Message Management Tools (MMTs) are third-party platforms that TikTok works with to 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. Your use of an MMT is subject to the Terms and Policies of that MMT.
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 (TikTok direct messages, WhatsApp, Messenger, etc.) in a single interface.
Streamlined sales & 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. You can create message events using two methods:
Create as part of the integration flow on the MMT directly.
The following MMTs are currently supported for TikTok Messaging Ads:
Pancake: To learn more, refer to How to set up the TikTok integration on Pancake.