Facebook has released a report outlining how brands can better stay on message.
Facebook IQ surveyed 12,500 users across 14 markets to understand how people are using messaging.
The survey found users are increasingly willing, and expecting, to communicate with brands via message.
63% of respondents admitted their messaging with businesses has increased over the past two years.
While 61% like getting personalised messages from businesses, and 56% would rather message a business than call customer service.
Why the trend to messaging? Almost two thirds of respondents cited convenience, and 68% said it helps them keep up-to-date.
It's also worth noting that 63% of those surveyed said being able to make payments with a messaging app matters.
So who's winning the space so far? According to Facebook, the industries with the best messaging mojo are Retail, Professional Services, Media + Celebrities, Nonprofits, and Local Events + Restaurants.