Facebook is launching a new birthday gifting option using Facebook Pay. Messenger users in the U.S. can send and receive cash gifts directly through the chat platform.
Gift recipients will be notified via Messenger and on Facebook with their virtually wrapped gift message and balloons. Once users confirm their Facebook Pay information, the cash gift will be instantaneously deposited into the recipient’s bank account. Messenger users can send a birthday cash gift by visiting the Facebook mobile app and tapping the button that appears beside the friend’s birthday notifications in the user’s Facebook news feed or profile.
The new Facebook birthday gifting feature is one of many additions that the social media company has implemented since it was founded in 2004. Earlier this week, Facebook was trying out a program to enable some users to make voice and video calls on its main app, according to PYMNTS. The goal of the trial effort is to simplify making calls without using the Messenger app. Messenger should continue to be focused on messaging, audio and video calls.
Read more: Facebook Tests Bringing Voice, Video Calls Back To Main App
Facebook has been working for some time to connect messaging on its various apps. Beginning last year, Instagram and Messenger users were able to message and hold video calls on either app without having to install both apps. Plans also call for adding WhatsApp into the integration.
See also: Zuckerberg Wants To Connect Messenger, Instagram, WhatsApp
In addition to onsite integrations, Facebook is in the process of integrating Software-as-a-Service company Kustomer into the fold. The European Commission has launched an investigation into the acquisition based on the concern that Facebook could be purchasing the company to eliminate competition and make Facebook even more powerful.
Related: EU To Investigate Facebook’s Proposed Buy Of Kustomer Over Antitrust Concerns