Basically it is a way to start a chat with any customer . The good thing is that you can select a few arguments and it can trigger different messages.

For instance I could start a chat (or in your case send a message ) saying Hello my dear Australian friend if the IP is located in Australia (they have a few different triggers, the 2 that I could use are the country where the visitor is located and what is the referral domain) and for my case I could do special offer only to American that are not coming from affiliates (for example)