The social media giant has begun internally testing a web version of their direct message functionality.

Instagram is internally testing direct message app for desktop use, allowing fans of the user-to-user messaging option to connect without having to use their smartphone, according to an article on TechCrunch. “If, or more likely, when this rolls out publicly, users on a desktop or laptop PC or Mac, a non-Android or iPhone or that access Instagram via a mobile web browser will be able to privately message other Instagrammers,” the article said.

The change comes after last year’s addition of commerce capabilities via the mobile app (called m-commerce, and already making a notable impact in the retail industry), and intersects with the franchise industry’s increasing use of social media marketing for franchise development and brand growth.

“Given Facebook’s own chat feature started on the web before going mobile and getting its own Messenger app, and WhatsApp launched a web portal in 2015 followed by desktop clients in 2016, it’s sensible for Instagram Direct to embrace the web too,” the article said.

Considering how many brands already rely on Facebook messenger for customer service, the probable move from Instagram means big things for commerce across industries.

Read the full article here.