As of the 4th of March, Facebook has made some changes to Messenger policies. To help you understand what changed and how it might affect you, we’ve put together this guide to answer all of your questions: even the ones you didn’t know you had.


All of the new Messenger policies and updates revolve around one purpose: protecting users from spam and spammy messages. Facebook aims to make sure its users have a comfortable, and seamless experience. 

What’s Changed? 

The 24-hour Messaging Window Policy

The general policy states that you can send a message to a user within the last 24 hours they interacted with the bot.

Before: You could work around the policy by applying a message tag to your message and it could send the message outside of the 24-hour window. 

Now: If you want to send a message outside of the 24-hour window, the message must be tagged in one of the four below tags: 

  1. Confirmed Event Update: Sends the user updates on an event they’ve registered for. For example, if a user registered for classes with you, you can use this tag to send them reminders of the class schedule. 
  2. Post-Purchase Update: Notifies the user of updates concerning a recent purchase. For instance, you can use this tag to send the user a confirmation of their transaction such as an invoice or to tell them when their shipment will arrive. 
  3. Account Update: Notifies the user of an update concerning their account. As an example, you can use this tag to tell a user there was suspicious activity on their account.
  4. Human Agent: Allows human agents to respond to user queries. You can use his tag when the customer’s issue can’t be solved within the 24-hour window. 

You can read more about these tags in detail here.

Moreover, the subscription permission for pages is now only allowed for news pages.

Message Tags Are Mandatory Now

Before: Message tags were optional, and most people would only use them when they needed to send messages outside of the 24-hour window. 

Now: You have to apply message tags to your messages that lie outside of the 24-hour window. If you don’t apply message tags, your users will not receive the message. 

How do I apply Message Tags? 

You don’t need to worry about applying Message Tags as WideBot seamlessly takes care of that for you. You just choose your message’s type when setting up your broadcast message as shown below. 

What’s New

One-Time Notification (OTN) 

Facebook has introduced a new concept, and that is the one-time notification. 

The one-time notification allows your page to request to send the user one follow-up message after the 24-hour window. 

Important note: the page has to request the user’s consent to send the follow-up messages, so the user will be asked if they’d like to receive future notifications concerning this topic.

Once the user agrees to this and asks to be notified, the page will be allowed to send him one notification outside of the window and the required message tags. 

The permission, given by the user, will act as a token, and the page will be allowed to only use it once keeping in mind that it expires within a year of its creation. 

Important Things You Need To Understand About OTN
  • You can apply one-time notifications to an unlimited number of topics. 
  • You can apply one-time notifications for an unlimited number of times. 
  • You need to apply for a request to send one-time notifications. You can do this following the steps below:
  1. Go to your page’s settings. 
  2. Click on “Advanced Messaging”
  3. Click on “Requested Features”
  4. Under “One-time Notification”, click on “Request” that’s in the upper right corner of the feature. 
  5. There are certain rules you need to follow when it comes to applying one-time notifications, and they are: 
  1. No deception; keep your promise. Don’t defraud, don’t deceive, and don’t confuse the users. What the request says must match the notification. 
  2. No incentives. Don’t promise the user a gift or a reimbursement if they agree to the notification. 

Beware, though! If you break the OTN rules or get reported for deception or spam, you will immediately lose access to the API. 

We’re currently working on developing a feature that will allow you to instantly integrate the OTN into your flows. 

And there you have it! We hope this helps you understand more about the new Messenger policies. All of the above updates mostly affect our Broadcasting feature, which you can now try for free! Sign up now to use our platform!