Following an onset of rumors, Facebook unveiled on Wednesday that Messenger is becoming a massive communications hub, where users will be able to do much more than chat with others via the service.

CEO Mark Zuckerberg announced during the company's F8 Developer Conference in San Francisco that developers can now add a Messenger button to third-party apps so content like personalized music message, videos and GIFs can be pushed out to friends. ESPN and The Weather Channel are among the 40 apps that now support Facebook Messenger.

See also: What the first round of Facebook Messenger apps will look like

In the future, for example, a developer could be able to add a Messenger button within a movie ticketing service app, so after a customer makes a purchase, they could share those details and movie times with a friend on Facebook.

Image: Facebook

Users can discover apps without ever leaving Messenger. When a friends sends a message via the app, you'll be able to install an app directly within the platform. Users will able be able to hit a reply button and respond directly.

Image: Facebook

Facebook also announced a feature called Messenger Business which will users communicate with merchants, like sending them a direct message, making a reservation and check shipping information.

Facebook introduces Messenger Business, aimed at replacing, you know, calling businesses. #f8 pic.twitter.com/mjHMPVgRjL — Mashable Tech (@mashabletech) March 25, 2015

Many of the early partners working with Facebook Messenger are focused on photos and entertainment. Some apps were developed specifically for the platform, while others are building Messenger in as an added feature.

The news comes just a week after the social network rolled out a peer-to-peer payments feature via the platform, signaling that Facebook had much bigger plans in store for Messenger.

You'll be able to download apps that integrate with Messenger right from Messenger. #facebook #f8 pic.twitter.com/6bdelA4MyQ — Mashable Tech (@mashabletech) March 25, 2015

The move makes sense. Facebook wants to bring more attention to its Messenger service and hopes third-party apps can direct more traffic to the platform. Meanwhile, third-party apps are looking for more visibility in a saturated market and having Messenger integration will help them stand out.

Over 40 apps will be available with Messenger integration at launch. #f8 #Facebook pic.twitter.com/gsgSrvUn1I — Mashable Tech (@mashabletech) March 25, 2015

Last year, Facebook acquired WhatsApp for $19 billion, a tool that is expected to be a big player in the social network's Internet.org initiative, which aims to bring web connectivity to the 4 billion people worldwide without Internet access. Instead, Facebook Messenger will serve more as the main way to communicate privately on the site and mobile.