Facebook Messenger Overview

Facebook Messenger Integration enables customer communication through your Facebook business page:

Key Features:

• Direct messaging from Facebook page
• Rich media support (images, videos, documents)
• Quick replies and buttons
• Auto-responses and away messages
• Customer information from Facebook profiles
• Integration with Facebook ads (click-to-message)
• Free messaging platform
• Read receipts and typing indicators

Use Cases:

• Social media customer support
• Lead generation from Facebook ads
• Product inquiries and sales
• Event coordination and RSVPs
• Customer feedback and reviews
• Community engagement
• Appointment scheduling

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Configuration

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Quick Start

1. Facebook Page: Ensure you have a Facebook business page
2. Admin Access: You must be page administrator
3. Connect Page: Authenticate via Authentication
4. Configure Settings: Set up routing and preferences in Settings
5. Test: Send test messages to verify
6. Launch: Start receiving customer messages

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Facebook Messenger vs Other Channels

Feature	Messenger	WhatsApp	SMS
Rich Media	✅ Images, video, files	✅ Images, video, files	❌ Text only
Read Receipts	✅ Yes	✅ Yes	❌ No
Typing Indicators	✅ Yes	✅ Yes	❌ No
Interactive	✅ Buttons, quick replies	✅ Buttons, lists	❌ No
Cost	✅ Free	⚠️ Template messages paid	💰 Per message
Reach	👥 Facebook users	🌍 WhatsApp users	📱 All phones
Ads Integration	✅ Click-to-message ads	⚠️ Limited	❌ No
Customer Data	✅ Facebook profile	⚠️ Phone only	⚠️ Phone only
Best For	Social engagement	Business messaging	Universal notifications

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Facebook Messenger Requirements

Page Requirements:

• Active Facebook business page (not personal profile)
• Page administrator access
• Published page (not draft)
• Page must follow Facebook policies
• Page messaging must be enabled

Technical Requirements:

• HTTPS webhook endpoint
• Facebook App with Messenger permissions
• Page Access Token
• Webhook verification token
• 20-second webhook response time

Compliance:

• Follow Facebook Community Standards
• Comply with Facebook Platform Policy
• Respect Messenger Platform Policy
• Handle customer data responsibly
• Provide opt-out mechanism

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Message Types

Customer Messages:

• Text messages
• Images, videos, audio files
• Documents and attachments
• GIFs and stickers
• Location sharing
• Voice messages
• Emoji reactions

Business Responses:

• Text replies
• Rich media (images, video)
• Quick reply buttons (up to 13)
• Buttons (call, URL, postback)
• Generic templates (cards with images)
• List templates
• Receipt templates
• Persistent menus

Automated Messages:

• Welcome messages (first contact)
• Away messages (outside hours)
• Instant replies (auto-response)
• Follow-up messages
• Re-engagement messages

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Facebook Messenger Features

Quick Replies:

Message: "How can we help you today?"
Quick Replies:
[📦 Track Order] [💬 Support] [📍 Locations] [📞 Call Us]

Customer taps button, you receive selection

Button Templates:

Message: "Your order is ready!"
Buttons:
[View Order Details] → Opens URL
[Call Store] → Phone call
[Get Directions] → Opens map

Generic Template (Product Cards):

[Product Image]
Product Name
$49.99
Short description...

Buttons:
[Buy Now] [View Details] [Share]

Swipeable carousel of products

Persistent Menu:

Hamburger menu always available:
🏠 Home
📦 Track Order
💬 Contact Support
📍 Find Store
ℹ️ About Us

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Integration with Facebook Ads

Click-to-Messenger Ads:

• Ads that open Messenger conversation
• Customer clicks ad → Messenger opens
• Pre-filled message or custom greeting
• Track conversions from ads to purchases
• Retarget based on Messenger interactions

Sponsored Messages:

• Send promotional messages to existing conversations
• Must have prior contact with customer
• Limited to 1 sponsored message per day per person
• Follow Facebook advertising policies

Example Flow:

Customer sees Facebook ad → Clicks "Send Message"
Messenger opens with: "Hi! I'm interested in [Product]"
Agent responds with product details
Customer asks questions
Agent provides information and payment link
Customer completes purchase

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Customer Information

Available Data from Facebook:

• Name (first and last)
• Profile picture
• Locale/language
• Timezone
• Gender (if shared)
• Page-scoped ID (unique identifier)

Integration with CRM:

• Link Messenger conversations to customer records
• View conversation history
• Track customer interactions
• Personalize responses based on history
• Identify returning customers

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Compliance & Policies

Facebook Messenger Platform Policy:

• 24-Hour Window: Free-form messages within 24 hours of customer message
• Message Tags: Required for messages outside 24-hour window (limited use cases)
• Subscription Messaging: Requires approval for news/updates
• No Spam: Only message customers who initiated contact
• Quality Enforcement: Low response rates = restrictions

