Facebook has announced a new "Messenger Platform" that allows developers to create over-the-top apps that can plug-in to the messaging service.

It's the first move by Facebook to build Messenger as its own platform devoid of the main service, similar to LINE and WeChat in Asia.

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Over 40 apps are coming to Messenger Platform. Facebook is working with app developers to learn Messenger's system, to speed up the amount of apps available.

The end goal is to allow any type of conversation to remain within the messaging platform when posting a GIF, news article or video, for example. Instead of linking it to another service or site, it can coexist in Messenger and keep people inside.

This is similar to Facebook's goal on the main news feed to integrate news articles instead of simply linking to a website. This could keep retention on Facebook, allow new advertising opportunities and potentially give news organizations more views.

Facebook is also launching Businesses on Messenger, a new way to get in contact with a store. The current goal is to offer an easy-to-use interface for businesses to discuss transactions, orders and delivery with a customer. But the service might be branched out to allow businesses to try and sell services to customers.

Facebook also announced it had given out US$8 billion to developers since its launch almost a decade ago.

TagsMessenger Platform, Facebook Messenger, messaging apps