Vol. 7, Issue 1, Part J (2025)

The article substantiates the relevance and role of messengers in promoting the goods and services of enterprises. The advantages (affordability, variability of content, loyalty, high efficiency) and disadvantages (lack of APIs, insufficient popularity, lack of legislative regulation and problematic control over mailings) of using messenger marketing in the Internet marketing system of an enterprise are presented. The author considers the trends in the use of messengers in Ukraine and the peculiarities of using each of the messengers at the present stage of the development of Internet marketing. An overview of the tools of such popular messengers in Ukraine as WhatsApp, Viber, Telegram, Facebook Messenger, and Skype is provided, and their comparative characteristics are compiled. The main stages of implementation of messaging and the benefits for the enterprise from a reasonable choice of instant messaging service in Internet marketing are described.