Your message should meet the customer where they are.
The Task
Give users a way to build and send structured rich content to customers on all channels through bots and agents.
The Result
A visual builder that maps a single payload to any recipient channel’s bespoke presentation of structured content.
A single payload sent to Apple, Meta, or SMS renders natively every time.
Starting at the beginning
While the first need was to build out capabilities to match Apple’s Business Messenger, I knew there’d be more coming and set some guiding tenets to make our work truly future-proof.
One object to rule them all. Don’t create a problem of scale by forcing each piece of structured content into a single channel, so that broken systems…
Don’t make the user think identify the customer’s channel. Send one payload and it works everywhere, with no cognitive overhead of channel variables. And;
Insure parity of information, if not parity of presentation. Degrading to plain text must always be an option, but shouldn’t hinder the ability for customers to interact with their message content.
And where we ended up.
Messaging Components previewed in the builder and chat composer experiences, reflective of any supported messaging channel.
The builder was a huge success and usage of messaging components across every supported channel continues to skyrocket. And as channel support expands, Components sparkle update to meet user needs without heavy intervention.
Almost 700K pieces of structured content in this builder are sent by human agents every month, with even more from Bots and Agentic AI.
Supported formats:
Rich Links
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Payments
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Authentication Flows
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Carousels
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Custom Applets
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Dynamic Data Pickers
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Complex Forms
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Rich Links 〰️ Payments 〰️ Authentication Flows 〰️ Carousels 〰️ Custom Applets 〰️ Dynamic Data Pickers 〰️ Complex Forms 〰️
“S,” Apple Product Partner
“One of the cleanest integrations we have seen so far - well done!”
“Y,” Apple Product Partner