A bot Facebook payload (or Ref-Parameter) is a way for you to allow services outside of your bot to trigger specific Facebook Messenger Conversations in the bot for a user.
Use cases for Facebook bot payloads:
- You can use an m.me link with a payload so that when it is clicked, users will receive a different onboarding message after clicking “Get Started”
- Payloads are for your Facebook Click-to-Messenger Ads, to make sure a specific conversation is triggered when the user clicks on the Quick-Reply or Button in the Ad Message
- You would like to send a different onboarding message to your website visitors, that use the Send-to-Messenger Plugin
All these elements require, or have an option, to insert a Payload or Ref-Parameter