Jeff Benjamin, writing for 9to5Mac:

Let the deluge begin… Not long after the Super Mario Run iMessage sticker pack was made available to iOS 10 users, Apple has unleashed the entire iMessage App Store. The iMessage App Store, which is available for iOS 10 users, features sticker packs from companies like Disney, Bandai Namco, Sanrio, and others.

In addition to the sticker packs, the iMessage App Store features full-fledged iMessage apps and games. Several of the apps that were demonstrated during the WWDC 2016 keynote are here, such as Square Cash, OpenTable, and JibJab.

I’ve been seeing a steady stream of new iMessage content, similar to what we saw when Apple opened up the Apple Watch to third party complications.

I found this interesting:

Some of the apps are standalone iMessage apps, while others are extensions of already existing apps in the main App Store. You can tell which apps are extensions when the regular app is downloaded on your Home screen. Standalone apps have no primary app, and live solely in the iMessage App Store.

Time will tell if the iMessage app store catches on, gets the same kind of traction as the regular app store. The iMessage App Store will go mainstream when Apple rolls out iOS 10 to the public this afternoon (should be around 1p PT).