Marketing Messages

Admin feature

Marketing Messages are paid Messenger campaigns that re-engage people who opted in — promotions, offers, or updates. Meta only charges for each message it delivers. The whole flow is three steps, one per tab: Subscribers, Message templates and Campaigns.

Do these first

This only works once you have finished the following:

1
Connecting Facebook Pages: Marketing Messages runs on a connected Facebook Page.

Key terms

Subscriber: : Someone who opted in to receive the Page marketing messages on Messenger. Campaigns can only send to this list.
Direct send: : A send you trigger yourself, choosing the recipients, rather than letting Meta distribute on a schedule like an ad.
Custom Audience: : A customer list (emails or phone numbers) you upload and Meta matches, tied to one specific ad account.

Three tabs, three steps

Everything in Marketing Messages lives in three tabs on the sidebar. Work them in the natural order: get subscribers → build a template → create a campaign to send.

The Overview page: quick stats, ad-account performance and the setup checklist.

Subscribers — build and manage the list of people who opted in. A campaign can only send to this list.
Message templates — author reusable Messenger content. When you create a campaign you just pick a saved template.
Campaigns — set the budget and ad account, choose recipients, then send. Performance insights sync back from Meta.

Where subscribers come from

Subscribers are the people who opted in to your marketing messages. The three tiles count them by status — Active (sendable), Stopped (opted out) and Expired. “Sync from Meta” pulls the latest list Meta holds for the Page. The source column shows where each person came from:

The Subscribed tab: counts by status, and each person’s source.

Opt-in — the person tapped to agree from an opt-in request.
Automatic / manual invite — you sent a “Get messages” request into a conversation and they agreed.
Click-to-Messenger ad — the person messaged the Page from an ad and opted in.
Uploaded list — you upload emails or phone numbers and Meta matches them.

Note: The scope rule matters: subscribers from invites and click-to-Messenger ads are tied to the Page, so any campaign — any ad account — can reach them. Subscribers from an uploaded list (Custom Audience) are tied to the exact ad account that uploaded them, and can only be reached when the campaign is billed to that same account.

Growing the subscriber list

There are a few ways to grow the list, all under the Grow tab.

The Grow tab: the automatic request, the thank-you, and the invite template with a live preview.

1
Turn on “Send request automatically”.
Every new customer who messages the Page automatically gets an opt-in request in your invite template — no one has to send it (at most once every 30 days per person).
2
Write the opt-in invite.
Set the title, image and button style; the panel on the right previews the exact card. It is used for both automatic and manual invites. Meta writes the description and the button text.
3
Turn on the thank-you message (optional).
Sends a thank-you the moment someone subscribes.
4
Invite by hand in an open conversation.
When you want to invite a specific person you are chatting with, send the request straight into that conversation (it reuses the invite template above).

Tip: People from click-to-Messenger ads become subscribers automatically — nothing extra to set up.

Note: If you leave automatic sending off, Meta may still send a default opt-in request on its own (typically around 48 hours after the customer messages), but in the default Meta copy — not your brand. Turn it on to send immediately in your own words.

Uploading a customer list (CRM)

Already have a CRM list? Upload it to turn existing customers into subscribers.

The Upload a customer list tab, managed per ad account.

1
Pick the ad account that will own the list.
2
Upload a CSV with an email or phone column.
Up to 10,000 rows per file; download the sample to match the format.
3
Wait for Meta to match, then click Sync from Meta.
Meta matches anonymously against Facebook accounts — it needs at least 100 matches and can take minutes to hours. Because it is anonymous, you only see an estimated count, never individual people.

Note: An uploaded list is tied to the ad account you chose. To message it, the campaign must be billed to that same ad account.

Message templates: write once, reuse

A campaign always sends one specific piece of content. Templates let you author it once, reuse it across campaigns, and preview exactly what the customer receives. A campaign keeps a copy of the template, so editing it later never changes messages already sent.

The two template formats: content card and plain text.

Content card — an image, title, subtitle and a link button. It stands out in the inbox and suits promotions with an image.
Plain text — text only. Lighter and more personal, like an ordinary message.

Tip: The preview updates as you type — and you can check both the light and dark appearance a customer phone might use.

Creating a campaign and its budget

A campaign holds the budget, ad account and schedule on Meta. You decide when to send and who receives it.

The new-campaign form: ad account, template and budget type.

1
Name the campaign.
An internal name so you recognise the campaign in the list — customers never see it.
2
Choose the ad account.
This is what Meta bills, and it also decides which list can run: a CRM list can only be sent when the campaign is billed to the exact account it was uploaded under.
3
Pick the message template.
The preview shows exactly what subscribers receive.
4
Choose the budget type and enter the amount.
Meta requires exactly one budget type. The amount is in the account currency smallest unit (dong for VND, cents for USD).

Daily budget — an average per-day spend, no end date, runs until you stop it. Some days can go up to 75% higher as long as the week (Sun–Sat) stays under 7× the daily budget. It is an average, not a hard daily cap.
Lifetime budget — a total for the whole campaign, with an end date. Hitting the cap stops sending, or it ends after 30 days.

Tip: Either the budget cap or the end of the schedule stops the campaign. Example: a $100 lifetime budget over 5 days at about $1 per message — if by day 4 you have spent the full $100, the rest is not sent; by day 6 it stops even with recipients left, because the schedule has ended.

Note: You need at least one message template before you can create a campaign. The form has a “Manage templates” link so you can create or edit one without leaving the page.

Sending: you choose the recipients

A Messenger campaign here does not distribute on a schedule like an ad — every send is a “direct send” you trigger. Open the campaign, click “Choose your subscribers”, pick a recipient group and send. Meta charges the campaign budget for each message delivered. There are four ways to choose:

The four ways to choose recipients for each send.

All eligible subscribers — everyone eligible on the Page.
By subscription source — pick one or more sources (invite, ad, uploaded list…).
By conversation tag — only subscribers whose contact carries the tag (ad opt-ins who never messaged fall out).
A specific customer list — one uploaded Custom Audience (must be on the campaign ad account).

Tip: Already sent once? Use “Send to the rest” to reach only new or newly-eligible people — no one is messaged twice. Anyone messaged in the last 12 hours is skipped automatically too.

Tracking campaign performance

The campaign page shows insights synced from Meta; click “Refresh insights” to update.

The campaign page: Meta insights, budget, and per-recipient status.

Delivered / Read / Link clicks with their rates.
Spend and cost per delivery or per click.
The recipients block counts each status (sent, delivered, read, skipped, failed, pending) and lists the outcome for each person.
If the campaign has a Meta Pixel attached, the Conversions block shows conversions and ROAS.

User Guide