An attribute is a piece of information, a value assigned to a user. Similar to labels or tags. Every user that texts your bot has attributes in their profile. Attributes consist of two pieces of information: attribute and value. For example:



first name




last seen

2 days ago

With attributes you can:

  • Save user info to learn more about your audience;

  • Sort your audience into segments based on qualities or preferences, so you can retarget effectively;

  • Personalize the chat to each user.

Types of attributes

System attributes

System attributes come from a user's Facebook profile. They can not be changed. They provide general information. Some examples:




signed up

May 12

When a user had the first conversation with your bot


+1 GMT

What their timezone is



What language is displayed for them

See more examples of system attributes.

Custom attributes

Custom attributes are assigned to a user by you. They can be created, edited and removed. The main idea is to assign some information to users to use it later.

For example, if you sell pet products you might ask users to tell you what pet they own. Your attribute is pet type, and your values might be cat, dog, parrot, fish, etc.



pet type


For an online store this can be product types: shoes, hats, accessories, glasses, pants, etc.



product type


Managing attributes

To see the full list of all the attributes in your bot, go to ConfigureAttributesManage attributes. You can search, add new attributes or delete existing ones here.

You can delete an attribute if some flows/blocks don't contain it.

Setting or removing attributes

📌 Remember, adding or removing attributes only works for custom attributes.

To set a custom attribute:

  1. Automation > Flows.

  2. Add a new block. Actions > Set User Attribute.

  3. Add an attribute and a value.

  4. Connect it to other blocks.

To remove a custom attribute:

  1. Automation > Flows.

  2. Add a new block. Actions > Remove User Attribute.

  3. Type in an attribute you want to remove.

  4. Connect it to other blocks.

Using attributes

To use attributes in Flow Builder you need to put them in curly brackets: {{first name}}, {{gender}}, {{pet type}}, etc.

See this interactive template for doctor appointment to see how you can use attributes to collect data.

Content blocks

You can show attributes in content blocks. For example, use a user's name in a message:

Hello, {{first name}}. How can I help you? = Hello, Dave. How can I help you?


Let's go back to our pet store example. You already asked users what their pet type is. To simplify, let's say your store only sells products for cats or dogs. Your pet type can either be cat or dog.

Let's use the Condition plugin. It will redirect users based on the value of your attribute. Now you can send your cat owners one way and your dog owners another way.

You can also add attributes manually to any user in the People tab.

Examples of system attributes

Below is a list of more examples of system attributes. They can help you improve your Flows.



first name

User’s first name

last name

User’s last name


User’s gender


User’s locale


User’s current timezone offset from UTC

profile pic url

User’s profile picture

messenger user id

A unique ID created for specific page when a user interacts with a Messenger bot (also known as PSID)

within 24h window

Indicates if a user can or can not be messaged within 24 hour window

last seen

Last time a user was seen active on Facebook

last user freeform input

Last message user typed in themselves (Quick Replies won't count)

instagram name

User’s Instagram handle

instagram follower count

Number of followers user’s Instagram has

user follows instagram account

Indicates if a user follows Instagram Account

instagram account follows user

Indicated if Instagram Account follows user

instagram user is verified

Indicates if a user has verified account status on Instagram

eu restricted

Indicated if a user is under GDPR laws


How a user initially subscribed to bot (ads, comments, url, etc.)

signed up

Shows a date when a user first contacted bot

Did this answer your question?