The company said in its announcement that it is making the Messenger API for Instagram available to all developers.
“Our vision is for messaging to be the primary way people and businesses communicate,” said Facebook Vice President for Platform Partnerships Konstantinos Papamiltiadis in the announcement. “Making it is as convenient, unobtrusive and personalized as possible, using the same familiar apps and features used to communicate with family and friends today.”
Facebook bought Instagram for $1 billion in 2012. The image- and video-sharing service launched in 2010.
Papamiltiadis continued in the announcement: “Whether it’s story replies, direct messages or mentions, engaging with brands is increasingly appealing for customers and important for businesses.”
Facebook also is releasing new tools around its WhatsApp messaging app and service, which is used by more than 175 million people daily to contact business-connected WhatsApp accounts, according to the announcement.
Facebook bought WhatsApp in 2014 for $16 billion in cash and stock.
“We’ve cut down the time it takes for businesses to get started on the WhatsApp Business API by reducing the onboarding process from weeks to just five minutes,” the announcement stated.
Also Wednesday, Facebook announced it will launch a new application programming interface (API) for researchers, TechCrunch reported.
The move is intended to provide legitimate researchers with access to Facebook data they previously enjoyed but lost as an unintended consequence when the company made changes as part of a crackdown on abuse, according to TechCruch.
The API will let researchers explore Facebook’s “influence on society,” Papamiltiadis said during a speech at the conference, TechCrunch reported, quoting him as having added: “We wanted to make sure we got this right, and we were intentional about developing the best products to support researchers, while keeping people’s data safe and secure.”