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I have been working really hard to gain my star seller rating and was on target for January. Ive just seen that 1 message replay was missed but I hadn’t received a notification or email so clearly I missed the window to reply within 24 hrs. There seems to have been several glitches lately with notifications not coming through.
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@GraciesHouseUK: If you search this forum, you will see that there are many many reports of notification issues with the apps and eMails apparently not being received. The consensus seems to be that one needs to check their shop at least once per day via a browser for orders and messages until these issues are resolved.
At least for the time being, it appears that marking an unanswered message as SPAM (even after the 24 hour deadline has passed) will cause your reply percentage to change in a day or two if the original message was within the current star seller period. But be aware that doing so may cause other messages from that account to go directly to the spam folder.

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@GraciesHouseUK: If you search this forum, you will see that there are many many reports of notification issues with the apps and eMails apparently not being received. The consensus seems to be that one needs to check their shop at least once per day via a browser for orders and messages until these issues are resolved.
At least for the time being, it appears that marking an unanswered message as SPAM (even after the 24 hour deadline has passed) will cause your reply percentage to change in a day or two if the original message was within the current star seller period. But be aware that doing so may cause other messages from that account to go directly to the spam folder.

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Re: Late message reply
I had a similar problem. It will cause my shop to loose it's Star Seller rating. After a great deal of frustration and difficulty I was able to actually talk to a Customer Service Rep. She was very kind and helpful.
As a Buyer I received a message from a Seller that my ordered had been shipped. I saw no reason to reply to that Seller. Etsy considered my failure to reply to a Seller when I was a Buyer to be a failure to "reply to a message within 24 hours" and I will be loosing my hard gained Star Seller rating!!
Everyone that is a SELLER on Etsy who also is sometimes a BUYER needs to be aware of the rather unusual way Etsy keeps track of Star Seller statistics. Since I do not get a lot of messages as a Seller or Buyer it will likely be a good long time before I regain my Star Seller rating.

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Re: Late message reply
@WyoRock: Unfortunately Etsy does not have the concept of separate buyer and seller accounts. As it says right on your Star Seller page, you need to reply to the FIRST message of a NEW THREAD.
It does not matter who sent it, the subject matter, if it is a duplicate or blank or anything else. If it is SPAM then it should be marked as such. Those have always been the rules.

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Re: Late message reply
The solution is simple. Add a auto reply which will run for 5 days at a time, which says something like 'thank you for contacting us, right now we are away from the computer but please rest assure that we will get back to you as soon as possible to do so'

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Re: Late message reply
@WyoRock Exactly the same here! I was dinged last week for not replying to an auto message acknowledging an order I'd made!
There was no reason to reply.