Meta rebranded the Facebook Business Partner program a while back, so now it’s called the Meta Business Partner program.
Today, the Meta Business Partner badge is a verified credential awarded to companies (marketing agencies, technology providers, etc.) that demonstrate high-level expertise, significant ad spend management, and proven success in running campaigns across Meta platforms.
For example, Manychat is a Meta Business Partner because it has been officially approved to work directly with Instagram and Facebook Messenger APIs to provide secure, compliant automation for brands and creators.
TL;DR
- Meta Business Partners (formerly Facebook Business Partners) are companies Meta has vetted and certified for proven expertise in ads, commerce, messaging, creative, or agency services.
- The badge signals that a partner meets Meta’s performance standards. It’s a stamp of accountability.
- Manychat is an official Meta Business Partner. You can use Manychat to automate conversations across Instagram, Messenger, and WhatsApp.
What Happened to the Facebook Business Partner Program?
Quick history lesson. The program used to be called Facebook Marketing Partners, then it became part of a broader certification (Facebook Business Partners), and, once the company rebranded to Meta, the whole thing became Meta Business Partners.
So the program, the directory, and the badge all carry the Meta name today. Bottom line: You may see “Facebook Business Partner” and “Meta Business Partner” used interchangeably; they’re referring to the same thing.
What does the Meta Business Partner badge actually mean?
A Meta Business Partner is a company that Meta has vetted, certified, and listed in its partner directory for demonstrated expertise and real results — whether that’s running ads, building commerce tools, or, in our case, automating conversations.
To get into the Meta Business Partners program, companies must meet performance thresholds, demonstrate technical integration with Meta’s tools, and demonstrate that they actually drive results for clients. Once they pass, Meta awards them a badge they can display to certify they’re among the best at what they do.
FYI: Being a Meta Business Partner is not the same as being a “partner” inside Business Manager. The second one just means a business has shared access to an asset with another business (more on that later). The badge is a certification. Asset sharing is a setting.
5 types of Meta Business Partners
The Business Partner badge is given to companies across a handful of specialties. Each one needs to meet a different set of Meta eligibility requirements to make the cut.
Meta also updates these requirements periodically.
| Partner type | What they do | Who they serve | Key eligibility signals |
|---|---|---|---|
| Ad tech | Scale and optimize ad campaigns | Advertisers and brands | API spend, qualifying placements |
| Agency | Manage advertising for clients | Businesses and brands | Minimum ad spend, supported region |
| Commerce | Power online selling | Merchants and e-commerce shops | Catalog and pixel scale |
| Creative | Help produce and scale creative | Brands and content teams | Educational and creative resources |
| Messaging | Automate conversations | Businesses across Meta apps | Message volume, low block rate |
1. Ad tech partners
Ad tech partners build services that help businesses advertise on Facebook and Instagram.
Once vetted, an ad tech company gets visible to thousands of potential clients, plus partner-only support, events, and training. Eligibility and tier level generally depend on things like material API spend, qualifying spend toward business outcomes, and qualifying placements.
2. Agency partners
Agency partners are picked for their specialty in managing advertising campaigns for businesses and brands. As an agency partner, you land in the partner directory, get to show off your marketing collateral, and gain more exposure to potential clients.
Requirements typically involve a minimum ad spend over a set window, being headquartered in a supported region, and managing a minimum number of active Facebook business pages with real spend.
3. Commerce partners
Commerce partners help merchants capitalize on online sales. A strong commerce partner has a solid track record with e-commerce platforms that let online sellers flourish. Once badged, you get more exposure to merchants plus support, training, and resources from Meta. Eligibility usually leans on having the technology to help businesses use a catalog or add the Meta Pixel, and the ability to manage multiple pixelled accounts and catalogs.
4. Creative platform partners
Creative platform partners need to show they can scale and improve other businesses’ creative production. The big eligibility signal here is the ability to provide educational and inspirational resources that help clients stoke their creative fires and increase their value.
5. Messaging partners
Messaging partners are the companies powering chat marketing automation — auto-replies, comment-to-DM flows, lead capture, and so on. (Manychat falls into this category.)
Chat marketing is one of the most direct ways to turn a casual follower into a paying customer, especially now that Meta is testing limiting Pages to two links per month without Meta Verified.
Requirements to become a messaging partner generally include meeting minimum message volume requirements over a 90-day window, maintaining active pages that average at least one message per day, and keeping your messaging block rate compliant with Meta’s partner terms.
Whether you’re hiring a partner or chasing the badge yourself, here’s what it actually unlocks:
- Visibility: Badged partners show up in Meta’s partner directory, where businesses go to find vetted help.
- Partner-only support and training: Access to Meta’s resources, events, and dedicated support that regular advertisers don’t get.
- Early access to features: Partners often get a first look at beta tools before they roll out broadly.
- A credibility signal: The badge tells clients this company met Meta’s standards/
So You Wanna Be a Meta Business Partner?
It might seem like there are many hurdles to clear to become a Meta Business Partner, but the old saying that nothing worth having comes easy rings pretty true here.
Once your business passes Meta’s vetting and earns that badge, your outreach and scalability improve a ton. You’re in the directory, you’ve got Meta’s support and training, and you’ve got a credibility stamp that opens doors.
General eligibility across categories
Requirements vary by category (see the key eligibility requirements in the table above), but a few common threads run through all of them: a solid technical integration with Meta’s tools or API, a minimum level of spend or message volume depending on your specialty, and full compliance with Meta’s policies.
Meta updates these thresholds periodically, so always check the current numbers for your category before you apply.
The application and vetting process
The general path looks like this: meet the eligibility thresholds for your category, apply through Meta, get vetted, and receive your badge.
During vetting, Meta reviews your performance data, your technical setup, and your client results. Some categories have tiered badges, so depending on your performance, you might land at a higher or lower tier within your specialty.
Why Manychat Wears the Badge
Manychat is a proud official Meta Business Partner in the messaging category — certified for automating conversations across Instagram, Messenger, and WhatsApp. We’re also a TikTok Marketing Partner, so you can use Manychat to automate over there as well.
What does a messaging partner like Manychat do? Here’s the short version:
- Automate DM replies
- Turn comments into DMs
- Grow your email list
- Send coupons, links, and promotional offers
- Greet new followers
Here’s the idea: instead of manually answering the same questions a hundred times, you set up some flows once and let them run.
Building a business on Instagram? It’ll be a lot easier if you sign up for Manychat.
