2 min read

How to simplify customer service on Instagram with Messenger API 

Communication APIs
woman with a mobile sending an instagram messaging

All companies will soon get access to the Messenger API for Instagram. But what does this mean for your business?

We’ve got answers!

With more than 500 million active users every single day, Instagram has proven itself as a channel with huge business potential. Not convinced? Take a look at these stats:  

  • The app has more than 1 billion users each month  
  • Instagram downloads increased by more than 20% worldwide from 2019 to 2020  
  • 60% of users say they discover new items/services via Instagram  
  • 80% of users follow at least one company on the app 

At the F8 event on June 2, Facebook announced that it’s releasing the Messenger API for Instagram.  Brands can now have scalable conversations with their customers using Direct Messages or Stories to boost user interactions and enhance customer support. 

If you’re not already using Instagram for customer care and conversion, this is a great time to get onboard! Customers frequently use Instagram when they already are interested in a brand, and may check out a company profile to learn more about a product or search for answers. Now you can pounce on that opportunity!    

What will change about access to Messenger API for Instagram?

With the API (which has been in beta since June 2020), companies can send and receive Instagram messages using the same communication management tools they already use. This means that teams don't need to switch between the mobile app and multiple desktop tools. Even brand mentions in Stories can now be handled directly in the same company inbox.  

Teams can also forward messages internally, for example to involve customer service or marketing and sales departments.  

Here at Sinch we’re proud to be an official Facebook solutions partner, and had early access to the new feature. We partnered with Leiturinha, a children's book club in Brazil, to test the API.  

The results were promising to say the least! After implementing the new API, Leiturinha saw a 35% reduction in requests for help via Direct Messages on Instagram. And that was within the first 11 days!  

"The Messenger API for Instagram made daily processes simpler, more secure, and effective," said Ana Mori, Sinch's Strategic Alliance Manager in Brazil.  

Response time decreased by a whole 42%, and within six months, the number of users commenting to ask for help dropped by 35%. Not bad, right? 

Let’s take a quick look at all the great features in the new API:   

  • Direct Messages: Reply to private messages through your existing service platform 
  • Story Mentions: See directly when a user tags your brand's handle in a story 
  • Quick replies: Set up to 13 quick responses for users in Instagram Direct Messages 
  • Away messages: Set up automatic responses when your team is unavailable  
  • Private responses: Reply with a private message to a public comment  

How to use the Messenger API for successful Instagram campaigns

By now you’ve probably realized this opportunity is too good to pass up on. But where do you start? Instagram is a powerful channel to engage your users, but it’s also a bit different from other channels. How do you build valuable interactions with customers while following Instagram’s own best-practices? 

The easiest way is of course to get some help! Partner with an expert, a company that has the know-how and experience to make your campaigns fly.    

In case you missed it, Sinch is an official Facebook solutions partner, and has been for years. We know how to build top-notch campaigns and strategies perfectly suited for the channel.  We’ve got a robust technology infrastructure to support channel performance. And we’re ISO 27001 certified, so you can rest assured that we’re on top of internal data security and that all channel flows are encrypted. In short, we’ve got you covered!  

Want to be one of the first companies to use the Messenger API for Instagram? Talk to our experts.

We’re looking forward to hearing from you!  


Sinch can help you with your new strategy to make the most of Messenger API for Instagram! Here's how to simplify your customer service.