MESSAGING IS AN intimate medium for sharing private views and sentiments. It is a cocktail-party whisper in digital form, as one user of WhatsApp, a service owned by Facebook, put it. Now some of the world’s biggest brands are venturing into this personal realm. Aware of the limitations of conventional communication channels like call centres and email, a few years ago firms started using WhatsApp and its sister app, Facebook’s Messenger, as well as Apple’s iMessage and independent apps such as Line.
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The pandemic gave all such apps a fillip. Messaging on Instagram, Facebook’s photo-sharing app,
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