SAN FRANCISCO – Looking for new ways to engage with its audience, Facebook says people who use its Messenger chat service will soon be able to order flowers, shop for shoes and talk with a variety of businesses by sending them direct text messages.

And soon, if you haven’t “chatted” with those businesses on Messenger in a while, they’ll be able to send you a paid message that offers a special deal or encourages you to buy a product you liked before.

CEO Mark Zuckerberg used Facebook’s annual software conference Tuesday to describe its latest initiatives at a time when some reports indicate people may be sharing less personal information on the social network – either because of privacy concerns or the growing appeal of competing apps.

Analysts say that underscores the importance for Facebook of adding more features to its growing chat services: It needs to keep people engaged – and continue to learn about their interests for advertising purposes.

But Zuckerberg also reiterated Facebook’s goals for connecting people around the world, adding a jab that seemed directed at the likes of Republican presidential front-runner Donald Trump and others who have called for cracking down on immigration and rebuffing refugees. Zuckerberg went on to say he prefers optimism over fear and believes technology should be used “to build bridges” instead of walls.