There are more than 100,000 chatbots on Facebook Messenger, but most of the 1.2 billion people who use the social network’s messaging service every month are likely unaware.

And it’s also adding a tool for brands to use TV ads or in-store signage as customized conversation starters (and lead generators) and a tool to automatically field frequently asked questions.

With now 20 million businesses actively responding to messages and 100,000 bots out there, we have a shot at becoming the Yellow Pages of messaging apps as well,” said Marcus.

Messenger had set itself on this path two years ago when it introduced Messenger Business so that the platform could serve as a customer service conduit.

Now that Messenger has lowered the barrier for bot-and-human conversations, it can finally raise the profile of bots on its platform.

Any Facebook Page that has enabled messaging and has earned Facebook’s responsiveness badge can apply to appear in the Discover tab.

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