numerous benefits are realized by allowing messaging platforms to receive and act on information packages that include one or more execution instruction sets , where the eis is executed as specified . execution of the included eiss provides vastly enhanced capabilities to the messaging platform , such as controlling when an eis is executed , from where necessary data is obtained for the execution of the eis , what kinds of executions are permitted , who will be the recipients of the content portion of platform , what that content will be , etc . increasing the interaction complexity a step further , the eis permits creation of an interactive session with the recipient that makes the message more effective . a still additional capability is the establishment of a communication path from the messaging platform . this may be in the form of a message that is sent by the messaging platform , or a connection that is established between the recipient and some other party .