Permission comes before the playbook
Meta requires a customer’s number and opt-in permission before a business initiates messages. The permission must identify the business and make the communication clear. Keep a usable record of what the customer agreed to, where it was collected and how they can change it. A checkout phone field alone is not your messaging strategy.
Separate marketing from utility. A prompt to buy again is not the same thing as a delivery update about an existing order. Check the approved template category before launch rather than assuming that the word “reminder” makes an offer transactional. Meta’s policy also requires opt-outs to be honoured; carry that choice across the workflow, not just one campaign.
Timing tied to usage, not to your calendar
Use the examples below as starting hypotheses, not fixed schedules or reported client results. Check actual usage, delivery time and customer expectations before choosing a trigger:
- Consumables: for a 30-day supply, remind around day 24 to 26 — early enough to order, late enough to be relevant.
- Replacement cycles: razor heads, filters and refills remind at the replacement interval the product actually has, not at a fixed monthly date.
- Post-delivery check-in: choose a moment appropriate to the product and delivery window. Resolve a product question before adding another purchase prompt.
- Lapsed buyers: if twice the typical cycle has passed with no order, one win-back message with an easy path back — and no further chasing if it is ignored.
The message itself
Keep the message short and single-purpose: identify the item, make the price clear and give a direct route to the relevant product. Avoid invented urgency. Explain how to stop this category of message, and test that the suppression really works. A successful new order should cancel the outstanding reorder prompt, not trigger another reminder the next morning.
What to measure
Repeat order rate and revenue per customer are the outcome numbers; opt-out and block rate are the health numbers that predict them. If blocks rise after a change, the problem is usually timing or permission quality, not send volume. A reminder programme is working when the same order arrives without paid acquisition buying it.