A fast reminder to extra superior entrepreneurs who make the most of Meta’s Messaging API: Meta’s change to recurring notifications will come into impact on Feb. 10, which means that you simply’ll now not be capable of ship follow-up messages in the identical means.
Meta introduced a change to its recurring messages setting final July, prompting builders to modify to its revised follow-up communications as an alternative. The up to date strategy modifications the permissions that companies must ship folks additional messages, with a view to cease companies from overdoing it and filling folks’s inbox with promotions.
As per Meta: “Advertising and marketing messages (also called recurring notifications) lets companies ship promotional content material to opted-in customers by way of Messenger. This characteristic on Messenger API will go away on 10 February 2026.”
Meta says that advertising and marketing messages will now be additional restricted, whereas the “subscription_token” message sending cooldown will change from permitting one ship per subscriber each 24 hours to 1 ship each 48 hours.
That is all extra technical, back-end updates, solely related to those that have advanced follow-up messaging flows that hyperlink into Meta’s programs. But when that’s your enterprise, then it’s essential to be sure that you’re compliant with the brand new API replace this week.
“Companions worldwide can combine with the brand new Advertising and marketing Messages API for Messenger. Companions and end-clients ought to migrate to the brand new Advertising and marketing Messages API for Messenger in 2025.”
Meta has modified its strategy to recurring advertising and marketing messages a number of occasions, because it seems to take care of the fitting steadiness between maximizing buyer connection, and spamming the crap out of individuals.
And that steadiness is relative. What’s wonderful for some folks might be completely different for others, and whereas customers can at all times unsubscribe and restrict such, having in-built parameters ensures that Meta maintains some management over messaging quantity, and the speed of promoting promotions in DMs.
And with Click on-to-Message adverts on the rise, that is changing into an even bigger consideration.
You possibly can study extra about Meta’s messaging API modifications right here.
