Summary: If your guests are unable to send or receive messages through Facebook Messenger channel in AXP in Conversations, this is usually caused by the connection between AXP and your Facebook page having expired or lost its permissions. This can be resolved by the Facebook Page admin re-authenticating the connection through Meta.
Permissions Required: This process must be completed by the Facebook Page admin — the person whose Facebook account was originally used to connect the Messenger channel in AXP.
Syncing the channel on AXP will need Location Admins or Brand Admins access.
What you will see
When a Facebook Messenger message fails to deliver, if you hoover over the error message, you will notice:
A Facebook Messenger logo displayed below the message in the conversation, confirming it was sent via that channel.
An error message on the failed message, stating: "Message could not be delivered for an unknown reason. Please try again and if the problem persists, contact our support team."
If you see both of these together, the Messenger connection between AXP and your Facebook page has likely expired or lost its permissions and will need to be re-authenticated by your property's Facebook Page admin.
Steps to re-authenticate:
Log in to Facebook using the account that was originally used to connect your Messenger channel to AXP (the Facebook Page admin account).
Go to Settings & Privacy → Settings → Business Integrations (this may also appear as Apps and Websites depending on your account type).
Find Sunshine Conversations, Smooch, or Zendesk in the list and click Remove to fully disconnect the app from your Facebook account.
⚠️ You must remove the app completely — simply disconnecting from AXP alone is not enough. Facebook will skip the permissions step on reconnect unless the app is fully removed here first.
When Facebook asks you to log in and grant permissions, make sure to:
Tick all requested permissions — do not skip or deselect any.
On the page selection step, explicitly select the specific Facebook page(s) you want to connect. Do not rely on the default "all current and future pages" option, as this can silently exclude certain pages.
Complete the connection. Your Messenger channel should now be active and delivering messages.
To finish, you will need to go to the your AXP, then go to Settings → Channels. Click Sync Channels in the top right and then refresh the page to synchronise your newly created channel from Smooch to AXP.
🗒️ Note: If you run into any issues during these steps — such as being unable to remove the app, not seeing the permissions screen, or the connection still failing after re-authentication — please contact Facebook Support directly for assistance with your Meta account and page permissions: https://www.facebook.com/business/help
Common Questions
Q: How do I know if this is the cause of the Facebook Messenger issue?
A: You will see the following signs: guests report that their messages are not being delivered via Facebook Messegner channel, and there is the error message :"Message could not be delivered for an unknown reason. Please try again and if the problem persists, contact our support team."
Q: Why does this happen?
A: Facebook periodically revokes permissions for third-party apps like Sunshine Conversations (which powers the Messenger integration in AXP). This can also happen if the Facebook Page admin's account settings are changed, or if a Business Manager reassigns ownership of the page. It is not caused by anything in AXP itself.
Q: The Facebook Page admin completed the steps but the error is still showing — what next?
A: Check the following in this order:
The admin's role on the page — In Meta Business Suite, go to Settings → People and confirm the admin has either an Admin or Editor role with Messaging permission on the specific page.
Page ownership in Business Manager — Confirm the page is still owned by the same Business Manager account that Sunshine Conversations is connected to. If the page has moved to a different Business Manager, the connection will not work.
Sunshine Conversations as a Partner — In Meta Business Suite, go to Settings → Partners and check that Sunshine Conversations is listed with messaging permissions for the page.
If none of the above resolves the issue, please raise a ticket with Alliants support team so the issue can be further investigated.
Q: Will this affect other Facebook pages connected to the same account?
A: Removing the Sunshine Conversations app from the Facebook account will disconnect all pages connected under that account. You will need to reconnect each page during the re-authentication flow in Step 5. Make sure to select all relevant pages when prompted.
💡 Tip: If your organisation uses a shared Facebook account to manage multiple hotel pages, we recommend keeping a record of which pages are connected under which account. This makes re-authentication faster if the issue occurs again.
⁉️ Note: The re-authentication flow must be completed by the Facebook Page admin. AXP support cannot always complete this step on your behalf, as access to the Facebook page is required.