Airbnb made a big play about its new online events booking service during lockdown - but now Facebook has flicked the switch for potentially thousands of other businesses to do the same.
Many tour and activity providers have attempted to shift their existing real-world products into a virtual environment during the pandemic, such as walking tours of attractions, wellness classes and others.
They were mainly relying on online travel agencies and the likes of Airbnb to take their bookings for them.
But this week Facebook added an event booking, promotion and payment service to the functionality of business pages, effectively allowing any provider to operate within the social network's ecosystem.
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The tools also allow live video for providers to stream their own content and services.
Fidji Simo, vice president for the Facebook App, says early testing saw businesses use the functionality for expert talks, trivia events, boxing matches, cooking classes and fitness classes, among others.
Businesses in 20 countries have been given the option to charge for their "events" and take bookings.
Facebook says it will not collect any fees for paid online events from businesses for at least the next 12 months.
Simo adds: "We asked Apple to reduce its 30% App Store tax or allow us to offer Facebook Pay so we could absorb all costs for businesses struggling during COVID-19.
"Unfortunately, they dismissed both our requests and SMBs will only be paid 70% of their hard-earned revenue. While Facebook is waiving fees for paid online events we will make other fees clear in the product."