Application-level keepalives can be handy in other regards, eg. you can assert that your application's event loop isn't blocked on an infinite loop, deadlock, or blocking call in user-level code, and you can pass operational statistics back to your (presumably proprietary) monitoring system.
I found in practice that is usually not enough and every distributed system I designed or worked on ended up with heartbeats of some point. It could OS peculiarities, or could be inability to tweak the times of keepalives.
Sometimes the heartbeats are sent by the server, sometimes by the client, it depends. But they always end up in the application layer protocol.
I feel like putting heartbeats themselves into the application level is a layering violation. They go in the session or presentation layer. WebSockets does it right, with its own heartbeat frame type that gets handled in userland but outside of your app's code.
On Linux you can set tcp_keepalive_intvl and tcp_keepalive_probed to make this much shorter, but it's global to all sockets, so app keepalives are better for finer control, among other things mentioned.
So, a simple setsockopt(fd, SOL_SOCKET, SO_KEEPALIVE) call?