Adding a chatbot to Instagram

You can deploy the same chatbot, with the same Q&A, on your website and other channels, including Instagram.

This means you can automate the answering of frequently asked questions, wherever your customers are asking them. All your chat forms and escalations will work on Instagram too.

To set up your bot in Instagram, you'll first need to create an Instagram app, and then connect it to your FAQ Bot.

This article describes the steps you need to take.


Before you get started, you will need:

  • A Meta for Developers account. If you don't have an account, you can create one at Each tester will also need their own Meta for Developers account.
  • An Instagram Professional account with a linked profile from which users will access your bot. 
  • A Facebook page linked to your Instagram profile. If you don't have one yet, Create a new Page.
  • A Premium FAQ Bot subscription. Instagram bots are not available on Starter or Standard plans. See pricing.
  • For app review, another Instagram account that can be shared with app reviewers (ie you need to be comfortable sharing credentials). Note this is a extra step required at the time of writing, as the test user creation capability in Instagram has been unavailable for some months.

Bot features on Instagram

There are some differences in how bot features work on Instagram, due to the limitations of that channel. 

Create an app

Users will access your bot by messaging an Instagram profile. To connect the bot, you'll first create an app and then connect the bot to the app.

Create your app

  1. Sign in to your Meta for Developers account.
  2. Go to Create App
  3. On the Create an app page, select Other and then Next

  4. On the Select an app type page select Business and click Next
  5. On the Details page, enter a name for your app and select Create app.
    • If prompted, enter your password and select Submit to create your app.
    • After your app is created, the site goes to a page for your app.
  6. You'll see a set of products. Click Set up on Messenger
  7. You'll then be prompted to select your Meta Business Account.

Configure your app


Under Messenger on the side menu, click Instagram settings.

  1. Connect your page - in the Access tokens section, click Add or remove Pages

  2. Enter the callback URL. This is in the format{PAGE_ID}/{FAQ_SUBSCRIPTION_KEY}/messages
    1. Find your {PAGE_ID} on this page - it's the number next to your page icon on the page token table
    2. Find your {FAQ_SUBSCRIPTION_KEY} on the Widget setup tab in the FAQ Bot Portal > Configuration > Main
    3. Enter "faq" in Verify token
    4. Click Verify and save
  3. Click Manage to edit Instagram Webhook subscriptions. Select messages and messaging_postbacks and click Save

Connect your bot 

In the FAQ Bot portal, navigate to the Channel settings tab on Configuration > Main

In the Instagram section:

1. Enter your Access token

You can use a Page token, but this token is tied to the user who created it.

To avoid future token issues, you should follow this guide to set up a system user access token, and assign the app you have created above as an asset.

Some things to note on your system access token:

  • Token expiration - when your token expires, your bot will stop working. So you may wish to set expiry to "Never" (recommended)
  • Permissions required: instagram_basic, instagram_manage_messages, pages_manage_metadata

2. Enter your App secret

You'll find this in your Meta for Developers Account, under App settings > Basic

Once the steps above are complete, you will be ready to test your bot on Instagram. 


Testing your bot in Instagram

Setting up your testers

  • To test your bot, users will need a Meta for Developers account, and will need to provide you with their Facebook ID.
  • Select App roles > Roles and click Add to assign testers
  • Once you have added them, they will receive an invitation, which they will need to accept - this will appear in the notifications section of their Meta for Developers account.


App review & publication

Until an app is published, it's in Development Mode. It will only work for admins, developers, and testers.

Once you have tested your bot on Instagram, there are some review steps that need to be completed to move your app from Development to Live mode and publish your app. Note that this process can take some time.

1. Toggle from Development to Live in your app dashboard. Any required steps will be highlighted, for example:

  • add privacy policy URL. This could be a link to your organisation's privacy policy, typically on your website. 

2. Go to App Review > Permissions and Features

3. Request Advanced Access to Instagram_manage_messages and pages_manage_metadata. Business Verification is required, as well as App Review.

4. Complete the rest of the required information. You will need to:

  • Answer questions about data handling, eg - 
  • Check you have requested the necessary permissions and features (see above)
  • Select the audience for your app
  • Provide justification for your app - answer the specified questions and provide a screencast showing Instagram and the portal side by side. In your screencast you will need to show things like:
    • Message deletion
    • Story mentions
    • Image handling
    • Contact form
    • Live chat (even if you don't intend to use live chat)

Contact us for guidance on wording and screencast content as the requirements are quite specific.

The App Review process can take 10 days or more, and may require revisions depending on the individual app reviewers.

App verification details
You may also need to provide credentials so app reviewers can test your app. This is where you may need a separate account for testing (see prerequisites above).
Complete App verification details as shown below: 

Providing a link to launch your Instagram bot

Once your Instagram app is approved and your bot works on Instagram, you may want to provide a link for your users to launch the bot in Instagram.
You can do this in the format:

for example

Instagram documentation

For Instagram documentation for developers, see