For consumer brands, Instagram is where customers already are when something comes up: they reply to a story, comment under an ad, or send an order issue straight to the brand's DMs. The conversation starts there whether or not anyone is ready to answer it.

Ada is now on Instagram. Ada-powered AI agents answer those DMs natively, through a direct Meta integration you connect yourself from the dashboard, so the conversations your customers are already starting get answered where they started.

Your AI agent, natively in Instagram DMs

The Instagram DMs channel is now generally available in Ada. It's built as a direct Meta integration that Ada owns end to end — the app, the sign-in flow, and the connection's upkeep — which is what makes it fully self-serve. There's no implementation queue and no third party in the loop.

Here's what's included:

• Native DM handling. Ada-powered AI agents handle inbound and outbound messages over Instagram DMs — text and images in both directions.
• Interactive replies with automatic fallback. The agent can use quick replies and tappable buttons in the DM, and anything Instagram can't display falls back to plain text automatically.
• Human handoff, end to end. When a conversation needs a person, the agent hands it off — handoff is supported end to end on this channel.
• Multi-account management. Connect multiple Instagram accounts to one AI agent and manage each independently — enable, disable, add, reauthenticate — useful if you run separate accounts per brand, region, or product line.

And because this is a channel, not a separate bot: everything your AI agent already knows and does — your knowledge, your workflows, your handoff rules — applies in Instagram DMs from the moment you connect.

What it looks like in practice

Ecommerce and Retail. A shopper replies to a story: "Is the medium back in stock? And where's my last order?" The agent answers both in the same thread, in seconds — instead of the DM aging in a shared inbox while the drop sells out.

Airlines and Travel. A traveler DMs mid-disruption about a cancelled flight. The agent handles the rebooking question right there, and a person steps in for the complex cases without the traveler switching channels.

Media and subscriptions. A subscriber can't sign in and thinks they're being double-billed. The agent resolves the access issue in the thread and hands the refund decision to a person.

The conversations were always going to start in your Instagram DMs. Now they don't have to wait for an answer.