Facebook is making the process of monetizing its messenger platform easier and more productive with the launch of version 1.3. Now that the site’s News Feed favors friends over businesses, reaching a brand’s audience will be a lot harder to do organically. To combat this, the new update integrates News Feed ads that launch a Messenger conversation, where users can interact directly with the brand.

Facebook News feed AdAbsolut Vodka, who has been testing the new monetization option, has Joao Rozario, the company’s vice president of marketing, singing its praises. He says that the News Feed ads are a “call to conversation, which ultimately leads to a conversion. So far, our activation rate has exceeded execution benchmarks by two times and we’re looking forward to continued increases in activations driven by News Feed ads over the key holiday period,” Rozario said on Facebook’s blog.

A Facebook user who leaves a conversation open is an opportunity to re-engage, and this is where sponsored messages play a role. Sponsored messages give businesses the ability to send targeted updates, information about promotions, reminders and other relevant messages. Facebook has been testing the sponsored message idea since April and its goes live with Messenger 1.3.

Now, more than a billion people use Facebook Messenger every month. For brands who utilize Facebook Messenger bots, the new update also offers valuable insight into entry points and traffic. “Another great use case the parameter enables is creating dedicated entry points to specific features or flows within a bot,” explained David Marcus, Facebook’s vice president of messaging products. “You can now easily implement a coupon program, enhance/track virality with a referral program and much more.”

This latest roll-out of updates continues a string of moves by Facebook to seamlessly integrate social conversations into revenue for brand partners. The “recommendations” feature, for example, allows users to ask friends and family advice about where to go, what to do and what to buy. Those comments are then mapped out and stored in a special tab for later access.

The internet experienced a 29 percent increase in mobile conversion rates in the past year, according to Google, and 45 percent of shopping trips include some mobile shopping, according to a Facebook IQ study conducted last year of US internet users.

Mobile users turn to their phones for everything from conversations to shopping, and Facebook’s new updates could effectively combine these two past times into a one-stop shop.