Messenger marketing messages: paid offers to people who subscribed

Marketing messages (Engage → Messenger broadcasts → Open Marketing messages, /app/messenger/marketing) are Meta's paid marketing messages on Messenger. Unlike a Messenger broadcast, which only reaches people who wrote to your Page in the last 24 hours, a marketing message reaches people who subscribed to a topic of your Page - for example "Weekly offers" - even weeks after they last wrote. Meta bills each delivered message to your Page's ad account, and you set a budget for every send.

How it works

• Topics. A topic is what people subscribe to. Its title appears on Meta's subscribe request.
• Subscribing. People subscribe by tapping Meta's button on your subscribe request (sent to people who wrote to you in the last 24 hours), by answering a click-to-Messenger ad, or when Meta adds them. They can stop at any time from Messenger.
• Sending. A marketing message goes to the subscribers of one topic. Meta delivers it through your ad account and charges per delivered message; OmniBrand never sends more than your budget allows.
• One a day. A person gets at most one marketing message from your Page per 24 hours (Meta's rule). Meta may also hold a message back for its own reasons ("not available right now").
• Countries. Meta does not deliver marketing messages to people in the EU, the UK, Japan, South Korea or Australia; they are always left out. Your business must be in a country where Meta offers marketing messages; Meta's documentation, linked under the sources of this article, lists them.
• Consent. Subscribing is recorded in the person's consent history as Messenger marketing messages opt-in; stopping as Stopped Messenger marketing messages (once they have no other subscription). Someone who withdrew Messenger consent is never messaged.

What must be in place first

The yellow box Not ready to send yet at the top of the page lists what this Page still needs. Until it is gone, nothing is sent; you can still create topics, ask people to subscribe and prepare broadcasts (they pause with the reason if the set-up is still missing when their time comes).

• Marketing messages on Messenger are coming soon. - until they open, nothing is sent from this page. Once they open, reconnect your Page under Accounts to start sending.
• Add the Page's Meta ad account under Set-up - see below. The ad account needs a payment method, and your Page and ad account must accept Meta's marketing messages terms (in Meta Business Suite).
• Press Check set-up - OmniBrand asks Meta (read-only) which permissions your Page's connection has and whether it can read the ad account. It also reads the ad account's currency, and a marketing message can only be saved (as a draft, scheduled or sent) once that is known: until then the composer's yellow box says Before this broadcast can be saved, OmniBrand needs the ad account's currency: press Check set-up., the Budget card says The ad account's currency is not known yet, and the Check set-up link beside each opens the Set-up card on the Marketing messages page for that Page.

Step by step: set up the Page (Owner or Admin)

1. Open Engage → Messenger broadcasts and press Open Marketing messages. If you have more than one Page, pick it under Page.
2. Under Set-up, type the Ad account ID: the number after act_ in Meta Ads Manager (act_1234567890 or just 1234567890). Press Save. Anything else (letters, or fewer than 5 digits) is not saved: the field turns red and says That is not an ad account ID. Enter the number after act_ in Meta Ads Manager (5 to 30 digits, for example act_1234567890), or leave it empty.
3. Press Check set-up. The card then shows the Ad account name, its Currency and Last checked. When everything is in place the box turns green: Ready: messages are billed to …. If Meta refused something, Meta said: … shows why.

Step by step: create a topic and ask people to subscribe

1. Under Topics, press New topic. Type the Topic title (up to 65 characters; people see it), optionally an Image link (optional) (https://), and press Add topic.
2. Press Ask people to subscribe on the topic. The subscribe request composer opens (/app/messenger/marketing/opt-in).
3. Check the Page, the topic under Send to the subscribers of and the Broadcast name (a subscribe request is not added to a campaign).
4. Optionally write Text before the request (optional) - for example what they will get and how often. The request itself is Meta's card with the topic title, image and Meta's own subscribe button.
5. Who gets it: people with an open 24-hour window, or only those in a list or segment under Only people in (optional). To ask one person, make a list with only them. People who already subscribed to this topic, or were asked for it in the last 7 days, are left out (Meta allows one request a week).
6. Look at the Preview (Desktop or Phone (375 px)) and press Run simulation: [n] would be asked, the open windows, and who is left out and why (already subscribed to this topic, were asked for this topic in the last 7 days, window closed…).
7. Pick Send now, Schedule or Save as draft and press the button at the bottom. Send now asks Send the subscribe request now?; press Send now. The request is a Messenger broadcast: follow it under Messenger broadcasts, where the list shows Opt-in request: …. It cannot be edited once saved; cancel it and make a new one. Leaving the subscribe request (or, below, a marketing message) with something typed that is not saved - a link, the sidebar, the search, a notification, Log out, reloading or closing the tab - first asks "Leave this page? What you typed here has not been saved and will be lost." Choose Cancel to stay.
8. People who tap the button appear under Subscribers within seconds.

