iMessage now can detect additional types of data for which it will provide more information. In iOS 9 this was limited to flight information from a few select airlines. If you typed in DL496, those characters would become a hyperlink, which, when clicked, would give you information on the latest status of Delta Airlines flight 496, plus a flight tracking map. Now that capability is expanded to other info types. At this point, this appears to be limited to some entertainers (Taylor Swift, Manuel Lin-Miranda, etc...) or certain movies (The Revenant). I'm sure this will be expanded.