Recently, Facebook changed its policy of Facebook Messenger, in which you become more restricted in building your chatbot flows. I published a ready-to-use free cheatsheet for it, so you are 100% compliant with their new policy.
Update: If you didn’t know yet, the policy changes come into effect on March 4th, 2020. First it was January 15th, but that is not the case anymore.
But of course, the Facebook community was not happy with this new policy, so Facebook is going to launch the One-time Notification API, which gives you more possibilities within Facebook Messenger.
In this post, I will talk about this new API, what it is and how you can use it to deliver a better user experience on Facebook Messenger!
Why is Facebook launching the One-Time Notification API?
So for a quick introduction to the new policy changes:
Basically, when a user interacts with your chatbot, you get a 24-hour window in which you can send any promotional message. But after the 24-hour window, you can only send a message that has one of 4 specific tags. If one of the messages you want to send outside 24-hour window doesn’t have any of those tags, it will not be delivered to the user, or you need to pay for it.
So as you can read, you get a lot more restricted in sending promotional messages to users in Facebook Messenger.
But as Facebook noticed through their community, people were not happy:
We’ve received feedback from our community that some messages like price alerts, back in stock alerts, and tickets now available for sale, are valuable for people and businesses. That’s why we’re planning to launch a new API, which would support use cases where someone has explicitly requested to receive a one-time notification from a business – notifications that are time sensitive and personally relevant.
What is the One-Time Notification API?
The One-Time Notification API allows you to send a single message per user request outside the 24-hour window.
If the person engages with that message, the 24-hour window will reopen.
So the first the case was that you could not send any message outside the 24-hour window, unless it had one of the four tags or you paid for it. Now, you can send one additional message outside the 24-hour window!
This change allows you to get users back who did not engage with your chatbot anymore and hopefully convert them into customers!
How can we use this?
First, I advise you to read my free cheatsheet on the new policy changes of Facebook Messenger, which is still really applicable.
Next, you need to make a killer offer!
With this new API, you have a one-time chance to get a potential customer back. This means that you need to make a killer offer to your user, which they cannot resist.
To make a killer offer that your customer cannot resist, you need to understand your customer extremely well. You need to know what his/her problems are and how you can provide a solution for it.
But not every customer is the same. So how do you make an offer which applies to every kind of customer? User segmentation!
It makes no sense to send out a coupon for white wine to someone who is mainly interested in red wine.
So you need to make sure you make an offer that is tailored to the customer. Research shows that:
91% of consumers are more likely to shop with brands how recognize, remember and provide relevant offers and recommendations
How do you do that? In most chatbot software you can add tags to certain actions. For example, when a customer looked at the white wine collection in your chatbot, you can tag him with “interested in white wine”.
And you can do that with all kinds of actions. Based on those tags, you can send specific messages to users, instead of general messages to all kinds of users.
So for the one-time message you can send outside the 24-hour window, you could make a different message for white wine lovers and a different message for red wine lovers! The chances of interacting with that message are way higher, because now the message is tailored to them and more personal.
- The policy changes of Facebook Messenger come into effect on March 4th, 2020.
- To comply with these new policy changes, I made a free cheatsheet, you can get here
- Facebook has announced the One-Time Notification API which will be introduced in February 2020
- This API allows you to send a single message per user request outside the 24-hour window.
- Use user segmentation to create a single message which is tailored to the user and personal
What is coming
The description of the API is still really vague. You can send a single message per user request. But what is a user request? We do not really know yet.
For example, a user notices that three products that are currently out-of-stock in your webshop. So he subscribes to get a message when the three items are in stock again. Does this allow you to send 3 messages outside the 24-hour window (one for each product)? I think yes, but I am not sure.
Therefore, I think in the coming weeks Facebook will announce more information about the API.
But for now, great changes at Facebook happening!