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Legal. You are using the possibilities of a social network, and not flooding / hacking, so everything is legal.
IANAL. TINLA.
While the CAN-SPAM Act predates the dominance of proprietary email networks (what you call "messengers"), and applies unequivocally to standard email in places, it otherwise applies to them as well. There were precedents, see for example. Facebook Inc. v. MaxBounty Inc.
That is, yes, they are legal; in the sense that there are conditions under which the advertising mailing does not violate the law.
At a minimum, in some states (in particular California), messages from instant messengers and social networks are subject to the CAN-SPAM Act , so mailings must comply with its requirements.
I use the services of the Wepster service, I asked if they could send to Instagram, they refused because Instagram doesn’t have a legal api yet for working with messages, while others do, and even before sending, you need the person himself to give the go-ahead for this, then- have subscribed
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