Mobile messaging apps are the new face of social media. Research have shown that they are used almost nine times a day, five times the average for all mobile apps. As its users are loyal, and “always-on”, mobile messaging apps are becoming more top of mind for many brands and advertisers; and evolving into “eco-systems” rather than standalone messaging apps. While it is certain that companies such as Facebook, Twitter, Google and LinkedIn will be dominating the headlines for years to come, it is quite clear that the new faces of social media - “Dark Social” messaging services such as Line, WeChat and BBM are transforming the way consumers and brands interact.