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Why newsrooms are getting ‘special treatment’ in Messenger

As of March 2020, newsrooms will be the only type of page allowed by Facebook to automatically send out content on a recurring basis using the Messenger platform. It’s a really BIG deal. Here’s why:

Originally rolled out as Facebook Chat, the Messenger app now boasts a wide range of capabilities including a variety of ways for brands to connect directly to consumers. For a while, business pages were allowed to use Messenger to send routine updates to customers – such as promotional emails – inside Messenger. However, as of this policy change only newsrooms are allowed to use the Subscription Messaging feature.

Subscription Messaging is the ability for a Facebook page to send non-promotional content on a recurring basis using the Messenger platform. These messages must contain non-promotional, news-related content and the recipients must have opted-in to subscribe.

Facebook

The Messenger permissions change means only Pages that are registered with the Facebook News Page Index (NPI) will be allowed to use Subscription Messaging going forward. When used correctly, this allows news publishers (and only news publishers) to send regular news updates to their Messenger contacts similar to an email newsletter or daily news digest.

NOTE: This permission is only available for registered news Pages and those already registered don’t need to apply for the permission again. But, if you haven’t already, register your Facebook Page now!

#TeamSND

Need help with the technology? We’ve got you covered. Social News Desk is already piloting a Messenger Experience feature that allows newsrooms to seamlessly and automatically send daily digests of news content and breaking news push alerts using the Subscription Messaging feature inside Messenger. The feature will be available later this month right in your Dashboard and at NO extra cost!

We know you’re just as excited as we are! Reach out if you have any questions at support@socialnewsdesk.com

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Savannah Cokeroft

Head of Client Success
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