The 24+1 rule regulates the number of Messages a Business can send to a user.

The two components of the Facebook Messenger 24+1 rule:

  1. A business may send a user as many messages as it wants within 24h of the user’s last interaction, such as clicking a Quick-reply, a button that triggers a message or types a message
  2. After the 24h, the business may send the user one more message

If the user interacts with a message within the 24h, or the one message sent thereafter, the clock starts anew and the 24h start over again.

Which pages are exempt:

Some pages are exempt from this rule and may send as many messages as they like. These include News organisations that send content related to sports, finance, business, real estate, weather, traffic, politics, government, non-profit organizations, religion, celebrities, and entertainment. Facebook may include other categories.

If you think your page is exempt, you can apply for Subscription Messaging.

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