As of today, Facebook users can now hail a Lyft car directly within the Messenger app. The new tool is designed to help Lyft compete with popular ride-hailing app Uber, which has allowed Facebook users to request Uber rides via Facebook Messenger since December.
With the new partnership in place, Facebook users can now hail a Lyft car without navigating away from the Messenger app. In addition, Lyft is also launching the Lyft Developer Program, which allows developers to add branded buttons to their apps that will automatically hail a Lyft car. Beyond Facebook Messenger, Lyft is also also integrated with Slack, Shell, Starbucks and Google's Waze.
The new feature is indicative of the rise of API ingratiation and the the popularity of brands lending their services to third-party applications such as Facebook.