• by Gavin O'Malley  @mp_gavin, August 30, 2019

For Messenger, Facebook just unveiled some new tools and updates for businesses and developers.

Although still in its testing phase, one new feature allows for real-time appointment booking through Messenger. The idea is to let businesses integrate their existing calendar booking software to power booking through Messenger.

As a result, Facebook is betting that businesses will have more success converting Messenger conversations into in-store traffic, as well as online and phone appointments.

Separately, a new lead generation template is designed to make it easier for businesses to create automated experiences to help qualify leads within Messenger.

From there, they can now continue the conversation with potential customers directly in Messenger, as well as integrate with existing CRM tools to track leads.

Facebook is trying to make it easier for businesses using Messenger to report and track conversions that take place on the popular messaging platform.

In addition to the new tools, Facebook is also updating some of Messenger’s platform policies to encourage more personalized and relevant conversations between businesses and consumers.

For example, the tech titan is updating its Standard Messaging window to 24 hours.

Facebook users will continue to have control over who they want to communicate with on Messenger, including businesses, by using features like Block, Mute or Turn Off Messages.

Beyond 24 hours, developers will be able to utilize message tags and sponsored messages to reach customers.

Facebook is also simplifying message tags, which let businesses send personalized 1:1 messages to users outside of the standard messaging window for four use cases, including post-purchase updates, event reminders, account updates and “human agent.” The latter use case remains in beta.

Finally, Facebook plans to limit access to the Subscription Messaging to vetted news organizations.

The policy changes are set to take effect on January 15.