Facebook remains a cornerstone for businesses seeking referral traffic, conversions, and sales through social media. Consequently, the platform is continually innovating to elevate the customer experience, notably through enhancements to its Messenger app.
In April, Messenger introduced scannable codes simplifying customer discovery, while also enabling payment processing, Uber ordering, and voice/video calling. The addition of bots further streamlines business-customer communication.
Presently, Facebook is beta-testing Secret Conversations, an end-to-end encrypted messaging service designed to bolster online business operations and enrich its billion active users’ experience. Following the lead of messaging apps like WhatsApp, this feature is anticipated to offer a more secure alternative.
Marketers seeking to leverage this feature should be aware that Secret Conversations are expected to be fully launched by autumn, providing an added layer of privacy for app messages.
These messages are encrypted from end to end, ensuring that only the sender and recipient can view them, with no access for Facebook. Senders can determine the message’s visibility duration, from five seconds to 24 hours. Each conversation is stored on a single device, ensuring a phone conversation isn’t accessible on a tablet.
It’s crucial to remember that screenshots can still be captured, and Secret Conversations currently support only messages, pictures, and stickers, excluding group messages, gifs, videos, voice or video calls, and payments.
Initiating a Secret Conversation is straightforward. Simply select a contact in Messenger, tap their name at the conversation’s top (iOS) or the circle icon at the top right (Android), and select “Secret Conversation.” Ensure to start on a frequently used device, as it will be the sole platform for viewing messages.
Customer service extends beyond the physical store, encompassing every customer touch point, including social media. While many businesses are accustomed to handling inquiries through Facebook messages, discussing sensitive information like credit card details is less ideal.
Secret Conversations offer a solution by enabling continued online dialogue, reassuring customers that their personal information will be deleted after access. This could lead to increased willingness to share such information through the app.
However, it’s important to note that Secret Conversations are exclusive to the Messenger app, requiring mobile device usage, which may be a limitation for businesses primarily using desktops. Moreover, the conversation’s singularity hinders other team members from accessing the information. Despite these challenges, if Secret Conversations gain traction in customer service, they could significantly benefit businesses engaging with customers on Facebook. Adopting them early post-launch could provide a competitive edge in Facebook marketing strategies.
