Overview

Facebook pages connected to Sprinklr can sometimes become deactivated because they rely on individual user accounts. For example:

• The user who originally added the page to Sprinklr changes their Facebook password.

• The user is marked as spam or restricted by Meta.

• The user leaves the organization or their access to the Business Manager is revoked.

When this happens, the Facebook page in Sprinklr can lose access, which disrupts:

• Publishing and campaign execution

• Case management and customer service workflows

• Reporting and analytics

To solve this, Meta provides System Users – automated, non‑physical users that offer long‑lived, non‑expiring tokens. Sprinklr now supports a new, more secure way to use System Users that keeps you in full control of your Business Manager.

What is a Facebook System User?

A System User is a Meta construct designed for server‑to‑server integrations. It is not a real person and does not log into Facebook like a normal user.

Key characteristics:

• Non‑physical account owned by your Business Manager, not by an individual.

• Provides long‑lived access tokens that do not expire when employees change passwords or leave the company.

• Can be granted only the specific permissions required for your workflows (e.g., publish content, read insights, moderate comments).

Sprinklr leverages the client’s own System User to manage Facebook pages, instead of relying on individual employee accounts.

What has changed in Sprinklr?

With the new workflow introduced as part of the Facebook System User on Client’s Business Manager feature, Sprinklr now:

• Uses your Business Manager to host the System User.

• Uses Meta’s official “On‑Behalf‑Of” and Business Management APIs to create and manage that System User.

• Uses the System User token (instead of user tokens) to keep your pages active in Sprinklr.

How is this more secure and compliant?

1. System User is created in your Business Manager

• The System User lives under your Business Manager, not under Sprinklr’s.

• Your admin first connects your Business Manager to Sprinklr.

• Sprinklr then uses Meta’s APIs to request the ability to create / use a System User on your Business Manager, on your behalf.

Result: You remain the owner of the System User and can review, adjust, or revoke its permissions at any time directly in Meta Business Manager.

2. You stay in full control of access

• Permissions are granted only to the assets you choose (e.g., specific Facebook pages).

• You control:

  • Which Business Manager is connected to Sprinklr.

  • Which pages are subscribed to the System User.

  • When to modify or revoke access.

3. Principle of Least Privilege (PoLP)

The System User is configured to follow the principle of least privilege:

• It receives only those permissions required for the day-to-day operations such as:

  • Publishing posts (including dark posts where applicable)

  • Fetching and moderating comments and messages

  • Reading insights and reporting

• It cannot:

  • Delete your Facebook pages

  • Remove other users’ access

  • Perform sensitive admin‑only tasks

Outcome: This reduces security risk while still enabling all required Sprinklr workflows.

4. Aligned with Meta’s latest security & API standards

The implementation follows Meta’s documented patterns, including:

• On‑Behalf‑Of APIs for Business Manager:
  On Behalf Of - Business Management APIs - Documentation - Meta for Developers

• Business Asset Management for assigning assets to System Users:
  Manage Assets - Business Management APIs - Documentation - Meta for Developers

By relying on official, documented APIs, the solution aligns with Meta’s security expectations and reduces the risk of using unsupported patterns.

How does this work in Sprinklr?

​

Step 1 – Connect your Business Manager to Sprinklr (Admin)

Your Facebook Business Manager admin:

1. Goes to Sprinklr and starts the Add Facebook Business Manager flow. Article for adding Facebook Business Manager linked here.

2. Authenticates via Facebook and grants the required permissions.

3. Sprinklr securely stores the Business Manager ID and access token as per platform standards.

4. Once added, you can 'Setup System User' on Business Manager. This option will be available as shown below:

   

5. Once a System User is set up on a Buinesss Manager, an icon indicating the same will be shown and you will also be able to filter Business Managers using 'System User Enabled filter.

   

This is a one‑time setup per Business Manager.

Step 2 – System User is provisioned under your Business Manager

Using the connection established in Step 1:

• Sprinklr calls Meta’s Business Manager APIs to request System User creation under your Business Manager, using the “On‑Behalf‑Of” flow.

• A System User access token is generated.

• Only the minimum permissions needed for Sprinklr to operate (publishing, engagement, reporting, etc.) are granted to this System User for the Facebook pages you choose.

All of this happens server‑to‑server via Meta APIs; there is no need for Sprinklr to be added as a partner.

Step 3 – Add Facebook pages and subscribe them to the System User

From a Sprinklr user’s perspective:

1. Add Facebook Page

   • A user (e.g., Admin, Social Media Manager, Community Manager, Reporting Analyst) goes to Sprinklr and uses the standard Add Facebook Page flow. Standard Facebook Page addition flow's process linked here.

   • The user can authenticate with Facebook as usual and see a list of pages they can add as explained in the article linked above.

2. Select pages

   • The user can select the Facebook pages to add to Sprinklr.

   • Pages are added as usual and appear in the account record manager.

3. Enable System User on pages

   • In the account record manager, Facebook pages show an option such as “Enable System User”.

     

   • The user can enable this for:

     • A single page, or

     • Multiple pages in bulk.

   • Sprinklr then uses the System User token in your Business Manager to subscribe those pages to the System User.

   • Once the page is moved to System User, you will see an icon similar to the one shown in Business Manager above. As well as, a filter 'Page moved to System User' will be available for Facebook pages.

     

   ​

4. If a page is not eligible

   • If a page cannot be subscribed to the System User (for example, because the owning Business Manager is not yet connected or System User is not set up there), Sprinklr will:

     • Show a clear message explaining:

       • Why the page is not eligible, and

       • What you need to do next (e.g., add the owning Business Manager to Sprinklr, enable System User on that Business Manager).

   ​

   • When enabling System User for multiple pages at once:

     • Sprinklr will process them in bulk.

     • At completion, you receive an in‑platform notification (and for bulk operations, an email) summarizing:

       • How many pages were successfully subscribed.

       • How many failed, with reasons and next steps (downloadable excel report).

What does this mean for your day‑to‑day workflows?

By moving to System User on your own Business Manager:

Uninterrupted Publishing

• Scheduled and real‑time posts continue to publish even if:

  • The original employee who added the page leaves the company.

  • Their Facebook password is changed.

  • Their access is revoked from the Business Manager.

This reduces last‑minute publishing failures and the need to frequently re‑add pages.

Reliable Case Management & Customer Service

• Social customer service queues stay intact because connected pages remain active.

• Agents and community managers can keep:

  • Responding to comments and messages

  • Moderating content

  • Handling escalations

This avoids the “all queues go dark” scenario after a user‑based token expires or is revoked.

Stable Reporting & Analytics

• Reporting analysts can continue to:

  • Pull insights and performance metrics.

  • Maintain continuity in dashboards and long‑term analysis.

• Historical reporting is less likely to have gaps from unexpected disconnections.

In short, by hosting the System User on your Business Manager and using long‑lived, non‑expiring tokens, Sprinklr minimizes risk of disruption across publishing, engagement, and reporting.

Key Benefits at a Glance

• Security & Compliance

  • System User is created in your Business Manager, not Sprinklr’s.

  • Sprinklr does not need to be added as a Partner.

  • Permissions follow principle of least privilege and are auditable in your Business Manager.

• Reliability

  • Pages no longer depend on individual user tokens.

  • Reduces risk of mass deactivation events caused by user changes.

  • Supports continuous publishing, case management, and reporting.

• Control & Transparency

  • You always remain in control of:

    • Which Business Managers are connected

    • Which pages use System User

    • When to update or revoke access

  • System User‑connected pages are clearly labeled and filterable in Sprinklr.