Purchase intention is a key concept in consumer behavior research as it reflects consumers’ willingness and readiness to purchase products or services and serves as a strong predictor of actual buying behavior. With the rapid growth of digital platforms, communication quality has become an important determinant of consumer decision-making, particularly for food micro enterprises that rely on low cost and accessible marketing tools. In the Philippine context, Facebook Messenger has emerged as a widely used platform that enables real-time, personalized, and interactive communication between businesses and consumers. Despite its extensive use, empirical evidence remains limited on how specific Facebook Messenger marketing characteristics influence consumer purchase intention, especially among food micro enterprises operating in the CALABARZON region. Anchored on the framework of Casimiro et al. (2022), this study examined the effect of six Facebook Messenger characteristics, namely accessibility, informativeness, reliability, responsibility, assurance, and empathy, on the purchase intention of Filipino consumers of food micro enterprises in CALABARZON. The study employed a descriptive-correlational quantitative research design, and data were collected from 161 respondents using purposive sampling. Regression analysis was conducted to determine the significant effects of the identified variables on consumer purchase intention. The findings revealed that responsibility (β = 0.249, p < 0.05) and assurance (β = 0.262, p < 0.05) have a significant positive effect on purchase intention, while accessibility, informativeness, reliability, and empathy were found to have no significant effect. These results suggest that responsiveness and trust are the most critical factors influencing purchase intention in Facebook Messenger marketing.