Facebook re-opens notifications channel for developers to send users custom messages

Facebook has launched the new Notifications API beta giving developers a way to reengage users with custom messages through the native notifications channel. These notifications are different from app requests in that users do not need to allow further permissions to receive them.

Developers will find many positives to this feature as it makes it easier to reach their users. However, they must beware of the possibility of overflowing users’ notifications channel. Facebook previously allowed developers to send notifications to users, but it removed the feature in early 2010 as a way to reign in spammy apps. This time around, the social network has put in more safeguards to prevent developers from abusing the channel.

Users can accept or decline these notifications and are given the option to opt-out at any time. Facebook encourages developers to test and monitor how notifications are performing through the notifications dashboard in Insights. Developers will get information on how notifications are being received as well as turn-off rates. Exceedingly high turn-off rates may be classified as spam and will be disabled.

The company encourages developers to be mindful of the language in their notifications, suggesting that high-quality notifications receive higher click through rates than app requests. Low-quality app notifications are more likely to cause people to turn off notifications for that app all together.

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3 Responses to “Facebook re-opens notifications channel for developers to send users custom messages”

  1. This week’s headlines from across Inside Network says:

    [...] Facebook re-opens notifications channel for developers to send users custom messages [...]

  2. 7 Things Your Social Media Consultant Should Tell You, Facebook Notifications and More! says:

    [...] Facebook Re-opens Notifications Channel for Developers: On Friday, Facebook launched a beta version of the new Notification API for apps on Facebook.com. The original notification feature was removed in early 2010 as a way to control spam, but the new version includes many more precautions to prevent developers from abusing the channel. Notifications are a great way for developers to re-engage their users and communicate with them. [...]

  3. Facebook games whiteboard session reveals how some viral channels have recovered says:

    [...] CTR on Notifications. He did not state how low CTR fell for games on Notifications before the relaunch, but recall that this was one of the channels Facebook restricted for social game developers [...]

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