Our lives, our work, everything we do is built on conversations. More and more of those conversations are taking place through messaging — on consumers’ own time through the devices and apps they most prefer. It should be as easy to interact with a brand as it is to communicate with friends and family. Yet, many brands are not meeting consumers via messaging, forcing them instead to call into frustrating interactive voice response (IVR) systems, self-serve on complicated websites, or download mobile apps.