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Build Facebook Messenger Bots for Business: NoCode Guide

Illustrator: Franuk
facebook messenger bots

Please note that 'Variables' are now called 'Fields' in Landbot's platform.

Please note that 'Variables' are now called 'Fields' in Landbot's platform.

When the Messenger platform launched in 2016, the news almost broke the internet. Online and offline publications were filled with suppositions and predictions on the business opportunities Facebook Messenger bots could bring. 

The excitement was no surprise as that year Facebook messenger already boasted 1 billion monthly active users (MAU). 

Several years later the topic is still hot and it’s not just because the MAU count is now 1.3 billion

The main difference is that the talks are no longer purely theoretical. Businesses of all shapes and sizes have been showcasing the worth of employing a Facebook bot be it for customer support, sales, or collecting feedback. 

Given the business potency of Facebook Messenger as a communication channel and the advantages of automation brought about by chatbots, we decided to put together this article. We’ll cover all the most commonly asked questions as well as show you how to build a Facebook Messenger chatbot (without coding) and then test it before launch. 

What are Facebook Messenger Bots?

Facebook Messenger bots are virtual assistants that respond to users who reach out to you via chat on your company Facebook page using automated communication sequences. 

Such a chatbot can be either rule-based or use artificial intelligence (AI) and natural language processing and fulfill a variety of functions from sales to customer service. 

Why use Facebook Messenger Chatbots for Business?

The simple answer is for the ways FB Messenger chatbots are revolutionizing business. The more complex explanation is rooted in the multifaceted benefits you can gain from replacing a live chat with an automated bot

Here are some of the top reasons to consider using Messenger chatbots: 

  • According to the 2021 statistics reports, Facebook has 2.9 billion MAU while, as mentioned before, the Messenger app itself has 1.3 billion MAU;
  • Facebook Messenger platform is already completely optimized for all possible devices taking that worry off your shoulders; 
  • Facebook Messenger open and click rates are through the roof compared to the results you can realistically achieve email campaigns;
  • Engaging with consumers via Messenger means engaging with them where they already naturally spend their time which removes unnecessary friction from the process such as requesting an email address, having to check their email to read the newsletter, etc.;
  • Building an audience on Facebook is significantly simpler and faster than starting an email list from zero;
  • Automating Messenger communication enables you to create similar nurturing sequences normally associated with email campaigns but without friction as the consumers don’t need to alter their habits to check those communications; 
  • Messenger bot can help you build trust by communicating with your audience where they feel comfortable and so, eventually, help you gain the email addresses (and have a more 3rd-party independent means of contacting them when needed) but in a less intrusive manner;
  • Since messaging apps are associated with speed and frequency, you can also send your Facebook bot messages significantly more often (within seconds, minutes, hours, or days of each other) than it would be acceptable with an email;
  • FB Messenger chatbots can act as moderators to help you improve your customer service since they can filter queries, answer the basic ones and only push the complex issues to your agents who will be able to respond to those who really needed quicker and more efficiently; 
  • Bots can help you reach and serve more existing and potential customers as many people do not like to make a call or chat to a live agent but email is too slow to be a valid option to them; 
  • Facebook bots offer a great interactive customer experience as they don’t have to rely purely on language (and results in fails) and, instead, can take advantage of rich visual elements such as buttons, quick replies, carousels, etc. 
  • Messenger bots allow you to recommend products and process sales in real-time without forcing the shopper to leave the conversation;
  • Continuity! Every time a user reaches out to you via Messenger, they must be logged in on Facebook and so your bot has access to all their query and shopping history so providing help and assisting sales becomes more frictionless. 

The list could go on and on. 

To make it concise and save us some time, the truth is whatever use case you have in mind, there are benefits to be reaped from implementing a chatbot on Facebook. 

How do FB Messenger Chatbots Work?

How a Facebook chatbot works, depends on the flow system you use to create it. 

A chatbot can be either rule-based or NLP-Based.

