Instagram Graph API

The Instagram Graph API is Meta's official REST API for Business and Creator accounts. It is the endpoint set that every legitimate Instagram automation, scheduling, analytics, or commerce product runs through. The Basic Display API was deprecated in 2024; the Graph API is the only forward-compatible surface.

The major resources: /{ig-user-id}/media for posts and Reels, /{ig-user-id}/conversations and /{ig-user-id}/messages for DMs, /{ig-media-id}/comments for comment read and reply, /{ig-media-id}/insights for per-post analytics (reach, impressions, plays, saves, shares — note video_views was deprecated for non-Reels in Graph v21), and /{ig-user-id}/insights for account-level metrics. Webhooks are subscribed at the app level via /{app-id}/subscriptions.

Access tiers

Every app starts in Development mode with access limited to admins, developers, and test users. Production traffic requires Advanced Access on each permission (instagram_business_basic, instagram_business_manage_messages, instagram_business_manage_comments, instagram_business_content_publish), which is granted through App Review with screen recordings demonstrating the integration. Meta Tech Providers get a streamlined review path.

Error codes worth memorizing

• 4 — Application request limit reached. Re-enqueue with backoff.
• 10 — Permission denied or message outside allowed window.
• 190 — Invalid OAuth token. Deactivate and prompt re-auth.
• 551 — User cannot receive messages right now. Skip, don't retry.
• 613 — Rate limit. Honor the rolling window.
• 80007 / 2534014 — Private reply window violations.

Gotchas

Rate limits are computed by business use case, with a baseline of 200 × DAU calls per hour, scaled by engagement. Webhook deliveries are subject to the same back-pressure — bursts get spread across the rolling window. Field permissions are checked per-call, so missing scopes return 200 with a stripped payload, not a 4xx. Always assert on the fields you expected, not on HTTP status alone.

For monetization-specific endpoints, see Branded Content API.