Facebook announced Messenger API to allow businesses to manage their communications across Instagram, in addition to Messenger
Before today, businesses could only respond to customer inquiries through the Instagram app and through Facebook’s unified business inbox. This could work for some smaller businesses, but for larger brands with a high volume of messages, it could be difficult to be efficient this way.
The update means businesses will be able to now also integrate Instagram messaging into the applications and workflows they’re already using in-house to manage their Facebook conversations. Specifically, they’ll be able to use rich media — like photos, URL links and more — and work with developers to integrate the API with their product and customer databases to provide the same experience on Instagram as they do today on Messenger.
For example, a business with a CRM system integration would be able to view the customer loyalty information and take that into account when they respond.