We created a bot to sell insurance products earlier this year. While there were many messaging platform we could have chosen, we chose FB messenger because it was the most reliable channel for getting an accurate identity of the user. This improved our ability to qualify leads coming through that channel vs. any other channel where the only piece of information you get about the user is an cryptic username or a phone number. In addition, we were also able to use user's FB to generate word of mouth. We believe it could be that FB's monopoly on user's identities on the internet that gives it the edge in messaging wars.