The 7-day reply rule in Messenger

Last updated: 26 September 2026 · 4 min read

Steps

1. 1

   The first 24 hours

   If less than 24 hours have passed since the customer's last message, you can send any reply.

2. 2

   From 24 hours to 7 days

   A notice above the reply box says “More than 24 hours have passed since the customer's last message”. Your reply goes out with Meta's Human Agent tag, and a “Human Agent” badge appears next to the message. This tag is for replies an agent writes personally, not for ads or automatic messages.

3. 3

   After 7 days

   You cannot reply in this conversation. When the customer writes again, the time starts over.

4. 4

   On Instagram

   The same rule applies to Instagram connected through a Facebook Page. On an Instagram channel connected with “Continue with Instagram”, the normal window is 24 hours, and the 7-day rule works only if it has been turned on separately for your account.