Message tags
Message Tags
In short
Message Tags are values attached to a message sent through Meta's API that let a Page send non-promotional messages to customers outside the 24-hour window in specific cases. Since April 27, 2026, Meta's API rejects CONFIRMED_EVENT_UPDATE, POST_PURCHASE_UPDATE and ACCOUNT_UPDATE with error code 100. Sellers who used Message Tags for order updates need to move to Utility message templates. HUMAN_AGENT still works.
Message Tags retired on April 27, 2026
According to the Messenger Platform changelog (announced March 27, 2026) and the Send API documentation, from April 27, 2026 Meta's API rejects messages that use these 3 Message Tags and returns error code 100.
All 3 were only ever allowed for non-promotional content, and Meta announced back in July 2025 that Utility messages would eventually replace this group of Message Tags.
- POST_PURCHASE_UPDATE was used for receipts and shipping status updates
- CONFIRMED_EVENT_UPDATE was used for reminders about events the user registered for
- ACCOUNT_UPDATE was used for application status updates and account fraud alerts
Message Tags that still work
No Message Tag may contain promotional content, and using one outside its approved use case can get the Page restricted from messaging.
- HUMAN_AGENT lets a real human agent reply to a customer within 7 days of the customer's message
- CUSTOMER_FEEDBACK is only for sending the feedback template, within 7 days
- NON_PROMOTIONAL_SUBSCRIPTION is only for registered news Pages
Why sources give different dates
Some tools announced February 9, 2026, which is when that tool stopped supporting the tags in its own product, and Meta's FAQ once mentioned January 12, 2026. But the Messenger Platform changelog and the Send API documentation say the API stopped accepting these 3 Message Tags on April 27, 2026.
Whichever date you go by, the result today is the same: none of the 3 Message Tags can be sent through Meta's API anymore.
What to use instead
In the changelog, Meta names the alternatives: Utility message templates for status updates, and the Marketing Messages API for promotional messages.
What sellers who broadcast should do
- Check whether your current system still sends POST_PURCHASE_UPDATE, CONFIRMED_EVENT_UPDATE or ACCOUNT_UPDATE. If it does, it will get error code 100.
- Move order status, shipping and appointment reminder messages to Utility message templates.
- To send promotions to customers past 24 hours, use Marketing Messages, since no Message Tag may contain promotions.
- Use HUMAN_AGENT only when an admin is personally handling a customer's case, not for mass messaging.
Need to message customers who last wrote more than 24 hours ago? See sending with Facebook-approved templates
FAQ: Message Tags
- When were Facebook Message Tags retired?
- Meta shut down CONFIRMED_EVENT_UPDATE, POST_PURCHASE_UPDATE and ACCOUNT_UPDATE on April 27, 2026, according to the Messenger Platform changelog and the Send API documentation. The dates February 9, 2026 or January 12, 2026 seen in some sources are not when the API stopped accepting them according to Meta's latest documentation.
- POST_PURCHASE_UPDATE no longer works. How do I send shipping updates to customers?
- Use a Utility message template, which Meta supports for order updates. Fill in details such as the customer's name or order number in the template, and keep it free of marketing content.
- Does HUMAN_AGENT still work after April 2026?
- Yes, along with CUSTOMER_FEEDBACK and NON_PROMOTIONAL_SUBSCRIPTION, which have their own specific conditions. Meta only shut down the 3 Message Tags used for status updates.
- What happens if I still send a retired Message Tag?
- Meta's API rejects the message and returns error code 100. The message is not delivered to the customer.
Sources
Last checked against Meta's documentation on September 14, 2026
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