It’s no surprise that Facebook is a huge player in the mobile game, but they’ve taken a step closer to becoming indispensable to retailers, big and small, with their geotargeting capabilities for ads. Now, they’re taking it to the next logical level—beacons.

In case you haven’t been following Facebook’s transition to being mobile-first company closely, here’s a few things to keep in mind:

When it comes to monthly active users on Facebook, mobile rules. For the first quarter of 2015, the vast majority of active users came from mobile (86%).

Over 2/5 of their members are mobile-only, meaning they only access Facebook through the Facebook app, the mobile website or via the Messenger app.

Mobile advertising netted Facebook $2.5 billion in the last quarter of 2014 alone. Put into perspective, almost 2/3 of their revenue from that quarter came from mobile advertising.

Put into a bigger perspective, Facebook grabs more than 1/3 of all mobile display ad revenue in the US.

Facebook themselves have acknowledged that “mobile continues to be the strongest driver of our growth.”

This to be expected, since the majority of their audience originates from the mobile channel. But, as Facebook’s growth slows, they need to squeeze as much value from each ad show to users as possible.

Enter hyperlocal targeting for ads. Facebook already offers the ability to have your ads served in real-time to an audience you define within a specific distance of a brick-and-mortar retailer. These ads can potentially run the gamut from loyalty incentives, to last-minute sales, to notifications about a shorter wait time for your favorite burrito.

But wait, there’s more. Let’s say display ads aren’t generating enough ROI for your business, or are too impersonal, and you want to leverage Facebook’s platform features themselves. Welcome to Place Tips, a pilot feature rolled out in January of this year to serve you relevant content about your current location, like photos and posts from your friends who have visited the same location. (Granted, location-tracking must be turned on.) Once you step onto the premises of a new pizzeria, and the app is operating in the background on your phone, you receive a tip notification from Facebook inviting you to look at your friend’s reviews. After all, why look up reviews on Yelp when you can get reviews from your closest circle of friends?

And here’s where Place Tips gets interesting for that pizzeria: Facebook is now offering free beacons to retailers participating in Place Tips. Obviously, there’s a huge potential here. While a customer is waiting in line at my pizzeria, they could be pushed an offer to entice them to invite friends to join them. When customer visit an upscale clothing boutique, they can be pushed content relevant on this seasons trends.

And then, there’s the potential for more targeted, location-specific advertising. While Place Tips doesn’t currently offer retailer advertising through beacons, it stands to reason they will in the future. And if you’re a brick-and-mortar retailer, that makes Facebook one of the most valuable places to put your mobile dollars.

To sum, Facebook is delivering an engaged, mobile audience to the retailer, and with such a killer value proposition, it’d be crazy not to leverage it to connect with your customers in-store and drive increased sales and long-term loyalty.

We agree with TechCrunch: It’s official—Facebook is the mobile ad company.