Quick answer: Meta has ended Marketing Messages (also called recurring notifications) on Messenger, and follow-up systems built on scheduled promo DMs will break. Brands now need cleaner opt-ins, fewer promos, and a multi channel follow up plan using Email, WhatsApp, and Ads retargeting.
Marketing Messages on Messenger were used to send promotional follow ups to users who opted in, like “weekly offers” or “new drop alerts.” Meta discontinued this capability (and tightened how often you can message subscribers), so the old “broadcast style” follow up is no longer a safe growth lever.
If your funnel was: Lead opt in → automated Messenger promos → repeat follow ups, you will feel the impact immediately.
Meta has been pushing messaging quality and user control more strongly. Too many brands were using recurring notifications like spammy broadcasts, which hurts user experience and increases block rates. The direction is clear: fewer promos, more relevance, more consent, and more spacing between messages.
You are most affected if you use Messenger for:
If Messenger was your main retention channel, you need an alternative path.
You do not need to “replace Messenger with one thing.” You need a simple stack:
This keeps you compliant and still drives conversions.
Use this as your action plan for the next 7 to 14 days.
List every flow that sends scheduled promos on Messenger:
Instead of “Get offers on Messenger,” shift to:
Lane A (High intent): WhatsApp + call booking
Lane B (Medium intent): Email nurture + retargeting ads
Messenger is still useful when users start the conversation. Use it for:
If you still want Messenger engagement, do not broadcast. Use content that invites replies:
Promos should be:
Track:
| Channel | Best for | Risk level | Speed | Cost |
| nurture, education, long term retention | low | medium | low | |
| high intent leads, quick conversions | medium (needs clear opt in) | fast | low to medium | |
| Retargeting Ads | re engaging warm leads at scale | low | medium | medium |
| Messenger (non broadcast) | support, enquiries, user driven chats | medium | fast | low |
If you are a Pune based brand (or selling into Pune), keep it simple:
This is exactly how you protect deliverability and still keep conversions moving.
Kodo Kompany supports businesses in Pune and nearby markets, and also works with brands across India through remote delivery for strategy, ads, and automation.
Kodo Kompany
Marisoft IT TechPark Tower 3, East Wing, Marigold premises, Kalyani Nagar, Pune 411014
Phone: +91 79068 34637
Email: marketing@genzsoln.com
If your Messenger follow ups have dropped after the February 2026 change, book a quick audit with Kodo Kompany (Pune). We will map your old flows and rebuild them using Email, WhatsApp opt ins, and retargeting.
It was a way to send promotional follow ups to users who opted in, often used like recurring notifications.
No. Messenger still works well for user initiated chats, support, enquiries, and reply based flows. Only the recurring promo style approach is the main issue now.
Email for nurture plus retargeting ads for re engagement, and WhatsApp for high intent leads who clearly opt in.
Send fewer promos, segment your audience, always keep opt out easy, and focus on helpful messages that match what the user asked for.
April 23, 2024