About Message Management Tools

Last updated: November 2024

Note: This product is still in testing and is only available in certain regions.


Message Management Tools (MMTs) are third-party platforms that help businesses manage their customer-facing messaging interactions. This may include multi-user permissions, conversation labelling, advance filtering, auto-replies, keyword generated auto-replies, order and reservation management, and direct connection with CRMs. The use of any MMT is governed by its respective Terms and Policies.


Benefits

Message Management Tools are important if you plan to run TikTok Messaging Ads, especially TikTok Instant Messaging Ads. The benefits of MMTs include:

  • Unified messaging: Effectively manages messages from various platforms like TikTok direct messages, WhatsApp, and Messenger, in a single interface.

  • Streamlined sales and consultations: Most MMTs provide advanced features like conversation labeling, filtering, auto-replies, order management, and CRM integration to improve sales and consultation workflows.

  • Deeper optimization goals and better performance: Conversation optimization and reporting for Instant Messaging Ads is available if you've integrated with a supported MMT.


You will need to connect to MMTs to track events that happen on instant messaging apps for TikTok Ads. Message events such as Conversations are used in measurement, reporting, and optimization.

Key concepts

To improve your advertising performance, MMTs will, on behalf of advertisers, analyze message interactions between users and advertisers to extract signals and send signals back to TikTok. The signals include:

  • TikTok tracking ID: TikTok uses the tracking ID to determine which advertising campaign drove that conversation. The results will show up on your reporting dashboard.

  • Specific keywords: MMT will analyze conversations for specific keywords provided by TikTok. For example, if a message contains the word payment, the MMT will report back to TikTok that payment = true. TikTok uses the signal to optimize the advertising model and show your ads to users who have high intentions. TikTok will provide a curated list of keywords to the MMT. The MMT may send this type of signal to TikTok even if the conversation does not include a TikTok tracking ID.

The actual content of messages remains private and is not shared with TikTok.


When connecting to an MMT, you'll be presented with an authorization request. The MMT will ask for specific permissions, such as access and manage conversations, subscribe to and receive webhooks, etc. By linking your TikTok Ads Manager account to an MMT, you are actively agreeing to and instructing the MMT to process data using the methods described above. You have the flexibility to disconnect from an MMT at any time.


TikTok handles all collected data in compliance with TikTok Business Products (Data) Terms, prioritizing user privacy and data protection.


Next steps

You can create message events using two methods:

The following MMTs are currently supported by TikTok Messaging Ads: