Facebook Messenger API Now Supports Instagram - New Integration

In addition to recent updates for Instagram and Messenger that enabled communication across platforms and introduced other enhancements, Facebook has announced an update to its Messenger API. This update now enables businesses to oversee their communications on both Instagram and Messenger.

Previously, businesses were limited to responding to customer inquiries solely through the Instagram application and Facebook’s consolidated business inbox. While this approach sufficed for some smaller operations, larger brands handling a significant volume of messages found it challenging to maintain efficiency.

This update allows businesses to integrate Instagram messaging into their existing internal applications and workflows used for managing Facebook conversations. Specifically, they can utilize rich media – such as images, web links, and more – and collaborate with developers to integrate the API with their existing product and customer databases, delivering a consistent experience on both Instagram and Messenger.

For instance, a business utilizing a CRM system integration will be able to access customer loyalty details and incorporate this information when formulating responses.

Facebook states that businesses can also manage their Instagram presence, encompassing their Profile, Shops, and Stories, through the API.

This change coincides with Instagram’s increased focus on Shopping as a central feature, following the introduction of Instagram Shops and visual modifications to the app designed to emphasize shopping functionalities.

According to Facebook, the total number of daily conversations between customers and businesses on Messenger and Instagram collectively has increased by over 40% in the past year.

Alongside the launch of the new API, Facebook is also introducing new features on Instagram that will allow businesses to provide instant responses to frequently asked questions using automated systems, while still providing the option for customers to connect with live support when necessary. An initial alpha test conducted with partner Clarabridge demonstrated that client brands improved response rates on Instagram by as much as 55% by managing direct messages through its platform.

The updated Messenger API is currently being tested in a beta program with companies including Adidas, Amaro, Glossier, H&M, MagazineLuiza, Michael Kors, Nars, Sephora and TechStyle Fashion Group, alongside a limited number of developer partners. Businesses and developers can now join a waitlist to request access to the API following the beta period.

It’s important to note that cross-app communication, a key component of the recent Instagram and Messenger update, is not currently available within the API. Messages will initially appear in a brand’s Messenger or Instagram tab, depending on the platform from which the customer initiated the conversation. However, Facebook has confirmed plans to integrate cross-app communication for businesses and developers in a future update.