Facebook Messenger Bots: What They Are, Who‘s Using Them & What You Should Do About It

Messaging apps have surpassed social networks in popularity, with over 5 billion monthly active users worldwide. People are increasingly using platforms like WhatsApp, WeChat, and Facebook Messenger not just to chat with friends and family, but also to interact with businesses.

In fact, 68% of consumers say they are more likely to buy from a company that they can message directly. And when it comes to customer service, 64% of people prefer messaging over picking up the phone.

Clearly, the way people want to communicate with brands is changing. And Facebook Messenger bots are at the forefront of this shift.

What Are Facebook Messenger Bots?

Facebook Messenger bots are AI-powered programs that can simulate human conversation within the Messenger app. They use natural language processing (NLP) to understand a user‘s intent and provide relevant information or perform actions on their behalf.

Essentially, bots allow businesses to automate many common customer interactions – handling inquiries, providing support, processing transactions, and more. All without needing a live human agent.

Facebook first launched the Messenger Platform for developers to create chatbots in April 2016. Since then, over 300,000 bots have been built on the platform. And adoption is growing rapidly.

Consider these stats:

  • 1.3 billion people use Facebook Messenger every month
  • 20 billion messages are exchanged between businesses and users monthly
  • 67% of consumers expect to message businesses even more over the next 2 years
  • 53% of people are more likely to shop with businesses they can contact via chat

As more customers turn to messaging as their preferred communication channel, businesses that don‘t offer chat capabilities risk falling behind. Bots provide a way to efficiently scale conversational experiences.

How Leading Brands Are Leveraging Messenger Bots

Many companies have already implemented successful chatbot strategies on Facebook Messenger. Here‘s a look at how some top brands are using bots in innovative ways:


The beauty retailer‘s Messenger bot acts as a personal makeup assistant. Users can take a short quiz to get product recommendations, watch tutorial videos, and even book in-store makeover appointments.

Sephora saw an 11% increase in booking rates through the Messenger bot. And the bot has an average user satisfaction score of 4.5/5.


With the Domino‘s bot, users can place delivery orders right within Messenger. The bot pulls in a customer‘s saved Easy Order and can even track delivery status.

Domino‘s has generated over $65 million in pizza sales through its various chatbot ordering platforms. And the Messenger bot has a 21% higher conversion rate than desktop orders.


Spotify‘s Messenger bot acts as a music discovery tool. Users can search for and share songs, albums, and playlists without leaving the chat. The bot also creates personalized playlists based on mood or activity.

Over 70 million songs have been shared through the Spotify bot. And users who engage with the bot are 7% more likely to become paid subscribers.


The travel site‘s bot helps users search for flights, hotels, and rental cars using conversational language. Travelers can even book their trips and get price alerts within Messenger.

Kayak has seen 3X higher engagement rates on the bot compared to its website. And 49% of surveyed users said they would use the bot to book travel again.


Mastercard‘s bot provides a secure way for customers to check their account balances, review transactions, and set spend alerts. The company plans to expand the bot‘s capabilities to help users improve their financial literacy.

These examples demonstrate the wide range of possibilities with Messenger bots. From streamlining transactions to providing personalized recommendations to delivering valuable content – chatbots can enhance the customer experience in multiple ways.

Building Your Own Bot: Best Practices

Ready to create your own Facebook Messenger bot? Here are some key best practices to follow:

Define clear goals and use cases

Don‘t build a bot just for the sake of having one. Think carefully about what you want the bot to accomplish – whether it‘s customer support, lead generation, e-commerce, or content delivery.

Clearly map out the different conversation flows and user paths the bot should be able to handle. What are the most common questions or tasks customers need help with? Design the bot to address those needs.

Make the experience intuitive

While bots are capable of understanding complex queries, the user interaction should be as simple and frictionless as possible. Use buttons, quick replies, and guided prompts to direct the conversation.

Aim to solve the user‘s problem or answer their question in as few steps as possible. Don‘t make them jump through unnecessary hoops or navigate a complicated maze of menus.

Infuse your brand personality

Bots may be powered by artificial intelligence, but that doesn‘t mean they have to sound robotic. Write dialogue in your distinct brand voice.

Use a casual, conversational tone and sprinkle in emojis and media where appropriate. This helps create a more personal, engaging experience.

Just be sure to balance personality with clarity. Don‘t let cute quips get in the way of the bot‘s core functionalities.

Provide graceful human handoffs

No matter how well-designed your bot is, there will always be edge cases it can‘t handle. Plan for those moments by providing seamless transitions to human agents.

Program the bot to recognize when a conversation is better served by a live rep. Use integrations with your preferred customer support platform to instantly route tricky issues to your human team.

Leverage AI platforms for smarter interactions

Thanks to advances in natural language processing (NLP) and machine learning, today‘s chatbots are more context-aware than ever. Platforms like Google‘s Dialogflow and IBM Watson allow developers to create bots that can discern a user‘s intent beyond just keyword matching.

These AI-powered bots can handle more nuanced conversations, remember context from previous chats, and get smarter with every interaction. While they require more upfront training, they provide a much more engaging and ‘human‘ experience.

