Using Sprout Bots with Click-to-Message Ads (Facebook & X)
Table of Contents
Why this matters
Bots can't proactively message users on Facebook or X — they can only reply once a user messages you first. Click-to-message ads are the one exception on both networks. When you connect a Sprout bot to one of these ads, the bot can greet the user automatically as soon as they tap the ad's button, instead of waiting for them to message you first.
If the ad isn't connected to your bot, the user will simply land in your regular private message inbox and won't be greeted by a bot at all.
How a click-to-message ad works
A click-to-message ad is a promoted post that includes text, an image, and a button. When someone taps that button:
- The chat window opens.
- A first message is sent automatically — you can customize this message, including adding a button to it (Facebook) or a Welcome Message (X).
- If your Sprout bot is connected to that button, the bot's Welcome Message fires and the user enters your bot flow instead of a blank chat window.
| X | ||
|---|---|---|
| Ad type | Click-to-Messenger ad | Direct Message Card ad |
| Typical button label | Message / Get Started | Message / Chat With Us |
| ID field in Bot Builder Settings | Bot Payload | Welcome Message ID |
Limitation to flag for customers (Facebook only): Sprout only supports connecting to the button on the first message. It does not currently support connecting to Quick Replies created within the ad itself — only the initial message button can trigger the bot.
Setting it up
- Go to Bot Builder.
- Open the Settings tab. (IDs only appear here once the bot is turned on.)
- Click Copy ID — under Bot Payload for Facebook, or Welcome Message ID for X.
- Paste that ID into the corresponding field during ad creation:
- Facebook: in Facebook Ads Manager. See Meta's Ads that Click to Messenger documentation for where to paste it.
- X: in the X ad creation flow. See X's Create a Direct Message Card article for where to paste it.
One bot per profile — plan ad campaigns accordingly
Sprout doesn't support a separate, ad-specific bot that runs alongside your regular bot, on either network. You have two options:
- Use your existing default bot for the ad. Simplest option — just plug your current bot's ID into the ad. The same bot that handles regular messages will also greet ad clickers.
- Run a dedicated bot for the campaign instead. If you want a different experience for ad traffic, you'll need to deactivate your normal bot and activate the ad-specific bot in its place for that profile. Only one bot can be active on a profile at a time, so this is a swap, not an addition — plan the timing around your campaign's launch and end date.
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