Experiments

We occasionally run experiments to help us assess the impact of messaging on Messenger user experience and engagement. These are standard practices on our platform and help us improve the messaging experience for both you and your customers.

Marketing Message Experiment

Starting February 20, 2024, roughly 1% of Messenger users will not receive marketing template messages from any business unless a Standard Messaging Window exists between the customer and the business. In order protect the validity of the experiment and ensure the best possible business and consumer experience, we cannot provide any exceptions or opt-outs for this experiment.

If you send a marketing template message to a customer who is part of the experiment group, your message will not be sent. Instead, you will receive a message status undeliverable webhook containing error code 1893022, notifying you of the failure.

Attempting to resend the message will result in the same error. If you must deliver the marketing message to the customer, we recommend that you contact the customer by some other, non-Messenger means, and ask them to message you so you can resend the message within the Standard Messaging Window.

You will be able to continue using Message Tags, which allow you to send a message outside the standard messaging window. These messages are personally relevant updates for a person. For example, you may send updates about shipping and delivery, an upcoming reservation or flight, or alerts about a customer's account. For messaging flows that require an escalation path, the Human Agent tag allows a business representative to manually respond to a person's messages within a 7-day period.

Message Tags may not be used to send promotional content, including but not limited to deals, offers, coupons, and discounts. Use of Message Tags outside the approved use cases may result in restrictions on the Page or Instagram account's ability to send messages. See the Messenger Platform and Instagram Messaging API Policy for details.