Dive Brief:

• Kik, the most popular chat/messaging app among teens in the U.S., has released a new feature that could radically change how consumers interact with brands in the future. 
• The app now has what are being called "chat bots" representing brands that can converse directly with Kik users — and the app claims 1.5 million users opted into the campaign in the first week alone. 
• What Kik has developed may be chat and messaging apps' version of native ads, brands that can actually chat. 

Dive Insight:

Messaging apps have been exploding in popularity, and ever since Facebook dropped an insane $16 billion on WhatsApp, everyone has been watching the space. Even if the brands are bots, it's easy to understand how the interactive element would be preferable over receiving mass-produced mobile ads or push notifications. Kik might really be onto something.