Facebook has confirmed that it is opening up its Messenger service to third-party app developers - allowing them to add their own functions to the app - with a focus on new entertainment and commercial features.
E-commerce and business communication are at the core of Facebook's plans.
CNET
The new animation and meme features could be a smart way to counteract the fragmentation of the messaging landscape, as Facebook loses ground to newer social apps like Snapchat - particularly among younger users.
Facebook Messenger already boasts 600m regular users.
The demo at Facebook's F8 developers conference in San Francisco highlighted new functions that allow users to send more cartoons, gifs, images, sound clips and edited videos.
These changes will make the app feel move like emotive messengers LINE and WeChat - both have gained massive popularity in parts of Asia.
25 of the 47 apps that have already partnered with Facebook Messenger
The risk that this tactic runs is that the app could become too busy, or bloated, and get on users' nerves - but the place that disgruntled consumers are most likely turn to is WhatsApp - which is also owned by Facebook.
Away from the features aimed at younger users - the new platform boasts a lot of practical 'business focused' features.
During his presentation Mark Zuckerberg noted that communication between businesses and customers has been slow to evolve - he hopes that Messenger can speed-up this process.
He highlighted features like tracking updates on packages that are sent directly to the app, and the ability to place orders and to authorise payments - adding a whole new e-commerce dimension to the app.
Japan's LINE messenger has already developed a complex, and successful e-commerce wing.
Facebook will also invite businesses to use the app to communicate directly with customers.
Analysts have been touting the idea that sprawling messaging platforms like what Facebook is working on could become powerful e-commerce and advertising tools, and be central to Smartphone users' overall online experience.
Chris Cox, Facebook's chief product officer spoke to tech site The Verge - at this stage he describes the messenger project as an open experiment, adding: "You learn a lot watching people try to use it."
This move, and a growing feeling that we are far from realising the full potential of messaging apps sheds a new light on the company's decision to buy WhatsApp for $18bn in 2014.
That app's ethos has always been, “No ads, no games, and no gimmicks” - Facebook's new Messenger sounds like the opposite.
It is not clear what is in store for WhatsApp in the future - but Facebook has indicated that it is not part of the new Messenger project and that it will remain a 'light messenger'.
