In the latest updates, Facebook wants to provide a seamless and reliable way to support the effective connection between business and people through Messenger. With these policies, Facebook encourages you to respond to your customers in time when they reach out, and provide important and personally updates to your customers.
Particularly, this article will introduce some types of Facebook message which you should be aware of when sending messages to your bot’s subscribers, how these policies are used in BotStar, and giving some tips to help you use wisely.
Please note that this is BotStar interpretation of Facebook’s rules. If you’re uncertain, and want to consider your specific case thoroughly, you should refer to Facebook’s official Platform Policy Overview.
Facebook Message Policies
4 types of messages on Facebook Messenger
Currently, there are 4 types of messages on Facebook Messenger: Standard Message, Message Tag, Subsription Message and Sponsored Message.
Standard Message: Bot operator can send message unlimited in 24 hours from the last user interaction message, it can be included promotional content. If chat users interact with the bot again, the conversation will be counted 24 hours again. Bot operator can send only 1 additonal standard message after 24 hours, and please noted that this additional standard message will no longer be available starting Jan 15, 2020.
Message Tag: Enable bot operator to send important and personally relevant 1:1 updates to chat users after 24 hours. Message tags may not be used to send promotional content, including but not limited to deals, offers, coupons, and discounts.
Subscription Message: Page which has been approved Subscription Messaging can send unlimited non-promotional message. How to register Request Subscription Messaging, please read this link.
After January 15, 2020 only Pages that are registered with the Facebook News Page Index (NPI) will be allowed to send non-promotional subscription messages. We highly encourage relevant pages to submit your application immediately to register with the News Page Index to allow sufficient time for review and approval before the new policies go into effect.
Sponsored Message: Bot operator can send promotional content and non-promotional content outside 24 hours with ads policy control, it can reach to the existing page audience, and you have to pay for that.
How are these policies used in BotStar?
You can send Standard Message through 3 ways: Promotion Broadcast, Follow up Broadcast and simple text between bot and chat users. For instructions about how to do these broadcast, please read this article about Broadcast.
More than 24 hours passed since the user’s last interaction and chat user has not responded to your last message, you can send them a message tag to respond an important and personal customer service issue in a messenger conversation. The content in this message in BotStar is about sending non-promotional messages to help people manage the productivity of their businesses or related activities, for example: notifications on services or products that chat user has subscribed to or purchased; reminders upcoming invoices or service maintenance. Heading up to Engage>Inbox, you can turn on the conversation with chat user who is outside 24 hours on Messenger, and also see a warning message in that conversation before sending personal message by 1:1.
With Page that has been approved Subscription Messaging, you can send unlimited non-promotional message through Subscription Broadcast. It is important to keep in mind that you can’t send promotional message in Subscription Message and if you do, you're in violation of this policy and as a consequence, your page will lose messaging privileges.
Things to keep in mind
Don’t forget to send only 1 standard message when the chat users are in outside 24 hours.
Make sure your bot have a clear flow for chat users to choose to receive your Subscription Message or not. And the option to unsubscribe from your Subscription Message should be clear and easily available for chat users. If not, they will mark your page as spam, and if the Block Percentage is higher than 3%, Facebook will block your page. So please keep in mind that be careful with the content in Subscription Message you send to chat user.
When the chat users choose to receive your Subscription messages, make sure to set clear expectations - how often you will message them, and what type of content for example.
Some tips to use these policies wisely
Keep track of your Block Percentage: Locate your page “Block Percentage” under the insights section of your Facebook page. If this number rises above 3% you should revisit your messaging strategy.
Always give your users the option to unsubscribe: This practice will help you curate your audience and It will keep frustrated users from blocking your page.
Don’t Spam your users: Generate a message strategy beforehand. Every message you send must have a defined purpose.
Set the right expectations: Let your users know they’re talking to a Chatbot. Let your users know that you’re planning on sending future messages and give them the option to say no.