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Recently, Facebook Messenger implemented the 24-hour rule. In this blog, we'll discuss why this rule was introduced and what it means for Trengo users.
Facebook Messenger 24-hour rule
A lot of social media platforms are figuring out ways to prevent their users from being spammed. Facebook Messenger is one of them. That's why they decided to introduce the 24-hour rule, which prevents specific messages, such as chatbot messages, from being sent after 24 hours.Within 24 hours, businesses are allowed to send messages with promotional content. People are expecting companies to respond as soon as possible, which is why Facebook enables this for quick responders.
7-day window for human agents
Not all messages have to be sent within 24 hours.By managing Facebook Messenger via Trengo's customer service platform, human agents have the ability to respond to messages within a 7-day window. This means that human agent support for issues that cannot be resolved within the standard messaging window (e.g. business is closed down during the weekend or the issue requires more than 24 hours to be solved) will still be possible within a timeframe of 7 days.Automated messages and content unrelated to the inquiry will not be allowed outside of the 24-hour window.
Standard messages and message tags
Facebook chooses to differentiate between standard messaging and message tags.
Standard messages
For standard messages, companies will now have 24 hours to reply to users. Within the 24 hour period, messages may contain promotional content. The user will always have the ability to mute or even completely block a conversation with your company whenever they want.This is how your 24-hour window opens up for standard messages:
- Customer sends a message to your page
- Customer clicks a CTA button such as Get Started
- Users posts or comments on your page
- Users replies to a message
- Users clicks on a Click-to-Messenger ad and starts a conversation
Message tags
You may be able to send messages outside of the 24-hour window when you use so-called Message Tags. With Message Tags you can send important and personally relevant information to your customers. Facebook has a set of approved use cases for this. You can find a complete list of supported Message Tags here.
Frequently asked questions
What is the “24-hour rule” on Facebook Messenger?
The 24-hour rule on Facebook Messenger means businesses can only send promotional or standard messages to users within 24 hours of their last interaction. When a user sends a message or engages with a business, this 24-hour window opens, allowing unlimited messaging, including promotions. After 24 hours without user interaction, businesses can only send very specific, policy-approved messages, unless the window is reset.
Can I send promotional messages within the 24-hour window?
Yes, within the 24-hour window, businesses can send promotional messages freely. Facebook allows quick responders to engage customers with product offers, updates, or promotions during this timeframe. Trengo users benefit from automations that ensure messages sent within this window comply with the promotion rules while maintaining responsiveness.
How can I comply with the 24-hour rule for my business page?
To comply, ensure messages with promotional content are sent only within 24 hours of the customer's last message or interaction. Use approved Message Tags for content outside this window, and employ automation platforms like Trengo to track message timing, prevent violations, and manage responses efficiently across teams.
What are Message Tags and when can they be used outside the 24-hour window?
Message Tags are specialised labels that allow businesses to send certain types of messages beyond the 24-hour window, like event updates or account notifications. Facebook approves a limited set of tags that must be used responsibly. Trengo integrates Message Tag functionality, giving businesses control over compliant messaging without losing engagement outside the typical timeframe.
How does the 24-hour rule affect chatbots and automated messaging?
Chatbots are restricted to sending messages only within the 24-hour window unless the message fits a valid Message Tag case. Non-compliant automated messages may be blocked or lead to penalties. Trengo’s chatbot tools are designed to respect these limitations, ensuring automated flows stay compliant and escalate to human agents when needed.
What are good practices to ensure I don’t lose leads because of the 24-hour rule?
Use timely responses to engage customers as soon as possible, reset the 24-hour window with regular interactions, and apply Message Tags appropriately for essential updates. Trengo’s platform helps automate prompt replies and monitors compliance so no lead goes cold due to timing issues.
Does the 24-hour rule improve user experience or limit reach?
While some see it as a limitation, the 24-hour rule enhances user experience by reducing spam and unwanted messages, fostering more meaningful conversations. It encourages businesses to prioritise timely, relevant messaging. With Trengo’s omnichannel tools, companies maintain broader reach and higher engagement within policy guidelines.
