Mass Messages From Small Businesses on Messenger Are One Step Closer to Reality

Facebook is expanding its test of Broadcast Composer

Broadcast Composer Facebook

Facebook announced Wednesday that it is expanding its test of a feature allowing brands on Messenger to send mass messages.

Late last November, the social network confirmed that it was 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.

On Wednesday, Facebook said “a very small percentage of eligible small business pages” in the U.S., Mexico and Thailand will begin testing what is now called Broadcast Composer.

Pages that are part of the test group will only be able to send messages to Messenger users who have initiated conversations with then—choosing a segment of those users or all of them—and there will be a monthly cap on the number of messages that can be sent.

A Facebook spokesperson said 330 million people started Messenger conversations with small and midsized businesses for the first time in 2017, adding, “We got feedback from small businesses that they don’t have the know-how or the tech resources to build experiences on the Messenger Platform (bots) that would enable them to reach their entire audience … We will monitor the test closely to ensure that people are having a positive experience and businesses are seeing value from the test.” David Cohen is editor of Adweek's Social Pro Daily.