Meta’s added another element to help brands tap into the rise of messaging, with an updated version of its customer re-engagement messaging option, which enables brands to send ongoing promotional DMs to users.
As you can see in these examples, Meta’s updated marketing messages enable more integrated DM promotions, with connection through to a specific deal or catalog listing.
That could help brands maintain audience engagement, though there are also limits on how many messages a business can send, in order to avoid spam.
As explained by Meta:
“Today people often chat with businesses to make purchases or get support. But once their questions are answered or their orders are placed, the conversation often stops there. This leaves businesses with no easy way to follow up or keep interested customers engaged with updates and offers. To help businesses seamlessly re-engage and retain customers through chat, we’re introducing marketing messages on Messenger. With marketing messages, businesses can initiate promotional messages to people who have subscribed to receive them, and keep that conversation going.”
To be clear, Meta has had a version of this available within its Messenger API for some time, with strict limits on how it can be used, in order, as noted, to avoid annoying people with constant spam messages.
But this new version of Meta’s re-engagement messaging includes more customization and control features, in order to enable brands to get more out of the feature.
Though it remains a spam risk, and brands need to tread very carefully to avoid people switching these DMs off entirely. At this stage, Meta says that each Page that uses this feature can send up to one marketing message to a unique user per day.
Which could still be a lot, depending on the message, and the recipient. But basically, you can’t just go crazy with the DM notifications.
The updated DM feature enables brands to use their existing CRM lists to segment and target their audience with specific messaging, and can include Click-to-Message ads.
Brands will also be able to personalize their messages for each customer, while Meta’s also added advanced tracking metrics to help brands measure the impact of their DM outreach.
It could be a valuable addition, enabling re-engagement with prospective customers, and advanced promotion of incoming offers to a receptive audience. But again, DMs are considered more private, and more intimate, and as such, marketing messages can also be a turn off, if overused or mistargeted.
Meta says that the updated messaging feature will also include new metrics, like cost per delivered message, cost per message link click, while it’s also developing more down-funnel metrics as well.
It’s also looking to add more new elements throughout H2 2025, including the ability to add tags to a CRM upload “so businesses can sub-segment and target marketing messages based on these tags.”
More business messaging features, as Meta continues to evolve its ad options in line with usage trends.
Worth noting also that Meta’s “Recurring Notifications” for messages will be deprecated in January.
You can read more about Meta’s updated messaging promotions feature here.
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