Home screen ads in Facebook Messenger, which have been in testing in Australia and Thailand since January, will soon roll out to all users in a beta capacity, Facebook announced in a blog post this morning.
The Facebook Messenger home screen currently displays recent messages from friends, "Shared Days," Favorites, and friends who are currently online. When ads roll out, this screen will also feature tailored advertisements similar to the ads already displayed on Facebook and Instagram.
Today we're pleased to announce the global beta expansion of Messenger ads. People already spend time on Messenger interacting and conducting commerce with businesses and brands they love, and now with Messenger ads, they have an opportunity to discover experiences directly on their home tab.
Home screen ads will join "Click to Messenger" ads that drive customers to Messenger after clicking an ad in Facebook or Instagram, and sponsored messages, designed to let companies to send ads to users after an interaction to "re-engage."
According to Facebook, a "small percentage" of people will begin to see ads on the Messenger home screen towards the end of the month as the company begins to build ad inventory. Facebook says ads will gradually be extended to additional users over the coming months as it learns from the beta experience to ensure it is "continuing to deliver the best experience."
Global ads will be available to a select number of advertisers starting today, and those advertisers can begin to add Messenger to their ad campaigns.