Instagram Unified Integration is now available in Labs, allowing businesses to connect Instagram accounts directly without requiring a connected Facebook Page. This enhancement provides greater flexibility in how Instagram accounts are connected and managed while enabling future Instagram-native capabilities that will only be supported through the direct connection flow.

What's New?

• Dedicated Instagram integration card under Settings → Integrations
• Centralized view of all connected Instagram accounts
• Support for both:
• Direct Instagram connections
• Facebook Page-based Instagram connections
• Messaging & Automations toggle for account-level control

Supported Capabilities

• Sync Instagram Direct conversations into CRM
• Create and manage contacts from Instagram conversations
• Trigger workflows and automations on Instagram interactions
• Manage Instagram conversations alongside other messaging channels

P.S. Available Under, Labs → Instagram Direct Integration, After enabling the Labs feature: Settings → Integrations → Instagram

Important Notes

• Facebook Page-based Instagram connections will continue to function as expected.
• Enabling direct connection will auto disable toggle for page based instagram connections
• Instagram accounts connected through a Facebook Page cannot be disconnected independently. The associated Facebook Page must be disconnected 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 functionality for that account.
• Direct Instagram connection support would be required for certain upcoming Instagram-native features. (DM to followers, Poll replies etc.)

Why This Matters

• Instagram is one of the most important communication and lead-generation channels for businesses. Direct Instagram integration provides:
• Greater flexibility in account connection and management
• Improved visibility into connected Instagram accounts
• A streamlined setup experience without Facebook Page dependencies
• Support for upcoming features such as Follow-to-DM and Poll Reply automations
• A stronger foundation for future Instagram messaging and automation capabilities
• This enhancement supports future enhancements & beta functionalities from Meta.

Next Step:

To support DM to follower capability once Meta releases it.

Preview: