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Figuring out the best way to handle privacy when people who aren’t friends interact in a chat room may be one of Facebook’s goals for the test.

A mid-sized group of Facebook employees including some of the existing chat team have been working on the feature.

Meanwhile, it’s battling independent international players like Whats App, sticker-focused products like Japan’s Line, and novel communication forms like Snapchat.

The stakes are high as messaging generates huge amounts of engagement, direct monetization opportunities through ads and sticker sales, and valuable data on who someone’s closest friends are.

The use of the news feed to spread and grow rooms takes advantage of Facebook’s ubiquity and the relatively large number of a person’s friends likely to be browsing the feed at any given time.Tests were also limited to the web, though Facebook’s insistence that it’s a mobile company means it might be cranking on small-screen support, which could launch eventually if the feature is well received.It’s possible that you might be able to participate in a chat room but not start one from mobile in the initial tests happening now.Hangouts’ big draw is video chat with up to 10 people, and it also offers many other advanced media sharing features.The strength of Facebook’s chat rooms will be in spontaneity and distribution.

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