Broadcast by Facebook Marketing Messages

Broadcast by Facebook Marketing Messages

By using paid Facebook Marketing Messages, brands can re-reach potential customers on Messenger to increase engagement and recover inactive users.

Please ensure your Meta Business Manager is fully integrated into the system before you start using this audience broadcast feature. Check for more info.

1. You can select audience segments that have completed the matching process under Facebook Marketing Audience.

2. Once an audience is selected, the system will display the total number of matched users within that segment.

3. Regarding the messaging fees incurred from Facebook broadcasts, please refer to your Meta Ads Manager. As of now, Meta has not issued any official announcements regarding the specific billing mechanism.

This audience count does not represent the final number of successfully delivered messages. Furthermore, a segment must contain at least 100 matched users to be selectable.

Broadcast setting - Facebook

For Facebook broadcasts, you must also specify the Message Type.

For a comparison between Message Tags and Marketing Messages, please refer to the Omnichat Blog article.

Categories and Definitions of Facebook Message Tags

• Marketing Messaging: Use audience segments that have been uploaded and matched within Meta Business Manager to send broadcasts. This allows for the delivery of promotional content.

Selecting a Marketing Message will trigger the 'Ad Message Budget Settings' screen. The budget range is a Meta-provided estimate; please check the 'Broadcast Details' after completion for the actual final cost. Furthermore, these fees are billed directly to your linked Facebook Ad Account, not to Omnichat.

Meta does not allow for a designated sending sequence. In cases of insufficient budget, messages are delivered to users at random, not based on specific attributes like account creation date or engagement history.

• Standard Messaging: Restricted by Facebook’s 24-hour policy. You can only send messages to customers who have interacted with your Page within the last 24 hours. Promotional content is allowed within this window.

• Confirmed Event Update: Send notifications to customers who have registered for an event or purchased tickets. Examples: class/event reminders, booking confirmations. Condition: Not restricted by the 24-hour window, but must be non-promotional.

• Post-Purchase Update: Send updates related to a customer’s recent purchase. Examples: shipping status updates, order status changes. Condition: Not restricted by the 24-hour window, but must be non-promotional.

• Account Update: Send updates regarding a customer’s account settings. Examples: application status changes, alerts on suspicious account activity. Condition: Not restricted by the 24-hour window, but must be non-promotional.

Restrictions and Compliance

Policy Restrictions: Except for "Marketing Messages" and "Standard Messaging," other Message Tags—specifically Confirmed Event Update, Post-Purchase Update, and Account Update—must not be used to send promotional content. This includes, but is not limited to, promotional offers, coupons, and discounts.

System Protection Mechanism: Our system automatically detects whether your broadcast content complies with Facebook Messenger’s regulations. If a violation is detected, the system will automatically block your ability to broadcast using Message Tags. This safeguard is designed to prevent your Page from being flagged by Facebook for misuse, which could otherwise lead to your Page being restricted from sending any further messages.

Facebook Messenger Policy

Once a customer sends a message to your Facebook Page:

• Within 24 Hours: You can send unlimited broadcast messages to the customer, and the content can be promotional in nature.

• After 24 Hours (Anytime): You can only use "Message Tags" to send non-promotional messages. Improper use may result in your Page being restricted from sending messages.

For more details, please visit: https://developers.facebook.com/docs/messenger-platform/policy/policy-overview/

Facebook Broadcast FAQ

1. Possible Reasons for Marketing Message Delivery Failure

   1. Triggering Meta’s Frequency Cap (F-Cap) mechanism. This is the most common and uncontrollable factor, as it relates to the user's overall message reception status across the entire Meta platform.

   2. The user has not opted in or has unsubscribed from messages.

   3. Insufficient budget causing Meta to suspend part of the broadcast campaign.

   4. The user has blocked the Facebook Page or adjusted their Messenger settings to refuse business messages.

   5. Broadcast cooling period: A single customer can only receive a Marketing Message once every 12 hours.

Explanation of the F-Cap Mechanism (The Primary Reason for Decreased Delivery Rates)

Simply put, Meta imposes restrictions at the platform level, blocking all businesses from sending an excessive number of Marketing Messages to the same user within a short period of time.

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F-Cap (Frequency Cap) is a restriction mechanism designed by Meta to prevent users from being overwhelmed by excessive marketing messages.

This mechanism has several key characteristics:

• User-centric: It is calculated per "User," rather than per Page or Brand.

• Platform-wide: The calculation covers all business brands across the platform (i.e., "Marketing Messages ÷ Organic Threads").

• Rolling Window: It utilizes a "Rolling Window" approach, meaning there is no fixed reset time.

When a user receives too many Marketing Messages within a short period, or lacks sufficient organic engagement, the system automatically restricts them from receiving further marketing messages, resulting in the messages being blocked.

Currently, the primary restriction rules include the following three (hitting any of these may lead to delivery failure):

• Weekly Cap: Within the past 7 days, the user's "Marketing Messages ÷ Organic Threads" ratio is ≥ 20%.

• Daily Cap: Within the past 1 day, the user's "Marketing Messages ÷ Organic Threads" ratio is ≥ 40%.

• Minimum Organic Threads: There must be sufficient organic conversation behavior (such as user replies or proactive interactions) between two Marketing Messages; otherwise, subsequent messages may be blocked. (The specific definition of "sufficient" has not been disclosed by Meta).

Important Supplementary Notes

• F-Cap is calculated platform-wide: The broadcasting behavior of other brands toward the same user will directly affect whether that user can receive your messages.

• Even if your own brand's sending frequency is low, a user may still be restricted due to a high volume of messages received from the platform as a whole.

• When a message is blocked due to F-Cap, an immediate retry will generally not succeed. You must wait for the user to initiate new interactions or for the time window to reset naturally.

• When broadcasting via "Facebook Marketing Messages," it is not possible to identify specific failed recipients or the exact reasons for failure. For other broadcast methods, you can view the list of failed users and the specific reasons under "Broadcast Details > List."

Conclusion

The delivery rate of Marketing Messages cannot be guaranteed at 100%, as occasional non-delivery is a normal result of Meta’s platform mechanisms.

We recommend enhancing organic engagement to improve your overall delivery performance.