More than that, the social network has introduced a new feature that acts as a hyperlink for messaging a company. So, fb.com/msg/facebook, for example, leads to opening a message with Facebook's fan page. It's a lot like a shortcut to customer support or, like TC notes, a replacement for calling an automated phone system.

Remember, Messenger is more than just a messaging service now -- it's a platform. One where a you can play a game of chess, pester a virtual assistant and order an Uber, no less. In that case, maybe ads shouldn't come as too much of a surprise.