NLP chatbots are probably more widely known as they rely on the linguistic branch of artificial intelligence and process natural user inputs to understand the query and reply to it appropriately. They offer a more natural “human” conversational experience but give you very little control over the interactions. 

NLP Flow Visualization


On the other hand, rule-based chatbots rely on the good old decision tree or “chose-your-adventure” type of structure. They are much simpler to build and often rely on rich UI elements such as quick replies and buttons. Don’t hold the simplicity agist them though, it comes in handy in many use cases that require you to stay in control such a solving a particular problem or processing and sale.

Rule-Based Flow Visualization


Both types of chatbots can be (and should be - to achieve the best possible experience) connected to an external database that allows the bot to personalize the interaction. 

Both options are valid and the advantage of one over the other really depends on your needs and goals. Actually, many bots combine both, NLP and rule-based sequences. For instance, a bot can use NLP to identify what user needs (e.g. recommend products) but then switch to a rule-based sequence for the user to rate their experience.

How to Build a Facebook Messenger Chatbot?

Whether you are aiming to build an NLP-based or a rule-based bot, it’s smart to work with a low-code or no-code chatbot builder. The visual interface of a no-code platform makes the flow creation faster as well as understandable to people on your team not versed in programming. 

It’s a huge advantage as it allows you to involve marketers, sales, or customer support reps in the process of building a bot that will make their job easier. Furthermore, a visual interface also eases maintenance as pretty much anyone can do it.

In this Facebook bot tutorial, we will show you how to build a chatbot using the Landbot no-code Messenger chatbot platform and then test it as well. 

1. Access the Landbot Builder & Open the Canvas

If you don’t have a Landbot profile yet, sign up for free and access the dashboard. 

Once there, click on the “Build a Chatbot” button in the upper right corner and select “Messenger” as you preferred bot type: 

build facebook messenger bots

After this, the app takes you to the Landbot template library where you can decide if you want to start building a Messenger bot from scratch or use a pre-designed template: 

facebook messenger bot templates

Building a bot from scratch gives you more freedom but simply customizing a template is great when speed is of the essence. 

For the purpose of this tutorial, we will use the eCommerce feedback template. 

2. Familiarize Yourself with the Builder

Before you start, familiarize yourself with the builder.

Landbot enables you to build the conversational flow by connecting question blocks through arrows:

By expanding the purple arrow on the left side of the canvas you can access the menu of all features and block types.

messenger chatbot features

To make your job easier, you can use the search field on the top of the menu to filter for features and block compatible with Facebook. 

3. Customize the Welcome Message

Welcome Message is the opening message of your conversational flow sequence. This block is always present whether you are using a template or building a bot from scratch. 

facebook bot welcome message

What you say and how you say it in this first message sets the purpose and tone for the rest of the conversation: 

It’s important to be clear here about what the bot can and cannot do. If you set the expectations right from the start, the users are less likely to be disappointed. 

4. Review & Customize the Flow

The eCommerce feedback flow is composed of three main sections called “Bricks”. Landbot Bricks act as folders that allow you to organize more complex chatbot flows. 

facebook bot ecommerce feedback

In this case, each brick represents a different type of feedback to collect:

  • Website feedback 
  • Delivery feedback
  • NPS

To review flow of each brick, hover over it and click on the edit button that pops up: 

landbot bricks

This is how it looks inside the website feedback brick:

facebook messenger bot flow

You can enter, make necessary customizations, save changes and then click the “Back to bot” button to return to the main flow. 

5. Export Data & Receive Notifications

Begging the feedback flow, you’ll notice two notes prompting you to insert a data export block or arrange to receive notifications. 

messenger bot integrations

One of the easiest ways to export (or import) data from and to a chatbot flow is using Landbot’d native Google Sheets or Airtable integrations. 

The setup for both is quite similar and extremely simple. For instance, this is how you export data with Google Sheets:

As per setting up trigger notifications. You can arrange to receive them via email (using Sendgrid integration) or on a 3rd-party tool like Slack:

Integrate Slack to Landbot

6. Publish your Bot

Once the bot is optimized to your liking, it’s time to publish. 

