Messenger Platform Update: More Ways to Continue the Conversation

Since the launch of the Messenger Platform, businesses and developers have created a variety of experiences that enable transactions and provide pre- or post-sale customer service. To support the growth of these use cases, we’ve created new tools that make it easier to respond to your customers’ questions and provide updates based on actions customers have taken.

New Tools to Continue the Conversation

We recognize that inquiries for specific use cases may not be resolved immediately and more than one conversation between a business and customer may need to take place (examples: customer service issues, changes to a reservation, shipping updates). As a result, we’re introducing a new method for developers and businesses to respond to actions their customers have taken beyond the current 24-hour window as stated in the Messenger Policy. Developers can now send messages for specific use cases using the generic template, or in the case of issue resolutions, they can also use plain text. By adding one of our approved tags to a message, businesses can respond to customer actions beyond the 24-hour window in order to provide a status update or seek clarification about the customer’s need. In compliance with our current policy, the use of these tags must be strictly limited to non-promotional content (see below).

As always, all conversations between businesses and people must be initiated by the person receiving the messages. Users will continue to have ways to manage their conversations with businesses on Messenger.

Applicable use cases

Starting today, business and developers can use the generic template and tag for the following use cases: Shipping updates, reservation updates and issue resolutions. These use cases can’t be used to send promotional content and must meet the criteria included in the descriptions below:

  • Shipping update: Shipping_update should be used to provide a shipping status notification for a product that’s already been purchased by the customer (examples: product shipped, in-transit, delivered, delayed). Note: This can’t be used for promotional content (examples: daily deals, coupons and discount or sale announcements).
  • Reservation update: Reservation_update should be used to provide a confirmation for an existing or modified reservation booked by the customer (examples: hotel booking canceled, car rental pick-up time changed, room upgrade confirmed). Note: This can’t be used for promotional content (examples: daily deals, coupons and discount or sale announcements).
  • Issue Resolution: Issue_resolution should be used to respond to an issue surfaced by the customer in the Messenger conversation. This is intended for use cases where the business requires more than 24 hours to resolve a customer service issue and needs to provide someone with a status update and/or gather additional information. Note: This can’t be used for promotional content (examples: daily deals, coupons and discount or sale announcements). Businesses can’t use the tag to proactively message customers to solicit feedback.

Please see the developer documentation for implementation details.

Summary of Existing Messenger Platform Policy

As a reminder, the Messenger Platform policy includes a 24-hour window for standard messaging and a subscription messaging beta for specific use cases. Within standard messaging, businesses have up to 24 hours to respond to a message initiated by a person in Messenger. Beyond this time frame, businesses can send one additional message. Previous templates still exist for specific interactions between people and businesses that do not conform to the 24-hour structure, which the current update aims at expanding for legitimate non-promotional content.

We look forward to hearing your feedback as you create new experiences in Messenger. We’ll continue to look for other use cases where a continued conversation is required to respond to customer inquiries.

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