This is one brands will have to tread with caution if they’re to interact with loyal engaged customers and not alienate those with a fleeting affiliation with their brand…. marketing messages on Messenger are about to hit us and yes, if you’re a brand you can import your entire CRM list to spam customers and potential customers if you so wish.
We’re introducing marketing messages on Messenger. With marketing messages, businesses can initiate promotional messages to people who have subscribed to receive them, and keep that conversation going. While an older version exists in the Messenger API, today’s enhanced marketing messages is designed to eventually replace it.
– Meta
So what features will be available? Brands will be able to:
- Reach exclusive customers: with over a billion monthly users, Messenger is ideal for re-engaging customers who are unreachable on other platforms
- Easily add subscribers to re-engage anytime: as simple as leveraging existing CRM lists, custom audience lists, or ads that click to Messenger
- Personalise messages for their use case: write freeform messages for each customer, or broadcast one message to everyone for scale
- Optimize their marketing mix: down-funnel measurement helps businesses understand the value of messaging and inform their marketing strategy
Before accessing marketing messages, developers must configure Facebook Login for Business using system user access token, a Business type developer app with Advanced access, and a handler for Messenger webhook notifications. Meta recommend developers update their UI to support subscriber management, marketing message creation, and reporting before onboarding their clients to marketing messages.
Marketing messages on Messenger are available in the Marketing API to developers globally starting today. For businesses, access is currently limited to the following countries: Australia, Brazil, Chile, Colombia, Hong Kong, India, Indonesia, Israel, Malaysia, Mexico, New Zealand, Peru, Philippines, Saudi Arabia, Singapore, Taiwan, Thailand, UAE, USA, Vietnam.
