[indiefan]

The number of people using messaging apps (not sms) daily has skyrocketed in the last couple years, has it not? The shift is probably less recognizable because it's not a shift to messaging in general (text messaging represented that shift years ago), but a shift in platform from sms to messaging applications that innovators actually have some control over. Personally, i think it's a combination of that and the machine learning thing you mention. I'd wager that the amount of time the average person spends looking at/using a messaging app every day is very significant. Especially for something that has yet to be integrated very well or monetized.