Since moving to Oracle last August, Widget is able to focus on what’s most important: product innovation and business growth, Zlogar says.

Car dealers, real estate companies, and small ad agencies are among the handful of businesses experimenting with Widget’s messaging platform to increase conversion rates for their direct-response advertisements.

A real estate agent, for example, can post on Facebook an image or video of a house for sale, letting prospective clients immediately recognize the nature of the message and then tap the image to instantly display more details about price, neighborhood, or how to schedule a tour.