Apple’s latest keynote ushered in the era of Apple as a Services Company. The introduction of Apple News+, Apple TV+, Apple Card, and Apple Arcade on top of the already existing Apple Music, iCloud, and Apple Care. But the service everyone seems to be short-changing as the true dark horse of Apple services is Apple Business Chat.

Introduced in 2017 to a select number of retailers, Apple Business Chat opened up the coveted iMessage platform to retailers (and their developers) to create personalized messaging experiences for their customers. Some of the first retailers involved were: The Home Depot, Lowe’s, Newegg, and 1-800-Flowers.