It remains to be seen whether Meta’s consumer-facing AI will drive similar long-term sales for brands.

Paid marketing comes to Messenger: Meta is allowing select advertisers to create and send paid marketing messages on Messenger via Ads Manager, for events like back-in-stock alerts or holiday discounts to consumers opted-in to hearing from brands.

“We’ve heard from businesses that sending updates on Messenger and WhatsApp can be a great way to engage their customers,” Nicola Mendelsohn, head of global business group at Meta said in a statement.

Meta is testing this tool with select businesses. The tech giant declined to share specifics.