Starting March 4, Facebook is updating its Messenger policies with the goal of improving user experience on the platform. Three main changes will take effect: eliminating the +1 message, limiting the Subscription Messaging tag to news organizations, and reducing the number of Message Tags from 17 to 4. Bot admins will use the Standard Messaging tag to reach subscribers who have interacted with their chatbot in the past 24 hours. This tag can be used to send any kind of content, whether promotional or non-promotional.
There are five ways to re-engage subscribers who have fallen outside of the 24-hour window of interaction.
First, you can pay to use Sponsored Messages. These let you send promotional or non-promotional content to your inactive subscribers.
Second, you can use Live Chat (which is reactive, rather than proactive). You have 7 days to respond to a user's message, otherwise you must use another one of these five strategies to re-engage them. Live Chat can be used to send promotional or non-promotional content, but you can only send a promotional message if it is directly related to the user's inquiry. (Note: The HUMAN_AGENT tag is automatically applied to messages sent via Live Chat.)
Third, you can encourage users to opt in for a One Time Notification. This feature lets users sign up to receive a specific notification, such as a back-in-stock alert. The message can be promotional or non-promotional in nature. Currently in beta by Facebook, Chatfuel will support this feature starting in early April.
Fourth, some use cases may lend themselves to Message Tags. These include CONFIRMED_EVENT_UPDATE, POST_PURCHASE_UPDATE, and ACCOUNT_UPDATE. Message Tags are exclusively for sending non-promotional content such as appointment reminders, receipts, and shipping updates.
Finally, the Subscription Messaging tag can be used to send non-promotional content outside the 24-hour window. However, only news organizations that are approved for Facebook's News Page Index program are eligible to use this tag.
At first glance, these updates may feel overwhelming to some, but they will certainly improve the quality of conversations on Messenger. Ultimately, this will ensure that Messenger remains a profitable and high-quality marketing channel.
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