Meta launched ‘Recurring Notifications’ on its Messenger Platform, which now enables businesses to send “proactive, automated messages, to people who have opted-in to receiving them.”
Marketers may now send sales notifications, updates, newsletters, and more with the frequency options ranging from daily to monthly, “so businesses can reach customers at any moment in their journey”.
This is a significant shift in Met’s previous Messaging policy which strictly limited the frequency with which a business could message users, even if they’ve opted-in.
As explained by Hootsuite:
“Businesses can only contact someone after receiving a message from them first. Once you’ve received a message, you have 24 hours to reply. After that, Facebook used to let businesses send one message. But as of March 4th, 2020, that option will be gone. Beyond that, the only remaining option is to send a Sponsored Message. These ads can only be sent to existing conversations.”
In fact, Meta’s Messenger Platform and IG Messaging API Policy Overview explains:
“Businesses will have up to 24 hours to respond to a user. Messages sent within the 24 hour window may contain promotional content.”
Brands can now use ‘One-time Notification’, which enables businesses to send one follow-up message after the 24-hour messaging window has ended. But Meta has been careful about allowing businesses to overuse its messaging API, to avoid spamming spamming.
It seems this is no longer a concern, and with users having to opt-in, it appears that is now enough for Meta to allow increased messaging to potential customers.
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