The Marketing API v20.0 release includes mostly minor updates, but notably, it discontinues the creation of the Sponsored Messages Ad Type. Effective immediately, new Sponsored Messages cannot be created via Marketing API v20.0, and support for this ad type from previous API versions will end after 90 days. This change currently applies only to the API, but it is expected that Meta will also remove this feature from Ads Manager.
About Sponsored Messages
- Introduced around 2017.
- Set up using the Engagement objective and Messaging Apps conversion location.
- Ads are sent directly to users' DM inboxes.
- Can only target users who have recently messaged your page, making it a restrictive feature.
Reasons for Discontinuation
- The restrictive nature of Sponsored Messages is inconsistent with Meta's trend towards broader and more expanded audiences.
- It is less relevant in the current advertising environment.
Alternatives
- Click to Message ads and using Messenger as an ad placement will still be available.
- Direct promotion of DMs to engaged users' inboxes will no longer be possible.
