Facebook is letting brands try to get chummier with you by expanding the capabilities of chatbots in Messenger.

David Marcus, Facebook’s vice president of messaging products, said Tuesday the initial success that companies have seen in reaching customers via Messenger spurred the expansion. He spoke at Web Summit 2016 in Dublin.

As early as this week, you may start to see ads in your News Feed that enable you to click straight into a Messenger conversation with a company. Perhaps the biggest change for you, though, is that if you’ve struck up a conversation with a brand in the past, it can pay to send you sponsored messages, effectively advertising to you directly through your Messenger inbox.

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