In this guide · 7 sections
Short answer
After a customer messages your Page, you have 24 hours to send anything, including promotions. After that, a person can still reply for 7 days with the Human Agent tag, and updates must use utility templates. The old order and event tags stopped working on 27 April 2026.
What the 24-hour rule actually says
Meta's Messenger Platform and IG Messaging API policy calls it the standard messaging window. It applies to messages sent through the Messenger Platform API, which is what inbox tools, chatbots and CRMs use. For most user actions it lasts 24 hours, and messages within it may contain promotional content.
- The customer sends a message to your Page.
- The customer taps a call-to-action button such as Get Started.
- The customer starts a chat through a plugin, or taps an m.me link with a ref parameter on an existing thread.
- The customer reacts to one of your messages.
- The customer sends a first message after clicking a Click-to-Messenger ad: the window may last up to 7 days from that message.
Each new customer action opens a fresh window. The rules are about what your automated or API-connected tools can send; they also give customers the option to block or mute a business at any time.
What you can send after the window closes
Once the window has closed, Meta allows a short list of exceptions. Using a tag or feature outside its approved use can get your Page restricted from messaging.
| Option | What it allows | Limits |
|---|---|---|
| Human Agent tag | A real person replies to the customer's inquiry | Up to 7 days after the customer's message; no automated messages; needs the Human Agent permission for your app |
| Utility message templates | Order and account status updates, appointment and event reminders | Pre-approved templates; must not contain marketing |
| One-time Notification (Beta) | One follow-up the customer asked for, such as a back-in-stock alert | One message per request; token expires within a year; Messenger only |
| Marketing Messages API | Promotions to people who opted in as subscribers | Through approved tech providers; Meta charges per message; Singapore businesses eligible |
| Sponsored messages | Paid promotional messages to people with an open conversation | Messenger only, not Instagram |
Private replies to post comments are a separate case: a Page may send one message in reply to a comment or visitor post within 7 days. Our guide to Instagram DM automation rules covers the Instagram version.
Messenger vs WhatsApp: how the windows compare
WhatsApp has a similar rule with different mechanics. Meta's WhatsApp pricing documentation says that when a customer messages or calls you, a 24-hour customer service window starts, and it resets if they message again. Outside that window you can only send approved template messages, which are charged by category and country.
Messenger
- 24-hour standard window, up to 7 days after a Click-to-Messenger ad
- Human Agent tag: 7 days for manual replies
- Utility templates for updates; marketing via Marketing Messages API
Best for: Customers who find you through Facebook and ads.
WhatsApp Business Platform
- 24-hour customer service window, reset by each customer message
- Outside it, only approved templates
- Templates charged per message by category and country
Best for: Order updates, reminders and customers who prefer WhatsApp.
Our guide to WhatsApp Business API costs in Singapore explains the template categories and rates.
How to stay within the rules
Reply within 24 hours, faster if you can
Set up notifications and an away message so customers know when you will answer. Most questions are easiest to handle inside the window.
Ask for permission for follow-ups
If a customer wants a later update (stock, quote, appointment), use a one-time notification request or move them to a channel where they opt in.
Use templates for routine updates
Order confirmations, delivery updates and appointment reminders belong in utility templates, which Meta pre-approves.
Keep promotions to opted-in subscribers
Send offers inside an open window, or through the Marketing Messages API to people who subscribed. Never disguise a promotion as an update.
Label your bot
Meta recommends telling people when they are chatting with an automated service, and some places require it by law.
Do it yourself or get help?
If you answer Messenger by hand from Meta Business Suite, the main thing is replying quickly. If an older chatbot, booking tool or CRM sends messages for you, check how it handles updates since the April 2026 change.
Messenger compliance check
Many Singapore businesses move order and appointment updates to WhatsApp, where customers are already active. Our WhatsApp Notifications (S$590) sets up a WhatsApp Business API number through an official provider, submits up to three templates for approval, triggers them from your store, form or booking system, and handles opt-in for the PDPA. IT Sorted is a Singapore-based team of developers with over 10 years of experience; you pay upfront, send the brief in writing and follow progress on your order page.
Frequently asked questions
When a person messages your Facebook Page or takes certain other actions, Meta opens a standard messaging window during which your tools may send them any message, including promotions. For most actions it lasts 24 hours. After a first message from a Click-to-Messenger ad, it can last up to 7 days.
Yes, if a real person writes the reply. The Human Agent tag allows manual replies up to 7 days after the customer's message, for cases such as weekend closures or issues that take longer to resolve. It must not be used for automated messages or content unrelated to the inquiry.
No. Meta's documentation says that from 27 April 2026, API requests containing CONFIRMED_EVENT_UPDATE, ACCOUNT_UPDATE or POST_PURCHASE_UPDATE receive error code 100. Meta directs businesses to utility message templates for order and appointment updates, and to the Marketing Messages API for promotions.
Only within an open messaging window, through sponsored messages, or through the Marketing Messages API to people who have opted in as subscribers. Meta charges the business for each marketing message, and the API is offered through approved tech providers. Businesses in Singapore are on Meta's eligible list as of October 2026.
Instagram's messaging API follows the same standard messaging window concept, including up to 7 days after a Click-to-Direct ad. Some features differ: one-time notifications, sponsored messages and some tags are Messenger-only. Check the Instagram section of Meta's developer documentation for the current list.