Examples

Text

sender.reply({ text: "Text!" })

Image

sender.reply({
    "attachment":{
      "type":"image",
      "payload":{
        "url":"https://github.com/apple-touch-icon.png"
      }
    }
  })

Button Template

sender.reply({
    "attachment":{
      "type":"template",
      "payload":{
        "template_type":"button",
        "text":"What do you want to do next?",
        "buttons":[
          {
            "type":"web_url",
            "url":"https://github.com/jun85664396/messenger-bot-rails",
            "title":"Show Website"
          },
          {
            "type":"postback",
            "title":"Start Chatting",
            "payload":"USER_DEFINED_PAYLOAD"
          }
        ]
      }
    }
  })

Generic Template

sender.reply({
    "attachment":{
      "type":"template",
      "payload":{
        "template_type":"generic",
        "elements":[
          {
            "title":"Classic White T-Shirt",
            "image_url":"http://petersapparel.parseapp.com/img/item100-thumb.png",
            "subtitle":"Soft white cotton t-shirt is back in style",
            "buttons":[
              {
                "type":"web_url",
                "url":"https://petersapparel.parseapp.com/view_item?item_id=100",
                "title":"View Item"
              },
              {
                "type":"web_url",
                "url":"https://petersapparel.parseapp.com/buy_item?item_id=100",
                "title":"Buy Item"
              },
              {
                "type":"postback",
                "title":"Bookmark Item",
                "payload":"USER_DEFINED_PAYLOAD_FOR_ITEM100"
              }              
            ]
          },
          {
            "title":"Classic Grey T-Shirt",
            "image_url":"http://petersapparel.parseapp.com/img/item101-thumb.png",
            "subtitle":"Soft gray cotton t-shirt is back in style",
            "buttons":[
              {
                "type":"web_url",
                "url":"https://petersapparel.parseapp.com/view_item?item_id=101",
                "title":"View Item"
              },
              {
                "type":"web_url",
                "url":"https://petersapparel.parseapp.com/buy_item?item_id=101",
                "title":"Buy Item"
              },
              {
                "type":"postback",
                "title":"Bookmark Item",
                "payload":"USER_DEFINED_PAYLOAD_FOR_ITEM101"
              }              
            ]
          }
        ]
      }
    }
  })

Receipt Template

sender.reply({
    "attachment":{
      "type":"template",
      "payload":{
        "template_type":"receipt",
        "recipient_name":"Stephane Crozatier",
        "order_number":"12345678902",
        "currency":"USD",
        "payment_method":"Visa 2345",        
        "order_url":"http://petersapparel.parseapp.com/order?order_id=123456",
        "timestamp":"1428444852", 
        "elements":[
          {
            "title":"Classic White T-Shirt",
            "subtitle":"100% Soft and Luxurious Cotton",
            "quantity":2,
            "price":50,
            "currency":"USD",
            "image_url":"http://petersapparel.parseapp.com/img/whiteshirt.png"
          },
          {
            "title":"Classic Gray T-Shirt",
            "subtitle":"100% Soft and Luxurious Cotton",
            "quantity":1,
            "price":25,
            "currency":"USD",
            "image_url":"http://petersapparel.parseapp.com/img/grayshirt.png"
          }
        ],
        "address":{
          "street_1":"1 Hacker Way",
          "street_2":"",
          "city":"Menlo Park",
          "postal_code":"94025",
          "state":"CA",
          "country":"US"
        },
        "summary":{
          "subtotal":75.00,
          "shipping_cost":4.95,
          "total_tax":6.19,
          "total_cost":56.14
        },
        "adjustments":[
          {
            "name":"New Customer Discount",
            "amount":20
          },
          {
            "name":"$10 Off Coupon",
            "amount":10
          }
        ]
      }
    }
  })

ETC facebook reference