Types of Facebook chatbot campaigns

During the preparation of a Facebook Messenger campaign, it is important to select the correct campaign type.

According to Facebook regulations, SendPulse chatbot campaigns are split into categories:

campaign types

Promo campaign — messages may contain advertising and promotional materials, but can be sent only to subscribers, who were active within the last 24 hours.

Newsletter — messages must not contain advertising or promotional materials, and can be sent anytime, regardless of subscribers’ activity. Your page must be approved for Subscription Messaging.

Notification or update — messages must not contain advertising or promotional materials, but need continual notifications or updates. You must select a Message tag that matches the type of content you are sending.

Currently Facebook Messenger supports such campaign tags:

Tag Allowed
Use Cases
BUSINESS_PRODUCTIVITY Send non-promotional messages to help people manage the productivity of their businesses or related activities.

Notifications on services or products that a business has subscribed to or purchased from a service provider;

Reminders or alerts on upcoming invoices or service maintenance;

Reports on performance, metrics, or recommended actions for the business.

COMMUNITY_ALERT Notify the message recipient of emergency or utility alerts, or issue a safety check in your community.

Request a safety check;

Notify of an emergency or utility alerts.

CONFIRMED_EVENT_REMINDER Send the message recipient reminders of a scheduled event which a person is going to attend.

Upcoming classes or events that a person has signed up for;

Confirmation of attendance to an accepted event or appointment.

NON_PROMOTIONAL_SUBSCRIPTION Send non-promotional messages under the News, Productivity, and Personal Trackers categories described in the Messenger Platform's subscription messaging policy. You can apply for access to use this tag under the Page Settings > Messenger Platform. See Platform Policy Overview - Subscription Messaging
PAIRING_UPDATE Notify the message recipient that a pairing has been identified based on a prior request.

Match identified in dating app;

Parking spot available.

APPLICATION_UPDATE Notify the message recipient of an update on the status of their application.

Application is being reviewed;

Application has been approved;

Job application status.

ACCOUNT_UPDATE Notify the message recipient of a change to their account settings.

Profile has changed;

Preferences are updated;

Settings have changed;

Membership has expired;

Password has changed.

PAYMENT_UPDATE Notify the message recipient of a payment update for an existing transaction.

Send a receipt;

Send an out-of-stock notification;

Notify an auction has ended;

Status on a payment transaction has changed.

PERSONAL_FINANCE_UPDATE Confirm a message recipient's financial activity.

Bill-pay reminders;

Scheduled payment reminder;

Payment receipt notification;

Funds transfer confirmation or update;

Other transactional activities in financial services.

SHIPPING_UPDATE Notify the message recipient of a change in shipping status for a product that has already been purchased.

Product is shipped;

Status changes to in-transit;

Product is delivered;

Shipment is delayed.

RESERVATION_UPDATE Notify the message recipient of updates to an existing reservation.

Itinerary changes;

Location changes;

Cancellation is confirmed;

Hotel booking is canceled;

Car rental pick-up time changes;

Room upgrade is confirmed.

ISSUE_RESOLUTION Notify the message recipient of an update to a customer service issue that was initiated in a Messenger conversation.

Issue is resolved;

Issue status is updated;

Issue requires a request for additional information;

Follow up on a customer inquiry or support ticket.

APPOINTMENT_UPDATE Notify the message recipient of a change to an existing appointment.

Appointment time changes;

Appointment location changes;

Appointment is canceled.

GAME_EVENT Notify the message recipient of a change in in-game user progression, global events, or a live sporting event.

Player's in-game crops are ready to be collected;

Player's daily tournament is about to start;

Person's favorite soccer team is about to begin a match.

TRANSPORTATION_UPDATE Notify the message recipient of updates to an existing transportation reservation.

Flight status changes;

Ride is canceled;

Trip is started;

Ferry has arrived.

FEATURE_FUNCTIONALITY_UPDATE Notify the message recipient of new features or functionality that become available in your bot.

Chat with a live agent is added to your bot;

A new skill is added to your bot.

TICKET_UPDATE Send the message recipient updates or reminders for an event for which a person already has a ticket.

Concert start time changes;

Event location changes; Show is canceled;

A refund opportunity is made available.

If the campaign doesn't fit in with existing tags, suggest Facebook your own tag.


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