"Powerful Updates to Messages", lol. Apple hasn't put an ounce of power into messaging. It's been 10 years, and they haven't innovated at all in the message space in any meaningful way (no, Memoji is not a meaningful extension of the messaging space). It's sad to see the lack of energy to actually create powerful and useful software, rather than to doing the bare minimum to compete in the smartphone market.
It can run other apps inside of it, You can @people inside a group message, pin people to the top, etc..
You may not care for the app, but they update it relatively frequently!