How do you set up a Facebook chatbot?

Marketing via Facebook Messenger is clearly on the rise. No wonder, because messenger helps you reach potential customers much more efficiently than traditional email marketing. Chatbots are the ke-all and end of messenger marketing. In our Facebook Messenger Bot tutorial, we reveal what such a Facebook messenger bot can do and how to program a chatbot . By the way, don’t worry: You can do that even if you are absolutely foreign to terms like Python, Node.js, and Chatfuel…

Also to discover : How do I set up a chatbot?

What is bots?

Messenger bots or chatbots are the basis of Facebook Messenger Marketing. The chat robots make it possible to contact a user directly . Of course, this also works theoretically via e-mail, but it has now been shown that the click-through rates for messenger messages are significantly higher.

This is due to the fact that a good Chatbot already knows users’ questions and needs and communicates the right messages and answers. This takes a lot of work from the marketer and customers get their answers delivered quickly and without waiting times . It is not without reason that the promising marketing method is called “chatvertising”.

Also to discover : What was the first chatbot in history?

The Facebook Messenger Bot contacts users directly. What can a Facebook chatbot do?

For many users, Facebook Messenger is simply a means of communication that is used as a matter of course in everyday life . As a company, if you send a message to a user via chatbot, chances are that the person not only opens them, but also interacts with it in some way.

For example, a messenger chatbot might remind you of the jacket that is still in the shopping cart. He can Intercept customers and respond immediately to questions that would have to wait a long time on the phone. He can help fill out forms or place orders . The messenger bot can also send blog post updates automatically, provide instructions as PDF for download, and much more.

This means: With a chatbot, you can respond exactly to users’ needs and set up the bot so that the information you are looking for is just a click away. When you’re creative, the range in which chatbots can be used is huge.

Facebook messenger for companies

Using a messenger bot is worthwhile on many levels . Two of them are particularly relevant:

On the one hand, the numbers are very far ahead in instant messaging: most people choose IM as one of the preferred ways to connect with a company communicating — that’s 2 billion messages a month that communicates with companies.

On the other hand, the competition is still quite low compared to the resounding success of messenger bots. However, this is steadily increasing because it is cheaper to develop a bot than an app that is often deleted after three months at the latest anyway.

The benefits are innumerable, by the way. Just to name a few:

  • You can reach your target audience directly through the bot .
  • You need less time for customer service .
  • You can instantly detect lucrative opportunities through the data that the bot collects .
  • The bot can handle business transactions for you .
  • The bot contacts customers personally and at the right time.
  • Access to your service is made easier for users.
  • Your customers are looked after anonymously around the clock.

You have the ability to take advantage of the Facebook bot’s reach and welcome to collect data about your customers and get inputs that they would be difficult to get to in other ways. For example, you can skip steps and get customers to the desired destination faster .

Be creative. Be innovative. And above all: be aware of what your customers want. The Facebook bot supports all of these requirements if you guide it correctly.

Programming Messenger Bot: What do I need to look for?

If you don’t have any experience with messenger bots yet, the most important lesson right at the beginning is: don’t take too much . Unless you’re a coding expert, your first bot probably won’t state of the be kind of, and that’s fine.

But experts should also keep in mind that an automated chat robot cannot cover every area of customer contact . For example, if a user is dissatisfied, he doesn’t want to be felled off by automatic answers, but rather put his criticism to a real employee.

A bot is broadly meant to output the right information on specific keywords. So make sure that the text templates you create include keywords accordingly and combine them with matching replies.

No matter how extensively a messenger bot reacts, it is important that a user can recognize the robotIt is important that users recognize at first glance that they are communicating with a chatbot. so as not to build false expectations. A welcome message in which your bot appears as , for example, leaves no room for misunderstandings and prevents the recipient from feeling deceived.

Of course, your chatbot can and should sound as authentic and funny as possible. But the priority is not the entertainment value, but the usefulness for the user . You can start with that thought in mind: time for details!

manychat, chatfuel, python, javascript

There are several providers you can use to create chatbots . Some of them are more complicated, others are well suited for bloody beginners. To explain the whole thing a little more specifically, we’ve collected a few examples here.


For standard chatbots, Manychat is a popular option. This is particularly suitable for smaller companies or those who have little time to answer customer inquiries Provider wonderful. For example, with a manychat bot, you can schedule postings in advance and point out the new post via bot message at a preset time or send it as a newsletter .

However, a chat that the messenger bot started cannot be taken over by a humanManychat is particularly suitable for smaller companies that can’t invest a lot of time answering customer inquiries. . If you want to respond in person, the chatbot must first be deactivated. Alternatively, you can set it up to forward to a contact form or support forum.


With Chatfuel, you can create a chatbot right after template . These templates are pretty handy if you don’t have any experience with programming yet. So for beginners, chatfuel is definitely a good choice.

Of course, you can also use Chatfuel to create a bot from scratch, so you can set it up yourself. Either way, the platform provides some building blocks from which you can build your bot together, including button blocks or data blocks. The former allow the user to click on a button while their data is collected over the two.

Chatfuel is also a good choice for beginners. Python vs. JavaScript/Node.js

get a bit more complex here: Python is a server-level programming language. Anyone who knows their way around here can create an extremely comprehensive chatbot. JavaScript, in turn, is used to create dynamic pages in the frontend Things and runs on both the browser and the server.

In order to understand which of these makes the most sense for your project, we have a small List built up:

JavaScript python
  • Javascript is better for dynamic web pages because it’s easier to embed.
  • Javascript has a rather fast execution speed .
  • Python is the first choice when readability or source code splitting is a priority.
  • Python provides great learning resources for beginners .