Message Tags (for messages after 24 hours):

• CONFIRMED_EVENT_UPDATE: Event reminders, updates
• POST_PURCHASE_UPDATE: Shipping notifications, receipts
• ACCOUNT_UPDATE: Account changes, alerts
• Must be relevant and timely, not promotional

Best Practices:

• Respond within 24 hours
• Maintain high response rate (>90%)
• Don't send unsolicited messages
• Respect customer privacy
• Provide easy way to stop messaging

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Response Time Standards

Facebook Page Response Metrics:

• Response Rate: % of messages answered
• Response Time: Average time to first response
• Very Responsive Badge: Earned with 90%+ response rate and <15 min response time

Target Response Times:

• Ideal: Within 5-15 minutes during business hours
• Good: Within 1 hour
• Acceptable: Within 24 hours
• Aim for "Very Responsive to Messages" badge

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Pricing

Facebook Messenger Costs:

• ✅ Page Messaging: Free
• ✅ Customer Messages: Free to receive and respond
• ✅ Business Responses: Free within 24-hour window
• ⚠️ Message Tags: Free but limited use cases
• 💰 Sponsored Messages: Paid (part of Facebook Ads)
• 💰 Click-to-Messenger Ads: Paid (standard ad pricing)

Cost Comparison:

• Much cheaper than SMS ($0.01+ per message)
• Similar to WhatsApp (free for most messages)
• No API fees or monthly costs

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Use Case Examples

E-Commerce Customer Support:

Customer: "Do you have this in size medium?"
Agent: "Yes! We have the [Product] in medium. Here's the product:"
[Sends product card with image, price, sizes]
Agent: "Would you like me to send you a checkout link?"
Customer: "Yes please"
Agent: [Sends payment link]
Customer: [Completes purchase]
Agent: "Thank you! Your order #12345 is confirmed. You'll receive shipping notification via Messenger."

Lead Generation from Ads:

[Customer clicks Facebook ad]
Auto-message: "Hi! Thanks for your interest in [Service]. An agent will be with you shortly."
Agent: "Hello! I see you're interested in [Service]. Can I answer any questions?"
Customer: "Yes, what's the pricing?"
Agent: "Great question! Our pricing is [details]. Would you like to schedule a free consultation?"
Customer: "Sure"
Agent: "Perfect! What day works best for you?" [Sends quick replies: Mon/Tue/Wed/Thu/Fri]

Restaurant Reservations:

Customer: "Do you have availability for 4 people tonight?"
Agent: "Yes! We have openings at 6:00 PM or 8:00 PM. Which time works?"
Customer: "8 PM"
Agent: "Perfect! Table for 4 at 8:00 PM. Can I get your name?"
Customer: "John Smith"
Agent: "Thanks John! Your reservation is confirmed for 8:00 PM tonight. See you then!"
[Sends reservation confirmation with address and directions button]

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Best Practices

Response Strategy:

• Monitor Messenger inbox actively
• Respond within 15 minutes (aim for Very Responsive badge)
• Use quick replies for common questions
• Personalize using customer's name
• Be conversational but professional

Automation Balance:

• Use auto-responses for immediate acknowledgment
• Chatbots for FAQs and routing
• Escalate complex issues to humans quickly
• Never let automation harm customer experience

Content Quality:

• Keep messages concise
• Use rich media appropriately
• Provide clear calls-to-action
• Include helpful buttons and quick replies
• Proofread before sending

Customer Experience:

• Acknowledge messages quickly
• Set expectations (response time, next steps)
• Follow through on promises
• Request feedback politely
• Thank customers for their business

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Troubleshooting

Not Receiving Messages:

• Verify page connected in Cloud-PBX
• Check webhook subscription active
• Confirm page messaging enabled (Facebook settings)
• Review webhook logs for errors
• Test by sending message to page directly

Can't Send Messages:

• Check page access token valid
• Verify within 24-hour window or using message tag
• Confirm page not restricted by Facebook
• Review message content (not violating policies)
• Check API rate limits

Low Response Rate Badge:

• Respond to all messages within 24 hours
• Use auto-responses for immediate acknowledgment
• Add more agents during peak hours
• Enable after-hours auto-responses
• Monitor response metrics daily

Page Restricted:

• Review Facebook Community Standards
• Check for policy violations
• Reduce response time
• Improve message quality
• Appeal restriction if in error

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Migration Considerations

From Facebook Page Inbox:

• Cloud-PBX becomes primary inbox
• Facebook page inbox still shows messages (read-only mode)
• All responses sent via Cloud-PBX
• Conversation history preserved

From Other Platforms:

• Can't transfer existing conversations
• Notify customers of new support channel
• Gradually transition to Messenger
• Maintain other channels during transition

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Next Steps