Messaging across Facebook’s family of applications continues to become more intertwined, as the social network said Monday that the Messenger API (application-programming interface) was updated to support messaging on Instagram.
The updated API doesn’t quite support cross-app communications, but it does enable businesses to integrate Instagram messaging with the business apps and workflows they are already using.
Messenger From Facebook product manager Marion Boiteux said in a blog post,” Instagram is a place for emerging culture and trend creation, and discovering new brands is a valuable part of this experience. Messaging plays a central role in helping people connect with brands in personal ways through Story replies, Direct messages and mentions. Over the past year, total daily conversations between people and businesses on Messenger and Instagram grew over 40%. For businesses, the opportunity to drive sales and improve customer satisfaction by having meaningful interactions with people on Instagram messaging is huge.”
Businesses using the updated API can manage messages initiated by people throughout their presence on Instagram, including their profiles, Instagram Shops and Stories.
They can use information from core business systems alongside messaging on Instagram, such as integrating with a customer-relationship-management system to give agents a holistic view of customer loyalty.
Facebook Shops messaging features were also added to the Messenger API, enabling retailers to create more engaging and connected customer experiences.
Automated responses are available for the first time on Instagram, as well, enabling businesses to quickly answer common queries.
Boiteux wrote, “We are excited about early results some businesses saw during alpha testing, including higher response rates, reduced resolution times and deeper customer insights as a result of integrations. We’re also testing with a limited number of developer partners and are delighted at the initial response.”