Messenger Platform

Ads that Click to Messenger

Updated: Dec 19, 2023
This guide explains how to create and publish ads that click to Messenger using the Marketing API.
If you would like to use the Ads Manager to create a campaign for lead ads, visit the Meta Business Help Center⁠.
Ads that click to Messenger send people that click on your ads directly into conversations with your business in Messenger. Use these ads to reach people at scale and deliver standout, individualized service.
Ads that click to Messenger support ads with an image, a video, a carousel, or a slideshow. You can also include call prompts in your ad.
If you’re interested in creating ads that send people to Instagram or WhatsApp chats, see Ads that Click to Instagram or Ads that Click to WhatsApp for guidance. You can also create ads that pick the destination the user is most likely to respond from, see Ads that Click to Multidestination for more information.

Ad Creation Overview

To create and publish an ad you will:
  1. Create an ad campaign
  2. Create an ad set that links your ads to your ad campaign
  3. Create an ad creative for the Messenger Ad type you want to serve
  4. Create an ad by linking your ad creative to your ad set
  5. Publish your ad to Facebook, Instagram, and Messenger

Before You Start

This guide assumes you have:
To make successful calls to all endpoints in this guide, you will need:
  • A Page access token requested by a person who can perform the ADVERTIZE task on the Page
  • The following permissions must be granted by your app user:
    • ads_management
    • pages_manage_ads
    • pages_read_engagement
    • pages_show_list

Step 1. Create a Campaign

To create your ad campaign send a POST request to the act_ad_account_id/campaigns endpoint where ad_account_id is the ID for your Meta ad account. Your request must include:
  • access_token
  • buying_type
  • name
  • objective – set to OUTCOME_TRAFFIC, or OUTCOME_LEADS for lead ads
  • special_ad_categories
  • status

Ad Campaign Quick Reference

Parameter Value
access_token
Your Page access token
buying_type
Set to AUCTION (the default) for Messenger Ads for Leads
name string
The name for your ad campaign
objective enum
Campaign’s objective.
OUTCOME_TRAFFIC for CTS.
OUTCOME_LEADS for Messenger Ads for Leads.
OUTCOME_ENGAGEMENT, OUTCOME_SALES, and OUTCOME_TRAFFIC for general CTM Ads.
special_ad_categories array[enum]
NONE or a comma separated list of Meta ad categories
status array[enum]
PAUSED – the campaign is not ready yet

Example Request

Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/campaigns" \
     -H "Content-Type: application/json" \
     -d '{
           "access_token":"Your_page_access_token",
           "buying_type":"AUCTION",
           "name":"Messenger_ad_campaign_name",
           "objective":"OUTCOME_TRAFFIC",
           "status":"PAUSED",
           "special_ad_categories":["NONE"],
         }'
On success your app receives a JSON response with the ID for your campaign.
{
  "id": "campaign_id"
}

Step 2. Create an Ad Set

To create an ad set, send a POST request to the act_ad_account_id/adsets endpoint where ad_account_id is the ID for your Meta ad account. Your request must include:
  • access_token
  • bid_amount
  • billing_event set to IMPRESSIONS
  • campaign_id
  • daily_budget
  • destination_type set to MESSENGER
  • name
  • optimization_goal set to CONVERSATIONS, IMPRESSIONS, or LEAD_GENERATION or QUALITY_LEAD for lead ads
  • promoted_object – set to the ID for your business’ Facebook Page.
  • status set to PAUSED
  • targeting

