This paper explains the integration of chatbots into messaging applications as a potential outcome of digital platforms’ architectural principles and their characteristic of generativity. A case study of Facebook Messenger (FM) is adopted and analysed through the theoretical framework of layered modular architecture (LMA) proposed by Yoo et al. (2010). To understand the increasing diffusion of chatbots as a consequence of a platform’s characteristic of generativity, this essay answers two distinct research questions (RQ) that are as follows: (1) How does layered modular architecture explain generativity on Facebook Messenger?; (2) What are the implications of automation in the form of chatbots on generativity?