Subscribers

• Subscribers shows [n] subscribed on this Page, and one row per subscription: the name, the topic, the country when known, Subscribed … and last message …, and the status Subscribed, Stopped or Expired. Filter by topic, by status, or Search by name; Load more shows the next ones.
• Sync with Meta (Owner or Admin) brings in subscriptions made outside OmniBrand (click-to-Messenger ads, a list upload in Meta) and refreshes expiry dates. Topics that come from Meta are marked From Meta. When Meta does not send the list, the message says Meta did not send the subscriber list. Reconnect the Page in Accounts, then try again. (or Meta stopped sending the subscriber list after [n]. … when some came in) with Open Accounts; reconnect the Page there and press Sync with Meta again.
• Each topic shows [subscribed] subscribed · [stopped] stopped · [expired] expired. Archive hides a topic from new sends (its subscribers stay); Restore brings it back; Delete is only there for a topic nobody subscribed to. A topic with subscribers keeps its title - people agreed to that title.

Step by step: send a marketing message

1. Press New marketing message (/app/messenger/marketing/new).
2. Sender: the Page, a Broadcast name and optionally Part of a campaign (optional).
3. Topic: under Send to the subscribers of, pick the topic (it shows how many subscribed).
4. Message: pick Text with buttons (the Message, up to 640 characters, and Link buttons (1 to 3)) or Card with image (Card title up to 80 characters, Card subtitle (optional) up to 80, Card image link, and Link buttons (optional, up to 3)). Each button has Button 1 text (up to 20 characters) and Button 1 link (https://), and so on. {{first_name}} and {{name}} are filled in, with a fallback like {{first_name|there}}.
5. Budget: type Most this send may cost in the ad account's currency (no currency yet? press the Check set-up link there first). Meta stops delivering when it is spent, and OmniBrand stops sending when the estimated cost reaches it - the rest are Skipped: the budget was reached. You pay only for delivered messages. A subscriber in a country that has no price on the price list is counted at the highest price on it, so OmniBrand's own stop never lets the estimate pass your budget.
6. Who gets it: by default Every subscriber of the topic; narrow it with Only people in (optional) (only those of them who subscribed to the topic get it), Leave out people in and Leave out people tagged. Always left out: people who stopped the topic or whose subscription expired, people in the EU, the UK, Japan, South Korea or Australia, anyone who got a marketing message from this Page in the last 24 hours, people who withdrew consent, and people blocked in the inbox.
7. When: Send now, Schedule (then Send at) or Save as draft. Meta asks for about an hour between setting up a send and its first message, so the first messages go out about an hour after it starts.
8. Check the Preview (Desktop or Phone (375 px)) and press Run simulation: [n] would get it, the send window and frequency caps of Settings → Messaging rules, who is left out and why (stopped this topic, subscriptions expired, are in the EU, the UK, Japan, South Korea or Australia, got a marketing message from this Page in the last 24 hours, did not subscribe to this topic …), and the Estimated cost: the price per message by country, the total, and The budget … pays for [n] of them.
9. Press the button at the bottom. Send now asks Send this marketing message now? with the number of people and the most it may cost; press Send now.

The price per message

Meta publishes no price list for these messages: they are billed like ads, per delivered message, from your budget. The estimate uses the price per country that the OmniBrand team keeps up to date; if none is set for your currency, the simulation says No price per message is set for this currency yet - Meta's own budget cap still applies. Your ad account's invoice in Meta is what you pay.

• A person in a country with no price is counted at the highest price on the list, the same way the budget stop counts them, and the simulation says [n] people are in countries without a price; the estimate counts them at the highest price on the card, as the budget stop does.

The list shows the newest 200 broadcasts. When there are more, Show older campaigns under the list loads the next 200.

Results

Click a broadcast under Marketing broadcasts (on a phone it opens full screen; All marketing messages goes back). You see the status, From, Topic, Recipients, Sent (accepted by Meta), Skipped, Failed, Still to send and Estimated spend (of your budget), who was left out when it was saved, the message, and each recipient with the time and estimated price, or why they were skipped: Skipped: stopped this topic, Skipped: the subscription expired, Skipped: Meta does not deliver marketing messages in this person's country, Skipped: already got a marketing message from this Page in the last 24 hours, Skipped: the budget was reached, Skipped: Meta said this person cannot get a message right now. While Meta prepares the send the page says Waiting for Meta: …, and each waiting recipient shows Waiting for Meta: the first marketing message goes about an hour after the broadcast starts · next try … (your time); while the broadcast is paused they show Waits for Resume: the broadcast is paused. A failure says why in your language, with Meta's own words on a second line after What the platform said:. Send now, Edit (before it starts), Pause, Resume, Cancel broadcast and Delete (only if it sent nothing) work as for Messenger broadcasts; Resume sending? also says what it can still spend: It can spend up to [amount] in all ([spent] so far), billed by Meta to the ad account [account]. When Resume would only be refused the same way (the budget's currency is not the ad account's, or Meta does not offer marketing messages in your country), Resume is not offered, the box ends Resume is off: it would be refused the same way., and Cancel broadcast is the main button.

