About Messaging Partners

Messaging Partners 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 Messaging Partners is governed by its respective Terms and Policies.

Benefits

Messaging Partners are important if you plan to run TikTok Messaging Ads, especially TikTok Instant Messaging Ads. The benefits of Messaging Partners 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 Messaging Partners 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 Messaging Partner.

You will need to connect to Messaging Partners 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, Messaging Partners 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: Messaging Partners will analyze conversations for specific keywords provided by TikTok. For example, if a message contains the word payment, the Messaging Partner 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 Messaging Partner. The Messaging Partner 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 a Messaging Partner, you'll be presented with an authorization request. The Messaging Partner 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 a Messaging Partner, you are actively agreeing to and instructing the Messaging Partner to process data using the methods described above. You have the flexibility to disconnect from an Messaging Partner 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:

• Create as part of the integration flow on the Messaging Partner directly. Refer to the help center articles below for more details.

• Create on TikTok Events Manager.

The following Messaging Partners are currently supported by TikTok Messaging Ads:

• Pancake: Learn how to set up the TikTok integration on Pancake.

• Zwiz: Learn how to set up the TikTok integration on Zwiz.

• Respond.io: Learn how to set up the TikTok integration on Respond.io.

• Haravan: Learn how to set up the TikTok integration on Haravan.