Strategy Scrutiny: Why Facebook Acquired For Messenger Rooms

Recently, Facebook announced the launch of a brand new service, Facebook Messenger Rooms, which is fundamentally a direct competitor to Zoom. By all accounts, Facebook is taking the best of Zoom and using their experience and engineering expertise to build a “better” product.

Around the same time, I noticed that Facebook had acquired the domain name. Not directly by Facebook, but through an intermediary. Their lawyers, to be precise. Facebook has used the firm Hogan Lovells to acquire several names in the past, so I’m 99% certain that Facebook is the buyer of Names acquired using Hogan Lovells include,, and even

Hogan Lovells also holds many Facebook brand domains and typos too. Three of the hundreds under their possession include,, and even

Back to The domain was acquired from a company called World Travel Holdings, which operates on the three-letter domain They also own valuable domains such as

Before Facebook acquired, the name wasn’t in use. WTH didn’t develop it, but that doesn’t mean this was a cheap acquisition by Facebook. World Travel Holdings is a global leisure company with a reported user base of several hundred thousand customers. The domain also fits into their wheelhouse and would have been the perfect domain to offer hotel rooms at reduced rates – a competitive niche that needs a great domain to gain any traction.

We don’t know the price that Facebook paid for, but it would not be a surprise if the domain sold for $750,000 or more. In comparison, sold for $1.5 million in 2019.

It should come as no surprise that Facebook paid a significant sum of money to get the domain. The company is no stranger to paying a premium to get a specific domain. Take, for instance. At $8.5 million, it’s the largest publicly disclosed sale of a two-letter .COM in history.

The company’s strategy also seems to be to buy premium domains related to its products: for Facebook’s popular messenger service. for Facebook’s developer conference. for Facebook Groups., Facebook’s name for its primary way of displaying content. for Facebook’s PC Steam rival.

And now, It should come as no surprise that was acquired, given this track record of Facebook pursuing premium .COM domains before a product launch. Facebook is one of the very few companies that put precedence in premium domains to help to market their products and to make them accessible for anyone to find. It’s also a comprehensive means of brand protection, something that Facebook excels at anyway.

What will Facebook do with As of writing, they’ve done nothing with this name. Since Facebook’s Messenger Rooms has already launched, they may have considered forwarding the domain to an internal page relating to Messenger Rooms, but they haven’t.

Given Facebook’s history with the likes of and, they may use the domain to hold a standalone site to promote the service and explain its features in finer detail. I think this is the most likely course of action for Facebook, but they may simply forward the domain to a Facebook page, as they did with


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