Chat Engage - Messaging Types

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By Karl Schuckert

updated about 2 months ago


Messaging Types Overview of Platform Policy

(Update 8-28-2020) Very important that you understand Facebook™ messenger policy and that you abide by them when using messenger as a marketing platform.

Here is an overview of FB™ standard messaging, message tag, and news messaging policies. For complete details on applicable policies, please see the Facebook Platform Policy.

Messenger Types and Tags

  • 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. We know people expect businesses to respond quickly, and businesses that respond to users in a timely manner achieve better outcomes. We highly encourage businesses to respond to people’s messages as soon as possible.
  • Message Tags - Enable businesses to send important and personally relevant 1:1 updates to users outside the 24-hour Standard messaging window. We provide 4 message tags to support certain use cases. The message tags include a Human Agent tag (in Closed Beta) that allow businesses to manually respond to user messages within a 7 day period. Learn more here.

  • One-Time Notification Request (OTNR Topic/Tag/Token) - Enable businesses to request a user to send one follow-up message after a 24-hour messaging window has ended. Learn more here

  • News messaging or Subscription Messaging - Only Pages that are registered with the Facebook News Page Index (NPI) will be allowed to send non-promotional news messages. Due to the global COVID-19 pandemic, select nongovernmental health organizations that are fundamental to the global fight against this disease and Governmental Health Entities that enable messaging, support and services for the treatment of this global health crisis may temporarily be allowed to use this permission to provide messages directly related to the global health crisis. Note that access is limited and subject to Facebook approval; all policies including spam rates, Platform Policies, and Community Standards apply; we reserve the right to remove access at any time, and to set additional criteria including restricted usage above and beyond our existing policy set.

  • Sponsored messages - Sponsored messages allow businesses to send promotional content outside the standard messaging window.

  • How to set up JSON and Bot Postback in AdEngage feature for Send to Messenger Ads and Sponsered Messaging with SegMate: https://help.segmate.io/article/70-how-to-make-send-to-messenger-ads-4-23-20

  • *Quick Note:
    JSON Code 
    only works on 
    Send to Messenger Ads
    Postback Code 
    works on both Send to Messenger Ads and Sponsered Messaging


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:

  • 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, such as Send to Messenger plugin or the Checkbox plugin.
  • User clicks on an m.me link with a ref parameter on an existing thread
  • User reacts to a message. See Replies and Reactions

For information on how you may be able to send messages outside the 24-hour messaging window, see Message Tags, and Sponsored messages.

One-time Notification (LIVE on SegMate)

Learn more here: https://help.segmate.io/article/72-how-to-use-one-time-notification-request-otnr-for-facebook-messenger

Messenger Platform's One-Time Notification API (Beta) allows a page to send a time-sensitive and personally relevant notification for use cases (e.g. back in stock alert) where someone has explicitly requested to receive a one-time follow-up message. Once the user asks to be notified, the page will receive a token which is an equivalent to a permission to send a single message to the user. The token can only be used once and will expire within 1 year of creation. Learn more here

Private Replies (Post Engage in SegMate)

When users create a Post Comment or a Visitor Posts on a Page, Private Replies allows the Page to send a single message as a reply. Private replies are currently allowed within 7 days of the referenced user action. Along with the message sent, the user will also receive a reference to their Post Comment or Visitor Posts.

Message Tags and Messaging types (Non-Promotional Tags)

Message tags enable sending important and personally relevant updates to users outside the 24-hour Standard messaging window, for a set of approved use cases. For complete details on allowed use cases, see the list of supported Message Tags. The use of tags outside of approved use cases may result in restrictions on your ability to send messages.

Facebook Allows Three Supported Tags in SegMate


News Messaging (Subscription Messaging - For News Outlets Only)

News messages allow news publishers to send regular news updates to their subscribers in Messenger. This feature is only available for registered news Pages under the Facebook News Page Index (NPI). Pages registered with the News Page Index don’t need to apply for news messaging permission.

News messaging applies to news content only, and must not be used for promotional content, including but not limited to subscription offers, deals, coupons, discounts or content produced by or that promotes a third party (e.g., branded content, affiliate marketing). The use of news messaging outside of these approved use cases may result in restrictions on your ability to send news messages.

Due to the global COVID-19 pandemic, select nongovernmental health organizations that are fundamental to the global fight against this disease and Governmental Health Entities that enable messaging, support and services for the treatment of this global health crisis may temporarily be allowed to use this permission to provide messages directly related to the global health crisis. Note that access is limited and subject to Facebook approval; all policies including spam rates, Platform Policies, and Community Standards apply; we reserve the right to remove access at any time, and to set additional criteria including restricted usage above and beyond our existing policy set.

Sponsored Messaging

Sponsored messages allow businesses to reengage with people who have an open conversation with their Page in Messenger. Sponsored messages can be sent outside the 24-hour standard messaging window and can include both promotional and non-promotional content. Sponsored messages are annotated in the conversation with the word 'Sponsored' above the message.

Sponsored message content must comply with Facebook advertising policies.

For more information on sending sponsored messages, see Sponsored messages

How to use Sponsered Messaging in SegMate: https://help.segmate.io/article/70-how-to-make-send-to-messenger-ads-4-23-20

Policy Violation Notifications

Any time a Page is restricted from sending messages for Platform Policy reasons, the page will receive an explanation of the Policy violation in an email sent to the Page Support Inbox for the app. To ask questions about a policy violation notification, respond to this email, and one our Policy team members may respond.

To access the Page Support Inbox, click 'Page Support Inbox' the left sidebar of your Page settings:

Source: https://developers.facebook.com/docs/messenger-platform/policy/policy-overview#subscription_messaging

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