Meta introduces enhanced marketing messages on Messenger to help businesses re-engage and retain customers through chat. This new feature allows businesses to send promotional messages to subscribers, improving on an older Messenger API version and aiming to replace it eventually.
Key Features of Marketing Messages
- Reach exclusive customers: Messenger's over a billion monthly users provide a unique channel to reconnect with customers unavailable on other platforms.
- Easy subscriber management: Businesses can add subscribers using existing CRM lists, custom audience lists, or ads that link directly to Messenger.
- Personalization and scale: Messages can be personalized for individual customers or broadcasted to large groups.
- Marketing optimization: Down-funnel measurement tools help businesses assess messaging impact and refine marketing strategies.
Adoption and Integration
Companies like Nestle Philippines and Meta Business Partners such as Pancake and Smartly are already integrating marketing messages into their platforms.
Developer Requirements
To use marketing messages, developers must:
- Configure Facebook Login for Business with a system user access token.
- Use a Business type developer app with Advanced access.
- Implement a handler for Messenger webhook notifications.
- Update their UI to support subscriber management, message creation, and reporting before client onboarding.
Availability
- Developers: Marketing messages on Messenger are globally available via the Marketing API starting now.
- Businesses: Access is currently limited to specific countries including Australia, Brazil, Chile, Colombia, Hong Kong, India, Indonesia, Israel, Malaysia, Mexico, New Zealand, Peru, Philippines, Saudi Arabia, Singapore, Taiwan, Thailand, UAE, USA, and Vietnam.
