Instagram Unified Integration is now available in Labs. Businesses can now connect Instagram accounts directly without requiring a connected Facebook Page. This provides more flexibility in how Instagram accounts are connected and managed, and it supports future Instagram-native capabilities that require direct connection.
What’s new
- An Instagram integration card under Settings → Integrations
- A centralized view of all connected Instagram accounts
- Support for both direct Instagram connections and Facebook Page-based Instagram connections
- A Messaging & Automations toggle for account-level control
Supported capabilities
- Sync Instagram Direct conversations into the CRM
- Create and manage contacts from Instagram conversations
- Trigger workflows and automations based on Instagram interactions
- Manage Instagram conversations alongside other messaging channels
How to enable
Enable the Labs feature: Labs → Instagram Direct Integration. Then go to Settings → Integrations → Instagram.
Important notes
- Facebook Page-based Instagram connections will continue to work.
- Enabling direct connection will disable the toggle for Page-based Instagram connections.
- Instagram accounts connected through a Facebook Page cannot be disconnected independently. Disconnect the associated Facebook Page first.
- Existing workflows and automations will continue to work if the same Instagram account is switched between connection methods.
- Disabling the Messaging & Automations toggle will stop both Instagram messaging and automation for that account.
- Some upcoming Instagram-native features will require direct connection support (for example: DM to followers and poll replies).
Why this matters
- More flexible account connection and management
- Better visibility into connected Instagram accounts
- A simpler setup experience without Facebook Page dependencies
- Support for upcoming features such as follow-to-DM and poll reply automations
Next step
This lays the groundwork to support DM-to-follower capability when Meta releases it.
