Facebook opens Messenger API to Instagram

All businesses can use the Messenger API to talk to users on Instagram, which gives companies a one-stop service across Facebook’s suite of apps along with third-party CRM app integration, following a closed beta.

Why it matters

There are two major changes that accompany this story, announced ahead of the F8 developer conference. First, it indicates the growth and importance of customer interactions on Facebook/Instagram, not only for small companies. Second, it reflects Instagram’s commercial importance not only as a source of user growth against which to advertise, but a platform through which to provide customer service and to sell directly.

More broadly, it’s the manifestation of the totalising service that Facebook is aiming for. Controversial changes to WhatsApp’s privacy agreement that asked users to agree to information sharing across the company sparked a backlash, but with some adjustments they remain strategically key.

Details

• Currently in Phase 1, Instagram accounts with between 10,000 and 100,000 followers can connect to the API. Accounts with 1,000-10,000 will be able to join in July and everybody else should be onboard by Q3.
• Even as Instagram was growing and adding shoppable features, accounts were able to interact with followers but only through either Instagram directly or through Facebook Page’s Inbox tool, which doesn’t support external CRM software.
• Adding CRM platforms will allow businesses to integrate loyalty or other profile information that they have about their customer when they interact.

Sourced from Facebook, TechCrunch, WARC. Image: Facebook