The way in which users communicate today has changed greatly over the last few years. Closed and customized environments have become the main channel for the majority of users, replacing social media networks and other open channels.
In this context, it is impossible for brands to access the advantages that social networks provide in terms of content distribution, advertising offers or traceability of public conversations. All these aspects are, a priority, difficult to carry out in an environment dominated by the users and with a high level of control on their part. To this should be added the current policies of many messaging applications, which do not consider the opening of services to brands.