• On a phone an open broadcast fills the page: the yellow box, Set-up, Topics and Subscribers come back when you press All marketing messages. A notification about a marketing message opens it the same way.
• The new-message page (/app/messenger/marketing/new) does the same: with no Page that can send, it names a disconnected Page in the red box ([name] is disconnected, so it cannot send broadcasts. Reconnect it in Accounts. with Open Accounts) instead of No Facebook Page connected, and while Messenger messages are coming soon a yellow note above it says Messenger: Coming soon - opening to everyone shortly. (the button then reads Open Accounts). Leaving that page with something changed - reloading, closing the tab or following a link - first asks Leave this page? What you typed here has not been saved and will be lost. Press Cancel to stay.
• When the Page is disconnected (or no Page is connected), the red box naming it (or No Facebook Page connected) is at the top and Marketing broadcasts stays below it: you can still open each broadcast, read its results and press Cancel broadcast. New marketing message, Set-up, Topics and Subscribers come back once the Page is connected.

If something goes wrong

• Paused: Meta refused this budget for the ad account, so nothing was sent or spent. Raise or remove the ad account's spending limit in Meta Ads Manager, then press Resume, or cancel this broadcast and create it with a lower budget. - Meta refused the budget when OmniBrand set up the send (usually the ad account's spending limit is lower than the budget, or the budget is under Meta's minimum); Meta's own words follow under What the platform said:. Nothing was spent. In Meta Ads Manager open the ad account's Payment settings and raise or remove the Account spending limit, then press Resume; or press Cancel broadcast and create it again with a lower Most this send may cost. Its notification says Meta refused the broadcast's budget for the ad account. …
• Paused: Marketing messages are not set up for this Page. … - add the ad account under Set-up, press Check set-up, then Resume.
• Paused: Meta's marketing messages terms are not accepted yet for this Page or ad account. … - accept them in Meta Business Suite for the Page and the ad account, then Resume.
• Paused: The ad account has no payment method. … - add one in Meta Ads Manager, then Resume.
• Paused: Meta does not offer marketing messages for this Page's or ad account's country, so it cannot be sent. Cancel this broadcast. - Meta does not support your business's country. Resume is off; press Cancel broadcast.
• Paused: The budget is in [budget currency], but the ad account bills in [account currency]. … - Resume is off; press Cancel broadcast and make a new one in the ad account's currency.
• Paused: Meta refused the messages. … with Open Accounts - marketing messages are not open yet (see the yellow box) or the Page's connection lacks their permissions; reconnect the Page under Accounts. Meta's own words follow under What the platform said:.
• Paused: [name], the account it sends from, is disconnected. Reconnect it in Accounts: Resume stays off until then. with Open Accounts - the Page was disconnected; it pauses (nothing is lost). Reconnect it, then press Resume: the box then says It paused because the account was disconnected. It is connected again: press Resume to send to the people left. While it is disconnected Send now and Resume are off. An older broadcast that stopped this way before it paused instead reads Failed: The account it sent from was disconnected, so this broadcast stopped and cannot be resumed. Reconnect the account in Accounts, then create a new broadcast for the people it did not reach.
• Someone changed this broadcast in the meantime: it is now … The page shows where it stands. - a teammate changed it just before you pressed a button; the page shows its real status.
• This Page already has a topic with that title. Use another title., People subscribed to this title, so it cannot change. … or This topic has subscribers, so it cannot be deleted. Archive it instead; … - the topic refusals, in your language.
• A person who stops the topic, or whom Meta reports as opted out, is marked Stopped and never messaged again for that topic. Someone who sends STOP to your Page in Messenger is left out of every marketing message too (their Messenger consent is withdrawn) until they send START.
• There is no test to your own account: a marketing message needs your own subscription and is billed. Subscribe from your own Messenger, put yourself in a list, and send to that list with a small budget.

Related

• Messenger and Instagram broadcasts (free, 24-hour window)
• Consent
• Lists and segments
• Campaigns
• Settings → Messaging rules