Instagram

Connect Instagram Business/Creator accounts, receive DMs as leads and conversations, reply from a shared inbox, and let AI qualify leads inside the 24-hour messaging window.

Overview

The Instagram integration lets you connect an Instagram professional account (Business or Media Creator) to Kraya so that direct messages (DMs) sent to your Instagram account land in Kraya as leads and conversations. From there you can reply manually, let an AI agent reply automatically, capture every DM sender as a lead in your CRM, and follow up with leads who go quiet — all from one shared inbox that your whole team can use.

Instagram messaging in Kraya works much like the WhatsApp API integration: incoming messages open a conversation, replies are limited by Instagram's messaging windows, and AI replies and qualification run on the conversation automatically when enabled.

This feature is managed by admins. Connecting an account and changing its settings is admin-only; the Instagram Chats inbox appears in navigation only once at least one account is connected.

What you can do

Connect one or more Instagram professional accounts to Kraya using Instagram's secure sign-in
Receive Instagram DMs as conversations inside Kraya, with each sender saved as a lead in your CRM
Reply to DMs manually from the Chats inbox, with text, photos, and videos
Let an AI agent reply automatically to incoming DMs within Instagram's 24-hour messaging window
Automatically create a lead from every new DM (optional — can be turned off)
Send bump-up (reminder) messages to leads who haven't replied
Show up to four tappable "ice breaker" questions when someone opens a new chat with your account
Restrict automated messages to your chosen business hours
Search, filter, and manage conversations (All Chats, Unread, Needs Reply, and CRM filters)
Manage lead details, pipeline/stage, notes, and the call tracker from the conversation view

How it works

Connecting an account. An admin connects an Instagram professional account through Instagram's own sign-in (OAuth) flow. Kraya never sees or stores your Instagram password. Once connected, the account appears in your accounts list and, after setup finishes, shows a status of Active.

Incoming DMs become leads and conversations. When someone sends a DM to your connected account, Kraya opens (or reopens) a conversation for them. If Auto Lead Creation is on, the sender is saved as a lead automatically (their Instagram username is used as the identifier — no phone number is required). If Auto Lead Creation is off, messages from people who are not already leads are ignored.

AI auto-replies. If AI Auto-Reply is on for the account, the organization has credits, and the conversation is inside the 24-hour window, Kraya's AI agent can reply automatically to incoming DMs. AI replies use the same AI engine as WhatsApp and can also drive AI Qualification after a few exchanges. Each AI reply that is actually sent uses one organization credit.

AI reply formatting. Instagram doesn't render markdown, so every AI-generated reply (and bump-up) is automatically sanitised before send — bold/italic markers, bullet asterisks, headings, and inline link syntax like [text](url) are stripped or converted to plain text. The message that lands in the lead's DM reads naturally, without leftover ** or ## characters.

Automatic phone extraction. When a lead sends a phone number inside a DM (for example, "call me on +91 98765 43210"), Kraya extracts the number and fills it in on the lead — but only if the lead's phone field is currently empty. It never overwrites a phone number you have already saved. Once the phone is filled this way, the lead becomes reachable on WhatsApp and other Kraya channels that require a phone number, without any manual step.

Backfill on connect (existing DMs). When you connect an Instagram account for the first time, Kraya backfills your existing DM conversations from that account into a hidden Existing Leads stage in your default pipeline. The stage is intentionally kept out of your normal pipeline view and has AI Auto-Reply and other automation switched off, so importing your history does not trigger a wave of automated replies or credit spend. Any of those contacts who DM you again after connect are treated as normal Kraya conversations (their lead moves into the usual pipeline flow, and automation applies as configured).

Instagram messaging windows. Instagram limits when a business can message a user. Kraya tracks three states for every conversation:

Open (within 24 hours of the lead's last message): You can send free-form replies, and AI auto-replies and bump-ups can run.
Manual-only (24 hours to 7 days): The AI window has expired. You (or your team) can still reply manually, but AI auto-replies and bump-ups no longer run.
Closed (after 7 days): No new messages can be sent. The conversation reopens only when the user messages your account again.

Kraya moves conversations between these states automatically as time passes; you don't need to do anything.

Bump-up messages. If Bump-Up Messages is on, Kraya can send a set number of reminder messages to leads who haven't replied, as long as the conversation is still inside the 24-hour open window and it is within your business hours.

Ice breakers. Ice breakers are up to four short, tappable questions that Instagram shows a user when they open a brand-new chat with your account. Tapping one starts the conversation and triggers an AI reply (when AI Auto-Reply is on).

