24-hour messaging rule. What does it mean and how to prepare it?

Facebook Messenger policy changes are still around the corner (Facebook has pushed back the deadline from January 15, 2020 to March 4, 2020).

It is important that you start preparing now.

So, over the next few weeks, we’ll be looking at what the changes mean, how to prepare, and how to create high-performing campaigns in 2020.

First, the 24-hour messaging rule.

What does the policy say?

Companies have 24 hours to respond to the user.

Every time someone interacts with your bot (subscribe via the grow tool, click a button, type a reply, etc.), you have 24 hours to send them a message, including promotional messages.

Each new interaction reopens the 24-hour window. But once it’s closed, you can no longer send free messages.

What does this mean for your campaigns?

The +1 of the 24+1 rule no longer applies. After 24 hours expires, you will not be able to send the last message.

You can no longer use sequences to send messages over multiple days (day 1, day 3, day 7, etc.). There is one caveat here.

You can still use drip campaigns if there is no more than 24 hours between each message. But users must interact with at least one message per day to continue the sequence.

Only non-advertising messages using 1 of the 4 approved tags can be sent outside of the 24-hour window.

Approved tags are event updates, purchase updates, account updates, and human agent messages (live chat with real people).

We will cover them in more detail in a future email.

Facebook’s goal is for brands to only send promotional messages when users are actively interested in your product. Otherwise, you need an ongoing relationship (buyer, event registrant, etc.) to send them messages at any time.

How to prepare your campaigns.

1. Tag your messages.
If you have posts in your campaigns that fall into one of the 4 approved tag categories, add the tag so they continue to go out as normal without the 24-hour limit.

Here’s how to do it within ManyChat.

  • Click on the message in the Flow Builder
  • At the top, you’ll see a box labeled Content Type
  • Select the appropriate label from the drop-down menu

2. Decide which messages won’t go away.
After March 20th, ManyChat will NOT send untagged messages that are outside the interaction window. This will protect you from violating the policy.

To help you prepare, they’ve added a warning to each sequence where messages won’t go out if the user doesn’t communicate within 24 hours.

Identify these messages and make them as engaging as possible to keep your 24-hour window open. Ask interesting questions, ✅ use emojis 👍, add gifs and keep your messages short to get people to touch and respond.

3. Use SMS or email.
Or you can use ManyChat’s new SMS and email features to get your messages across channels where the 24-hour rule doesn’t apply.

Hint. Even if you’re not ready for new channel campaigns yet, make sure you’re collecting phone numbers and emails now. That way, you’ll be able to send messages when you’re ready.

ManyChat has created a template that you can use to obtain proper consent to collect phone numbers and send SMS messages in the correct format. Simply save the template, add it to your campaigns, and tweak the messaging to match your brand voice. (or your client’s)

We will cover the exact steps for this in our next email. So if you have any questions, stay tuned!

Want more expert advice on the upcoming changes and how best to prepare?

Every week we discuss what’s coming and share strategies that work in Bot Academy Insiders, our brains for bot creators.

We have already covered how to quickly start SMS and email. Plus how to use 4 approved message labels.

If you are a member, be sure to check Group Calls 102, 104, and 108 on your console’s previous recordings page for these tips.

If you haven’t joined yet, sign up to get access to weekly Q&A calls (including all recordings) and a private Facebook group.

Learn more and register here.

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