Many SaaS companies are doing just that, from big players like Salesforce and Hubspot to smaller startups, which understand the power of building a community of interested individuals who can answer questions, act as quasi-evangelists and give the company honest feedback about products and services.
The rise of Slack and Discord are related to this trend because both make it easy to set up a community for like-minded folks to gather and chat online. It certainly requires moderation to avoid muddying your brand with misinformation or harassment, but generally, companies find this a cost worth paying to gain such unfettered access to customers and interested parties.