Facebook Policies
Ensure your compliance with the messaging policies for the Messenger Platform
Standard Messaging
Abandoned Cart reminders are considered to be Standard Messaging according to Facebook policy. That means the ‘24+1’ policy applies to Abandoned Cart Recovery:
A business can start a conversation with a person on Messenger via one of the entry points exhaustively listed by Facebook. For Abandoned Cart Recovery, checking the Send to Messenger plugin is an entry point for starting a conversation.
You have up to 24 hours to remind customers of their abandoned carts in Facebook Messenger. You may also send one additional message after the 24-hour time limit has expired. In case a customer replies to your reminder with any message or rechecks the checkbox within this 24-hour window, the 24-hour limit is refreshed from that moment.
The content of messages you send to customers within this 24-hour window can be both promotional and non-promotional. These may include Abandoned Cart reminders, advertisements, discount coupons, news, personal productivity reminders, and any other updates you’d like to deliver to your customers.
Subscription Messaging
To communicate to your users outside of the 24-hour window, you may request the Subscription Messaging permission from Facebook. Subscription Messaging lets you send non-promotional content on Messenger after the 24-hour time limit has expired. Use cases for Subscription Messaging are news, productivity, and personal trackers.
Please note that Abandoned Cart reminders cannot be sent after the 24-hour time limit due to their promotional nature. However, you can follow up your Abandoned Cart messages with news, site updates, and other eligible types of messaging to create continuous customer communications flow.
Applying for Subscription Messaging permission
Subscription Messaging permission is Page-level. That means you have to apply for the permission in your Facebook page settings.
Go Settings -> Messenger Platform -> Advanced Messaging Features -> Subscription Messaging. Press Request to the right of the checkbox.
Select the messaging type you’d like to apply for. There are three Use Cases eligible for Subscription Messaging:
News: Informs people about recent or important events or information in categories including but not limited to sports, business, real estate, weather, traffic, politics, government, nonprofit organizations, religion, celebrities, and entertainment.
Productivity: Helps people manage their personal productivity with tasks that include but aren’t limited to managing calendar events, receiving reminders, and paying bills.
Personal tracking: Enables people to receive and monitor data about themselves in categories that include but are not limited to fitness, health, wellness, and finance.
Fill in the Provide additional details field with an explanation of the messages type you’ve selected. Provide the details on what kind of messages you’re going to send. Please keep in mind that Subscription messages should have a non-promotional nature.
In the Example fields, type in the examples of messages you’re going to send. Please make sure your examples do not contain any promotional content and are relevant to your store. These may include any useful information concerned with your business, e.g., that your website is temporarily unavailable.
Click Save Draft, then click Submit For Review.
The review process may take up to five business days. Usually, it takes about a day.
In case your request is denied, try to modify your application according to Facebook policies and submit again.
Once your request is reviewed and approved, you can set up Abandoned Cart Recovery messages to be sent with the delay more than 24 hours.
To send messages of promotional nature outside the 24-hour window, consider using Sponsored Messaging.
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