3.03 What are the WhatsApp/Facebook Policies for 24 hour limit

3.03 What are the WhatsApp/Facebook Policies for 24 hour limit

Morph.ai is very cautious when it comes to abiding by the Facebook/WhatsApp Compliances. We strictly follow Facebook/WhatsApp guidelines for both Announce and Workflows. 

Facebook lays specific rules that need to be followed while sharing promotional content on the bot, without users consent. WhatsApp doesn't allow any promotional content to be shared with user.

WhatsApp - Post session messages

Post-Session messages are pre-approved by WhatsApp to control spam. Brand can only send approved templates. To create a template for approval go to Chat Flow > Message Templates and create a WhatsApp Post session template. Some more info about post session messages:

  • Personalised: Post-session messages can be dynamic i.e. they can have parameters like user-name or ticket id which can be specified per user. Eg. "Your order {{order_id}} for a total of USD {{2}} is confirmed. The expected delivery is {{3}}."

  • Supported Types: Brand can only send text messages as Post-Session messages. Any media, location or contact is not supported.Text messages can contain links, formatting, and emojis

  • Cost: Post-session messages have extra cost per message. The price is country based. You can find the complete list here.


If any user engages with the non-promotional content by replying to your bot, that resets the 24 Hour window
Here are some of the top categories for post session messages.


Title

Description

Example Use-cases

Account Update

Notify the message recipient of a change to their account settings.

Profile has changed, Preferences are updated, Settings have changed, Membership has expired, Password has changed

Payment Update

Notify the message recipient of a payment update for an existing transaction.

Send a receipt, Send an out of stock notification, Notify an auction ended, Status on a payment transaction has changed

Personal Finance update

Confirm a message recipient's financial activity.

Bill-pay reminders, Scheduled payment reminder, Payment receipt notification, Funds transfer confirmation or update, Other transactional activities in financial services

Shipping Update

Notify the message recipient of a change in shipping status for a product that has already been purchased,

Product is shipped, Status charges to in-transit, Product is delivered, Shipment is delayed

Reservation Update

Notify the message recipient of updates to an existing reservation.

Itinerary changes, Location changes, Cancellation is confirmed, Hotel booking is cancelled, Car rental pick-up time changes, Room upgrade is confirmed

Appointment Update

Notify the message recipient of a change to an existing appointment-

Appointment time changes, Appointment location changes, Appointment is cancelled

Transportation Update

Notify the message recipient of updates to an existing transportation reservation.

Flight status changes, Ride is cancelled, Trip is started, Perry has arrived

Ticket Update

Send the message recipient updates or reminders for an event for which a person already has a ticket.

Concert time changes, Event location changes, Show is cancelled, A refund opportunity is made available

Issue Resolution

Notify the message recipient of an update to a customer service issue that was initiated in a Messenger conversation, following a transaction.

Issue is resolved, Issue status is updated, Issue requires a request for additional information

Alert

Notify the message recipient of something informational

Business hours/hours of availability times


Reasons for Rejection

If your template(s) have been rejected, it may have been for one of the following reasons:

  1. Template(s) are considered promotional
    1. Advertising, marketing, or promotional messages are not permitted. Below are some examples:
      1. Offering coupon codes and/or free gifts
      2. Up selling. Example:
        1. “Here is your boarding pass, with seat assignment and gate information. If you would like to save 10% on your in-flight dinner, order your meal through our app.”
      3. Cold call messages. Example:
        1. “Is now a good time to talk?”
        2. “Thank you for your interest, can we speak now?”
        3. “I tried contacting you but you weren't available. When are you free?”
      4. Sending a survey or poll to collect data. Example:
        1. “Hi, we're interested in knowing how you feel about certain food groups. Do you mind participating in a survey?”
      5. Inclusion of certain words or phrases that make the template promotional (even though the content of your template may be fine).
        1. Tip: Think about how your template sounds when read out loud.

    2. Templates with floating parameters (i.e., lines with just parameters and no texts). Please surround the parameters with information so it's clear as to what will be inserted. In the below, we're referring to {{3}} and {{4}} as the floating parameters.
      1. Example:
        1. --
        2. TICKET NO: {{1}}
        3. PASSENGER NAME: *{{2}}*
        4. --
        5. {{3}} - {{4}}
        6. --

  2. Formatting is incorrect
    1. Templates with spelling mistakes will be rejected.
    2. Make sure to use parameters like {{1}}, {{2}}, etc. and include the correct number of curly brackets: 2 on the left side of the number and 2 on the right side of the number. Find out more about formatting in the WhatsApp Business API Guidelines

  3. Templates contain potentially abusive or threatening content
    1. Examples
      1. Templates that threaten customers with a legal course of action will be rejected.
      2. Templates that threaten to add customers to a WhatsApp group with their friends and family to shame them if they don't pay back their loans will be rejected.
In addition to the above, please consider the following to accelerate the approval process.
  1. Make your template name clearer. Instead of using a name like "template_014," use "bus_ticket_details"
  2. Remember that someone outside of your business will be reviewing your templates. Providing more clarity give reviewers more context around how the template will be used
  3. If you need to write a template to re-open the 24-hour window, we would suggest starting with some mention of the previous thread. Examples:
    1. “I'm sorry that I wasn't able to respond to your concerns yesterday but I’m happy to assist you now. If you’d like to continue this discussion, please reply with ‘yes’”
    2. “I was able to do some follow-up based on our previous conversation, and I’ve found the answer to your question about our refund policy. If you’d like to continue our conversation, please say ‘yes’”

Facebook - Post session messages 

If you’re sending promotional updates to the users Facebook, it is extremely important to abide by the 24 + Bonus message rule and Morph.ai provides different message types that correspond to each scenario.
  1. Update within 24 hours - In the first 24 hours of a user opting in to messaging, you can send as much promotional or non-promotional stuff , keeping in mind the user experience. Bombarding a user with too many follow ups and updates may irritate the him/her resulting in bad user experience.
  2. Bonus message 1st after 24 hours - After 24 hours are up, you can send a only one (bonus) promotional follow up
  3. Message after 24 hours - After 24 hours are up you can send as much non-promotional stuff as you want.You will also need to select the message purpose from the complete list of allowed messages on bot after 24 hours as shown below:


If any user engages with the non-promotional content by replying to your bot, that resets the clock!

You’re then allowed unlimited promotional content for another 24 hours when you experience an engagement with the user.

For more details on Facebook 24 hour limit policies, you can check out the link - Policies Overview


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