To prevent spam, Meta imposes two main time limits on replies via the API in Messenger and Instagram Direct, starting from the user’s last interaction with the company in the chat:
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a 24-hour window;
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a 7-day window (Human Agent tag).
The 24-Hour Rule
After a user’s last interaction with a business via Messenger or Instagram Direct, the business has 24 hours to send any messages in response.
This is a standard rule of Facebook’s (Meta’s) policy, designed to ensure timely communication and protect users from unwanted messages or spam.
Violations may result in:
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Warnings from Meta;
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Restrictions on page features;
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Blocking of messaging.
7-day window and the «Human Agent» tag
To extend the standard response window from 24 hours to 7 days, the Human Agent tag is used. It confirms that the response was sent manually by a person.
In keyCRM, this tag is applied automatically to all messages sent manually by an agent. Therefore, you always have 7 days to respond after the contact’s last interaction with your company.
This is Meta's policy: the tag cannot be added to automatic messages, otherwise there is a risk of being blocked.
How does the restriction work in practice?
Let’s take a look at how Meta’s time limits apply to communication via keyCRM chats:
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A customer sends you a message in a chat (Messenger or Instagram Direct). This opens a time window for replies:
- 24 hours — the company can send any messages to the customer without restrictions;
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after 24 hours up to 7 days — the company can only send messages manually;
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Automatic messages can only be sent within 24 hours of the customer’s last message, even if there was a manual reply with the Human Agent tag prior to that;
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The time count starts from the customer’s last message. If the customer messages again, the time window is reset;
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After the 7-day period or 24-hour period ends, you will see the following error in the chat: «Message not delivered: (#10) This message was sent outside the allowed time window. Learn more about the new policy: https://developers.facebook.com/docs/messenger-platform/policy-overview»
How can I get around the restrictions?
Unfortunately, we can’t influence this, but we can offer two solutions:
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Invite the customer to start a new conversation – contact them via email or SMS and ask them to message you on Direct or Messenger;
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Send a single message directly via Instagram Direct or Messenger: if the customer responds, you’ll have another 7 days to communicate.
Why doesn't the error occur in all chats where 7 days have passed?
Although the rules are the same, Meta sometimes incorrectly determines the time of last activity or allows messages to be sent after 7 days. These are rare occurrences that depend on the platform’s algorithms, and we have no control over them.
Why wasn't there an error before?
The response window limit for integrations has been in effect since 2021, but Meta is constantly refining its algorithms, which now enforce this limit more strictly, causing the error to occur more frequently.
We use the human_agent tag, which allows us to respond within 7 days. For confirmation, you can review the detailed information in Meta’s official documentation:
What should I do if I've been blocked from sending messages?
If your ability to send messages has been restricted, don’t worry — Meta allows you to file an appeal.
After that, a platform representative will review your case. Be sure to check your violation notifications and monitor the progress of your appeal.
