Messenger & Privacy Updates for Europe [April 2021]

Messenger was impacted by new privacy rules in Europe from Dec 16. Now, all Messenger features are being re-opened again.

A change-log with updates is available below.

April 13, 2021: limitations canceled

All previous Messenger changes and limitations are reverted by Facebook. This means that all Shopify merchants and Facebook users from the 30 European Economic Area (EEA) countries can continue to use all Messenger functionality.

As of today, we’ll therefore unfreeze all impacted features:

  • Coupon Popup
  • Checkbox

They are available again inside our Shopify app dashboard to use for your store to grow Messenger contacts and drive sales with our welcome message and abandoned cart recovery campaign.


December 16, 2020: limitations announced

Here’s what you should know:

Who should learn about these changes?

  • Any Shopify merchant with customers in Europe
  • Any Shopify merchant with Facebook page admins that are based in Europe

Which countries does this include?

All of the 30 European Economic Area (EEA) countries, which includes:

  • All 27 European Union member states
  • Norway
  • Iceland
  • Liechtenstein
  • United Kingdom

Which changes can be expected?

Starting December 16, the following Maxwell features will be affected and no longer available for European Facebook users and page admins:

  • Coupon Popup
  • Checkbox

Facebook is working on restoring their Send to Messenger and Checkbox plugin. Further updates will be posted in this article.

What are the possible workarounds that I can use?

You can still generate contacts with our Messenger chat plugin and send automated messages:

  • Welcome message
  • Cart recovery messages
  • Shipping notifications
  • Broadcast campaigns

What does this mean for Maxwell’s plans?

Overall, you can still use your most favorite features including our Chat Plugins, Facebook Ads, and Automated Campaigns. Stay tuned as we’re updating our Shopify app with alternative Growth Tools and continue on our mission to simplify marketing for Shopify entrepreneurs.

Want to learn more about the latest Messenger & Privacy updates? Check out this Facebook Changelog or reach out to us on the support chat with questions.

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