Message Tags

Message Tags enable sending important and personally relevant 1:1 updates to users outside the standard messaging window.

Businesses are encouraged to respond within 24 hours to users' messages and available Message Tags enable sending important and personally relevant 1:1 updates to users outside the standard messaging window. Businesses may send promotional content using standard messaging. Businesses using Messenger Platform may also send promotional content using Sponsored Messages.

Message Tags may not be used to send promotional content, including but not limited to: deals, offers, coupons, and discounts. Use of Message Tags outside the approved use cases below may result in restrictions on the Page or Instagram account's ability to send messages. See the Messenger Platform and IG Messaging API Policy for details.

Businesses using Messenger Platform who want to send a promotional message to many people, outside the standard messaging window, should use Sponsored Messages. Sponsored Messages allows businesses to send targeted messages to re-engage people who currently have an open chat with the business. Learn more in the Sponsored Message documentation. For use cases on Messenger Platform like back in stock alerts, flash sales, price drop alerts, etc., we recommend using the Messenger Platform One-Time Notification API. Learn more in the One-time Notification documentation. Please note, Sponsored Messages and One-Time Notifications are not available for IG Messaging API.

Contents

Message Tag Types

Tag Description Allowed Disallowed (non-exhaustive)

CONFIRMED_EVENT_UPDATE
(not available for Instagram Messaging API)

Send the user reminders or updates for an event they have registered for (e.g., RSVP'ed, purchased tickets). This tag may be used for upcoming events and events in progress.

  • Reminder of upcoming classes, appointments, or events that the user has scheduled
  • Confirmation of user's reservation or attendance to an accepted event or appointment
  • Notification of user's transportation or trip scheduled, such as arrival, cancellation, baggage delay, or other status changes
  • Promotional content, including but not limited to deals, offers, coupons, and discounts
  • Content related to an event the user has not signed up for (e.g., reminders to purchase event tickets, cross-sell of other events, tour schedules, etc)
  • Messages related to past events
  • Prompts to any survey, poll, or reviews unrelated to a preceding interaction in Messenger

POST_PURCHASE_UPDATE
(not available for Instagram Messaging API)

Notify the user of an update on a recent purchase.

  • Confirmation of transaction, such as invoices or receipts
  • Notifications of shipment status, such as product in-transit, shipped, delivered, or delayed
  • Changes related to an order that the user placed, such credit card has declined, backorder items, or other order updates that require user action
  • Promotional content, including but not limited to deals, promotions, coupons, and discounts
  • Messages that cross-sell or upsell products or services
  • Prompts to any survey, poll, or reviews unrelated to a preceding interaction in Messenger

ACCOUNT_UPDATE
(not available for Instagram Messaging API)

Notify the user of a non-recurring change to their application or account.

  • A change in application status (e.g., credit card, job)
  • Notification of suspicious activity, such as fraud alerts
  • Promotional content, including but not limited to deals, promotions, coupons, and discounts
  • Recurring content (e.g., statement is ready, bill is due, new job listings)
  • Prompts to any survey, poll, or reviews unrelated to a preceding interaction in Messenger

HUMAN_AGENT**

Allows human agents to respond to user inquiries. Messages can be sent within 7 days after a user message.

  • Human agent support for issues that cannot be resolved within the standard messaging window (e.g., business is closed for the weekend, issue requires >24 hours to resolve)
  • Automated messages
  • Content unrelated to user inquiry

CUSTOMER_FEEDBACK

(not available for Instagram messaging API)

This tag allows you to send the Customer Feedback Template within 7 days after the user's last message.

  • Post purchase support feedback surveys
  • Post event feedback surveys
  • Product reviews

** Apps should apply for the Human Agent permission via the Developer App dashboard. Navigate to App dashboard -> App review -> Permissions & Features -> Human Agent. Those apps that were previously approved for beta access to the Human Agent permission do not need to re-apply for access.

Human Agent permission is not available in standard access/dev mode. You will need to complete the app review process before you can leverage the human agent tag. During app review submission, please provide clear instructions and demo on how you intend to leverage the human agent tag in your experiences.

Sending Messages with Tags

To send a tagged message with the Send API, send a message as you normally would, with the tag property appended to the body of your POST request:

curl -X POST -H "Content-Type: application/json" -d '{
  "recipient": { 
    "id": "<PSID>"
  },
  "message":{
    ...
  },
  "messaging_type": "MESSAGE_TAG",
  "tag": "ACCOUNT_UPDATE"
      
}' "https://graph.facebook.com/v11.0/me/messages?access_token=<PAGE_ACCESS_TOKEN>"  
    

For a complete list of API calls and request properties, see the Send API Reference.