The API will let brands handle messages from various aspects of Instagram, such as Shops and Stories, in one place. They’ll also be able to integrate Instagram into their customer relationship management systems. That will, for instance, allow them to see a customer’s order history alongside messages from them.
Not every brand or business can get their hands on these tools just yet. The latest Messenger API is currently in closed beta. Adidas, Amaro, Glossier, H&M, MagazineLuiza, Michael Kors, Nars, Sephora and TechStyle Fashion Group are among the brands that are trying it out.
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