I know what you’re thinking: what messenger platform? If you have a Facebook app, you may have noticed that you can no longer send or receive messages directly on the app, but need to download a second Facebook-owned app called Messenger. Just like Facebook, Messenger started out as more of a social utility to connect with high school buddies or, but just like Facebook has transformed into a vital platform for business, so has Messenger—and most of us had no idea.

Our firm uses every social media platform to capture attention for our clients, and Messenger has the potential to be the most powerful attention grabber of them all, providing direct content to potential customers in a manner with which everyone is already comfortable.

Here are the three most important stats about Facebook Messenger:

  • 1.9 billion users use Facebook
  • 45 billion messages are sent every day on Messenger
  • 65 Million businesses use Facebook

As Wayne Gretzky famously stated, “I skate to where the puck is going to be, not to where it has been.”

The puck is headed to Facebook Messenger.

Here are my Top 5 reasons not to use Facebook Messenger:

1. You Have no Interest in Targeted Data on Potential Customers

Facebook uses up to 2,000 data points that allow them to understand their audience better than our own families. As an advertiser, this information is your bread and butter: demographical and behavioral information. With Messenger, companies can drill down to a customer’s needs in a more insightful and predictable manner and communicate in a manner that connects with them faster.

For example, John in Southpark loves UNC basketball (who doesn’t?). If you’re a golfing outlet, you want to interact with folks like John, who also has Top Golf and Pebble Beach as interests in his profile. Now, you can take your relationship further.

2. You Hate Direct Access to Customers

Who wants to connect with their customers whenever they have something great to say about their company and feel that it’s important to spread the word immediately?

Facebook uses Messenger bots to identify, engage and amplify your company’s message. You control how often you use them. This gives your company more of a heartbeat, and depending on how well you utilize them, it humanizes your organization while promoting your brand.

And, since smartphones are in every pocket and purse in America, your organization’s voice can be heard 24/7/365. But use wisely my friend.

3. You Hate Innovation

I get it—this all sounds like you’d only be annoying potential customers. Like every toy, this too comes with a warning label. But it doesn’t mean that you can’t use it for good. Use it to promote your company vision and promise to consumers. Your commitment to community and service. Give your company a competitive edge and speak to consumers in a way that sets you apart.

The best part about this is? Everyone texts. In a Twitter universe of 140 characters, speed is king. Some companies have begun to use this as their new customer service model. The days of international call centers may be numbered.

4. You Have a Problem with Security and Encryption

Great technology, platform familiarity and consumers have the option to engage or not. And your company is always available when needed if a customer has a need. Everyone loves to be wanted.

5. You Hate Facebook

Just because you may not use the platform, doesn’t mean that your current and future customers don’t. If you were late to Facebook, Instagram, YouTube and Twitter for business parties, you you still have time to put on your dancing shoes. Messenger will change the way that we communicate with our customers and the price is right.  Since we’ve implemented it for clients, response rates and conversions have increased by over 30%.

I’ve given you my top five reasons not to use Facebook Messenger. Here’s one to use it: You can’t afford not to.

Bernard Lee is the President of I-ntellect (i-ntellect.com), a digital marketing, brand strategy and business development agency based in Charlotte. He can be contacted at blee@intellect.com.