Why aren’t Facebook Messenger bots catching on with publishers?

When Facebook Messenger announced that publishers could create bots for the platform, many expected publishers to jump on it as a new way to deliver readers news. But since then, the list of publishers with bots for Messenger hasn’t expanded much beyond the initial group of publishers and brands at launch. While Facebook hasn’t done much to promote the bots, many news organizations may not have the resources to create a good bot, and relocating resources to creating a bot could interfere with other priorities, such as video.