definitely how we’re going to be making money right now.
The home screen ads will follow an auction-based model and will utilize similar sort of user-targeting capabilities that are found on Instagram or Facebook.
Existing Messenger ads include sponsored messages and ads in Facebook News Feeds that redirect to Messenger conversations with a bot or human.
Facebook recently added new features in Messenger including animated reactions, filters, masks and effects, and the ability to take screenshots — available for one-on-one and group video chats.
Most reactions have different versions depending on whether your face is on or off the screen.
Tap the love reaction (like when you’re in a group video chat with your three best friends and someone shares amazing news) when the camera is facing you and tap it again when the camera is facing outward to see the difference.
Users’ can select from a variety of filters, ranging from subtle lighting tweaks to bold colour changes — like black and white, red, or yellow. You can also live preview to test the filter on yourself before letting others see it.