"Bots" were a big part of the conference. Essentially a bot is a piece of software that people can send messages to and automatically receive a response back. It works using artificial intelligence (AI).
Facebook launched tools for developers to be able to build bots inside Facebook Messenger with the idea that customers can talk to brands via the app. Initially the bot will be a mixture of AI and human intervention when the question is too difficult, but the aim is to make them fully automated.
An example would be for a customer to handle complaints via that and even get to a point where they can order goods through Messenger. While chief executive Mark Zuckerberg didn't highlight how this would be monetized, analysts said it has opened several revenue streams.
"It is about messages from users to companies. Part of it is how they display and sell products through messenger. There are several options opening up here and that is a key part of Facebook positioning it as platform," Martin Garner, senior vice president of internet research at CCS Insight, told CNBC by phone.
The idea is that Messenger becomes a one-stop-shop for everything a user wants to do as consumers are feeling app fatigue. By having shopping, search, ordering cabs and other actions in one app, Facebook will be able to appeal to consumers not wanting 20 different apps on their smartphone.
Bots are not new and have been around in China in particular for some time. Meanwhile, companies like messaging app Telegram already have a bot store. The key aspect for Facebook is that Messenger has more users than its rivals, 900 million to be precise. Messenger might be these users' first encounter with bots and this could give Facebook a big advantage.