Facebook Messenger Policy Changes [September 2019]

2 min read
Messenger image

Recently, Facebook announced new policy updates for the Messenger platform.

The goal of these policy changes is to ensure that high quality Messenger interactions between businesses and users are maintained. In this article, we'll briefly examine Messenger’s policy changes and what they mean for you.

What’s changing?

The announced policy changes won’t go into effect until Jan 15th, 2020, leaving us quite some time to prepare for the future, in terms of our product and your messaging strategies:

  1. 24+1 is becoming just “24” - Before, you could send users as many messages as you wanted within the first 24 hours of their last interaction and after 24 hours, you could send 1 more message for free. Now, Facebook is discontinuing the "+1", so you can only send messages during the 24 hours after their last interaction.
  2. Only News Organizations can use Subscription Messaging - Facebook will no longer allow unlimited messaging through Subscription Messaging. Only registered News Organizations will have access to this form of messaging. If this applies to you, our custom Featured Flows for News Organizations have got you covered.
  3. Facebook is reducing their 17 tags to four new non-promotional tags - The 17 tags are reduced to: Confirmed Event Update, Post-Purchase Update, Account Update, and Human Agent. These 4 tags simplify messaging outside the 24 hour window for specific use cases - more on this below.
  4. Effective audience reengagement outside 24-hour message window - To send (promotional) messages to many people, outside the 24-hour window, you can use sponsored messages. This option is paid and takes place within the Facebook Ads Manager

As you can see, Facebook is simply trying to enhance the overall Messenger experience for both the end user and businesses, ultimately making Messenger Marketing a better and more wholesome enterprise for everyone involved.

Even though this might mean having to implement some changes in your Messenger Marketing strategies, we believe that, in the long run, this is a positive development.

These changes will lead to more meaningful, relevant messaging experiences that solve specific problems for businesses and users. Opposed to content-driven broadcasting that is difficult to design, can easily be abused and potentially leads to spam or otherwise negative experiences.

What's next?

At I AM POP, we’ve been proactive and anticipated these changes. Find out more about our vision on the future of messaging.


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Jonas van de Poel

Customer Success & Content Marketer at I AM POP. Poet, linguist, polyglot and wordsmith armed with fountain pen and ergonomic keyboard. Wears shades at night. Dreams in breakbeat at 174 bpm.