Now we know why Facebook ripped Messenger out of the mobile version of the Facebook app last April: Messenger was destined to become a “platform” in its own right, complete with an API and developer program to help and encourage software companies to make Facebook Messenger-specific apps.

The way it works for users is that an interface to Messenger-specific apps appears right there in the Messenger mobile app. When an app is selected, the user is deep-linked to the phone’s regular app store where the app can be downloaded.

Messaging as a platform is an old idea. Asia-dominant competitors to Facebook Messenger, such as Line and WeChat, have been offering apps, eCommerce, gaming, business apps and more.

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