Meta has announced plans to roll out Marketing Messages in the second half of 2025.
The tool, offered through Facebook and Instagram, will allow businesses to send personalised messages to customers who have opted in.
Meta’s APAC vice president Dan Neary made the announcement on stage at Meta Fest on Wednesday.
“We're testing this in a few different countries,” he said.
“Our hope is that it’s going to be in Australia sometime during the second half.”
Neary said more than a billion different messages are sent between a person and a business every week.
“People no longer want to connect with a business via phone, and get put on hold, or write long emails,” he said.
“They want to connect with a business the same way they connect with friends and family - and that’s via messaging.”
Neary said that integrating artificial intelligence (AI) into messaging will give businesses more opportunities to engage with both existing and potential customers.
“You have the ability to engage someone and offer utility experiences, whether it’s a restock alert or a delivery confirmation,” he said.
“You also have the ability to view customer services close sales, making it an exciting investment for the future.”
The announcement comes less than a day after Meta released its stand alone AI app to compete against ChatGPT and OpenAI.
The new AI assistant, a companion for Meta’s AI glasses, includes a discover feed, a place to share and explore how others are using the app.
It is believed more than a billion people already use AI across WhatsApp, Instagram, Facebook and Messenger.
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