Overview

We updated the Facebook contact merge feature to support Facebook Lead Form submissions, in addition to Messenger conversations.

What changed

Previously, the setting “Merge Facebook contacts by name” only applied to Facebook Messenger conversations.

Now there are two separate settings under Business Profile > General:

• Merge Facebook contacts by matching contact names from Messenger conversations
• Merge Facebook contacts by matching contact names from Facebook Lead Form submissions

This lets you control merge behavior separately for Messenger contacts and Facebook Lead Ads lead form submissions.

Why it matters

This update helps reduce duplicate contacts when leads do not have consistent phone numbers or email addresses.

• Fewer duplicate contacts
• Cleaner CRM records
• Improved lead continuity
• More reliable contact management across Facebook sources

Separating the Messenger and Lead Form settings also provides clearer control over Facebook contact deduplication.