“From any group conversations, just tap on the phone icon to initiate a group call,” David Marcus, VP of messaging products at Facebook, notes in a new post. “You can then manage individual participants on the next screen.”

Rarely do days go by without Facebook adding some big new feature to Messenger.

Just the other week, Facebook invited users to start sharing Dropbox files over Messenger; it also debuted Video Chat Heads for Messenger, which lets users talk to friends from a smaller “chat head” instead of using their full phone screen.

What Facebook is doing with Messenger is a really big deal, experts at OMMA Boston agreed on Wednesday. Marketers should be most excited about the direct lines of communication it’s creating between themselves and consumers, according to Josh Engroff, chief digital media officer at The Media Kitchen, and managing director of KBS+ Ventures.

To such an immense degree, the industry has “never really had direct communication between brands and consumers,” Engroff told OMMA Boston attendees, on Wednesday. “Technology and media are at a tipping point.”

Already, users can order a car via Uber and share a song via Spotify directly on the popular app.

Facebook also recently rolled out Links and Codes, which are simple ways for people to begin conversations with other people and businesses by scanning  a unique “code” they have been given. This can be done in-person -- standing side-by-side with someone -- or virtually. No prior connections are needed.

Facebook Messenger just surpassed 900 million monthly active users, up from 800 million in January. By the second quarter of the year, the social giant reportedly plans to begin putting ads directly into Facebook Messenger.