How to publish a bot on Instagram

Convert your Instagram account into a Business (Professional) account

  • Go to your profile page and tap the hamburger icon in the upper right corner.
  • Tap Settings.
  • For some accounts, the Switch to Professional Account option will be listed right below Settings.
  • Tap Account.
  • Tap Switch to Professional Account.
  • Tap Continue.
  • Select a Category for your business and tap Done.
  • Tap OK to confirm.
  • Tap Business.
  • Tap Next.
  • Add Contact Details and tap Next. Or tap Don’t use my contact info to skip this step.
  • Tap X on the top right corner to return to your profile.

Connect your Facebook Page to your Business(Professional) account on Instagram

  • Go to and log in to your Facebook account.
  • Click on the Page you have created for linking to the Instagram account.
  • In the sidebar on the left, scroll down and select Settings.
  • In the sidebar on the left, scroll down and select Instagram.
  • Click on the "Connect Account" button and log in to your Instagram business(Professional) account.


If you wish to create a new Facebook Page, follow the instructions given here.

Allow access to messages

  • Go to your Instagram Business(Professional) profile page.
  • Tap the hamburger icon in the upper right corner.
  • Select Settings > Privacy > Messages
  • Under Connected Tools, switch on the Allow Access to Messages toggle.


Allowing access to messages is available only through the mobile phone app currently.

Link your bot with Facebook

  • Log in to the Gupshup website.
  • Go to Dashboard tab > My Bots section.
  • Select the button under the Publish column against the bot you wish to publish.
  • A list of channels will appear. Click on the Publish button against Instagram.
  • Click Link your Facebook. A new window/tab will pop up.
  • Log in to your Facebook account.



Ensure that the Facebook account you log in to has the admin rights to the Facebook Page you wish to select.

  • Click the Continue as button.
  • Select the Instagram business account that you want the bot to be published on.
  • Select the Facebook Page connected to your Instagram business account.


You can add only one Facebook Page with the bot. If you select multiple Pages, only the latest one will be considered for bot deployment.

  • Switch on the toggles for all permissions and click Done.
  • Click OK.

Media Types Allowed

  • Text
  • Image
  • Sticker
  • Media Share
  • Product template carousels (up to 10)
  • Generic template (title, subtitle, image, up to 3 buttons)


The 24 hour rule

  • When a user sends a message to a bot, a 24 hour conversation window is opened. The bot can send any number of messages to the user within this window.
  • After 24 hours of user’s last message, the bot cannot send a message to the user.
  • If the user gives their expressed permission, that is, opts in, the bot can send messages to the user on another channel such as email or SMS outside the 24-hour window.
  • For example, a user starts a conversation with a bot about a product and wishes to order it. The bot informs the user that the product is out of stock and asks if the user wishes to be reminded when the product is in stock again. The user sends their last message at 11 am on Monday.
  • If the user denies the reminder, the bot can send messages to the user only till 11 am on Tuesday.
  • If the user opts in for the reminder, the bot can send the reminder message to the user on another channel such as email or SMS even after 11 am on Tuesday.

Human-Agent Escalation

  • Users can also request to talk with a human agent while in conversation with a bot, or the bot can escalate a user query to a human agent in case the bot is unable to resolve the query.
  • Human agents can send messages to users within 7 days of the last user message.

Private Replies

  • The “Private Replies” feature allows Businesses to reply to comments made on their posts with a single message on Instagram.
  • When using this feature, the user will get a message with a reference link to the comment that is getting the reply.
  • Private replies are allowed within 7 days (except IG Live) of the creation date of the comment.
  • Please note that Private Replies do not open the 24 hour window for standard messaging.

Private Reply for Instagram Live

  • Private Reply for Instagram Live has a different reply window from regular post comments private reply.
  • Private reply for IG Live can only be triggered while the live is happening and will no longer be valid as soon as the live ends.

Ice Breakers

  • Ice Breakers provide a way for users to start a conversation with a business with a list of frequently asked questions.
  • A maximum of 4 questions can be set as Ice Breakers.
  • Ice Breakers supports localization to allow businesses to set custom questions depending on the user locale.
  • This feature is currently available on the mobile app only.

Persistent Menu

  • The Persistent Menu is an user interface popup for Instagram DM conversations listing the main features of your Page.
  • This enables users to then easily discover and access them.
  • The persistent menu is composed of an array of buttons which can redirect the user to an external URL or send the button text as user response.
  • Users can access the persistent menu at any point in their conversation with an Instagram professional account. Links

  • is a shortened URL service operated by Meta that redirects users to a conversation in Instagram.
  • When a user leverages an link to start or continue a conversation with your Instagram account, the user will be redirected to a new or existing thread, based on whether the user had previously messaged your Instagram account.
  • The format of the link is as follows: where USERNAME is the IG handle of the Instagram account.

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