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Major API Update: Facebook Messenger Incorporates Instagram Direct

Rakia Binte Khalid Oct 26, 2020

Recently, Facebook officially announced an upgrade in Messenger API that enabled its integration with Instagram Direct.  It is further improved with the update to include support for the Instagram Direct. This update has not only changed the logo of Facebook Messenger, but will also be facilitating the businesses with new connection possibilities.

Facebook has been trying to unite its different platforms, including Messenger, WhatsApp and Instagram. This will not only help Facebook have the most extensive customer share but can facilitate businesses with innovate marketing opportunities. The latest API upgrade will help Facebook put Instagram in the way of business communication platforms.

“The new API features enable businesses to integrate Instagram messaging with their preferred business applications and workflows; helping drive more meaningful conversations, increase customer satisfaction and grow sales”, Facebook explained.

This new updated API has changed the scope of Messenger for businesses by enabling them to build additional procedures on the back of the Messenger infrastructure. This way, companies can have advanced utilization of Facebook messaging engines to attain their corporate and marketing goals.

Moreover, through this integration, business owners, as well as third-party messaging service providers, can develop new customized workflows for maximizing the use of Instagram Direct in their messaging process.

Since its launch, the color of Facebook Messenger had become iconic blue. But after this expansion, its color has been merged with the color of the Instagram logo in order to reflect the merger of two platforms. And honestly, it looks cool and amusing. Also, the upgrade includes new updated chat themes which offers the accessibility to customize chat themes.

According to Facebook VP, 10 million people customize their chat themes on a daily basis.

Actual reason behind this new expansion

If we see the current situation, this Facebook upgrade has taken place when Instagram is already pushing ‘shopping’ as its core activity by launching Instagram shops and making visual changes, thus promoting the shopping features.

Facebook also said, “It will be possible for businesses to use the information from core business systems right alongside Instagram messaging, enabling more personal conversations that drive better outcomes. For example, businesses integrating with a CRM system can give agents a holistic view of customer loyalty. This update will also bring Facebook Shops messaging features to the Messenger API so businesses can create a more engaging and connected customer experience.”

Furthermore, this new integration has enabled automation of Instagram Direct responses which means that businesses can effectively engage their potential customers even without being physically present to attend them all the time. In other words, this new update will improve overall customer experience with the brand.


Additionally, Facebook has stated that “over last year, total daily conversations between people and businesses on Messenger and Instagram grew over 40%. For businesses, the opportunity to drive sales and improve customer satisfaction by having meaningful interactions with people on Instagram messaging is huge”.

This new upgraded API is still in beta testing phase having top businesses on the list including H&M, Michael Kors, Sephora, Adidas, Nars, and more.  This beta is also available to limited developer partners. As per Facebook, recent data suggests that new Instagram opportunities are growing fast. Therefore, this update can be a big thing for brands that are effectively utilizing Instagram for their businesses. If other companies wish to have the API post-beta, then they have to join the waitlist for requesting the accesses.

Currently, the messages are appearing on the Brand’s Messenger and Instagram tab depending on the platform on which customer has sent the message. Furthermore, Facebook has shared its plan of bringing the cross-app communications to businesses as well as developers in future updates.

Rakia Binte Khalid

Content Writer at Arpatech

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