Platform Policy Overview

Read this to understand the platform policies for Messenger. Be sure that your integration is compliant based on the overview below. You can also read the section on Messenger Platform in the Facebook Platform Policy.

Compliance Timeline

Be sure to read the timeline to below to understand when your integration must be compliant.

New Send/Receive API integrations should go through the review flow to submit their standard or subscription messaging experience.

Existing Send/Receive API Integrations

  • Standard Messaging: Existing businesses or developers on the Send/Receive API are automatically approved for standard messaging and have until November 14th, 2016 to comply with the standard messaging rules.
  • Subscription Messaging: Businesses or developers with existing subscription messaging integrations will have until November 14th, 2016 to comply with subscription messaging rules and until February 13th, 2017 to submit their experience for the new subscription permission. During the submission process, you will need to self-select into one of the approved use cases and agree to not send promotional messages.

If businesses or developers have not applied for the subscription messaging permission after February 13th, 2017, you will automatically be defaulted to standard messaging.

Standard Messaging, 24 Hour Window

Businesses and developers using the Send/Receive API have up to 24 hours to respond to a message initiated by a person in Messenger when using standard messaging. There is also an allowance to send one message after the 24 hour window. Each time a person responds to a business through one of the eligible actions listed in the chart below, the clock will reset. This new policy allows businesses to re-engage an inactive user, while also providing people with more relevant and timely information that they requested.

Other details on the policy for standard messaging include:

  • If a business or developer is providing live chat support through the Send/Receive API, that is also subject to this new policy. If a business or developer is unable to respond within the 24 hour window (for instance, if they are offline or an issue takes longer to resolve), they have the ability to respond with one additional message outside of the 24 hour window.
  • The restriction on promotional content has been removed for standard messaging.
  • Template messages, such as receipts, flight notifications and tagged generic template, can be sent beyond the 24-hour mark.
  • As always, a person must initiate contact with a business or developer, such as by clicking on the “Get Started” button in the welcome screen, clicking on a "Send to Messenger" plugin, or sending a message. People continue to have the option to block or mute a conversation with a business or developer at any time.

Subscription Messaging for Specific Use Cases (BETA)

Subscription messaging allows a business or developer to send regular content to a person. The recipient must opt into receive subscription messaging.

Details on the policy for subscription messaging include:

  • Subscription content can be sent outside of the 24 hour period.
  • Subscription messaging must be opted into by a recipient and will have limited functionality compared to standard messages.
  • No promotional content can be sent with subscription messaging. Subscription messaging is only intended for specific use cases and, at time of submission, businesses will need to indicate which use case their experience falls under.
  • If a user responds to a subscription message via one of the eligible actions listed below, then that shifts the conversation into standard messaging and all eligible rules apply.

Use cases that are eligible for subscription messaging include:

  • News: Integration whose primary purpose is to inform people about recent or important events or information in categories such as sports, finance, business, real estate, weather, traffic, politics, and entertainment.
  • Productivity: Integration whose primary purpose is to enable people to manage their personal productivity with tasks such as managing calendar events, receiving reminders, and paying bills.
  • Personal trackers: Integration that enable people to receive and monitor information about themselves in categories such as fitness, health, wellness, and finance.

Comparison of Messaging Types

Standard Messaging Subscription Messaging and Customer Matching (BETA)

How messaging is triggered

  1. Person sends a message to a business or clicks on a call to action button within Messenger
  2. Person requests a message from a business via a plugin, such as Send to Messenger

How messaging is triggered

Person opts into receive subscription messaging within Messenger, as well as the frequency and type of content they will receive. Messaging is triggered by:

  1. Person sends a message to a business or clicks on a call to action button within Messenger to request subscription messaging
  2. Person requests subscription messaging from a business via a Send to Messenger plugin
  3. Person signs up for SMS alerts

Message restrictions

Messages cannot be sent beyond 24 hours from any triggering action, as described above. Exceptions include receipt and airlines templates as well as tagged generic template and one additional bonus message outside of the 24 hours to follow up on the conversation.

Message restrictions

No advertising, solicitations, marketing, or promotional content.

Eligible use cases

All.

Eligible use cases

Eligible use cases include:

  1. News: Bots whose primary purpose is to inform people about recent or important events or information in categories such as sports, finance, business, real estate, weather, traffic, politics, and entertainment.
  2. Productivity: Bots whose primary purpose is to enable people to manage their personal productivity with tasks such as managing calendar events, receiving reminders, and paying bills.
  3. Personal trackers: Bots that enable people to receive and monitor information about themselves in categories such as fitness, health, wellness, and finance.

Permissions Required

pages_messaging

Permissions Required

New apps have to apply for pages_messaging_subscriptions permission in addition to the pages_messaging permission; existing apps have 6 months to apply for the pages_messaging_subscriptions permission.

FAQ

How can people manage which businesses and bots can contact them in Messenger?

All experiences in Messenger are opted into by people via one of the following actions:

  • Send a message to a business in Messenger
  • Tap “Get Started” from a businesses' Messenger Welcome Screen
  • Agree to get updates from a business, like during checkout on their website via a plugin or signing up for SMS alerts

How can people control the messages they receive in Messenger?

We offer multiple controls throughout Messenger to customize the experience and ensure people are only messaging with the people and businesses they care about.

There are several ways for people to maintain control over their experiences, within Messenger, such as blocking a person or business, deleting the conversation or muting the thread. These controls are available for bots as well.

How can people block a business?

We make it very easy for people to block a business right within the app. People can block a business by clicking 'Block Messages' in the 'Manage Messages' settings or by deleting a thread with a business.

Can a bot include both subscription messaging and standard platform messaging?

Yes, a bot can include both types of messaging. A person will have to trigger the standard platform messaging via one of the eligible triggers and will need to opt into receive subscription messaging.

What happens if a business messages a user more than once beyond the 24-hour policy in standard messaging?

Bots will not technically be able to message users more than once beyond the 24-hour window (message will not be sent). During the transition period for existing bots, these messages will go through but will be flagged if found.

Where can I learn more about these policies?

Read the full set of policies.