How to comply with Facebook Messenger policy in 2020

By Joren Wouters Updated on

How to comply with Facebook Messenger policy in 2020

Recently, Facebook has changed their policy regarding Facebook Messenger, causing you to change your chatbot flows in order to comply with the new regulations.

These new regulations are made to enhance the user experience of Facebook users and allows you to think twice about the user experience you are delivering.

In this post I will talk about these new changes and gives you a hands-on cheatsheet so you can comply with the new regulations!

Why is Facebook changing its policy?

Facebook is changing its policy because they want to improve the experience for Facebook users. Facebook says that the policies are designed to encourage businesses to:

  1. Respond to customers in a timely fashion when they reach out
  2. Share important updates that are personally relevant to their customers

The third reason, which Facebook did not mention explicitly, is that is not possible anymore to spam people through Facebook Messenger with your chatbot.

What is changing?

The new regulations change the way how you can send messages to people and relate only to promotional messages.

Promotional messages are messages that you send to your audience in order to promote your product, website, blog, etc. A great example of a promotional message is an e-mail blast.

Therefore, Facebook made two important changes: the 24-hour window and message tags.

24-hour window

Every time a user communicates with your chatbot, a “24-hour messaging window” will become active. Within this window, you can send every message to the user, with absolutely no constraints.

Every time the user interacts with your chatbot, the “24-hour messaging window” will start over again. So take this example:

User interacts with your chatbot. *24-hour messaging window starts*

The user does not interact for 4 hours, so there are still 20-hours left in the messaging window.

After an additional 4 hours, the user interacts again with your chatbot. *24-hour messaging window starts over*

And this will go on and on, until the user does not interact with your chatbot anymore and the 24-hour messaging window is over.

Message Tags

But what about messages outside the 24-hour window?

Facebook made four tags for that. The reason behind it, is that the message that you are sending need to be tagged with one of those four tags, otherwise the message will not be delivered to the user.

The four tags are:

    The tag you need when you send the user reminders or updates for an event they have registered for (e.g. event updates or purchased tickets). This tag can be used for upcoming events and events in progress.
    A message with this tag notifies the user of an update on a recent purchase.
    Examples are the confirmation of a transaction or notification of shipment status.
    A message with this tag notifies the user of a non-recurring change to their application or account.
    Examples are a change in application status or notification of suspicious activity
    This tag allow human agents to respond to user inquiries. Messages can be sent within 7 days after a user message.
    Note: this tag is still in beta version and can only be used by beta-testers.

But, what about messages without these tags?

And now I hear you think, what about messages that don’t relate to one of those tags?

Simple: you need to pay for them.

Facebook has an option for this, called sponsored messaging. This is basically that you need to pay for a message which you send to people who interacted with your chatbot.



So, what do you need to do?

Good question!

You need to go through every message in every flow you have and follow my cheatsheet:


  1. Can I tag it with one of the four tags (mentioned above)?
    If you can answer with “Yes”, tag that message with the right tag and you are done!
    If the answer is no, go to the following step…
  2. Can I transform it, so it fits within the 24 hour window?
    If you can transform the message into a message that fits within the 24 hour window, then do it!
    An example of a message that fits, is when normally you send a sequence of several messages and the time between those message is 2 days. You can set the time between those messages to 23 hours, so it fits within the 24 hour window and then you are done!
    If this is not the case, go to step 3!
  3. Is it worth paying for?
    Is the message so important to you that want to pay for it to deliver it to your audience? Then, run an ad!
    If this is not the case, go to step 4…
  4. Get the e-mail and/or phone number and go omni-channel!
    If you do not have the money to run an ad on the specific message (or it is not that important), make sure you capture the e-mail and phone number of the person within the 24-hour window. If you do this, you can use other channels to contact with the person, for example e-mail or SMS.

By the way, omni-channel is just a fancy word for contacting your audience through multiple channels 😉


Can I still send broadcasts?

Yes, you can.

But, you can only send broadcasts to the users who engaged with your chatbot in the last 24 hours, so that probably will not be much that users.

So yeah, the effectiveness of broadcasts is decreasing. But, you can still use them:

  1. Use Sponsored Messages to broadcast your information. This will cost you some money but allows you to send messages to users outside the 24-hour window
  2. Use other channels (like Email/SMS/WhatsApp) to send your broadcasts. For this, you need the email address/phone number of the user.
  3. Use the One-Time Notification to send broadcasts to your users.



With the new regulations of Facebook Messenger coming up, you need to change your chatbot flows for Facebook Messenger. If you follow my cheatsheet and go through every message, you will all be set for the changes which come into effect on March 4th, 2020.

Now you are probably thinking “I cannot do a lot of things with my chatbot which I could do before, without paying for it…” and you are probably right. Facebook also acknowledged this fact and therefore they introduced One-Time Notification, which allows you to send one message outside the 24-hour window. Want to know how this works? Read my article here.

Comments (6)

  1. Tariq

    So this only applies for sequenced message, post comment messages, but the normal bot flow is not affected considering the user will be the one starting the conversation am I correct?

    1. Joren Wouters

      Yes that is right, the normal chatbot flow is not affected when the user starts the conversation.

  2. Gey

    Hello, I never had any chatbot installed and I got this message on top of my FB page: Your Automated Page Messaging Needs Attention
    To prepare for upcoming changes to the Messenger Platform Policy on March 4, 2020, please ensure your Page’s message tag usage follows the guidelines laid out in the Facebook developer docs.
    Do I need to make anything? I never engage with people except if they contact me.
    Many thanks for your help,

    1. Joren Wouters

      Hey Gey, if you don’t use any chatbot, you don’t have to worry about this notification. The new policy is only applicable to chatbots.

  3. Robert Bucko

    Hey, thanks for the article it helps. One question. I have a course (13 weeks), each week I send one message through the chat bot. Basically it is just a delivery system of the messages. If I put “post purchase update” tag, will it be acceptable? Or how would you make sure chat bot deliver messages if it is part of one purchases? (13 weeks program). Thanks for your time and help.

    1. Joren Wouters

      Hey Robert! I don’t think Facebook will accept the Post Purchase Update tag, because that tag is primarily meant for order confirmations and updates on shipping (things like that). I would just send the user a One-Time Notification request each time you send a message, with “Is it okay if I send you the following lesson next week?” and then the user can click on “Notify Me” and get that message. Since they already opted-in for your course, they will definitely click that. If you don’t know what the One-Time Notification is, check

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