This article explains how agents work with Facebook messages, comments, and posts inside Freshdesk.

TABLE OF CONTENTS

• Identifying Facebook Tickets in the Inbox
• How Facebook Ticket Subjects & Source Info Work in Freshdesk
  • Ticket Subject – Tells you what type of interaction happened
  • Source & Source Info – Tells you where the ticket came from
• Working with Facebook DMs
• Managing Comments
• Grouped Comments (Threaded Ticketing)
• Sorting Comments
• Replying to Comments
  • Reply as Facebook Comment
  • Reply to Comment via Email
  • Supported files
  • Related features

Identifying Facebook Tickets in the Inbox

• Facebook tickets appear in the inbox with a Facebook icon and the associated page name will be available upon hovering the icon or by clicking on the reply editor.

• Ticket type for Facebook indicators include:
  
  
  • Direct Messages (DM)
  • Comments (from business post)    
  • Visitor Post
    
    
• Metadata shown includes the post preview or comment snippet for quick identification.
  
  

How Facebook Ticket Subjects & Source Info Work in Freshdesk

When a ticket is sent from Facebook, Freshdesk automatically fills in two fields (source and source info) to help you instantly understand what happened and where it originated.

Ticket Subject – Tells you what type of interaction happened

Freshdesk sets the subject based on the customer’s action:

Direct Messages (DMs):

• The subject is the first 50 characters of the customer’s DM
• If the first DM is an image / GIF/video / deleted / unsent, then the subject is Sent an attachment

Comments:

• Comment on an organic post: Commented on a post
• Comment on a sponsored post: Commented on a sponsored post
• Visitor post on your Page: Posted on Facebook page
  
  

DM created from a comment (agent-initiated):

• Direct message from a comment: Direct message created from a comment
• Direct message created from a comment initiated via an automation:  Direct message from a comment via automation
  
  

This way, you know the context without opening the ticket.

Source & Source Info – Tells you where the ticket came from

These fields help identify the exact Facebook entry point:

• Source shows whether it came from:
• Facebook Messages (DMs)
• Facebook Comments (post comments, mentions, visitor posts)
  
  
• Source Info shows the handle name by default & can be updated by the admin from the page configuration

For example, under ticket properties, the source info will appear as ‘Facebook Messages – India Support. Here, ‘India Support’ is the configured source info name for the page, and the source will be prefixed accordingly.

Working with Facebook DMs

Agents can handle direct messages sent to the connected Facebook Page.

Agent actions for Facebook DMs

• View the entire DM thread inside the ticket
• Reply directly to customers from within Freshdesk
• Send attachments (supported file types depend on Facebook’s API limits)
• View message timestamps and sender details

If the contact has an email, the Agent can switch the channel to email and respond.

Managing Comments

Agents can respond to comments on Facebook posts once the admin has enabled ‘convert comments into tickets’.

Individual Comments

If comments are set to be converted individually:

• Each Facebook comment becomes its own ticket
• Agents can reply to the comment directly from the ticket
• Replies are posted back to the original Facebook comment thread

Here is what the sponsored post looks like when an end user adds a comment.

Grouped Comments (Threaded Ticketing)

If admins choose to “Thread all comments into a single ticket”:

• All comments on the same post appear as a single threaded ticket, similar to how it’s available in Facebook today.
• Agents see:
  • Comment list
  • Sender names
  • Thread sequence
    
    
• Useful when multiple comments are part of one conversation or campaign.

Sorting Comments

Agents can sort comments using:

• Oldest Comment First - Displays the oldest parent comment at the top.
• Newest Comment First - Displays the most recent parent comment at the top.
• Latest Updates First - Displays most recent comment at the top which is inclusive of both parent and child comments
  
• Sorting Scope:
  
  
  • Oldest and Newest options apply only to parent comments within a post.
  • Latest Updates First applies to both parent and comment tickets.
    
    
• Comment Display Rules:
  
  
  • At any given time, a maximum of 3 comments (parent or child) are shown.
  • If a parent comment has fewer than 3 child comments, all child comments will be displayed alongside it (based on the search context).
  • Sorting is also applied to child tickets when relevant.
    
