The Messenger 24-hour rule: what sellers may send, and when

Meta calls it the standard messaging window. According to Meta's Messenger Platform policy overview, it lasts 24 hours for most user actions. Inside the window, your messages may include promotional content.

One case runs longer. If the customer's first message follows a Click-to-Messenger ad, Meta says the window may last up to 7 days from that message.

Meta's policy overview lists these user actions as opening the window:

• The customer sends a message to your Page.
• The customer taps a call-to-action button, such as Get Started.
• The customer taps a Click-to-Messenger ad and then sends a first message.
• The customer starts a chat through a plugin, such as Send to Messenger or the Checkbox plugin.
• The customer taps an m.me link with a ref parameter on an existing chat.
• The customer reacts to a message.

Meta also describes private replies, where a Page can send a single message to someone who commented on its post, within 7 days. That is a separate allowance, covered in our guide to Facebook comment auto reply.

Once the window closes, a normal message is no longer allowed. Meta's policy overview lists a few exceptions, each with its own conditions:

• Human Agent allowance. A real person on your team can manually reply to the customer's message within a separate 7-day period, outside the standard window. It is for support-style replies by a person, not for automated or promotional sending.
• Message tags. Meta allows important, personally relevant one-to-one updates outside the window for a set of approved use cases. Using a tag outside its approved use cases may restrict your Page's ability to send messages. Meta updates its tags and their rules, so confirm on the official page before you use one.
• One-time notification. If the customer explicitly asks you to follow up later, your Page receives a token. Meta's policy page says the token can be used only once and expires within 1 year of creation.
• Utility messages. Templated order or account status updates and appointment or event reminders. Meta says they must not contain marketing material, and they are sent through templates set up with Meta's tools.
• Marketing messages. Meta offers a paid marketing message product on Messenger. It goes only to people who opted in, Meta charges the sending business for each message, and it is available only to tech providers whose apps have passed Meta's review, in the regions Meta lists. Availability to your Page depends on your country and your tool; confirm on Meta's page.
• Sponsored Messages. Sent through Meta's ad tools, labelled as sponsored and subject to Meta's advertising policies.

If none applies, wait for the customer to write again. That reopens the window.

The decision table follows Meta's wording. When a case is unclear, treat the window as closed and wait for the customer. That is the safe default.

Meta's policy overview says that using a tag outside its approved use cases may restrict your Page's ability to send messages. For policy problems, the Page gets an explanation by email in the Page Support Inbox. For the bot response-time rule, all Page admins are notified there too. Meta says that if the issue is not fixed within 7 days, the bot's ability to send messages may be limited.

Meta asks for answers to questions in the Page Support Inbox within 3 business days. Check that inbox regularly: it is where Meta writes to you.

1. 1Collect everything inside the window. When a buyer shows interest, take the name, phone number, full address, size or colour, and payment method in the same chat, while the window is open.
2. 2Ask permission for a later follow-up. If the buyer needs time, ask clearly whether you may message again. Their yes is what makes a one-time notification possible.
3. 3Follow up before the 24 hours end. A short reminder at hour 20 is worth more than a long message at hour 30 that you cannot send.
4. 4Use a person for the late reply. Within the 7-day Human Agent period, a team member can answer a genuine question by hand. Do not use it to push offers.
5. 5Move what Messenger does not allow to another channel. If a buyer gave a phone number for the order, a call or a message on a channel they agreed to is a separate matter. Follow that channel's own rules and the buyer's consent.

Meta's Instagram Messaging overview describes the same idea: a standard messaging window that, for most user actions, lasts 24 hours, with a longer period possible after a Click-to-Direct ad. Meta's policy overview also says some message tags are available only on the Messenger Platform and not on Instagram. Do not assume every Messenger option works on Instagram; confirm on Meta's Instagram page.

LeadRevive is our product. The Sales agent replies to buyers in Bangla, English and Banglish, and the Follow-Up agent follows up inside the messaging window, so a quiet buyer receives a reminder before the 24 hours run out. You can take over any chat from the shared inbox, and switch Autopilot off for the whole team or per agent. You remain responsible for your Page and what it sends. See the features, pricing and get started pages.