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      What is the Messenger 24-Hour Engagement Rule and why?

      Messenger was created to be a two-way conversation and communication channel

      • Messenger was created to be a two-way conversation and communication channel that will not become spam. It is designed to drive high engagement and provide meaningful content. Therefore, Meta has implemented messaging permissions to ensure that businesses (both nonprofit and for-profit) stay within compliance. 
      •  Time Frame:

        Nonprofits have a 24-hour window to send messages after user initiation.
      • Initiation Actions:
      • The window opens when a user:
          1. Sends a message to the nonprofit
          2. Clicks a call-to-action button
          3. Interacts with a Click-to-Messenger ad
          4. Uses a messaging plugin
          5. Clicks m.me or ig.me links
          6. Reacts to a message
          7. Comments on a post
          8. Publishes a visitor post
      • Content:
          1. Within this 24-hour window of engagement, nonprofits can send messages to Messenger contacts. 
      • Purpose:
          1. Encourages prompt responses while protecting Messenger contacts from excessive messaging.
      • User Control:
          1. Messenger contacts can block or mute conversations anytime.
      • Expiration:
        1. After 24 hours, further messaging requires Messenger contacts to opt-in with permission consent with a message like “Get Messages” or “Get Updates”.

      • Opt-in Reminder:
        1. Ask Messenger contacts to opt in to continue conversations beyond 24 hours, losing permission only if they opt out.