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As a follow-up to its initiative to get consumers to communicate directly with businesses on its Messenger app, Facebook is now testing a new feature called “Saved Replies,” which will allow brand Page owners to use customizable canned messages when communicating with their customers over Facebook.
While this new feature could certainly help handling large volume of customer requests, brands also need to be mindful of its implementation so as not to appear robotic and perfunctory. This is only the latest in Facebook’s considerable efforts to make its platforms more brand-friendly, and we expect more useful features to pop up.