Messenger, originally known as Facebook Chat, is Facebook’s instant-messaging platform. You can access it through your browser, or use a stand-alone smartphone app. Some larger travel-company apps have similar instant-messaging platforms. But what’s the appeal? “It drives personal connections at scale,” says Elka Looks, a Facebook spokeswoman. “Businesses are able to gather inputs from people and reroute them accordingly. With other marketing channels – even marketing channels that are incredibly targeted – you don’t have the kind of back-and-forth that you have with messaging.” In other words, the Messenger platform lets companies resolve customer queries in a more efficient and personalized way. Get the full story at The Durango Herald