A central feature on the BlackBerry 10 platform is the "BlackBerry Hub." This is the unified inbox of the device, where users expect to see all their messages and notifications. Starting in OS 10.2, there is now a (limited access) public API for integrating with this feature. Apps that integrate with the hub are able to provide their own icon, category, and actions within it. Apps that don't are limited to posting fairly simple notification items. If you develop an app that is messaging-oriented, users are likely to want you to become hub integrated.