As of May 2024, Meta removed the Sponsored Messages ad type from the Marketing API and Ads Manager, with support ending in August 2024. To adapt, we recommend using Meta’s Marketing Messages and our built-in drip campaign feature to engage customers effectively.
Recommended Strategy: Collect User Information
Focus on gathering key details from users during chatbot interactions:
• Name: Personalize messages.
• Email: Enable multi-channel communication.
• Phone Number: Allow follow-up via SMS or WhatsApp.
Why Use Marketing Messages?
Meta’s Marketing Messages let you send personalized, permission-based updates, offers, and notifications. This approach is compliant and builds trust with your users.
Steps to Implement:
1. Collect User Info: Prompt users to share their name, email, and phone number. Highlight the benefits of opting in.
2. Enable Opt-In: Ensure users consent to receiving Marketing Messages.
3. Use Drip Campaigns: Automate personalized follow-ups using our built-in drip campaign feature.
4. Send Marketing Messages: Leverage user data for tailored and compliant messages.
Benefits:
• Compliant: Align with Meta’s policies.
• Personalized: Engage users with relevant messages.
• Automated Nurturing: Use our drip campaigns to keep users engaged.
Meta Marketing Messages
Meta’s Marketing Messages feature allows your Facebook Page to send messages to people who have given you permission, even outside the standard messaging window.
Personalized outreach helps you build relationships with interested individuals at scale with Chatbot Builder AI. Currently, Marketing Messages is a free, optional feature, but Meta plans to introduce charges in the future, similar to the WhatsApp Business API. You’ll receive advance notice before any pricing changes.
Requirements:
• Follow all Developer Policies when using Marketing Messages or other Messenger Platform features.
• Request user opt-in for Marketing Messages only within the standard messaging window. Opting in does not reopen this window.
• Avoid excessive negative feedback from users; it may lead to restrictions or removal of messaging capabilities.
• Do not spam users with Marketing Messages or opt-in requests. This includes sending duplicate requests frequently.
• Adhere to the functional limitations of the Messenger Platform and Marketing Messages.
Limitations:
• Send only one opt-in request per week with the same title to a person, including the default “Updates and promotions.”
• Avoid sending duplicate opt-in requests (same title for Facebook Pages).
• Send opt-in requests only during the standard messaging window.
• Opting in does not reopen the standard messaging window.
• You can see if a person has opted in but not the status of pending requests.
• If someone opts out, your notifications won’t be delivered, and you’ll receive an error.
• Users can block, mute, or report your messages.
Best Practices:
• Ensure your opt-in request clearly describes the types of Marketing Messages users can expect, such as order updates, product recommendations, or special offers.
• When sending multiple opt-in requests, each should clearly state the specific types of Marketing Messages the user can expect.
• Customize Marketing Messages to be relevant and valuable to the user.
• Regularly review your opt-in requests and Marketing Messages to ensure they meet these best practices.
Message Frequency:
• After a person opts in, you can send messages based on the frequency they selected during opt-in (daily, weekly, or monthly).
Requesting Permission to Send Marketing Messages:
A person must opt in to receive Marketing Messages from your Facebook Page. The Messenger Platform offers multiple ways to obtain opt-in, including:
• Ads That Click to Messenger: when a person clicks your ad.
• m.me Links: when a person clicks your m.me link on your website, emails, social media posts, and more.
• Private Replies: when a person publishes a visitor post or comment to your business’s Facebook Page.
• QR Codes: when a person scans your QR Code on digital and print surfaces (supported by m.me Links).
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