Instant messaging marketing allows for near real-time exchange of brief messages through messaging applications. It differs from email in its immediacy, tending to mimic in-person conversations. IM users can see whether contacts are online and available to message. While text was initially the main feature, IM now supports sharing photos, payments, and moving seamlessly between messaging, voice or video calls. Marketers can benefit from IM's abilities for one-to-one communication, targeted outreach, speed, building trust, and high conversion rates.