Facebook Is Testing a Way for Brands to Send Mass Messages via Messenger

Businesses sending out mass messages via Facebook Messenger? It’s being tested

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Businesses sending out mass messages via Facebook Messenger? It’s being tested.

Facebook confirmed to Social Pro Daily that it is conducting an internal test of Messenger Broadcast, which was initially spotted by Twitter user @phwd and shared by The Next Web director of social media Matt Navarra.

The social network would not provide any further comment to Social Pro Daily, but in examining the screenshots that @phwd shared with Navarra, it appears that messages composed via Messenger Broadcast contain the following elements:

  • A welcome message.
  • The main message, which can be image and text, video and text or text-only. (The recommended image size is 1,200 pixels by 628 pixels.)
  • A message title.
  • A message subtitle.
  • A call to action in the form of a suggested reply.

The bottom of the screenshot of the Messenger Broadcast shared by Navarra via @phwd says under Audience, “Your broadcast reaches seven persons for free,” potentially indicating that businesses can opt to pay in order to boost that figure.

Facebook vice president of messaging products David Marcus said in announcing the expansion of sponsored messages to more advertisers earlier this month, “People using Messenger shouldn’t worry about getting spammed, because the starting principles still remain: Businesses can’t send a sponsored message to threads that weren’t previously opened by their customers or prospects, and users have full control to block messages or people/businesses they no longer want to hear from.”

It’s a safe assumption that the same restrictions will apply to Messenger Broadcast, should the feature ever officially launch.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.