    
• Interactions:
  
  
  • Clicking View Replies expands and displays all child replies for the selected parent comment.
  • Clicking +Conversations expands to show all comments in the post. Upon this action, all child comments will be collapsed to reduce clutter.

Replying to Comments

Agents can use the Reply Editor, and their comments will be added directly as parent comments to the post. 

Agents can also respond to an end-user’s comment by clicking on Reply (on hover) near a parent or a child comment. Here they can see three options:

Reply as Facebook Comment

• The reply is posted as the official page response on Facebook as a child comment.
• The editor auto-fills the end user’s handle when replying to comments.
• Agents may remove the handle, but:
  • The reply still posts as a child comment, and
  • Freshdesk retains mapping for the conversation.
    
    
• Replies will continue to show the handle name on the Facebook post (without tagging), which is a limitation in Facebook API.

Reply to Comment via Email

Agents can choose to reply to a Facebook comment through email when a contact has a valid email address. Use the drop-down near Reply in the rich text editor to choose this option.

Acceptance Criteria

• The Email option is available for both parent and child comments.
  
  
• The option is displayed only if the contact has an email.
  
  
• All email replies are added to the same ticket as child messages - no new ticket is created.
  
  

Reply to Comment via Direct Message (DM)

Agents can convert a Facebook comment into a private Messenger conversation when the user prefers or requires a one-to-one interaction. Use the drop-down near Reply in the rich text editor to choose this option.

• If there is a DM already ongoing with the end-user, replying to the customer via DM will be restricted (only 1 active DM ticket is allowed per contact)
• Once a DM is sent from a comment, a new ticket will be created. The DM to the comment will be available as a reference in the existing common ticket, as seen below:

• In the new ticket that is created, the subject would be Direct message from a comment. 
• The Agent message will be available as the description, and the end-user comment will be available as a private note along with a Ticket reference.
• The reply editor will be disabled until response from end-user is received. However, if the Contact has an email associated, the agent can switch to email and respond.

Facebook Visitor Posts

For Facebook visitor posts:

• All comments on the visitor’s post are threaded into a single ticket.
• Agents can respond to the ticket.

Splitting Comments into Tickets

• Useful when a comment introduces a new issue unrelated to the main thread. This applies only to parent comments, not child comments.
• Once the ticket is split, both the parent and child comments are removed from the existing ticket and are moved to the new (split) ticket. Any new responses to the comment will be available in the new (split) ticket.
  
  

Viewing Facebook Handle on a Contact

• Facebook handle(s) are stored under the Social Handle ID field on the contact record.
• When contacts with different social handles are merged, the field will consolidate and display all associated handles. For instance, merging an Instagram contact with a Facebook contact will show both handles in this field.

Note: 
1) Facebook DM and Comment tickets can be forwarded via email, and all forwarded messages (including replies) appear as notes on the same ticket. No new ticket is created.
2) Facebook-origin tickets cannot be merged. The merge option is hidden for Facebook Messages and Comments, and these tickets will not appear in merge lists from other channels.

Supported files

Check out the list of message types supported on Facebook:

Related features

1. CSAT Agents can send or trigger CSAT surveys for Facebook messages. Learn more about sending CSAT surveys.
2. Analytics - Facebook tickets appear under in curated reports where you can see Ticket Volume, Response & Resolution metrics, and Agent Performance. Learn more about curated reports here.
3. Automations (Rules & Quick Automations) - Facebook tickets support Workflow Automator rules, Event- or time-based actions, and Quick actions for bulk changes. Learn more about Automations here.
4. Business Hours - SLA timers follow the business hours set for Facebook (if channel-based hours are configured in Freshdesk Omni). Learn more about Business hours here.

5. Routing - Facebook DMs and comment tickets can be auto-assigned based on Keywords, Page name, Comment type, and Agent skills. Learn more about ticket routing here.

6. SLA Policies - Facebook tickets follow the SLA associated with their group or type. Learn more about SLA policies here.

7. Ticket Activities Page - Shows the complete Facebook activity log, including Comment added, Reply sent, DM received,  and Post details.
8. Audit Logs - All Facebook ticket actions taken by agents are captured in audit logs (available with the Enterprise plan only). Learn more about Audit logs here.