Last week Facebook for Business announced an update to its Messenger API to add support for Instagram Messaging.
As part of its effort to make it easier for businesses to reach their customers across its family of apps, Facebook is making several updates to the Messenger API – one of which is support for Instagram messaging. The support gives businesses new tools to manage their customer communications on Instagram by integrating Instagram messaging with their business applications and workflows.
In addition to the above, Facebook hopes that the updated API will help businesses drive more meaningful conversations and increase customer satisfaction, with the ultimate goal being to increase sales.
Messaging is an important part of helping people connect with brands in more personal ways. Daily conversations between people and businesses over the last year have increased by 40% over the last year, on Messenger and Instagram.
The API update is also meant to help businesses use a single platform to respond to messages on their various channels. It allows businesses to manage their messages throughout Instagram – Profiles, Shops, and Stories. Furthermore, businesses will be able to use information from CRMs and other core business systems alongside Instagram messaging.
Finally, Facebook says the update will also be bringing Facebook Shops messaging features to the Messenger API.
The updated API is currently in beta with a limited number of developer partners and businesses, including Adidas, Amaro, Glossier, H&M, MagazineLuiza, Michael Kors, Nars, Sephora, TechStyle Fashion Group, and some other consumer brands.
However, to get started, interested parties can work with developers to integrate Instagram messaging with their current tools and systems. To use the API when it opens up (post-beta), businesses can sign up for the waitlist. Likewise, developers can also sign up for the developer partner waitlist.