At the end of last year, Facebook published that, as of March 4, 2020, a new policy on Messenger will come into force, with the aim of strengthening the relationship between companies and customers. The new standard should also optimize the user experience (customer or potential customer), as spam and other types of negligence will be prevented.
Read too: Content Marketing: understand why it is a relationship strategy.
During the announcement, the platform also pointed out that people are currently demanding faster responses from brands, thus placing their changes as a solution to this demand: “We know that people expect companies to respond quickly, and those that respond more quickly to user messages see better business results.”
Check out the changes to Facebook Messenger, as officially announced by the platform:
Default messages: businesses will have up to 24 hours to respond to a user, and messages sent within the 24 hour window may contain promotional content.
Message tags: companies will be able to send important and personally relevant updates to users outside the standard 24-hour message window. Also, the number of tags will be reduced from 17 to 4. They are: Confirmed event update; post purchase update, account update or human agent;
Subscription Messages: only pages registered with the NPI (Facebook News Page Index) will be able to send non-promotional subscription messages. With this, the platform recommends that relevant pages immediately submit a request to register in the News Page Index, in order to allow sufficient time for review and approval before the new policies take effect.
Sponsored Messages: Sponsored messages allow companies to send promotional content outside the standard message window. Sponsored messages are subject to ad integrity controls and auction dynamics, which work to protect the user experience and ensure that the volume of promotional messages is consistent with user expectations.
Changes to Facebook Messenger do not impose on the user
In addition to encouraging companies to communicate, Facebook also thought of a way to avoid harming the relationship between brands and users who do not wish to receive notifications, as this will be optional. Thus, the company will use a much more modern marketing resource, which respects the wishes of its customers.
