The flexibility it provides is great! We are able to easily create our own bots as well as integrate third party applications through an API.
It's also easy for developers who want to build their own chatbot solutions. For example we use this in order to help with our customer support team by having them answer questions via WhatsApp or Facebook Messenger instead of emailing us directly. This has helped immensely because now there isn't any need to ask someone to open up another window just so you can reply back to them.