Continuously monitor and optimize

Launching a bot is just the beginning. To be successful, you need to treat your bot like a living, breathing entity that requires ongoing optimization.

Use chatbot analytics to track key metrics like engagement rate, goal completion, and user satisfaction. See where users are dropping off or encountering friction.

Design an ongoing A/B testing roadmap to experiment with different conversation flows, calls-to-action, and bot personalities. Just like any other digital product, continuous improvement is key.

Promoting Your Bot

Building a great bot is only half the battle – you also need to get people to actually use it. Luckily, Facebook provides several tools to help drive discovery and adoption of Messenger bots.

Facebook Messenger Codes

Messenger Codes are unique images (similar to QR codes) that users can scan to instantly launch your bot. You can print these codes on marketing collateral, product packaging, event signage, and more.

Facebook Messenger Links

Facebook lets you create a shortened m.me link that immediately opens your bot in Messenger. You can share this link across your owned channels – website, email, social posts, etc. – to give people a one-click way to start chatting.

Click-to-Messenger Ads

Facebook‘s click-to-Messenger ads allow you to target specific audiences with Newsfeed ads that open your bot on a click. You can even pre-populate the chat with starter messages related to the ad content.

These ads combine the reach and targeting of paid media with the engagement and interactivity of Messenger bots. Brands have seen 10-50X higher conversion rates with click-to-Messenger ads compared to traditional web ads.

Beyond these Facebook-provided tools, look for creative ways to weave bot discovery throughout the customer journey. Add a ‘Message Us‘ CTA to your website and social profiles. Promote your bot in email campaigns and push notifications. Train your sales and support teams on when and how to refer customers to the bot.

The Future of Messenger Bots

As we look to the future, conversational AI will only become more prevalent in business-customer interactions. Gartner predicts that by 2022, 70% of customer interactions will involve emerging technologies such as chatbots and voice assistants – up from just 15% in 2018.

So what trends and advancements should brands be prepared for?

The Fusion of Bots and Voice Tech

Messaging will expand beyond just text-based conversations to a fusion of chatbots and voice technology. Facebook is already testing voice controls for Messenger, allowing users to dictate messages hands-free.

As smart speakers and voice assistants like Alexa and Google Home become ubiquitous, expect to see more bots with voice capabilities. Brands will need to optimize their chatbots for increasingly conversational, natural language interactions.

The Era of Hyper-Personalization

With the wealth of customer data now available, chatbots will deliver hyper-personalized experiences in real-time. By connecting to CRM databases, payment systems, and other data sources, bots will provide recommendations and offers tailored to the individual user.

Instead of generic product suggestions, bots will analyze a shopper‘s sizing data to recommend clothes that fit them best. Instead of broad financial advice, bots will offer guidance based on the customer‘s specific portfolio and risk tolerance.

This level of personalization will require businesses to have robust data management and integration capabilities. But when executed well, it can dramatically increase conversions, loyalty, and lifetime value.

The Rise of Augmented Reality

We will see more visual, immersive elements integrated into the chatbot experience – particularly in retail and e-commerce. Augmented reality (AR) will let shoppers virtually ‘try on‘ makeup, clothes, and accessories via chat.

For example, Sephora‘s Messenger bot can already analyze a user‘s selfie to map a virtual lipstick shade onto their lips. BMW‘s bot lets users place a 3D model of a car in their driveway or garage using AR.

As 5G networks enable faster, more reliable connectivity, expect AR to become a mainstream component of the mobile messaging experience. Brands that can create compelling visual interactions will stand out.

The Looming Question of Privacy

As helpful as personalization can be, businesses will need to balance that with increasing concerns and regulations around data privacy. High-profile breaches and misuse of personal data have consumers on edge.

Going forward, brands must prioritize transparency, security, and user control as core tenets of their chatbot experience. Clearly communicate what data is being collected and how it‘s being used. Give customers the ability to opt out of tracking or request deletion of their information.

The most successful bots will be those that create value for users while respecting their privacy rights. Simply chasing the latest shiny new tech won‘t be enough – designing with empathy and ethics will be crucial.

Getting Started with Facebook Messenger Bots

The chatbot revolution is well underway – and it‘s time for your brand to get on board. Whether you‘re a solopreneur or part of a global enterprise, building a Facebook Messenger bot can help you better serve your audience at scale.

Here‘s a quick roadmap to get started:

  1. Define your use case and goals
  2. Map out key conversation flows
  3. Choose a chatbot platform (coding vs. visual builders)
  4. Write your bot‘s dialogue
  5. Integrate necessary third-party systems
  6. Test and refine the user experience
  7. Promote your bot across channels
  8. Analyze chatbot metrics and optimize

The world of digital engagement is rapidly evolving. By embracing automation and conversational AI, businesses can provide the real-time, personalized service that modern consumers expect. Facebook Messenger bots are a powerful tool in that mission.

Don‘t get left behind in the era of conversational commerce. The bots are here – and they‘re ready to transform how your business interacts with customers. It‘s time to join the revolution.