“People want to talk to businesses the way they talk to friends,” Meta’s Adith Iyer said recently. And, honestly, he’s not wrong—most of us have messaged a brand, gotten what we needed, and then the conversation just fizzled out. Meta’s new move is supposed to change that. On July 1, 2025, they quietly launched enhanced Marketing Messages for Messenger DMs.
So what’s new? Brands can now send you personalized promos and updates—if you’ve opted in. It’s not just a mass-blast tool; companies can use their CRM and audience lists to make sure you get offers you might care about. They can track how well these messages work, too, with new stats like cost per delivered message and cost per link click. More tools for tagging and segmenting subscribers are on the way later this year.
But Meta’s not letting brands go wild. There’s a strict cap: only one marketing message per user, per day, per Page. That’s supposed to keep things from turning into spam city, but let’s see if brands play nice or just get creative.
Why now? Messenger has over a billion monthly users, and businesses are itching to keep those digital doors open as email marketing keeps losing steam. Meta’s been merging its APIs since last year, trying to make things simpler across Messenger, WhatsApp, and Instagram. This new feature fits right into that bigger plan—and, not surprisingly, you have to opt in before you get any promos.
It’s not a free-for-all, though. The new API is open globally for tech providers, but if you’re a business, you’re limited to 21 countries—think the U.S., India, Brazil, Australia, and a handful of others.
On the technical side, businesses need to use Facebook Login for Business, manage their subscriber lists, and set up webhooks for real-time tracking. Marketing messages are kept separate from customer service chats, which should keep things tidy behind the scenes. Meta’s also working with partners like Pancake and Smartly so brands don’t have to build everything themselves.
Will this make Messenger DMs the next big thing for brand loyalty? Or will people just start tuning out if brands overdo it? Meta’s betting folks want to hear from businesses they care about. With a 21% revenue jump in Q4 2024, they’ve got some numbers to back it up.
One thing’s clear: the line between chatting with a friend and getting a sales pitch just got even blurrier. That’s where things get interesting.