Facebook is opening up its Messenger API to support Instagram messaging, enabling businesses to integrate messaging from the app into their preferred business apps.

The updated Messenger API – currently in beta with a limited number of developers and businesses including Adidas, H&M, Michael Kors, and Sephora, to name a few – means that businesses no longer only have the option of replying to messages through Instagram app or through Facebook’s business inbox. Businesses can now respond to the messages through the in-house apps and workflows they are already using.

The update will, for the first time, enable businesses to respond automatically to common questions and also bring Facebook Shops messaging features to the Messenger API.

“Instagram is a place for emerging culture and trend creation, and discovering new brands is a valuable part of this experience,” said Marion Boiteux, Product Manager for Messenger at Facebook, in a blog post. “Messaging plays a central role in helping people connect with brands in personal ways through story replies, direct messages and mentions. Over the last year, total daily conversations between people and businesses on Messenger and Instagram grew over 40%. For businesses, the opportunity to drive sales and improve customer satisfaction by having meaningful interactions with people on Instagram messaging is huge.”