If your business sells a product or service online, odds are your customers come from more countries than just the one you’re based in. If your chatbot, which can help users with everything from making a purchase to customer support, only speaks English, you may be alienating entire prospect segments.


Only about 7.5% of the world’s population consider English to be their native language. Even those who speak it as a second language will still always feel most comfortable conversing their first. This is especially true when there’s a purchase—an exchange of their hard-earned money—involved. If you want to make your business more accessible and welcoming to new markets around the world, a multilingual Messenger chatbot is a highly effective solution!

What a multilingual chatbot can do for your business

Building a multilingual bot is a smart move for any business looking to reach more than just customers in English-speaking countries. Bots that can converse in multiple languages will help you:

  • Improve the customer experience. A survey of online shoppers across ten countries found that 75% of them want to make purchases in their own language—or they won’t want to make the purchase at all. So even a user who speaks English as a second language will enjoy a quicker and easier interaction with your brand if it can be in their native language instead.
  • Increase your customer base. Imagine all the prospects in the world who might be interested in your brand, but don’t speak English. With a multilingual bot, you’re suddenly able to reach them to showcase your products or services, answer questions, accept sales, and provide support. A polyglot bot can give you the opportunity to expand your customer base exponentially!
  • Stand out from the competition. A bot that speaks a customer’s preferred language will help them feel understood, and will be able to provide better service all around. This kind of focus on the quality of the user’s experience will give you a major competitive advantage with an international audience. If a prospect has the choice between your company, which they know speaks their language, and a competitor that only speaks English, your brand is far more likely to win their business.
  • Save time, energy, and resources. Training your human staff in every possible language of your prospects is neither cheap nor easy. Creating a multilingual chatbot instead is a far simpler and more cost-effective way to handle a multilingual customer base, in every aspect from marketing and sales to support.

How to build a multi-language bot for your business

The thought of equipping your Messenger bot to speak multiple languages may seem intimidating, especially if you don’t speak those languages yourself. The good news: You can do it with Chatfuel in just three steps!
At first, building a separate bot for each different language may seem like the best solution. However, having multiple bots in your Page’s inbox will only create confusion for your users. Instead, creating multiple flows (one flow for each language) within the same bot is the best option. To do this in Chatfuel, follow these instructions:

  1. First, insert your content into the bot’s blocks in the desired language.  You can have multiple languages in the same bot, if needed.
  2. Next, set up your Persistent menu in as many different languages as you like. To do this, go to the Configure tab and use the Localization feature.
  3. Last, you’ll need to direct users to the correct language. You can use the {{locale}} attribute so your bot will automatically detect the user’s default language on Facebook. However, this method doesn’t take their geographic location into account. Instead, we recommend adjusting your bot’s Welcome message so it will ask users to select their preferred language with buttons or quick replies.


From there, all messages from your bot to that user will appear in the selected language! One final, important note: If you set your bot up with multiple languages, remember that the default phrases for any plugins you may be using, like the Live Chat plugin, Share Location plugin, or User Input plugin, must be in one language only.  

How to make your multi-language bot even smarter

Languages are full of subtleties and depend heavily on cultural context. A bot whose responses are only based on trigger words in the user’s replies, therefore, might sometimes miss or misunderstand the intended meaning.
For example, this type of bot wouldn’t be able to tell the difference between a user asking “What is your refund policy?” and one saying “Track my refund.” They both use the word “refund,” and a regular bot wouldn’t be able to understand any context beyond that. It would send them both the same reply, which would be frustrating and unhelpful to one of the two customers.
If you encounter or are concerned about these types of problems with your multilingual bot, your best option is to integrate AI tools that can learn to “understand” and converse more like humans.
In order to do this, you’ll need to integrate two other resources into your Chatfuel bot:

  1. Dialogflow: A conversational AI from Google that will allow your bot to better understand the context of user messages. A bot response simply triggered by a keyword might miss out on the user’s actual intent. Dialogflow AI, however, will help your bot take nuances of language and meaning into account to provide more accurate replies.
  2. Janis.AI: Also a pre-trained AI that comes with an assistant in Slack, which helps you manage and monitor how your AI is learning and responding to users.


These AI tools will also help a bot know what to do if a user responds with slang, idioms, misspellings, or ‘internet speak’ in another language. Your bot will be able to better understand the intent behind the user’s message so it can provide more accurate, helpful assistance.

To give your bot this ability, you’ll need to integrate Dialogflow into Chatfuel, and then Janis to manage it. You can follow these instructions, or watch the video below to learn how. Don’t forget that the general language setting when setting up your bot’s AI has to be in one language only!

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If you’re ready to expand your customer base and increase your sales, start building your own multilingual chatbot with Chatfuel today! If you need help along the way, we have plenty of resources for you to take advantage of, too. Join our active Facebook community, or browse our detailed how-to articles. Happy multilingual bot-building!

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