The 24-hour messaging rule: what it means and the way to put together

Facebook Messenger policy changes are still around the corner (Facebook has moved the January 15, 2020 deadline 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 set up powerful campaigns in 2020.

First the 24 hour messaging rule!

What politics says:

Businesses have 24 hours to respond to a user.

Every time someone interacts with your bot (subscribe to the growth tool, tap a button, enter a response, etc.), you have 24 hours to send a message, including promotional messages.

Each new interaction opens the 24-hour window again. Once closed, you will no longer be able to send free messages.

What it means for your campaigns:

The +1 of the 24 + 1 rule no longer applies. You cannot send a last message after 24 hours.

You can no longer use sequences to deliver messages over a number of days (Day 1, Day 3, Day 7, etc.). There is a limitation here!

You can continue to use drip campaigns if the individual messages are within 24 hours of each other. However, users must interact with at least one message a day to maintain the sequence.

Outside of the 24-hour window, only non-promotional messages that use 1 out of 4 approved tags can be sent.

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

We will deal with these issues in more detail in a later email. However, keep in mind that they are all geared towards customer service.

Facebook intends that brands only send advertising messages when users are actively interested in your product. Otherwise, you need a permanent relationship (buyer, event registrant, etc.) to forward the messages at any time.

How to prepare your campaigns:

1. Tag your messages.
If your campaigns contain messages that fall into one of the 4 approved tag categories, add the tag so that the messages appear as usual with no 24-hour restriction.

How to do it in ManyChat:

Click the message in the Flow Builder
At the top you will see a field labeled "Content Type".
Select the appropriate tag from the dropdown menu

2. Identify which messages are not being sent.
After March 20, ManyChat will NOT send untagged messages that are outside the interaction window. This is to protect you from policy violations.

A warning was added to each sequence to assist in preparation, in which messages are only issued if the user has interacted within 24 hours.

Identify these messages and make them as attractive as possible so that your 24-hour window remains open. Ask interesting questions, use emojis, add gifs, and keep your messages short so people don't eavesdrop and reply.

3. Use SMS or email.
Or you can use ManyChat's new SMS and email features to deliver your messages on channels that don't follow the 24-hour rule.

Tip: Even if you haven't finished campaigning for the new channels, you should now collect phone numbers and emails. This way you can send messages when you are ready.

ManyChat has created a template that you can use to collect phone numbers in the correct format and get the appropriate consent to send text messages. Simply save the template, add it to your campaigns and adapt the messages to your brand voice. (Or your customer's)

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

Would you like more expert tips on the upcoming changes and the best preparation?

Every week we discuss what's coming and share strategies that deliver results in Bot Academy Insiders, our mastermind for bot builders.

We have already explained how to get started with SMS and email messages. Also how to use the 4 approved message tags.

If you are a member, see group call 102, 104, and 108 on the previous recordings page on your dashboard.

If you are not already a member, log in to access weekly Q&A calls (including all records) and the private Facebook group.

Learn more and register here!