Facebook changes its policies very frequent. And if you don’t keep up with those updates, you might be super shocked when something suddenly changes.

The recently announced Facebook’s subscription messaging updates are set to change the lives of anyone who has a chatbot on Facebook very soon, which is why we’re here to let you know everything you need to know about it!

Facebook Messaging Policies: Present and Future


The most important messaging updates were as follows:

The Standard Messaging (24+1) Policy: This policy states that you can send promotional and non-promotional messages to your user if the message you send lies within a 24-hour window from the last time the user interacted with the bot. Inside the 24-hour window, you can send as many messages as you’d like, however, outside of the window, you can only send one message.

Of course, for every rule, there’s a workaround. When it comes to the 24+1 policy, the workaround is something called Message Tags. Message tags can tag your message as a different, Facebook-eligible tag, making it possible to send messages overlooking the 24+1 policy. You can know more about the message tags here.

Other than the message tags loophole, you can only send messages overlooking the policy if they’re sponsored.

Non-promotional Subscription Message Tag: Speaking of message tags, one very important tag is the “Non-promotional Subscription” tag. This tag allows sending messages for subscription purposes, such as when sending broadcast messages. However, this comes with a twist. Because in order for a page to be able to send non-promotional subscription broadcast messages, a page has to apply for the subscription permission. To do so, if the page is using an application that has app-level subscription permission, they can use the app’s permission.

Since Facebook had granted chatbots built on our platform this app-level subscription permission, you didn’t have to worry about applying for the permission, until now.


During the latest Facebook F8 conference, Facebook announced that somethings are going to change regarding this permission. As per the previous subscription permissions update, after June 30th 2019, any page wants to send its users’ broadcasts using the non-promotional subscription tag has to apply for its own page-level permission. As the app-level permission won’t cover it anymore.

This means if you want to continue sending your subscribers non-promotional subscription broadcasts, you’ll have to apply for the page-level subscription permission.

(Quick tip: If you’d like to apply for the page-level subscription permission, you can read all about and know how to apply for here.)

Bummer, right? But…

Do I really need the subscription messaging permission?

The subscription messaging permission is not a general need; meaning that it has specific use cases for you to need it. And if your bot doesn’t classify as one of those use cases, then you don’t need to apply for the permission.

The subscription messaging use cases are:

1. News: Informing your users about important/recent events in all categories of news, sports, politics, or entertainment as an example.

2. Productivity: Helping your users with their own personal productivity through reminders or managing their calendar.

3. Personal Tracking: Providing your users with data that helps them track data about themselves, for example, data about their health.

Other than these three use cases, you wouldn’t need the subscription messaging permission.


What do I do if I need the subscription permission?

Now, if you realized your page needs the page-level subscription permission and you’d like to apply for it, you can read all about it and know exactly how to apply for from the previously mentioned link.

We feel though the need to clarify the below cases, though:-

– If you already have the page-level subscription permission: Hooray! You don’t need to do anything, and you can start using since the new permission activation date (June 3oth 2019)

– If you have already applied for the page-level subscription permission: You don’t need to apply again, and all the best with getting accepted.

– If you have applied for the permission and for some reason it wasn’t accepted: You will no longer be able to use the Non-promotional Subscription tag. However, you can still use the Update tag to send promotional broadcast within the 24-hour window. Other than that,  you’d need to use sponsored messages to send the same updates.


Other than this, you still have access to the other 16 message tags that cover many use cases that you may use broadcasts for. (You can find them all through this link)


Let’s Get Started


This post was originally put together by Merna Mustafa.