Facebook is adding Instagram support to its Messenger API
Facebook is adding Instagram support to its Messenger API. This will allow brands and companies to process Instagram messages through third-party applications.
The API will allow brands to process messages from the “Stores” section and those that send in response to the Store, for example, in one place. In addition, it will allow companies to immediately answer common customer questions through process automation, offering to connect a manager if necessary. Alpha testing of this feature showed that brands have improved the response rate on Instagram to 55%.
So far, the latest version of the Messenger API is in closed beta. Among the companies testing it are Adidas, Amaro, Glossier, H&M, MagazineLuiza, Michael Kors, Nars, Sephora, and TechStyle Fashion Group.
Note that previously companies could respond to customer inquiries only through Instagram and through a single mailbox for Facebook business. This solution was not suitable for large businesses with a large volume of messages.