To sell more tickets, Ticketmaster is going straight where consumers are hanging out: Facebook.
The company will begin to sell tickets through Facebook (fb) by the end of April, according to BuzzFeed. When a ticket is sold on Facebook, the social network will collect an affiliate fee, though the tickets must be "claimed" through Ticketmaster's own website. At first, only tickets for a few general admission events will be made available via Facebook, though the company will expand to more events.
For Ticketmaster, the partnership is all about being available where consumer eyeballs—and fingers able to make purchases—spend most of their time. According to recent reports, consumers spend a large chunk of their smartphone time, not only on mobile apps, but also on just a few apps they've downloaded from app stores. This means that other brands and services would benefit from getting access to apps like Facebook in order to reach their audiences.
On Monday, BuzzFeed reported that event ticketing company Eventbrite is also set to pilot selling tickets directly through Facebook. Unlike Ticketmaster, it won't pay Facebook an affiliate fee, or at least for now. A spokeswoman confirmed the pilot to Fortune.
Facebook has been adding an increasing number of ways for businesses and brands to connect with Facebook users, including e-commerce tools for its "Pages" for businesses. As for its messaging app, Messenger, the company opened up access to it to a small number of companies last year, such as Uber, Lyft, and Everlane, though it's rumored to be planning to expand that access this year. Messenger's virtual assistant tool, M, is another way users can shop. For example, they can request to purchase certain tickets, though not from Ticketmaster.
A Facebook spokesperson told Fortune:
Millions of people on Facebook connect with their favorite bands, artists and causes to find out about events happening in their community. We've heard feedback from venues and artists that Facebook is an important platform for them to update and connect with fans. We're excited to help partners like Ticketmaster sell more tickets via Facebook and to make ticket purchasing easier and faster for people.
An earlier version incorrectly stated that users can purchase Ticketmaster tickets through Facebook's M. The story has been corrected, and updated with information about Eventbrite also selling tickets through Facebbok and confirmation form the company.