This is an interesting turn of events. Many justice and privacy nonprofits spoke out against the evils of Facebook Messenger in 2014 when it emerged that in order to install the phone app, users had to give Facebook an eyewatering amount of access. Now those same nonprofits may find the app supremely useful, for some of the same reasons.

Facebook has just released guidance for marketers on some new Messenger features, which include quick tagging options and access to a link that will start a Messenger conversation. It’s even created a QR code-style graphic link that can be used in real-world applications like posters and products.

As with everything Facebook does, it’s targeted towards brands but nonprofit community managers may find these improvements to be a godsend. Answering questions and engaging with clients through Facebook was previously pretty awkward and unnatural for both parties, and there were several pain points for the client striking up the conversation in the first place. Now it’s a seamless process and one I expect many community managers will take advantage of.

For social media managers, it will improve opportunities for influencer marketing, opening up an “always on” channel for key messages that are already formatted and ready for influencers to share.

But it’s activists and social justice folks that I can see really embracing these new features. Imagine being able to build a network of supporters, already inside the network of greatest impact, who will get your action alert seconds after you send it and with a few taps, be able to share your content exactly as you developed it.

Though many will continue to shun the app to protect their clients from the prying eyes of Facebook.