Step-by-step guide

Connecting an Instagram account

In the dashboard sidebar, open Connect Instagram (under the Instagram section — admins only).
If no account is connected yet, you'll see the welcome screen titled "Connect Instagram Business". Click Connect Instagram Now. If you already have one or more accounts connected, click Connect Instagram Account in the top-right of the accounts page instead.
You'll be redirected to Instagram's sign-in flow. Log in and grant Kraya permission to manage your professional account's messages.
After you approve, you'll be returned to Kraya and should see the message "Instagram account connected successfully!" Your account then appears in the accounts table.
If the status shows Setup in Progress, wait a moment and refresh — it changes to Active once setup completes.

Configuring an account's settings

On the Connect Instagram page, find your account in the table.
In the Action column, click the settings (gear) icon to open Instagram Account Settings.
Change any of the settings described in Settings and configuration below. Each change saves immediately — there is no separate Save button for the toggles (only the Ice Breakers section has its own Save ice breakers button).
Close the modal with the X in the top-right when you're done.

Chatting with a lead

In the sidebar, open Chats (under the Instagram section). This appears only when you have at least one connected account.
At the top of the left panel, use the Connected to dropdown to pick which Instagram account's inbox to view. Only accounts with an Active status appear here.
Use the Search for leads box to find a conversation by lead name or Instagram username, or use the filter chips: All Chats, Unread, or Needs Reply. The filter (funnel) icon opens the advanced CRM filters.
Click a conversation to open it in the center pane.
Type your reply in the Type a message box. To attach media, click the paperclip and choose Photos or Video (documents are not supported for Instagram). Add an optional caption, then click the send button.
The right-hand panel shows the lead's details, pipeline and stage, notes, activity, and call tracker — the same lead information panel used across Kraya.

Deleting an account

On the Connect Instagram page, click the delete (trash) icon in the Action column for the account.
In the Delete Instagram Account dialog, confirm by clicking Delete (or Cancel to keep it). The dialog warns: "This action cannot be undone."
On success you'll see "Instagram account deleted successfully". The account is deactivated and its conversations stop receiving new automated activity.

Settings and configuration

All of the following live in the Instagram Account Settings modal (gear icon on the accounts table). Every change saves immediately.

AI Auto-Reply — When on, Kraya automatically generates AI replies for incoming Instagram messages within the 24-hour window. Turn it off to handle all replies manually.
Auto Lead Creation — When on, a lead is created automatically from each incoming DM. When off, messages from people who are not already leads in your CRM are ignored.
Bump-Up Messages — When on, Kraya sends reminder messages to leads who haven't responded within the 24-hour window.
Number of Bump-Up Messages — Visible only when Bump-Up Messages is on. Choose how many reminders (1 to 5) to send to a non-responsive lead.
Business Hours — The daily start and end time during which automated messages (AI replies and bump-ups) are allowed to send. Times are chosen in 30-minute increments; the default window is 09:00 to 18:00. A warning appears if your hours extend very early (before 05:00) or very late (past 20:00).
Ice Breakers — Up to four tappable questions shown when a user opens a new chat with your account. Each question can be up to 80 characters. Add questions with Add question, then click Save ice breakers to publish them. After saving, a sync status appears next to the header: Syncing to Instagram…, then Synced (or Sync failed — try saving again if something went wrong). Questions must be non-empty and unique.

Role-based behavior

Admins: Can connect and delete Instagram accounts, change account settings, and use the Chats inbox. The Connect Instagram and Instagram Chats menu items are admin-only.
Members: Instagram account management is not available to non-admin members. (Lead details opened from an Instagram conversation follow the same pipeline-access rules as elsewhere in Kraya.)

Limits and quotas

Messaging windows: You can send free-form replies only within 24 hours of the lead's last message. Between 24 hours and 7 days, only manual replies are allowed (no AI or bump-up). After 7 days the conversation is closed until the lead messages again.
AI replies: Sent only when AI Auto-Reply is on, the conversation is open (within 24 hours), it is within your business hours, and the organization has credits. Each AI reply that is sent uses one organization credit. If credits reach zero, AI replies stop.
Bump-up messages: Up to the number you set (1–5), and only inside the 24-hour open window during business hours.
Ice breakers: Up to four questions, each up to 80 characters, and each must be unique.
Account types: Only Instagram professional accounts (Business or Media Creator) can be connected.

