Grab began as a ride-hailing service in Malaysia, but has since evolved and is now a super-app company with a strong presence throughout Southeast Asia. With the Grab app, people can book transport, order takeaway from restaurants, have groceries delivered, hire home repair professionals and pay bills.

Grab was experiencing such a high volume of online customer enquiries that customer service agents were unable to address the requests in a timely manner, resulting in a backlog. To tackle this issue cost-effectively, ensure customers' questions were being addressed as quickly as possible, and maintain customer satisfaction, Grab decided the time was right to build and launch a scalable automated experience on Facebook Messenger.