Meta’s Messenger is evolving into a powerful customer service tool for brands, introducing “utility messages” designed to enhance post-purchase interaction and customer engagement. This new feature allows businesses to send non-promotional, pre-approved updates to customers via Messenger, fostering stronger relationships and improving the overall after-sales experience.The utility messages are categorized into three key types: purchase updates,event confirmation updates,and account updates. These messages can be personalized with specific details such as customer names, event dates, and other relevant information, ensuring a more direct and human interaction. Crucially, Meta emphasizes that these messages are strictly for informational purposes and cannot be used for promotional content, thereby respecting user privacy and preventing spam.
This update offers notable advantages for customer care on Messenger. Brands can leverage these notifications to reduce post-purchase abandonment, boost customer satisfaction, and build lasting relationships by providing a seamless and attentive experience. The aim is to create a continuous dialog that is obvious and personalized,without turning direct messages into another advertising platform.
Currently, automatic messages for event and purchase confirmations are live on Messenger in the Philippines, Thailand, the United States, and Vietnam. Meta plans to roll out this functionality to other countries in subsequent phases, making it a standard feature for all businesses operating on the platform. As the use of private messaging between users and brands continues to grow, Meta’s strategic move to enable these utility messages positions Messenger as an even more effective channel for essential brand-to-customer communication.