Ad Set Quick Reference

Parameter Value
access_token
Your Page access token
bid_amountint
The maximum amount you want to pay for a result based on your optimization_goal
billing_eventenum
Must be set to IMPRESSIONS. Meta bills you when your ad is shown to people
campaign_idint
The ID for your campaign from Step 1
daily_budgetint
The amount you want to spend per day
destination_typestring
Must be MESSENGER for Messenger Ads for Leads. Required for Messenger Ads for Leads
name string
The name of your ad set
optimization_goalenum
Can be either CONVERSATIONS or CONVERSIONS for CTM or CTS. Can be either LEAD_GENERATION or QUALITY_LEAD for Messenger Ads for Leads.
promoted_objectenum
Set to the ID for your business’ Facebook Page ID. Required for Lead Ads for Messenger
  • If you have set up a CRM data source and choose QUALITY_LEAD as an optimization goal, you may add the pixel_id to the promoted_object for further optimization on quality. Note that you do not need to supply a pixel_rule alongside with the pixel_id.
statusenum
PAUSED
targeting object
An object that defines the audience to whom you want to show your ads
Visit our Ad Account Ad Set Endpoint Reference for the complete list of available parameters.

Example Request

Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/adsets"
     -H "Content-Type: application/json"
     -d '{
           "access_token":"Your_page_access_token",
           "bid_amount":"Your_bid_amount",
           "billing_event":"IMPRESSIONS",
           "campaign_id":"Your_campaign_id",
           "daily_budget":"Your_daily_budget",
           "destination_type":"MESSENGER",
           "name:"Your_messenger_adset_name",
           "optimization_goal:IMPRESSIONS",
           "status:PAUSED",
           "targeting":{
             "geo_locations": { "countries":["US","CA"] },
             "device_platforms": ["mobile", "desktop"],
             "publisher_platforms": ["messenger"]
           }
         }'
On success your app receives the following JSON response with the ID for the ad set.
{
  "id": "adset_id"
}

Step 3. Create Ad Creative

The ad creative allows you to add assets to your ads.

Limitations

  • Ads created using object_story_id are not supported
  • A person must have Messenger installed on their device to see your ad
  • There is no support for right side placements
To create an ad creative, send a POST request to the /act_ad_account_id/adcreatives endpoint where ad_account_id is the ID for your Meta ad account. Your request must include:
  • access_token
  • name
  • object_story_spec – Required
  • privacy_url – Required for lead ads
  • standard_enhancements.enroll_status – Required for ad creatives that are eligible for standard enhancements.

Ad Creative Quick Reference

Parameter Value
access_token
Your Page access token. Required
name
The name for your ad creative. For example, “Click to Messenger for September”, etc. Required
object_story_spec
An object containing information about a message. Required for Click to Messenger or Click to Subscribe ads
  • link_data – An object defining a message with a template or carousel
  • page_id – Required. The ID for the Facebook Page sending the message
  • photo_data – An object defining a message with an image
  • text_data – An object defining a message with text only
  • video_data – An object defining a message with a video
privacy_url
Set to the URL for your privacy policy. Required for Messenger Ads for Leads

Ads that Click to Messenger

To create an ad creative for a Click to Messenger ad, send a POST request to the /act_ad_account_id/adcreatives endpoint where ad_account_id is the ID for your Meta ad account. Your request must include:
  • access_token
  • name
  • object_story_spec with a *_data object that defines the media type

Image Ad Quick Reference

link_data Parameters Values
call_to_action
Object to define the call to action button in the ad
type – The text for the button, for example LEARN_MORE
value – The destination for the button click
{app_destination: MESSENGER} – Required
image_hash
The hash for the image
link
The URL for the image
message
The Welcome text for the first message you send to the person after they click on the call to action button. You can also send a default template or a series of up to 5 template messages. Learn more.

Image Ad Example Request

Formatted for readability. Replace bold, italics values, such as page_access_token, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/adcreatives"
     -H "Content-Type: application/json"
     -d '{
           "access_token":"page_access_token",
           "name":"Your_CTM_image_ad_name",
           "object_story_spec":{
             "page_id": "your_page_id",
             "link_data": {
               "page_welcome_message": "Your_welcome_message",
               "image_hash": "Your_image_hash",
               "link": "Your_image_URL",
               "call_to_action": {
                 "type":"LEARN_MORE",
                 "value":{ "app_destination":"MESSENGER" }
               }
             }
           }
         }'

Click to Messenger Video Ad Quick Reference

video_data Parameters Values
call_to_action
Object to define the call to action button in the ad
type – The text for the button, for example LEARN_MORE
value – The destination for the button click
{app_destination: MESSENGER} – Required
link_description
The text for the video
image_url
the URL for the video thumbnail
page_welcome_message
The welcome text for the first message you send to the person after they click on the call to action button. You can also send a default template or a series of up to 5 template messages. Learn more.
video_id
Meta ID for the video. Learn more about uploading assets to Meta servers.

