Marketing messages on Messenger
Marketing Messages (paid marketing messages)
In short
Marketing Messages are Meta's paid channel that lets a Page send promotional messages on Messenger to people who opted in (subscribers), even outside the 24-hour window. They are available today. Meta charges per delivered message on your ad invoice, allows at most 1 message per person per day per Page, and messages must be sent through the web app of a tech provider that Meta has granted access.
How Marketing Messages work
Messages can be sent outside the 24-hour window, only to people who opted in, and may contain promotional content. Every message gives the recipient an option to opt out, and if the recipient replies, a new 24-hour window opens.
Tech providers could start using them from July 1, 2025. Businesses in Thailand can use the service and can send to recipients in every country except the European Union, Japan, South Korea, Australia and the United Kingdom.
How to build your recipient list
According to Meta's FAQ, there are 3 main ways to get recipients. Opting in alone does not open a 24-hour window.
- A customer clicks a Click-to-Messenger ad and replies, and is automatically counted as a recipient
- Upload a customer list (phone numbers or emails) for Meta to match to user profiles
- Send an opt-in template in the chat
Cost
Meta charges per message delivered to the recipient and bills it through your Meta ad invoice, so you need an ad account with a payment method attached. Prices vary by the recipient's country (as of the May 1, 2026 update).
Meta does not list a per-message price in Thai baht in the documentation this page cites.
Frequency limits
You can send at most 1 message per recipient per day per Page, and since April 10, 2026 Meta blocks sends in the following cases:
- Marketing messages exceed 20% of organic conversation with that user over 7 days
- Marketing messages exceed 40% of organic conversation with that user over 1 day
- There hasn't been enough organic conversation since the previous marketing message
What sellers who broadcast should do
- Use Marketing Messages when you want to send promotions to customers past 24 hours, since Message Tags and Utility templates must not contain promotions.
- Set up an ad account with a payment method and choose a tech provider that Meta has granted access.
- Build your recipient list from Click-to-Messenger ads, customer lists, or opt-in templates in the chat.
- Keep having regular conversations with customers, because Meta blocks sends when the share of marketing messages gets too high.
- Plan for no more than 1 message per customer per day per Page.
Need to message customers who last wrote more than 24 hours ago? See sending with Facebook-approved templates
FAQ: Marketing Messages (paid marketing messages)
- Do Marketing Messages on Messenger cost money?
- Yes. Meta charges per delivered message and bills it on your ad invoice. Prices vary by the recipient's country, and Meta does not list prices in Thai baht in the documentation this page cites.
- How many Marketing Messages can I send to a customer per day?
- At most 1 message per recipient per day per Page. Since April 10, 2026, Meta also blocks sends if marketing messages exceed 20% of organic conversation over 7 days, or 40% over 1 day.
- Can shops in Thailand use Marketing Messages?
- Yes. Businesses in Thailand can use the service, but must send through the web app of a tech provider that Meta has granted access, and recipients must not be in the European Union, Japan, South Korea, Australia or the United Kingdom.
- How are Marketing Messages different from Recurring Notifications?
- Recurring Notifications was the earlier system, launched free of charge, and it ended in Thailand on February 10, 2026. Marketing Messages is the paid channel that replaced it, and existing recipient tokens and content carry over.
Sources
Last checked against Meta's documentation on September 14, 2026
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