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, Lin-Manuel Miranda, etc...) or certain movies (The Revenant). I'm sure this will be expanded.
H/t: @cruze1987 in https://forums.macrumors.com/thread...milar-to-google-on-tap.1980886/#post-23084523
Posted in the other thread what I've noticed about the feature.
https://forums.macrumors.com/thread...milar-to-google-on-tap.1980886/#post-23085164
In short. It's tied to the new Look Up feature in iOS 10.