Message Tags

On August 29th, 2019 we announced updates to Message Tags on the Messenger Platform. The newly introduced tags are now available subject to the conditions below. Usage of the current message tags will be supported until March 4th, 2020.

Message tags enable sending important and personally relevant 1:1 updates to users outside the standard messaging window.

Businesses are encouraged to respond within 24 hours to user’s messages and Message tags enable sending important and personally relevant 1:1 updates to users outside the standard messaging window. Businesses may send promotional content using standard messaging and sponsored messages.

Message tags may not be used to send promotional content, including but not limited to deals, offers, coupons, and discounts. Use of tags outside of the approved use cases below may result in restrictions on the Page’s ability to send messages. See the Messenger Platform policy for details.

Further reading

• Message Tags on Facebook
• Content types (aka Facebook Message Tags)

Tags

• CONFIRMED_EVENT_UPDATE
• POST_PURCHASE_UPDATE
• ACCOUNT_UPDATE
• HUMAN_AGENT

CONFIRMED_EVENT_UPDATE

Send the user reminders or updates for an event they have registered for (e.g., RSVP’ed, purchased tickets). This tag may be used for upcoming events and events in progress.

Tag

CONFIRMED_EVENT_UPDATE

Allowed

• Reminder of upcoming classes, appointments, or events that the user has scheduled
• Confirmation of user’s reservation or attendance to an accepted event or appointment
• Notification of user’s transportation or trip scheduled, such as arrival, cancellation, baggage delay, or other status changes

Disallowed (non-exhaustive)

• Promotional content, including but not limited to deals, offers, coupons, and discounts
• Content related to an event the user has not signed up for (e.g., reminders to purchase event tickets, cross-sell of other events, tour schedules, etc)
• Messages related to past events
• Prompts to any survey, poll, or reviews

POST_PURCHASE_UPDATE

Notify the user of an update on a recent purchase.

Tag

POST_PURCHASE_UPDATE

Allowed

• Confirmation of transaction, such as invoices or receipts
• Notifications of shipment status, such as product in-transit, shipped, delivered, or delayed
• Changes related to an order that the user placed, such credit card has declined, backorder items, or other order updates that require user action

Disallowed (non-exhaustive)

• Promotional content, including but not limited to deals, promotions, coupons, and discounts
• Promotional content, including but not limited to deals, promotions, coupons, and discounts
• Prompts to any survey, poll, or reviews

ACCOUNT_UPDATE

Notify the user of a non-recurring change to their application or account.

Tag

ACCOUNT_UPDATE

Allowed

• A change in application status (e.g., credit card, job)
• Notification of suspicious activity, such as fraud alerts

Disallowed (non-exhaustive)

• Promotional content, including but not limited to deals, promotions, coupons, and discounts
• Recurring content (e.g., statement is ready, bill is due, new job listings)
• Prompts to any survey, poll, or reviews

HUMAN_AGENT

(Closed BETA)

Allows human agents to respond to user inquiries. Messages can be sent within 7 days after a user message.

Tag

HUMAN_AGENT

Allowed

• Human agent support for issues that cannot be resolved within the standard messaging window (e.g., business is closed for the weekend, issue requires >24 hours to resolve)

Disallowed (non-exhaustive)

• Automated messages
• Content unrelated to user inquiry