While the changes you make save automatically, making the flow public requires you to click the “Publish” button in the upper right corner.

Now you are ready to do some testing!

How to Test your Facebook Chatbot?

Once published if you want to test the chatbot you need to create a channel connection between your Facebook Page and Landbot. 

To review the bot from a customer perspective first, create a decoy Facebook page to use just for testing. The process will still be the same. 

And that is it!

If all is fine with the test you are ready to connect the bot to your main channel and interact with your customers via the chat app they love to use.

To Conclude 

Consumers, in B2B as well as B2C, are becoming more and more exigent about their experience. Adding a chatbot to help create stronger relationships and manage the consumer-brand communications in a more timely manner is one of the ways you can step up to the occasion. 

Furthermore, when a bot is paired with one of the most popular chat apps like Facebook Messenger, the user experience can hardly get more frictionless as it allows not only for speed but also continuity. 

You can have customers contact you directly via Messenger, or use Click-to-Messenger CTA on your website or campaigns. The bot can be as effective in helping your customer service team as it can be in helping you boost your marketing strategy. The opportunities are there for the taking!

Feel free to check out our conversational marketing guide or visit our chatbot use cases library for more inspiration.

Frequently Asked Questions about Landbot Pricing

What’s a Landbot chatbot template?

There are three ways to go about building a conversational app with Landbot:

1 - Do it all from scratch but still without coding

2 - Use only a few pre-made elements (bricks)

3 - Pick and customize a pre-designed template


There’s no need to reinvent a flow if our conversational experience designers already built a chatbot template for your use case. Before committing to a free sign up or a specific template, you can always use the preview function to try out the end-user experience. When you do load your chosen template, you’ll see the conversational flow all set up for you with guiding notes when needed.

All you have to do is customize the content inside the flow that’s already there. Edit the text, images, gifs, and links in the blocks so they fit your brand and product!

What’s the difference between a chat, a WhatsApp chat, and an AI chat?
  • A chat in Landbot represents a structured conversation between your bot and an end user, following a rule-based flow for web chatbots. It guides the user through specific tasks using buttons, keyword triggers, and decision trees with predetermined responses.

  • A WhatsApp chat in Landbot is a conversation between your bot and an end user on WhatsApp, following Meta’s messaging rules. When an end user messages your bot, a 24-hour window opens, allowing free responses, and the interaction counts as a WhatsApp chat in your Landbot plan. After 24 hours of inactivity, only pre-approved Message Templates can be sent, which you can manage directly in the Landbot platform.

  • AI chats incorporate AI functionalities, leveraging Landbot’s AI feature blocks or AI Assistants for lead generation, FAQs, or appointment booking. This enables the bot to understand intent and provide personalized, real-time responses instead of relying solely on predefined flows. AI chats are tracked and billed separately from regular chats and WhatsApp chats.

What is considered a “seat” in a Landbot plan?

A seat refers to a user license that grants an individual access to the Landbot platform under a specific account. Each seat allows one team member to log in, build, manage, and collaborate on chatbots. The number of seats included depends on your subscription plan, and additional seats can be purchased on all paid plans.

What subscription plans does Landbot offer?
  • Starter: Ideal for individuals and small businesses looking to create website chatbots effortlessly.

  • WhatsApp Starter: Perfect for small teams and businesses automating conversations across websites, Messenger, and WhatsApp.

  • Pro: Great for growing teams that need advanced features, automation, and integrations for website chatbots.

  • WhatsApp Pro: Best for businesses looking to scale customer interactions on WhatsApp with automation and rich messaging capabilities.

  • Business: Tailored for enterprises that require a fully customized chatbot solution with premium support and integrations for all channels.

How does the 14-day free trial work?

