Live Channels
Part of Support channel integrations
Bringing social messages into a ticket workflow
Check which social interactions become tickets, how agents reply and what happens when a message cannot be delivered.
Zendesk connects supported social channels through Admin Center, where an administrator activates them and configures agent access and routing. Which interactions become tickets depends on the channel: Instagram Direct creates tickets from direct messages and story replies, but not comments or replies on posts, reels or other Instagram content. Agents see the channel type in Agent Workspace and reply through an available channel route.
Define the coverage of each channel
Zendesk can connect public Facebook and X accounts, as well as private channels including WhatsApp, WeChat, LINE, Facebook Messenger and X Direct Message. Instagram Direct has its own channel setup. Each channel has its own setup instructions, so confirm which interaction types it turns into tickets before relying on it.
Zendesk describes Facebook public content as Wall posts and comments, and X public content as tweets, mentions, replies and likes. These descriptions identify channel content; confirm the ticket behaviour for the specific channel during setup.
Instagram Direct creates tickets from incoming Instagram direct messages and story replies. It does not create tickets for comments or replies on posts, reels or other Instagram content. Agents can see and respond to the resulting tickets in Zendesk like any other ticket.
To connect Instagram, first use the Instagram mobile app: go to Settings > Messages and story replies > Message requests and turn on Allow access to messages. This step cannot be done in Instagram Web.
In the Zendesk admin account, go to Admin Center > Channels > Messaging and social > Messaging, select Add channel, choose Instagram Direct and select Continue with Instagram. Authenticate with the admin Facebook profile linked to the company’s Facebook Business Manager, then permit Zendesk to share the Instagram account and Facebook Page(s) to connect the Instagram Professional Business Account to Agent Workspace.
Zendesk lists Suite Team, Growth, Professional, Enterprise and Enterprise Plus plans for social messaging. Customers without Zendesk Suite need Support and Chat with the Social Messaging add-on. Agent Workspace messaging also requires Zendesk Support Suite or an account with Support and Chat, and at least one web or social messaging channel enabled.
Connect Instagram Direct to Zendesk
- Open Instagram mobile app settingsGo to Settings > Messages and story replies > Message requests and turn on Allow access to messages. This cannot be done in Instagram Web.
- Open Admin CenterGo to Admin Center > Channels > Messaging and social > Messaging.
- Add a channelSelect Add channel, choose Instagram Direct and select Continue with Instagram.
- Authenticate with FacebookAuthenticate with the admin Facebook profile linked to the company’s Facebook Business Manager.
- Permit account sharingPermit Zendesk to share the Instagram account and Facebook Page(s) so the Instagram Professional Business Account connects to Agent Workspace.
Which Instagram interactions become tickets
- Instagram direct messagesCreate tickets
- Instagram story repliesCreate tickets
- Comments or replies on posts, reels or other Instagram contentDo not create tickets
Check social messaging plan requirements
- Zendesk Suite plansSocial messaging is listed for Suite Team, Growth, Professional, Enterprise and Enterprise Plus plans.
- Without Zendesk SuiteCustomers need Support and Chat with the Social Messaging add-on.
- Agent Workspace messagingRequires Zendesk Support Suite or an account with Support and Chat, and at least one web or social messaging channel enabled.
Preserve the customer’s path
In Agent Workspace, the ticket conversation shows the customer’s name and status, along with the channel type. The admin configures which message types agents receive and how they are routed to a queue; the admin also gives agents access to social messaging conversations.
An incoming messaging ticket has an active Accept button. The agent selects Accept to open the message, and a messaging ticket can be assigned to another agent or group. If available, the essentials card shows messaging contact details such as a WhatsApp phone number and email address.
The composer may offer a reply on the same social channel or another channel; available choices depend on the message received. For Instagram Direct, agents must reply from the ticket in Support for the reply to appear on both Zendesk and Instagram. A reply sent directly within Instagram is not added to the Support ticket.
Social messages persist, but agent replies may have timeouts depending on the social messaging type. Instagram has response windows, so an open ticket does not by itself establish that a reply can still be sent through that channel.
Agent workflow for an incoming social message
- Open the ticketThe ticket conversation shows the customer’s name and status, plus the channel type.
- Accept the messageAn incoming messaging ticket has an active Accept button; select Accept to open the message.
- Assign if neededA messaging ticket can be assigned to another agent or group.
- Check contact detailsIf available, the essentials card shows messaging contact details such as a WhatsApp phone number and email address.
- Reply from the ticketThe composer may offer a reply on the same social channel or another channel; available choices depend on the message received.
- Instagram repliesFor Instagram Direct, agents must reply from the ticket in Support for the reply to appear on both Zendesk and Instagram. A reply sent directly within Instagram is not added to the Support ticket.
- Watch response windowsSocial messages persist, but agent replies may have timeouts depending on the social messaging type; Instagram has response windows, so an open ticket does not by itself establish that a reply can still be sent through that channel.
Test the queue as agents will use it
Test expected social interactions in a sandbox before relying on them. Check that each supported interaction creates a ticket, that the ticket displays the channel type and reaches the intended queue, and that the conversation appears in the ticket.
If an expected Instagram interaction does not create a ticket, check whether it is a direct message or story reply rather than a post, reel or other content comment. Also check that Allow access to messages is enabled in the Instagram app and that Instagram Direct is connected in Admin Center.
If a social ticket does not reach the intended queue, check the administrator’s channel activation, agent access and routing configuration. For an Instagram reply that does not appear in the Support ticket, send it from the ticket in Support rather than directly in Instagram, and check the applicable response window.
Test the social ticket queue before go-live
- Test supported social interactions in a sandboxCheck that each supported interaction creates a ticket.
- Confirm channel type appearsCheck that the ticket displays the channel type.
- Confirm ticket reaches intended queueCheck that the ticket reaches the intended queue.
- Confirm conversation appears in ticketCheck that the conversation appears in the ticket.
- Check Instagram interaction typeIf an expected Instagram interaction does not create a ticket, check whether it is a direct message or story reply rather than a post, reel or other content comment.
- Check Instagram message accessCheck that Allow access to messages is enabled in the Instagram app.
- Check Instagram Direct connectionCheck that Instagram Direct is connected in Admin Center.
- Check routing and accessIf a social ticket does not reach the intended queue, check the administrator’s channel activation, agent access and routing configuration.
- Reply from Support for InstagramFor an Instagram reply that does not appear in the Support ticket, send it from the ticket in Support rather than directly in Instagram, and check the applicable response window.
