Facebook Update to Support New Messenger API for Instagram Messaging

Facebook today revealed new Messenger API updates to support Instagram Messaging with new business tools to handle Instagram customer communications. A company can integrate Instagram messaging with their favorite business applications and workflows with the latest Messenger API functionality, which will help drive more productive interactions and improve customer loyalty and sales growth. The new API is currently in beta with a small number of developer partners and businesses, according to a Facebook post, published by Marion Boiteux, Product Manager, Messenger.

“Instagram is a platform for community building, and we’ve long approached it as a way for us to connect with our customers in a place where they are already spending a lot of their time. With the newly launched Messenger API support for Instagram, we are now able to increase efficiency, drive even stronger user engagement, and easily maintain a two-way dialogue with our followers. This technology has helped us create a new pipeline for best-in-class service and allows for a direct line of communication that’s fast and easy for both customers and our internal team.”

— Michael Kors Marketing

Instagram is a social media platform for exploring new products and brands, and learn new things, and messaging is Instagram’s primary function in helping individuals communicate with brands in a personal way through responses, direct messages, and mentioning someone. The study shows that on Messenger and Instagram, total regular conversations between individuals and businesses are rising by more than 40 percent compared to last year. The potential for companies is to boost revenue and increase customer loyalty by providing positive Instagram messaging experiences with customers.

Businesses want to use a single platform to respond to multi-channel messages. The new Messenger API enables organizations, including Profile, Stores, and Stories, to handle messages initiated by individuals during their Instagram presence. In addition to Instagram messaging, it would be possible for companies to use data from core business systems to allow more personal communications to drive better business outcomes.

Facebook Updates to New Messenger API Support for Instagram Messaging
(Image credit: Facebook/Messenger)

Facebook is also adding new functionality to Instagram that will allow companies to respond immediately to common automated inquiries while ensuring that individuals are seamlessly linked to living support for more complex inquiries. Facebook alpha partners named Clarabridge also announced that their consumer brands had increased their response rate by up to 55 percent after their platform was able to handle Instagram direct messages.

Facebook Updates to New Messenger API Support for Instagram Messaging
(Image credit: Facebook/Messenger)

Instagram’s new Messenger API support is currently in beta with a focus on delivering high-quality, customized Instagram messaging experiences while increasing business effectiveness. The beta program currently includes Adidas, Amaro, Glossier, H&M, MagazineLuiza, Michael Kors, Nars, Sephora, and TechStyle Fashion Group, and other consumer brands.

If you’re running a business and want to test a new API post-beta then you can join the business waitlist. Also, developers want to use a new API they can join the developer waitlist here.

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