New sign-ups to the Landbot platform receive a 14-day free trial with access to all Landbot features and channels. After this period, the account is automatically downgraded to the Sandbox (Free) plan, which has certain limitations. You can upgrade to a paid plan should you wish to continue using Landbot’s premium features.

How is my subscription charged?

Your credit card is automatically charged at the start of each billing period. For monthly plans, the charge is processed on the first day of each new monthly cycle, while for annual plans, it occurs on the first day of the new yearly cycle.

Can I change my subscription plan later?

Yes, you can upgrade or downgrade your subscription plan anytime within the Landbot platform. Changes will be applied according to Landbot's billing policies.

How many chats are included in the Business Plan?

Our Business Plan is fully customizable to suit your needs, including the number of chats, seats, and WhatsApp Business Account numbers. Please reach out to our Sales team for a personalized quote tailored to your requirements.

What happens when I reach my plan's chats limit?

If you go over your paid plan’s chat limit, extra chats will be charged based on the chat type. Regular chats cost €0.05 per extra chat, while WhatsApp chats also cost €0.05 per chat plus Meta’s additional fee. AI chats are €0.10 per extra chat. Business plans have custom pricing for extra chats.

Are there any plans that only include WhatsApp?

No, all of our plans that include WhatsApp (WhatsApp Starter, WhatsApp Pro, and Business) also grant access to other channels, such as web, API, and Facebook Messenger. These additional channels are included in all WhatsApp plans.

Can I add more than one WhatsApp number to my account?

Yes, you can link multiple WhatsApp Business Account numbers to your Landbot account, but the number of WhatsApp Business Account numbers allowed depends on your plan.

What payment methods does Landbot accept?

We accept Visa, MasterCard, and American Express. Bank transfers are only available for Business plans.

What currency will I be billed in?

Subscriptions are billed in Euros (€) for most customers. However, customers in the following countries will be billed in US Dollars ($): Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Cuba, Ecuador, El Salvador, French Guiana, Grenada, Guatemala, Guyana, Haiti, Honduras, Jamaica, Mexico, Nicaragua, Paraguay, Panama, Peru, Puerto Rico, the Dominican Republic, Suriname, Uruguay, the USA, and Venezuela.

Does Landbot use the official WhatsApp Business API? How does the application process work?

Yes! Landbot uses WhatsApp’s official API to integrate the most popular instant messaging app. The API offered by Facebook(Meta) is under constant improvement, the reliability is fantastic and generates a frictionless experience for your users and for your team. To review which type of enterprises, businesses and brands WhatsApp accepts at the moment, please read our WhatsApp API application guide.

Landbot’s onboarding team helps you in the application process. Once you sign up for Landbot’s WhatsApp solution, our team will ask you to submit the required information and initiate the application process on your behalf. The entire process usually lasts around 1-2 weeks, regardless of which provider you work with. We take utmost care to ensure each business we collaborate with has their application approved, managing the application process at every step of the way. However, ultimately, the final approval decision rests with WhatsApp.

Can I start building my bot before my WhatsApp API access is approved?

Landbot’s special WhatsApp Test environment feature allows you to build and test your WhatsApp bot before your API application gets approved.

This is possible because the testing channel is a closed one, and only allows communication between the Landbot interface and the phone number you associated with the test account. So you can already test your WhatsApp bot with your own phone, and have it ready to be published live to your users when the access is approved by WhatsApp.

Do you offer support resources on WhatsApp bot creation?

Yes, you have access to a large collection of support resources including WhatsApp guides, documentation and academy videos to help you get the most out of the WhatsApp chatbot builder and campaign manager. Listed below are some of the resources:

- How to Create a WhatsApp Bot: Step By Step Guide
- How to Create & Test your WhatsApp Chatbot: Video Guide
- Landbot Academy: WhatsApp

What is the WhatsApp opt-in and how does it work?

WhatsApp opt-in is the active consent users have to give you before you can contact them via WhatsApp. Opt-ins need to be done via a third-party channel. You can learn more about WhatsApp opt-ins and how they work here.