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"It's a pretty cool launch for us," says Facebook's chief technology officer Bret Taylor.
"It really addresses some of the areas I've heard a lot of concerns about from mobile developers, and it plays to our strengths. For startups, it's very difficult to get their apps discovered. They have a honeymoon period in the app stores where they might be in a top 10 list and get a lot of downloads, but once that honeymoon period is over, discovery is very difficult. By integrating with these social channels in mobile, they can get discovered in really organic ways."
The mobile platform went live alongside the launch of Facebook's native iPad app, but for now, the social network isn't talking about how things have gone. Facebook will hold an event towards the end of next week and release some stats.