Meta Updates Messaging Feature for Brands to Send Promotional DMs

Meta has updated its customer re-engagement messaging option, allowing brands to send ongoing promotional DMs to users. The feature enables more integrated DM promotions, with connection through to a specific deal or catalog listing. Brands can personalize messages for each customer and use advanced tracking metrics to measure the impact of their DM outreach. However, there are limits on how many messages a business can send to avoid spam.

Meta has introduced an enhanced version of its Marketing Messages on Messenger feature, designed to help businesses maintain ongoing relationships with customers through promotional messaging. This update, launched on July 1, 2025, aims to address the common challenge businesses face in keeping customers engaged after initial interactions [1].

The new feature enables businesses to send personalized updates and offers to subscribers who have opted-in to receive such communications. According to Meta's developer documentation, businesses can leverage existing customer relationship management lists, custom audience lists, or advertisements that direct users to Messenger conversations to re-engage customers [1].

Key functionalities of the enhanced Marketing Messages on Messenger include:

1. Personalized Messaging: Businesses can write freeform messages for each customer or broadcast one message to everyone for scale, allowing for tailored communication strategies.
2. Advanced Tracking Metrics: Down-funnel analytics help businesses understand the value of messaging and inform their broader marketing strategies.
3. Subscriber Management: The system provides tools for adding customers to re-engagement lists and creating targeted messaging campaigns.
4. Global Availability: While the API is available globally for tech providers, business usage is currently restricted to specific countries, including Australia, Brazil, Chile, Colombia, Hong Kong, India, Indonesia, Israel, Malaysia, Mexico, New Zealand, Peru, Philippines, Saudi Arabia, Singapore, Taiwan, Thailand, UAE, USA, and Vietnam [1].

Meta has partnered with technology providers such as Pancake and Smartly to integrate the marketing messages functionality into their platforms, allowing them to offer messaging capabilities to their business clients without developing the infrastructure independently [1].

The launch of enhanced marketing messages aligns with Meta's broader strategy of expanding its business messaging tools across Messenger and WhatsApp platforms. This move reflects the growing trend of conversational commerce, where messaging platforms are increasingly becoming venues for business interactions [2].

References:
[1] https://developers.facebook.com/blog/post/2025/07/02/re-engage-customers-with-marketing-messages-on-messenger/
[2] https://ppc.land/meta-launches-enhanced-marketing-messages-on-messenger-for-business-customer-retention/