How To Article

How To Use Facebook Message Tags (Apr 2021)

Chris Lai
Content Writer, Respond.io
May 4, 2021

Facebook doesn’t allow you to send messages any time you want - you can only contact customers using a Message tag after 24 hours. In this article, we’ll discuss the different types of Message Tags and their use cases. We’ve prepared a step-by-step guide on how to use Message Tag. Plus, you’ll learn Facebook’s Message Tag rules, as well as the best practices when using Message Tag.

Already have a Facebook Page and want to start messaging customers? Check out our documentation for connecting your Facebook page to respond.io

Message Tag: An Introduction

How to Use Message Tags

Message Tag: Know the Rules

Message Tag: Best Practises

Message Tag: An Introduction

You can’t send Facebook messages to your customers anytime you want. To prevent businesses from spamming users after the initial conversation and encourage prompt response, Facebook only allows businesses to reply to customers within 24 hours.

However, there are many instances where businesses need to message their customers outside the 24-hour Messaging Window. For instance, following up on a complex inquiry or answering a backlog of messages accumulated over the weekend.

Here’s the good news: businesses can still contact customers after 24 hours by appending a Message Tag to the message. However, Message Tags are only allowed for a limited set of use cases.

Message Tag: Types & Use Cases

Facebook Message Tags come in four different types:

  • Confirmed Event Update
  • Post-Purchase Update
  • Account Update
  • Human Agent

Here are the use cases for each type of Message Tag: Use Confirmed Event Update Tag to send reminders or updates for events customers have registered for. For example, appointment reminders or booking confirmation.

This is a picture of different types of Message Tags. Facebook Message Tags come in four different types: Confirmed Event Update, Post-Purchase Update, Account Update and Human Agent
Types of Message Tags

Post-Purchase Update Tag is designed to notify customers of an update on their recent purchase. You can use it to send invoices, receipts, or shipment updates.

Account Update Tag is great for notifying customers of a non-recurring change to their application or account. This includes application status updates and fraud alerts.

Human Agent tag extends the Messaging Window from 24 hours to 7 days, giving you additional time to respond to complex inquiries or if you're away. The tag is currently in Beta and only available to selected CRMs like respond.io.

Now that you know what each type of Facebook Messenger Tags is used for, it's time to learn how to use a Message Tag.

How to Use Message Tags

To start using Message Tags, you need to connect Messenger to a CRM like respond.io. Here's the step-by-step guide on how to send a Tagged Message:

1. Press Send Tagged Message in the Input Bar. Please note, the button will only appear 7 days after receiving a Facebook message.

This is an image showing how to use Message Tag on fr.respond.io. First, press Send Tagged Message in the Input Bar. Please note, the button will only appear 7 days after receiving a Facebook message.
The Send Tagged Message Button

You don’t need to manually attach a Message Tag within the first 7 days because a Human Agent tag will be automatically added to your message.

2. Select an appropriate Message Tag based on the message content.

This is a picture showing how to use Message Tag on fr.respond.io. The second step is to select an appropriate Message Tag based on the message content.
Select the Most Appropriate Message Tag

3. Add a message or a Snippet by typing / in the field.

This is an image showing how to send Tagged Messages on fr.respond.io. The third step is to add text or Snippet by typing / in the field.
Add a Message or Snippet

4. Press the Send button and you're done. You can see the type of Message Tag used next to the message bubble.

This is a picture of the metadata on fr.respond.io
Message Tag Metadata

Facebook has stringent rules on how you can use Message Tags. Before you start using Message Tags, be sure to review the Message Tag rules in the following section.

Message Tag: Know the Rules

Message Tag is a great way to connect with customers outside the Messaging Window. However there are two caveats: you can't use Message Tags to send promotional content, and you can't use them outside their intended purposes.

This is an image showing the rules when using Message Tag. Message Tag is a great way to connect with customers outside the Messaging Window. However there are two caveats: you can't use Message Tags to send promotional content, and you can't use them outside their intended purposes.
Message Tag Rules

Facebook doesn't allow sending promotional content with a Message Tag. What constitutes promotional content? According to Facebook, promotional content includes but not limited to deals, offers, coupons, and discounts.

To send promotional messages outside the Messaging Window, you should use Sponsored Messages instead. Sponsored Messages is a paid service designed for a marketing use case.

Each Message Tag is designed for a specific use case. It’s against Facebook Messenger Policy to use Message Tags for other unintended purposes. For instance, Account Update Tag cannot be used for recurring content such as card statement is ready.

Keep in mind Facebook enforces these rules strictly. A violation can result in a temporary or even a permanent ban on Message Tag usage.

What Happens If You Violate Message Tag Rules

Facebook may restrict your ability to use Message Tag if you send promotional content, or use Message Tags outside their intended purposes. In our experience, Facebook will provide a warning first before restricting Message Tag usage.

As far as we know, there are 4 levels of sanctions imposed by Facebook:

  • 1-day ban
  • 3-day ban
  • 7-day ban
  • Permanent ban

The sanction will likely be based on the severity of the violation, rather than how many times you break the rules, For instance, you may get a 7-day ban for sending promotional Tagged Messages to 100 customers, even if it's only your second offense.

This is an image of Message Tag Ban Notifications in the Page Support Inbox. If your Page is banned from using Message Tag, you'll receive a notification in the Page Support Inbox. To access the Page Support Inbox, go to your Facebook Page and select Settings on the left sidebar. Then, click Page Support Inbox.
Message Tag Ban Notifications in the Page Support Inbox

If your Page is banned from using Message Tag, you'll receive a notification in the Page Support Inbox. To access the Page Support Inbox, go to your Facebook Page and select Settings on the left sidebar. Then, click Page Support Inbox.

What You Can Do After a Message Tag Ban

It depends on the penalty you received. If the ban is temporary, wait it out. Facebook doesn't give specific reasons as to why you get banned. So you should look for the offending content in your Tagged Messages to avoid making the same mistake.

Facebook rarely bans someone permanently from using Message Tags, except in cases of serious violations. But if it happens, you can appeal by clicking on the link in the notification. Click here for tips on how to write an effective appeal.

This is a picture of the Message Tag Ban Appeal Form. Facebook rarely bans someone permanently from using Message Tags, except in cases of serious violations. But if it happens, you can appeal by clicking on the link in the notification.
Message Tag Ban Appeal Form

There's no guarantee that your appeal will be successful. This means you could be permanently banned from using Message Tags. Our advice? Stay compliant with Messenger Platform Policy to avoid getting banned in the first place.

Message Tag: Best Practises

To help you stay compliant, we've put together a list of the dos and don'ts when using Message Tags.

Review the Approved Use Cases

When using Message Tags for the first time, familiarize yourself with the allowed use cases for each Message Tag. The examples in the Facebook documentation will give you an idea of what's allowed and not allowed.

Don't Send Several Tagged Messages In One Go

Sending a few Tagged Messages in a row can look like spamming & trigger a ban. In fact, we've seen customers getting banned for sending three consecutive Tagged Messages. Send everything in one Tagged Message instead of splitting it.

Push the Envelope Slowly

Sometimes it’s hard to tell if your message content is against Facebook Messenger Platform Policy. Experiment with your Tagged Message by sending it to a small number of customers. If it doesn't trigger a ban, you can send the Tagged Message to more users.

When In Doubt, Use SMS, Email or WhatsApp API

If a message doesn’t match any of the Tags, don’t risk it. Use an alternative Channel like SMS, email or WhatsApp API to contact your customers.

Further Reading

And that’s everything you need to know about Facebook Tag in Messenger. If you're getting started with using Facebook Business Chat we recommend you read these three articles.

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