Messaging apps such as WhatsApp, Snapchat, Kik, have overtaken social networks as the dominant social platforms in terms of active users. 257 billion text messages are sent per day and, with that, a huge opportunity to engage audiences where they are spending most of their time. But advertisers and technologists cannot approach messaging as they did social or other apps. Mobile messaging is much more personal and users are younger. This panel will address how to organically and effectively engage people in messaging apps and what technologies are available to help companies leverage these platforms. Brands will also share their experiences engaging fans in messaging.