Common edge cases

A DM comes in but no lead is created Auto Lead Creation is probably off, so messages from unknown users are ignored. Turn on Auto Lead Creation if you want every sender saved as a lead.
You want to reply but the input box is gone The conversation is closed — more than 7 days have passed since the lead last messaged. You'll see "Conversation closed. Waiting for the user to message again." You cannot message the lead until they message you again.
You can reply, but the AI stopped answering and a banner appeared The conversation is in the manual-only window (past 24 hours but within 7 days). A banner reads "AI window expired. Manual replies available for..." — you can still reply by hand, but AI auto-replies and bump-ups no longer run for this conversation.
AI replies aren't going out Check that AI Auto-Reply is on for the account, the conversation is within the 24-hour window, it is within your configured business hours, and your organization still has credits.
Setup seems stuck on "Setup in Progress" Wait a minute or two and refresh the accounts page. The status changes to Active once Instagram confirms the connection. If it stays stuck or shows Failed, reconnect the account.
Ice breakers saved but show "Sync failed" Instagram did not accept the update. Click Save ice breakers again. Make sure no question is empty and no two questions are identical.
A sender has no name Instagram DMs don't always include a full name. The lead and conversation show the Instagram username (as @username) or "User" until you edit the lead's name.

Troubleshooting

I don't see the Instagram menu items

Cause: The Instagram menu is admin-only, and the Chats entry appears only when at least one account is connected.
Fix: Sign in as an admin. If you're an admin and still don't see Chats, connect an Instagram account first from Connect Instagram.

Connecting fails or returns an error

Cause: The sign-in was cancelled, the account is not a professional (Business/Media Creator) account, or your plan doesn't include this feature.
Fix: Retry the connect flow and make sure you approve all requested permissions. If you see "Please upgrade to continue using this feature," your plan doesn't include Instagram yet — contact Kraya support. If you see a configuration error, contact support.

Messages aren't sending

Decision tree:
- Is a banner showing the conversation is closed? → You must wait for the lead to message you again.
- Is the send button greyed out with no text? → Type a message or attach a photo/video first.
- Are you trying to send a document? → Documents aren't supported for Instagram; send a photo or video instead.
- Still failing? → Refresh the page and confirm the account status is Active.

AI replies work for some leads but not others

Cause: The leads without AI replies are likely past the 24-hour window, arrived outside business hours, or the organization ran out of credits mid-conversation.
Fix: Confirm AI Auto-Reply is on, check your business hours, and confirm your credit balance.

FAQs

Do I need to give Kraya my Instagram password? No. You connect through Instagram's own secure sign-in, and Kraya never sees your password.
Do Instagram leads need a phone number? No. Instagram leads are identified by their Instagram username, so a phone number isn't required to create or message them.
How long can I reply to a DM? You can send free-form replies for 24 hours after the lead's last message. Between 24 hours and 7 days you can still reply manually. After 7 days the conversation closes until the lead messages you again.
Why did my AI replies stop part-way through a conversation? Most likely the conversation passed the 24-hour window (AI replies only run while it's open), it fell outside business hours, or your organization ran out of credits.
Can I connect more than one Instagram account? Yes. Connect as many professional accounts as you need and switch between their inboxes using the Connected to dropdown on the Chats page.
Can I send documents or PDFs on Instagram? No. On Instagram you can send text, photos, and videos. Documents are supported on WhatsApp but not on Instagram DMs.
What are ice breakers for? They give people an easy way to start a conversation. When someone opens a new chat with your account, Instagram shows your ice-breaker questions as tappable prompts; tapping one starts the chat and can trigger an AI reply.
Does turning off Auto Lead Creation mean I lose messages? Messages from people who are already leads still come through. Messages from unknown senders are ignored while Auto Lead Creation is off, so turn it on if you want to capture every DM as a lead.

Tips and best practices

Keep business hours accurate — AI replies and bump-ups only send inside this window, so a misconfigured window can silently hold back automated messages.
Reply within the first 24 hours whenever possible. Once the AI window expires, only manual replies are allowed, and after 7 days you can't message the lead until they reach out again.
Use ice breakers to steer new conversations toward the questions your AI answers best.
Turn on Auto Lead Creation if you want every DM captured in your CRM, and pair it with AI Auto-Reply so no message goes unanswered.
Watch your credit balance — AI replies draw from the same organization credits as other Kraya AI features.

WhatsApp API integration — the WhatsApp equivalent of this inbox, with a similar 24-hour messaging window and AI replies
AI Qualification — AI-driven qualification that runs on Instagram conversations after a few exchanges
Auto Followups — follow-up sequences you can run against leads captured from Instagram
Filters — the CRM filters available on the Instagram conversation list
Dashboard — where leads and their details live across Kraya