Messenger

What is a messenger?
History of messengers
Messenger marketing for businesses
Functions of messengers
Comparison of messengers and social networks
Popular messengers in Russia

What is a messenger?

A messenger is an application designed for instant messaging, audio recordings, photos, and other file exchanges. Typically, such applications are offered for free. To make calls and communicate, users need to install the messenger on their devices, whether it be a computer, phone, or tablet, which must be connected to the internet. It is important to note that without network access, the application cannot function. Some messengers, such as Telegram and WhatsApp, also offer web versions that work through a browser.

History of messengers

The first messenger was launched in 1988 under the name Internet Relay Chat. Its creator was Finnish programmer Jarkko Oikarinen. This service quickly gained popularity, and by 2009, it was used by more than 500,000 people. However, the messenger ICQ became much more well-known at that time, having nearly 48 million registered users worldwide by early 2010. Despite its success, ICQ could not compete with the growing social networks, and by 2012, its audience had decreased by 31%.

According to SimilarWeb analytics, different messengers occupy various popularity positions in different countries. In Russia, WhatsApp leads, while in China, WeChat is the most popular, and in Belarus, it's Viber. WhatsApp remained the most popular messenger in Russia for a long time, but the audience of Telegram is growing five times faster, and in 2022, Telegram first surpassed WhatsApp in user traffic volume, accounting for about 80% of the market.

Messenger marketing for businesses

The use of messengers in business has become known as messenger marketing. Companies employ various tools to promote their products and services. Here are some of them:

Thematic channels: Brands create channels where they publish expert content, answer customer questions, and share tips. Over time, a loyal audience forms, and companies can place advertisements and conduct surveys.
Newsletters: Brands use newsletters to congratulate clients on holidays, invite them to events, and remind them of discounts. To launch newsletters, a client database and user consent are required.
Chatbots: Virtual assistants that help alleviate the workload of managers by answering frequently asked questions from users and interacting with clients.
Advertising: Many messengers offer advertising cabinets for placing ads and banners.
Product catalog: Some messengers allow the creation of electronic product catalogs, facilitating interaction with clients.

Functions of messengers

Messengers offer a wide range of functions that make communication more convenient and effective. Here are some of them:

Voice messages: Users can record audio messages, which is convenient when there is no time to type text.
Photos, videos, and files: Messengers allow the exchange of high-resolution content.
Stickers: Emotional images that help express feelings without words.
Video calls: The ability to maintain communication over distances and organize work meetings.
Group chats: Support for communication for large groups of users.
Geolocation: Sending coordinates for convenience.
Disappearing messages: Messages that automatically delete after a set time.
File storage: The ability to create chats for storing important files.

Comparison of messengers and social networks

Although messengers and social networks are created for communication, they have a number of significant differences. In social networks, in addition to chats and calls, there are news feeds, open communities, and music services, while messengers are focused on private communication. This makes messengers more suitable for work, as their functionality is centered on effective communication tools.

Popular messengers in Russia

In Russia, there are many messengers, each with its own features: