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Meta tillkännager "återkommande meddelanden" för affärsmeddelanden, en betydande förändring i sin plattformsmetod

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Meta Announces 'Recurring Notifications' for Business Messaging, a Significant Shift in its Platform Approach

This is an unusual switch up in Meta’s business messaging rules.

This week, at its first-ever ‘Conversations’ messaging conference, Meta announced ‘Recurring Notifications’ on its Messenger Platform, which will enable businesses to send ‘proactive, automated messages, to people who have opted in to receiving them’.

As you can see here, businesses will soon be able to send recurring notifications to users that opt in, with the upfront prompts outlining the frequency of messages that they’ll likely receive if they choose to get them.

Businesses will be able to send sales notifications, updates, newsletters – pretty much whatever they like, with the frequency options ranging from daily to monthly, ‘so businesses can reach customers at any moment in their journey’.

Which is pretty much the exact opposite of how Meta has run its messaging platform this far, with strict limits on how many times a business can message users, even if they’ve opted in.

Som förklarat av Hootsuite:

“Businesses can only contact someone after receiving a message from them first. Once you’ve received a message, you have 24 hours to reply. After that, Facebook used to let businesses send one message. But as of March 4th, 2020, that option will be gone. Beyond that, the only remaining option is to send a Sponsored Message. These ads can only be sent to existing conversations.”

Annons

Indeed, in Meta’s Messenger Platform and IG Messaging API Policy Overview, it explains that:

"Businesses will have up to 24 hours to respond to a user. Messages sent within the 24 hour window may contain promotional content.”

Brands can then use its ‘One-time Notification’, which enables businesses to send one follow-up message after the 24-hour messaging window has ended. But Meta has been very careful about allowing businesses to potentially overuse its messaging API, for fear of them spamming their device to notifications hell, through random promotions and alerts that could quickly become very annoying.

It seems that Meta is no longer as concerned about this, and with users having to opt in, with a clear overview of how many messages they can expect if they do, that looks like it’s now enough for Meta to be fine with letting brands unleash in your DMs, if you allow them.

And there’s good reason for this – money.

“Recurring Notifications is a new, optional premium feature that we intend to charge businesses for in the future. It is currently available to all businesses using Messenger Platform as part of a free trial period. We currently charge businesses to send messages from the WhatsApp Business API and we’re listening to customer feedback to guide decisions on our pricing model.

After struggling to find an adequate means to monetize its messaging platforms, Meta seems to have settled on charging businesses to use its messaging tools – though when it will start charging, and how much it will cost to use such, is still not clear.

Meta’s keeping this all in-house for now, in the hopes that brands will start using these new business messaging features, and build a reliance on them, before it brings in costs. Once businesses are getting results from these features, it will be harder for them to say no, and Meta could bring in a lot more revenue from its messaging platforms, very quickly.

Annons

This is a key focus for developing markets, where WhatsApp, in particular, is already a key connection platform. If Meta can get more businesses even more reliant on WhatsApp, with new business tools like this, and its new WhatsApp Cloud API, that will bring in a whole new range of brands that will need to keep paying Meta to support their business initiatives.

Meta’s keeping the timing under wraps because it doesn’t know when it will see optimal take-up of these new options, but it likely has a threshold in place for when it pushes the button and rolls out charges for the various elements.

It’s the old honey trap technique – lure businesses in with offerings they can’t refuse, then increase the costs, when they’re already stuck in the trap.

And it could work, with these new options providing valuable functionality that will help many businesses build on its messaging platforms.

But it’s interesting to note the shift in ethos here, and how Meta will bend its own rules if it sees benefit.

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with de Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download här, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

Annons
Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report här.

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