Facebook is testing a service that allows people to hail an Uber ride from within the Messenger app.
Transport on Messenger will avoid the need to leave a conversation to access Uber's own app when looking to request a ride, or indeed have the Uber app on their smartphone in the first place.
Seth Rosenberg, product manager at Facebook, championed Transport on Messenger as a way to make life easier.
"Whether you're meeting friends for lunch, on your way to a concert or running late for work, Messenger and our partners can get you to your destination faster," he said.
Uber was announced as Facebook's first official car ride hailing partner, but a source close to Uber rival Lyft told Reuters that Lyft will be added to Transport on Messenger in January 2016. It is likely that, as Transport on Messenger expands, so too will its roster of partners.
The service is currently rolling out in the US, but is likely to find its way over the Atlantic to the UK where the likes of Uber and Hailo are finding popularity, especially in large cities such as London.
Adding transport features to Messenger is indicative of Facebook's attempt to turn the instant messaging service into a multi-faceted product.
This year, Facebook has added video chats to Messenger, set up Messenger Platform to help developers integrate the service into their apps, and introduced Business on Messenger to enable users to have direct contact with companies via the Messenger service.
All of this plays into Facebook's ambitions to turn Messenger into a platform for others to build on, adding services and integrating within their own software.
In essence, Facebook appears to be doing the same with Messenger as it has with its main social network, which is as much a business promotional tool, advertising and gaming platform, as it is for people to share marriage proposals and world-weary status updates.
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