Instagram unified onboarding (Instagram direct connection)

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.)
Any account connected on integration will also get connected on Social planner & vice-versa as both the product use same meta app

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: