Facebook platform policy for replying to Direct Messages
Updated
The Facebook Messenger Platform Policies are designed to help people and businesses connect effectively through Messenger to achieve meaningful outcomes. At the heart of this is the understanding that people and businesses need a seamless, reliable way to get something done - whether it is getting a question answered, making a purchase, or communicating important and relevant updates. This article shares details about these platform policies:
Platform Policy for replying to DMs
Businesses are encouraged to respond within 24 hours to users' messages and Message tags enable sending important and personally relevant 1:1 updates to users outside the standard messaging window. Businesses may send promotional content using standard messaging and sponsored messages.
The policies are designed to encourage brands to:
Respond to customers timely when they reach out to agents.
Share important updates that are personally relevant to their customers.
Platform Policy for Message tags
Message tags may not be used to send promotional content, including but not limited to deals, offers, coupons, and discounts. The use of tags outside of the approved use cases below may result in restrictions on the Page's ability to send messages.
The brands will get a warning if they send a message after 24 hours of the last message received from a fan. However, if the message is tagged as “HUMAN_AGENT”, then the brand can send a message after 24 hours.
Tag Name | Tag Description | Tag Functionality | Tag Use Cases |
HUMAN_AGENT | It allows human agents to respond to user inquiries. Messages can be sent within 7 days after a user's message. | Human-agent support for issues that cannot be resolved within the standard messaging window (e.g., business is closed for the weekend, the issue requires >24 hours to resolve) |
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Note:
As per the Facebook Messenger Platform Policy, the messages are tagged as HUMAN-AGENT automatically in Sprinklr from the backend to inform Facebook that the human agents are responding to user inquiries when the thread control is not with them.