Sincerely, I'm not too mutch fot the app-within-an-app model, successfull now in WeChat and Kik and just recently in japanese LINE (… and please note, many years ago japanese Docomo i-mode m-sites have been precursors of just that) So, I feel that HTML5 embedded bot apps running inside a chat platform are a compromise of the moment, now in 2016, that we "come from" the visual web paradigma ( click&point #GUI), possibly evolving in a final "pure" conversational dialog flow man-machine "intimate" experience (#CUX). Of course SMS-based chatbots are just a proof-of-concept without a possible future, almost in Europe/Italy, where SMS are billed something like 0.25 EUR each:-( I more agree on the above statement: this is the future in my previson: conversational applications able to sustain complex conversations with users, having an "AI-personality", along with a deep/intimate knowledge of human user, and above all able to do inferences. I call this bots: "Third generation" and now we are moving from generation I (command-based) to generation II (dialog based, but without inference skills). BTW, I'm convinced that chatbots on instant messaging platform (text based using hands to write on a keyboard) represent an intermediate phase, bringing us to voice-enabled interfaces (e.g.