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Messaging apps can be a marketer’s dream. They make up 6 of the 10 top smartphone apps globally, and their popularity keeps growing, especially among Millennials and Generation Z teens. As the space expands, existing platforms continue to evolve while new ones keep popping up. And each one has different implications for brands. Here are the important chat apps—both established and up-and-coming—to have on your radar.

Globally, 6 of the 10 top apps are messengers. By 2018, 3.6 billion people are projected to be using messaging apps (that’s 90% of total internet users). They have a larger user base than social media, and it’s made up primarily of Millennials and Generation Z teens who are loyal and engaged. In other words, chat apps can be a marketer’s dream.