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Facebook and Instagram messaging

Facebook and Instagram restrict sending messages to platform users.

You can send several types of messages. All messages are subject to a 24-hour window policy.

Standard messaging

Businesses will have up to 24 hours to respond to a user. Messages sent within the 24 hour window may contain promotional content. Users have the option to block or mute a conversation with a business at any time.

Here are examples of the user actions that open the 24 hour Standard Messaging window on Messenger Platform:

  • User sends a message to the Page
  • User clicks a call-to-action button like Get Started within a Messenger conversation
  • User clicks on a Click-to-Messenger ad and then starts a conversation with the Page
  • User starts a conversation with a Page via a plugin
  • User clicks on an m.me link with a ref parameter on an existing thread
  • User reacts to a message

To send standard messages, use the Without tag mark.

Message tags

Any messages outside the standard 24-hour window must be tagged with the appropriate tags or they will not be delivered. Such mailings cannot be promotional. Be careful with links — Facebook may mistake them for advertisements.

Tag Description
 Allowed Disallowed
CONFIRMED_EVENT_UPDATE (not available for Instagram Messaging API) Send the user reminders or updates for an event they have registered for (e.g., RSVP'ed, purchased tickets). This tag may be used for upcoming events and events in progress.
  • Reminder of upcoming classes, appointments, or events that the user has scheduled
  • Confirmation of user's reservation or attendance to an accepted event or appointment
  • Notification of user's transportation or trip scheduled, such as arrival, cancellation, baggage delay, or other status changes
  • Promotional content, including but not limited to deals, offers, coupons, and discounts
  • Content related to an event the user has not signed up for (e.g., reminders to purchase event tickets, cross-sell of other events, tour schedules, etc)
  • Messages related to past events
  • Prompts to any survey, poll, or reviews unrelated to a preceding interaction in Messenger
POST_PURCHASE_UPDATE (not available for Instagram Messaging API) Notify the user of an update on a recent purchase.
  • Confirmation of transaction, such as invoices or receipts
  • Notifications of shipment status, such as product in-transit, shipped, delivered, or delayed
  • Changes related to an order that the user placed, such credit card has declined, backorder items, or other order updates that require user action
  • Promotional content, including but not limited to deals, promotions, coupons, and discounts
  • Messages that cross-sell or upsell products or services
  • Prompts to any survey, poll, or reviews unrelated to a preceding interaction in Messenger
ACCOUNT_UPDATE (not available for Instagram Messaging API) Notify the user of a non-recurring change to their application or account.
  • A change in application status (e.g., credit card, job)
  • Notification of suspicious activity, such as fraud alerts
  • Promotional content, including but not limited to deals, promotions, coupons, and discounts
  • Recurring content (e.g., statement is ready, bill is due, new job listings)
  • Prompts to any survey, poll, or reviews unrelated to a preceding interaction in Messenger
HUMAN_AGENT Allows human agents to respond to user inquiries. Messages can be sent within 7 days after a user message.
  • Human agent support for issues that cannot be resolved within the standard messaging window (e.g., business is closed for the weekend, issue requires >24 hours to resolve)
  • Automated messages
  • Content unrelated to user inquiry
CUSTOMER_FEEDBACK (not available for Instagram messaging API) This tag allows you to send the Customer Feedback Template within 7 days after the user's last message.
  • Post purchase support feedback surveys
  • Post event feedback surveys
  • Product reviews
  • The tag can only be used with the Customer Feedback Template. Use in any other form is prohibited and will fail.

Tags can be added in the Broadcasting section and in the component settings in the Message tag field. The Message tag field will be displayed if the component's target platforms are set to Facebook or Instagram.

News messaging

Only registered news pages can post news messages outside of the standard 24-hour window. The NON_PROMOTIONAL_SUBSCRIPTION tag is used for such messages. Newsletters must not contain advertising or marketing content.

Sponsored messaging

Sponsored messages allow businesses to send promotional material outside of the standard 24-hour message window. You can set up such a messaging through the advertising account. Advertising messages in the dialogue are marked with the word "Sponsored".

Messenger platform policy violation notifications

If you violate the platform policy, the platform may take action: temporarily block the chatbot, business page or personal account. You can view the reason for the block and resolve it in Page Settings > Page Support Inbox.

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