Utility Messaging Templates (Facebook)
With the deprecation of Messenger Tags, businesses can no longer follow up with users outside the 24-hour messaging window.
🔴 Problem:
- No compliant way to re-engage users after 24 hours
✅ Solution:
- Introduction of Utility Messages
- Allows follow-ups outside the 24-hour window
- Works via approved message templates
Utility Messages are NOT to be used for Marketing Purpose as that will risk permanent ban from Meta.
Enabling Utility Messages
Connect Facebook Pages
Steps:
- Go to Facebook integration
- Connect or reconnect your Facebook page
- Grant required permissions
Required Permission
- ✅ Manage and Access Page Utility Messaging must be enabled
⚠️ If this permission is not enabled:
- Utility messages will NOT work
Creating Utility Message Templates
- Go to:
Chatbot → Contents → Utility Message Templates
Template Configuration
You can predefine:
- Variables (e.g., first name)
- Button actions
- Flow mapping
Using Utility Messages in Flows
Start Node → Send Message → Utility Template
System Behavior Summary
When User is Within 24 Hours
- Normal messaging allowed
When User is Outside 24 Hours
- Only utility messages allowed
Key Constraints & Rules
Rule | Description
24-Hour Window | Standard messaging limit
Template Approval | Mandatory
Variables | Must include sample values
Buttons Limit | Max 3
Permissions | Required for functionality
Practical Use Cases
- Order updates
- Support follow-ups
- Appointment reminders