Tweens don’t sign up for a Facebook account and don’t need a phone number, but can communicate with other Messenger and Messenger Kids users parents sign-off on, so younger siblings don’t get left out of the family group chat.

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Alongside the new apps and features, Facebook is also updating the overall design of Workplace to simplify the interface and make it consistent across Android, i OS, desktop and web: Workplace has positioned itself as the collaboration platform for everyone in your organization — not just those who are so-called “knowledge workers” who are at desks most of the day.

The idea is that everyone, from executive to barista to warehouse assistant, will find Workplace easy to use because, well, it looks and feels a lot like the hugely popular Facebook.

But the app could prime kids to become lifelong Facebook users, and lock their families deeply into the platform where they’ll see ads.

“When you think about things at scale that we do to get people to care more about Messenger, this is one that addresses a real need for parents,” say Facebook’s head of Messenger David Marcus.

Today, the company is releasing a desktop app for Workplace Chat, with new features like screen sharing and, in coming months, group video chat, which will let people create virtual “rooms” of up to 50 people for interactive video conferences.

Previously, the video features in Workplace were limited to live video broadcasts and one-to-one video conversations.

But just as important, another key reason is engagement.

By adding in more features like screen sharing, desktop apps and group video chat into a Workplace experience, people are more likely to stay in Facebook’s app rather than going elsewhere for those features.

(And there are many places to go — not least of which is Slack, which just yesterday updated its own screen sharing feature with the ability to edit on other people’s screens — which had been a big feature of Screenhero, the startup it acquired to build it.