in 2018, Facebook partnered with Kelton to learn more from users. Facebook wanted to build a better app based on what worked and didn't work for customers. The two companies collaborated through several stages of the revamp, but one global PR survey brought customer needs to the forefront.found that 71% of Messenger users listed simplicity as a top priority, and that's the exact approach Facebook took.
Some new features that came after Kelton's insights are three rearranged tabs, more customization options, and a dark mode,
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