Facebook introduced its messenger application in the year 2011, and by now, about 2.38 billion users are using the messaging app. Facebook is one of the biggest social networking sites in the world. The launch of the Messenger made lives more comfortable.
People gladly accepted and embraced the launch of Messenger as they got the option to chat with each other. However, today Facebook messenger is not just serving the chat with friend’s purpose.
It has provided an excellent opportunity for businesses and brands to market their products and services. In a short period, the platform has emerged as one of the top choices for marketing.
Businesses of all sizes are using Facebook to communicate and chat with their customers. Facebook messenger has allowed firms to maintain relations with their customers. It has given customers a platform to communicate with the professionals and get their queries solved directly.
It supports two-way communication. Various brands, businesses, and professionals are using this platform. Even the influencers are using it these days to build relationships with their audiences and build their growth. Companies are using it for different purposes and improving their communication.
No doubt, messenger marketing is one of the fastest growing strategies used by marketers these days. However, now, the GDPR (General Data Protection Regulation) has been implemented.
Therefore, it is crucial to understand the changes that have occurred in the data privacy regulation. To understand this, let us first understand the concept of GDPR.
What is GDPR?
General Data Protection Regulation or GDPR, came into force on May 24, 2018. It is the regulation in law on data protection and privacy. The GDPR applies to all citizens of the European Union (EU) and the European Economic Area (EEA). The law applies to all 28 member states of the European law.
- EU Council adopted the law in April 2016. However, it got implemented last year only in May 2018.
- The law sets guidelines to protect the privacy and personal data of EU citizens.
- It applies to charges that occur within the EU member states.
- The rule applies to all the websites, regardless of where they are based.
- According to the law, it is mandatory to check all sites. No matter whether the websites cater specifically or market goods to EU residents only or not.
- As per the law, the website should notify and inform the visitor of the data they would be collecting from the site. The visitors should be aware of the information that would be received by the website.
The law was implemented last year only, and in this one year alone, it has faced a lot of criticism. Some people say that the guidelines and rules of this law are too vague. It doesn’t state clearly how to deal with the data of the employees.
For example, the law states that the company must provide a “reasonable” level of protection for personal data. However, there is no clear definition or mention of the word “reasonable.” The law has successfully replaced the old data protection directive from 1995.
However, if any company is found guilty or if a company is misusing data and not following the regulation standards, then the company can be fined up to €10 million and even up to €20 million, or 4% annual growth turnover of the company.
GDPR and Facebook Messenger Marketing
It is no doubt that GDPR will affect your Facebook ads and messenger marketing. GDPR is one of the most significant changes in the last 20 years. It gives the power in the hands of the consumer over their data.
GDPR can have a significant effect on chatbot and advertising on Facebook. The platform makes use of services such as DoubleClick and Custom Audiences which they used to serve data to the audiences and visitors.
However, now, it is essential for them to ensure that they get the data only with the consent of the visitors. Similarly, GDPR affects chatbot or live chat technology.
According to the law, it is essential that PII is stored and used appropriately. No personally identifiable information (PII) obtained by the bot should go in the wrong hands.
Facebook messenger marketing rules for GDPR compliance
One of the most popular social networking sites, Facebook, has also set specific rules and restrictions so that they qualify the GDPR guidelines.
These set of rules and regulations apply to messenger marketing. Read on to know about the rules that you should follow. These rules will ensure that your Messenger is GDPR compliant.
1. Get user opt-in for messaging
According to Facebook, you should give full authority to customers to choose and control what kind of messages they will receive.
It is essential that the user itself opts in. And in case an individual sends a message on the Facebook page, then the company can follow-up with an automated response.
2. Messenger 24+1 rule
Facebook released and brought law to ensure and prevent spam on the Messenger. According to this rule, if an individual opts in, you can send them the countless number of promotional messages on that particular day. However, after that day, you’re allowed to send only one message a day. It is done to avoid spamming visitors.
3. Subscription Messaging
It is similar to subscribing a YouTube channel. Just like that, if we subscribe on Messenger, it means that we have allowed the Messenger to send the automated messages.
In this case, contacts have themselves signed up for the daily updates. An individual can choose the purpose of subscription from a list of 30 different goals such as shipping update, appointment update, or the updates of promotional messages.
4. Always keep your followers updated that they can unsubscribe at any time
It is necessary that you keep your followers updated and inform them that they can unsubscribe from all the updates at any moment.
The engagement on Facebook is unbeatable. Therefore, you should make sure that your messages pass the GDPR guidelines. Keep these small things in mind and qualify the GDPR guidelines.