The difference between the two is ultimately not too big when it comes to chatbots. Python may be a little easier to get started because it’s designed to be as entry-level friendly as possible. That’s why we also chose this variant for the second tutorial. But always slow: In the first tutorial, we’ll look at how to use Chatfuel Chatbot is building.

Tutorial 1: Create Facebook Messenger Bot with Chatfuel

A bot conversation is ultimately nothing more than a constant if-then principle . The bot sets response options, the user reacts to them and receives the next option accordingly.

Once you have a little practice in this strategy, you can’t go too much wrong with a chatbot. Chatfuel makes getting into the world of messenger bots relatively easy. Essentially, you need to do the following :

✓ Step 1 This is the box title : Create a free account on Chatfuel

✓ Step 2 : Decide whether you want to create the bot after a template or from scratch.

✓ Step 3 : Think through the conversation logic. What exactly should your bot be able to do and what does the user want probably from your chatbot?

✓ Step 4 : Choose the right building blocks to build your conversation logic or content. For example, these can be buttons that can be used to download something. Of course, the chatbot must ask for download with the appropriate call to action.

✓ Step 5 : Fine-tune your bot by setting an if-then process.

For this last step, you need a webhook. This is nothing more than an endpoint through which the messages are conveyed back and forth (see Tutorial 2). Once you have this webhook, you can set how and when the bot should deliver content to the user.

simple terms, you can give the following command, for example: “If the user subscribes, blog updates are sent to that person.” Have you heard terms like Python, Node.js, GitHub In etc.? All the better, then we can continue with the second tutorial!

Tutorial 2: Create Facebook Messenger Bot using Python

Even if you want to build the chatbot using the Python programming language, you need first of all a webhook URL , which is called an endpoint. When the user sends a message, Facebook forwards the data to that webhook. The bot’s response is also back through this endpoint.

Getting started with chatbot

With a webhook alone, of course, it’s not enough, so we’ve listed the most important steps on the way to your own messenger bot here!

This is the box title

✓ Step 1: Create webhook Instructions on how to create the webhook can be found here so as not to break the scope of this guide.

✓ Step 2: Create Facebook page In addition to the webhook, the chatbot also requires a Facebook page to which the messages are sent or emanated from. If your company doesn’t have a page yet, you should create it now at the latest.

✓ Step 3: Create Facebook app This app is, so to speak, the digital infrastructure for robot chat. It is the link between webhook and Facebook page. Facebook itself provides detailed instructions on how to create and set up the Facebook app.

✓ Step 4: Create page access keys Go to your Facebook app’s messenger settings, where you can connect the chatbot to the webhook once you have a page access token. It ensures that the request authenticates at the interfaces both when sending and receiving a message request will.

✓ Step 5: Save page access keys as environment variable Add PAGE_ACCESS_TOKEN to the page access key. This way they secure the sensitive information that is connected to your chatbot.

✓ Step 6: Configure the webhook You now need the URL you just created and the confirmation key. Add both to the webhook and then determine what types of message events you want the webhook to be notified for.

For starters, “messages” and “messaging postbacks” are recommended. Of course, you can expand as you like here. At this point, the basic setup is complete. Now it’s going to the hot phase: the chatbot gets the finishing touches!

Test and share the chatbot

First, select the page you want to connect to the webhook. If that is done, you can test the result : go to the Facebook page and click the “Message” button. Now the chat window should open and display a first message from the bot.

If that works according to plan, you can now start customizing the message bot . Facebook’s quick start tutorial itself automatically provides detailed and understandable instructions for this.

Now all that remains is to release the app for review. Up to this point, it’s only in a trial phase and is not visible to anyone except you. Facebook checks the apps relatively strictly to make sure they’re not pure dummies used for spam bots.

Said done. The chatbot is now ready to use. In order to steer the beginnings into success in a targeted manner, there are now a few more helpful best practices for inspiration.

6 Facebook chatbot best practices

In order to be able to properly use the created chatbot on Facebook, it makes sense to look at best practices. The following points need to be considered:

1. Define your own goals

Take it slow and develop the bot step by step. It’s good to focus on simplicity and to set only one goal at the beginning.

2. Define customer expectations

Ask yourself what your customers want. Program the chatbot so that the first interaction meets these needs and picks up users where they are right now. Choose the right personality and tone for your Facebook bot.

3. Enable interaction

If you’re programming in a messenger chatbot, you should make sure that your users like to interact with it. Make simple choices, help with the question and enable them to express your concerns as easily as possible.

4. Be brief

Bots are there to save time. So make sure that users reach their goal with a maximum of 5 clicks.

5. Be transparent

Users are aware that their data is being stored. Make it clear from the start how long they are stored and what you use them for. Give users the opportunity to opt out quickly, easily and at any time.

6. Enable communication with a professional

The chatbot cannot always answer all questions. It is important that they recognize when a person is needed and forwards the user immediately when they wishes.

Admittedly, all of this may sound a bit complicated at first glance. If the Facebook Messenger Bot is your first trip into the world of chatbots, it may cost you a bit of time at the very beginning. However, as soon as you realize that every chatbot basically simply needs instructions on which key terms to react to and how , the whole thing is much more obvious.

It is clear that the time invested is definitely worthwhile, because with a Facebook chatbot you can take your customer communication to a whole new level . So go on — how about a very personal messenger bot?

More questions and answers

Which companies use chatbots in the DACH room?

WHO, Lufthansa, Zalando, Sparkasse, Opel, weather online

How many chatbots are there?

early as 2018, more than 300,000 chatbots were on Facebook As in Deployment — 6 million advertisers. 70% of all users already had contact with chatbots in 2020 (previously 50% in 2018)