The New Rules of FB Messenger MessagingLast Updated: June 01, 2019
In recent years, Facebook Messenger has been a goldmine.
Those of us early adopters, replaced email with Messenger and saw 3-10x the opens, clicks and engagement.
We can generate subscribers in Messenger as simply has telling people to send you a message. In addition, once they subscribe, we instantly know their first and last name, timezone, gender. And then, the process of also getting the email and phone number listed on their pages is just a click of a button.
However, it was a bit of the wild wild west.
Then Facebook was hit privacy issues and media frenzy, and they started adding rules and restrictions.
In this post, I was to quickly give an overview of the new rules of "subscription messaging" within Facebook Messenger.
If done right, Facebook subscription messaging is the best, free marketing medium available today.
Before we get into the weeds, here is a quick recap of why Facebook subscription messaging could be ideal for your business:
- Facebook Messages have close to 98% open rate
- Facebook Messages’ CTR is about 12 times higher than email
- Instant Communication With Potential Customers
- Conversation history on Facebook develops trust, as compared to email
- Access for demographic and contact data is instant
Changes to Facebook Subscription Messaging
Facebook recently made a lot of changes in its subscription messaging model. In December last year, Facebook made it mandatory for Facebook page owners to request for a page-level permission for subscription messaging, taking away control from services like ManyChat, Recart, and Mobile Monkey. These apps, which were handling subscription messaging permission at the app-level, will no longer be respected.
In a nutshell,
If you were using a Messenger Bot that was already approved to send subscription messages automatically, your subscription messaging won’t work. You’ll have to send a new request.
** The 24-Hour Window
When someone makes their first contact to your page on Facebook (Click on Welcome button, Sends a Message, Opts-in via a Checkbox or Growth Tools, Chats via the Website Plugin, etc) you can send them promotional and non-promotional content for 24 hours.
After the 24-hour window, you can send only non-promotional content to your fans.
Categories for Facebook Subscription Messaging
And that content should be from these three categories
- Personal Tracking
How to Apply for Facebook Subscription Messaging Feature
Let’s quickly see how to apply for a Facebook subscription messaging feature for your page.
1. Go to Settings of your Facebook page and click on Messenger Platform.
2. Click on “Advanced Messaging Features”
Select your category and justify the need in the text box.
Give some examples of the content you’ll be sending to your fans.
If you have any questions or need help in using the Facebook subscription messaging for your business, shoot us a comment and we’ll get back to you.