Bots for Messenger: Success Stories and Guidelines

Every month, over 900 million people around the world communicate with friends, families and businesses on Messenger. We launched the Messenger Platform over two months ago to enable richer, more interactive conversations between businesses and people.

Since the launch of the Messenger Platform, over 11,000 bots have launched on Messenger and over 23,000 developers have signed up to’s Bot Engine to build a bot. Some highlights include:


Disney launched a bot for the Home Entertainment release of Zootopia, allowing fans to chat with the movie’s lead character, Officer Judy Hopps. This Messenger experience extended the story to the real world by enlisting fans to help solve multiple ZPD (Zootopia Police Department) cases.  Millions of messages were sent, with an average chat duration time of several minutes.


The NBA’s bot on Messenger was focused on providing fans instant access to highlights for the NBA finals and draft.  The bot was loved by NBA fans, with over 350k interactions during the NBA Finals 2016 and NBA Draft 2016.


Personal-finance company Trim built their subscription finding and canceling service exclusively on Messenger, because they could reach their customers on any device while only building for a single platform.

Call of Duty

The Call of Duty bot included a virtual mission in the game and through Messenger that gave clues about the upcoming release of the next Call of Duty video game. The bot exchanged over 6 million chats with fans in its first 24 hours online.


Shopify offers the platform components needed for its merchants to send post-sale receipts and shipping updates in Messenger. More than 16,000 Shopify merchants offer this service to their customers, with nearly 200,000 order status updates sent every single day.

We’re learning more and more what makes for a successful bot and recently released a set of guidelines for building and growing your bot. We also recently released a suite of features based on feedback from businesses and people. You can see more about these features on

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