Video Ad Example Request

Formatted for readability. Replace bold, italics values, such as page_access_token, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/adcreatives"
     -H "Content-Type: application/json"
     -d '{
           "access_token": "page_access_token",
           "name": "Your_CTM_image_ad_name",
           "object_story_spec": {
             "page_id": "your_page_id",
             "video_data": {
               "call_to_action": {
                 "type": "LEARN_MORE",
                 "value": { "app_destination": "MESSENGER" }
               },
               "link_description": "Your_link_description",
               "image_url": "Your_thumbnail_URL",
               "page_welcome_message": "Your_welcome_text",
               "video_id": "video_id"
             }
           }
         }'

Ad that uses a messaging flow configured on a partner app

Formatted for readability. Replace bold, italics values, such as page_access_token, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/adcreatives"
     -H "Content-Type: application/json"
     -d '{
           "access_token": "page_access_token",
           "name": "Your_CTM_image_ad_name",
           "object_story_spec": {
             "page_id": "your_page_id",
             "link_data": {
               "image_hash": "your_image_hash",
               "link": "your_image_URL",
               "call_to_action": {
                 "type": "MESSAGE_PAGE",
                 "value": { "app_destination":"MESSENGER" }
               }
             }
           },
           "asset_feed_spec": {
             "additional_data": {
               "partner_app_welcome_message_flow_id": "FLOW-ID"
             }
           }
         }'
For more information about messaging app flows, refer to Welcome message flows in the Messenger Platform documentation.

Filling out Page Welcome Message

The default message that a customer sees is “Hello! Can I get more info on this?”. You can create more tailored user experiences for your ads that click to Messenger by customizing your ads’ greeting message, icebreakers, and autofill messages in the page_welcome_message field under object_story_spec.
For more information about icebreakers, see the ice_breakers reference.

Limitations

  • Icebreaker titles must not be more than 80 characters.
  • Icebreaker responses must not be more than 300 characters.
  • Message text must not be more than 300 characters.

Example

Create the page_welcome_message object to add icebreakers with a greeting message.
"page_welcome_message": {
  "type":"VISUAL_EDITOR",
  "version":2,
  "landing_screen_type":"welcome_message",
  "media_type":"text",
  "text_format":{
    "customer_action_type":"ice_breakers",
    "message":{
      "ice_breakers":[
        {"title":"Can I make a purchase?","response":"This is a response 1"},
        {"title":"Can I see a menu?", "response":"This is a response 2"},
        {"title":"Where are you located?", "response":"This is a response 3"}],
      "quick_replies":[],
      "text":"Hi {{user_first_name}}! Please let us know how we can help you."}
  },
  "user_edit":false,
  "surface":"visual_editor_new"
}

Click to Subscribe

Click to Subscribe ads (CTS) are Click to Messenger ads where the object_story_spec.page_welcome_message is an array of objects with a notification message template. When a person clicks the Get messages button in your ad, the person agrees to receive marketing messages from your business.
To create an ad creative for a Click to Subscribe ad, send a POST request to the /act_ad_account_id/adcreatives endpoint where ad_account_id is the ID for your Meta ad account. Your request must include:
  • access_token
  • name
  • object_story_spec with
    • a *_data object that defines the media type
    • the page_welcome_message array that defines the marketing message opt in request. Must include landing_screen_type set to marketing_messages and the message attachment payload.template_type set to nofitication_messages

Image Ad Example Request

Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/adcreatives"
     -H "Content-Type: application/json"
     -d '{
           "access_token": "page_access_token",
           "name": "Your_CTS_image_ad_name",
           "object_story_spec": {
             "page_id": "your_page_id",
             "link_data": {
               "image_hash": "Your_image_hash",
               "link": "Your_image_URL",
               "call_to_action": {
                 "type": "LEARN_MORE",
                 "value":{ "app_destination": "MESSENGER" }
               }
               "page_welcome_message": "{
                 "landing_screen_type": "marketing_messages",
                 "media_type": "image",
                 "image_format": {
                   "customer_action_type": "buttons",
                   "message": {
                     "text": "Your_welcome_message",
                     "attachment": {
                       "type": "template",
                       "payload":{
                         "template_type":"notification_messages",
                         "elements": [{
                             "title": "Your_CTS_title",
                             "subtitle": "Your_CTS_subtitle",
                             "image_url": "Your_image_URL",
                             "app_id": "Your_Meta_app_ID",
                             "buttons": [{
                               "type": "postback",
                               "payload": "Data_to_include_in_webhook_notification",
                               "title": "Get messages"
                             }]
                         }]
                       }
                     }
                   }
                 }
               }"
             }
           }
         }'

Lead Ads in Conversations

Beginning with v24.0, the ability to create lead ads that generate leads in Messenger with the API is being deprecated. You will still be able to create Messenger ads for leads using Ads Manager. See Create lead ads that click to Messenger and Instagram Direct in Meta Ads Manager⁠ for more information.
Messenger Ads for Leads allow you to generate leads in Messenger through an automated chat template. You can ask specific questions to people who are interested in your business directly in your preferred messaging platform, gather customer preferences, and ask custom questions to prioritize the most qualified leads.
Before you can create ad creatives for Messenger Ads for Leads you must accept the terms and conditions for Messenger Ads for Leads.⁠

Message Template Requirements

  • A welcome message that greets people after they tap on your ad and let them know what your business has to offer
  • Questions that gather information about whether the person is a lead. This can include questions about interests, location, and contact information such as email and phone number.
  • A confirmation message that allows you to thank people for their answers and let them know what happens next. You can find your new lead in Ads Manager, your Page’s publishing tool or in your CRM.
  • A Privacy Policy since you will be collecting customer information.

Limitations

  • Message templates cannot be edited or deleted once they are created

Create a Message Template

To create a message template, send a POST request to the /page_id/messenger_lead_forms endpoint where page_id is the ID for your business' Facebook Page. Your request must include:
  • access_token
  • privacy_url
  • step_list array that includes message, reply_type, step_id, and step_type
  • template_name
  • reminder_text
The following message template includes your template_name, your privacy_url, step_list with a welcome message in step_id: 0, questions in step_id: 1 to 4, a confirmation message in step_id: 5, and a disqualification message in step_id: 6.

Message Template Quick Reference

step_list Parameters Description
allow_to_skip bool
Set to true or false. Set to false when a person must provide an answer or true no answer is required.
answer_validation_enabled bool
Set to true or false. Set to true when an answer must be validated. Only supports city, country, email, national ID, phone number, and zip code validation.
answers array of strings
A list of answers for a question. Required for reply_type: QUICK_REPLIES.
message string
The text for a particular step. For example, a welcome message, question, directive, confirmation or disqualification message. Required
next_step_ids array of step_ids
The next step, or possible steps, in the list of questions. Can not point to a previous question in the list. Can be dependent on the answer given. For example, if a person answers a question with a disqualifier then the next step will be the disqualifying step but if the answer is a qualifier then the next step will be the next question in the list of questions.
prefill_type enum{ CITY, EMAIL, PHONE }
If an answer if is prefilled with a person’s information, such as if a person has already shared their email or phone number with your business.
reminder_text string
Text for the person answering the questions reminding them to complete the form
reply_type enum{ NONE, PREFILL, QUICK_REPLIES }
If reply_type is set to ‘PREFILL’ then the sizes of step_list[x].next_step_ids and step_list[x].answers must match
step_id string
The ID for step to allow you to order the questions and messages.For example, if you have a list of 6 steps, 0 is your welcome message, while 1 thru 3 are your questions, 4 is your confirmation, and 5 is your disqualification message.
step_type enum{ CONFIRMATION, DISQUALIFY, INTRO, QUESTION }
The type of step such as a question or introduction message. An INTRO and CONFIRMATION step are required

Example Leads Message Template

Formatted for readability. Replace bold, italics values, such as page_access_token, with your values.
curl -X POST "https://graph.facebook.com/v25.0/your_page_ID/messenger_lead_forms"
     -H "Content-Type: application/json"
     -d '{
           "access_token": "Your_page_access_token",
           "privacy_url": "Your_privacy_policy_URL",
           "reminder_text": "Your_reminder_text",
           "template_name": "Your_template_name",
           "step_list": [
             {
               "step_id": "0",
               "message": "Your_welcome_message",
               "step_type": "INTRO",
               "reply_type": "NONE",
               "next_step_ids": "1"
             },
             {
               "step_id": "1"
               "message": "Are_you_interested_in_our_products_or_services?",
               "step_type": "QUESTION",
               "reply_type": "QUICK_REPLIES",
               "answers": ["Yes", "Not now", "Maybe"],
               "next_step_ids": [2,6,2],
               "allow_to_skip": false,
               "answer_validation_enabled": true
             },
             {
               "step_id": "2",
               "message": "What city do you live in?",
               "step_type": "QUESTION",
               "reply_type": "PREFILL",
               "prefill_type": "CITY",
               "next_step_ids": "3",
               "allow_to_skip": true
             },
             {
               "step_id": "3",
               "message": "What is your phone number?",
               "step_type": "QUESTION",
               "reply_type": "PREFILL",
               "prefill_type": "PHONE",
               "next_step_ids": "4",
               "allow_to_skip": false,
               "answer_validation_enabled": true
             },
             {
               "step_id": "4",
               "message": "What is your email address?",
               "step_type": "QUESTION",
               "reply_type": "PREFILL",
               "prefill_type": "EMAIL",
               "next_step_ids": "5",
               "allow_to_skip": false,
               "answer_validation_enabled": true
             },
             {
               "step_id": "5",
               "message": "Your_confirmation_message",
               "step_type": "CONFIRMATION",
               "reply_type": "NONE"
             },
             {
               "step_id": "6",
               "message": "Your_disqualification_message",
               "step_type": "DISQUALIFY",
               "reply_type": "NONE"
             }
           ]
        }'
On success your app will receive a JSON object with the ID for the template.
{
  "id": "your_messenger_lead_gen_template_id"
}
A fblead_form is also created and associated with the message template as part of this process.

Get a list of forms

To get a list of the Messenger lead generation form templates, you can send a GET request to the /page_id/messenger_lead_forms endpoint. You can also get information about a specific template by sending a GET request to /Your_messenger_lead_gen_template_id endpoint.

Ad creative examples

To create an ad creative for lead ads, send a POST request to the /act_ad_account_id/adcreatives endpoint where ad_account_id is the ID for your Meta ad account. Your request must include:
  • access_token
  • name
  • object_story_spec with a *_data object that defines the media type, image or video, and contains:
    • the *_data.page_welcome_message parameter set to the key-value pair
      • ctm_lead_gen_template_id: Your_messenger_lead_gen_template_id

Example ad creative for Messenger Ads for Leads with an Image

Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_AD_ACCOUNT_ID/adcreatives"
    -H "Content-Type: application/json"
    -d '{
          "access_token": "Your_page_access_token",
          "degrees_of_freedom_spec": {
            "creative_features_spec": {
              "standard_enhancements": { "enroll_status": "OPT_IN" }
            }
          },
          "name": "Your_lead_ad_image_ad_name",
          "object_story_spec": {
            "page_id": "Your_page_id",
            "link_data": {
              "call_to_action": {
                "type": "MESSAGE_PAGE",
                "value": { "app_destination": "MESSENGER" }
              },
              "description": "Sample_description",
              "image_hash": "Your_image_hash",
              "message": "Sample_message_for_Creative",
              "page_welcome_message": "{ "ctm_lead_gen_template_id": "Your_messenger_lead_gen_template_id" }"
            }
          }
       }'

Example ad creative for Messenger Ads for Leads with a Video

Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_AD_ACCOUNT_ID/adcreatives"
    -H "Content-Type: application/json"
    -d '{
          "access_token": "Your_page_access_token",
          "degrees_of_freedom_spec": {
            "creative_features_spec": {
              "standard_enhancements": { "enroll_status": "OPT_IN" }
            }
          },
          "name": "Your_lead_ad_video_ad_name",
          "object_story_spec": {
            "page_id": "your_page_id",
            "video_data": {
              "call_to_action": {
                "type": "MESSAGE_PAGE",
                "value":{ "app_destination": "MESSENGER" }
              },
              "image_url": "Your_thumbnail_url",
              "link_description": "Your_link_description",
             "message": "Sample message for Creative",
             "page_welcome_message": "{ "ctm_lead_gen_template_id": "Your_messenger_lead_gen_template_id" }",
              "video_id": "Your_video_id"
            }
          }
       }'

Creating ad creatives using Instagram content

Instagram Posts

Refer Use Posts as Instagram Ads for more details.
curl -X POST \
  -F 'name=Sample ad creative from Instagram post' \
  -F 'object_id=<PAGE_ID>' \
  -F 'instagram_user_id=<INSTAGRAM_USER_ID>' \
  -F 'source_instagram_media_id=<INSTAGRAM_POST_ID>' \
  -F 'call_to_action={
       "type": "INSTAGRAM_MESSAGE",
       "value": {
         "link": "https://www.instagram.com"
       }
     }' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreatives

Instagram Images

curl -X POST \
  -F 'name=Sample ad creative from Instagram image' \
  -F 'object_story_spec={
       "page_id": "<PAGE_ID>",
       "instagram_user_id": "<IG_USER_ID>",
       "link_data": {
         "message": "<AD_PRIMARY_TEXT>",
         "picture": "<IMAGE_URL>"
         "page_welcome_message": "<PAGE_WELCOME_MESSAGE>",
         "call_to_action": {
           "type": "INSTAGRAM_MESSAGE",
           "value": {
             "app_destination": "INSTAGRAM_DIRECT"
           }
         }
       }
     }' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreatives

Creating ad creatives using Facebook content

Refer to Use Posts as Instagram Ads: Facebook Posts for more details.
curl -i -X POST \
  "https://graph.facebook.com/v25.0/act_<AD_ACCOUNT>/adcreatives
  ?object_story_id=<postOwnerID_postID>
  &instagram_user_id=<IG_USER_ID>
  &call_to_action="{'type':MESSAGE_PAGE,'value':{'app_destination':'MESSENGER'}}"
  &access_token=<ACCESS_TOKEN>"
Where object_story_id is the post ID in the format of postOwnerID_postID and instagram_user_id is either a Page-connected Instagram account ID or the Page-backed Instagram account ID. See more details in Set Up Instagram Accounts With Pages.

Add Product Extensions to Click to Messenger

What is click to messenger with product extensions

Product extensions(the “Show product” feature in Meta Ads Manager) is an Advantage+ creative optimization that showcases products from your catalog below your static single media when it’s likely to improve performance. This document shows you how to use product extensions features for Click-to-Messenger ads. If you want to learn how to add product extensions for non-click-to-messenger ads, please refer to this page.

Reference

Ads that Click to messenger
Product extensions for Advantage+Creative

Eligibility Criteria

  • You must have a catalog connected to a shop on Facebook
  • A catalog should have at least 1 product item
  • Campaign with OUTCOME_ENGAGMENET, OUTCOME_LEAD,OUTCOME_SALES or LINK_CLICK objective
  • Single image or video ad format or Facebook existing post content

Create with a single image

Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/ads"
     -H "Content-Type: application/json"
     -d '{
           "access_token": "Your_page_access_token",
           "creative_sourcing_spec": {
              "associated_product_set_id": "Your_associated_product_set_id"
            },
            "degrees_of_freedom_spec": {
              "creative_features_spec": {
                "product_extensions": {
                   "enroll_status": "OPT_IN"
                }
              }
            },
            "object_story_spec": {
              "page_id": Your_facebook_page_id",
              "link_data": {
                "call_to_action": {
                  "type": "MESSAGE_PAGE",
                  "value": {
                    "app_destination": "MESSENGER"
                  }
                },
                "image_hash":"Your_image_hash", (or “picture”: "Your_picture_url")"
                "link": "https://fb.com/messenger_doc/",
                "name": "Chat in Messenger"
              },
              "product_data": [
                {
                  "product_id": Your_product_id_1",              "product_source": "MANUAL",
"product_decision": "ACCEPT"
            },
            {
              "product_id":Your_product_id_2",              "product_source": "MANUAL",
"product_decision": "ACCEPT"
            }
          ]
        }

Create with a single video

Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/ads"
     -H "Content-Type: application/json"
     -d '{
           "access_token": "Your_page_access_token",
           "creative_sourcing_spec": {
              "associated_product_set_id": "Your_associated_product_set_id"
            },
            "degrees_of_freedom_spec": {
              "creative_features_spec": {
                "product_extensions": {
                   "enroll_status": "OPT_IN"
                }
              }
            },
            "object_story_spec": {
              "page_id": "Your_facebook_page_id",
              "video_data": {
                "video_id":"Your_video_id"",
                "video_thumbnail_id": "0",
                "call_to_action": {
                  "type": "MESSAGE_PAGE",
                  "value": {
                    "app_destination": "MESSENGER",
                    "link": "https://fb.com/messenger_doc/"
                  }
                },
                "image_url": "Your_image_url",
                "title": "Chat in Messenger",
                "video_thumbnail_source": "generated_default"
              },

              "product_data": [
                {
                  "product_id": Your_product_id_1",              "product_source": "MANUAL",
"product_decision": "ACCEPT"
            },
            {
              "product_id":Your_product_id_2",              "product_source": "MANUAL",
"product_decision": "ACCEPT"
            }
          ]
        }

Create with a facebook existing post with photo/video media type

Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/ads"
     -H "Content-Type: application/json"
     -d '{
           "access_token": "Your_page_access_token",
           "object_story_id": "Your_object_story_id(pageID_postID)",
           "creative_sourcing_spec": {
              "associated_product_set_id": "Your_associated_product_set_id"
            },
            "degrees_of_freedom_spec": {
              "creative_features_spec": {
                "product_extensions": {
                  "enroll_status": "OPT_IN"
                },
                "multi_photo_to_video": {
                  "enroll_status": "OPT_IN"
                }
              }
            },
            "product_data": [
              {
                "product_id": Your_product_id_1",            "product_source": "MANUAL",
"product_decision": "ACCEPT"
          },
          {
            "product_id":Your_product_id_2",            "product_source": "MANUAL",
"product_decision": "ACCEPT"
          }
        ]
      }

Create with a facebook existing post with album media type

For mult-photo post, it will add product extensions after converting the multi-photo to video.
Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/ads"
     -H "Content-Type: application/json"
     -d '{
           "access_token": "Your_page_access_token",
           "object_story_id": "Your_object_story_id(pageID_postID)",
           "creative_sourcing_spec": {
              "associated_product_set_id": "Your_associated_product_set_id"
            },
            "degrees_of_freedom_spec": {
              "creative_features_spec": {
                "product_extensions": {
                   "enroll_status": "OPT_IN"
                }
              }
            },
            "product_data": [
              {
                "product_id": Your_product_id_1",            "product_source": "MANUAL"
"product_decision": "ACCEPT"
          },
          {
            "product_id":Your_product_id_2",            "product_source": "MANUAL"
"product_decision": "ACCEPT"
          }
        ]
      }
To create the ad you need to associate the ad creative and the ad set. To create the ad, send a POST request to the /act_ad_account_id/ads endpoint where ad_account_id is the ID for your Meta ad account. Your request must included:
  • access_token
  • adset_id (from Step 2)
  • creative_id (from Step 3)
  • name
  • status

Ad Account Ads Quick Reference

Parameter Value
access_token
Your Page access token
adset_id
The AD-SET-ID from Step 2
creative_id
{"creative_id": "AD-CREATIVE-ID"} where AD-CREATIVE-ID is the ID from Step 3
name
The name for this ad
status
Set to PAUSED. Set to ACTIVE when you are ready to launch your ad campaign

Ad with Creative Example Request

Formatted for readability. Replace bold, italics values, such as ad_account_id, with your values.
curl -X POST "https://graph.facebook.com/v25.0/act_ad_account_id/ads"
     -H "Content-Type: application/json"
     -d '{
           "access_token": "Your_page_access_token",
           "adset_id": "Your_ad_set_id",
           "creative": { "creative_id": "Your_ad_creative_id" },
           "status": "PAUSED"
         }'
On success your app receives the following JSON response with the ID for the ad.
{
  "id": "ad_id"
}

Call to action

You can also set a call to action when creating your ad.
"call_to_action": {
  "value": {"app_destination":"MESSENGER"},
  "type": "MESSAGE_PAGE"
}

Step 5. Publish your Ad

Verify that your ad exists in the ads manager⁠. Click the Review and publish button in the upper right corner. Select your campaign, the ad set for the campaign, and the ad.
You can publish your ad from the ads manager or using the API. To publish using the API, repeat Step 4 with the status parameter set to ACTIVE.
Your ad will be reviewed by Meta and the status will be PENDING_REVIEW. Once approved, the status will be ACTIVE and your ad will be delivered.

Advanced Click to Messenger Elements

You can create messages that include more than one message element, like a call prompt or multiple templates. You will add these elements by setting an array of objects for the *_data.page_welcome_message value instead of a string value.

Page Welcome Message Array Quick Reference

page_welcome_message Parameters Values
landing_screen_type  enum
Set to call_prompt – Required
media_type enum
Set to text for a call prompt ad
message object
Use to include one or more message templates in your Click to Messenger ad
text_format.message
Object to define the call prompt button actions
  • text – Your welcome message text
  • call_prompt_data – The call prompt message text key-value pair – Required
    Set call_prompt_message to your text to prompt a person to call your business.} For example, Call to make an appointment. – Required

Add a Call Prompt

You can add a call prompt to your Click to Messenger ad by setting the value of *_data.page_welcome_message to an array of objects that define your call prompt elements. Set the landing_screen_type parameter to call_prompt, media_type to text, and the text_format.message object with text to your welcome message text, and call_prompt_data.call_prompt_message set to a prompt to call your business.
Formatted for readability. Replace bold, italics values, such as page_access_token, with your values.
...
      "page_welcome_message": "[
        {
          "landing_screen_type": "call_prompt",
          "media_type": "text",
          "text_format": {
            "message": {
              "text": "Your_welcome_message",
              "call_prompt_data": {
                "call_prompt_message": "Your_call_prompt_message"
              }
            }
          },
        }
      ]"
...

Add One or More Templates

To create an ad with multiple templates set *_data.page_welcome_message parameter to an array with a message template The following example adds a template for a quick reply.
Formatted for readability. Replace bold, italics values, such as page_access_token, with your values.
...
      "page_welcome_message": "[{
        'message': {
          'text':'  Your_question_or_directive',
        'quick_replies':[
          {
            'content_type':'text',
            'title':'  Option_1',
            'payload':'  Option_1_information_for_webhook'
          },
          {
            'content_type':'text',
            'title':'  Option_2',
            'payload':'  Option_2_information_for_webhook'
          },
          {
            'content_type':'text',
            'title':'  Option_3',
            'payload':'  Option_3_information_for_webhook  '
            }
          ]
        }
      }]",
...

Next steps

If you have not already, set up webhooks to get notifications for when a person clicks on your ad.

Learn More

Learn more about the Marketing API and additional options for Click to Messenger.

Marketing API

Messenger Platform