Facebook & Instagram Data Policy and Data Deletion
Last updated: October 2026
Looking to delete your data? Jump to How to Delete Your Data.
1. Introduction
Wilmo ApS ("we", "our", or "us") provides an AI-powered customer support platform for e-commerce businesses. Businesses can connect their Facebook Page (Messenger) and/or Instagram professional account to Wilmo so that their support team and Wilmo's AI agent can read and reply to customer messages in one shared inbox.
This policy applies specifically to data we receive through Meta Platform APIs, including the Messenger Platform and the Instagram API. For our general company privacy policy, see wilmo.ai/privacy.
Wilmo ApS is established in Denmark and is subject to the General Data Protection Regulation (GDPR).
2. Data We Receive from Meta
2.1 The Business User Who Connects a Page or Account
When a business user connects Facebook or Instagram to Wilmo, we receive:
- Facebook user ID: The ID of the person who authorizes the connection
- Pages: The list of Facebook Pages the user manages, so they can choose which Pages to connect, and the name and ID of each Page they connect
- Page access token: A token that lets Wilmo receive and send messages for a connected Page, encrypted at rest using AES-256
- Instagram account: For a connected Instagram professional account, the account ID and username
2.2 People Who Message the Business
When someone sends a message to a connected Facebook Page or Instagram account, we receive:
- Identifier: Their Page-scoped ID (Messenger) or Instagram-scoped ID (Instagram), which is specific to that business and cannot be used to identify them on other Pages or apps
- Profile information: Their name and profile picture, where Meta provides it
- Messages: The messages they send, including attachments (such as images, files, and audio links) and reactions
- Timestamps: When each message was sent
- Replies: The replies the business sends in the conversation
- Referral context: When Meta includes it, which ad or link a conversation started from
We only receive data for Pages and Instagram accounts that a business has chosen to connect to Wilmo.
3. How We Use This Data
We use data received from Meta solely to provide the customer support service to the business that connected the Page or Instagram account. That means we use it to:
- Show conversations in the business's Wilmo inbox
- Let the business's support agents and Wilmo's AI agent draft and send replies
- Translate messages
- Categorize and tag conversations
- Report support metrics to that business
We do not sell this data. We do not use it for advertising. We do not use it to build profiles of people across businesses, and we do not share one business's data with any other business.
To draft replies, translate, and categorize conversations, message content is processed by AI providers acting as our sub-processors under data processing agreements. The current list of sub-processors is published at wilmo.ai/legal/sub-processors.
4. Messaging Rules
- We only reply in conversations that the customer started, and only within the messaging windows defined by Meta's policies.
- We do not send promotional or marketing messages through Messenger or Instagram.
5. Data Retention
- Conversation data: Kept for as long as the business keeps its Wilmo account and the channel connected, or according to the business's retention settings.
- Page access tokens: Deleted when the business disconnects the Messenger or Instagram channel.
6. How to Delete Your Data
6.1 Businesses Using Wilmo
- Disconnect the channel: In Wilmo, go to Channels, open the Messenger or Instagram channel, open Settings, and choose Disconnect/Delete. This deletes the stored access token and stops all data access.
- Delete conversation data: Delete your Wilmo workspace or account to delete the conversation data.
- Request full deletion: Email privacy@wilmo.ai and we will delete all data we hold for your business.
6.2 Remove Wilmo's Access in Facebook or Instagram
- Facebook: Go to Settings & privacy → Settings → Business integrations (or Meta Business Suite → Settings → Business integrations), select Wilmo, and click Remove.
- Instagram: Go to Settings → Website permissions (or Apps and websites), and remove Wilmo.
6.3 People Who Messaged a Business That Uses Wilmo
The business you messaged is the data controller for your conversation, and Wilmo processes it on that business's behalf. You can contact that business directly, or email privacy@wilmo.ai with the name of the Facebook Page or Instagram account you messaged and the approximate date. We will delete the data or help the business delete it.
6.4 Timing and Confirmation
We complete verified deletion requests within 30 days and confirm by email once the deletion is done.
7. Contact Us
If you have questions about this policy, our data practices, or wish to exercise your data protection rights, please contact us: