Plug & Play Instagram APIs

Phyllo's Instagram Direct API (also called "IG Direct flow") is our solution built on Meta's newer Instagram Login API — the replacement for the deprecated Basic Display API. It allows creators to connect their Instagram accounts by logging in directly with their Instagram credentials, without needing a linked Facebook Page or a Business/Professional account. This makes it significantly easier for personal and creator accounts to authenticate and share their data with your app.

Meta deprecated the Instagram Basic Display API in December 2024, which left many apps without a way to authenticate personal Instagram accounts. The new Instagram Login API (which powers our IG Direct flow) was Meta's replacement. Phyllo built our IG Direct integration so that our customers wouldn't have to deal with the migration themselves — we handled it behind the scenes. Several customers, like HeyHire, migrated to Phyllo specifically because of this deprecation.

 The key differences are:
‍
No Facebook Page required: With IG Direct, creators log in using their Instagram credentials only. The standard Graph API route requires the Instagram account to be a Business or Creator (Professional) account linked to a Facebook Page.
‍Simpler auth flow: Creators see a familiar Instagram login screen rather than being routed through Facebook. This reduces drop-off during onboarding.
‍More limited data for personal accounts: While IG Direct opens the door to personal accounts, the data available for non-professional accounts is more limited compared to what the Graph API provides for Business/Creator accounts. Professional accounts still get the richest data set.

Authentication & Connection

When you enable the IG Direct flow in your Phyllo SDK configuration, the Connect widget presents creators with an Instagram login option. The creator enters their Instagram username and password directly into Instagram's OAuth screen (hosted by Meta, not by Phyllo or your app). Once authenticated, Phyllo receives the authorization token, manages all token refreshes automatically, and begins syncing data. The entire flow takes under 30 seconds for the creator.

Yes. IG Direct needs to be enabled for your Phyllo client ID. Contact your account manager or the Phyllo solutions team, and they can enable the IG Direct platform ID for your environment — typically within the same day. Once enabled, it appears as a connection option in the SDK widget.

Yes. You can offer both options simultaneously. Professional/Business accounts can connect via the standard Graph API route (which provides richer data including impressions, reach, and full audience demographics), while personal accounts can connect via IG Direct. Phyllo's SDK can be configured to support both flows, and the data is normalized into the same schema regardless of which route the creator uses.

Phyllo handles all token management automatically. Instagram tokens from the IG Direct flow follow Meta's standard token lifecycle. If a session does expire, our system notifies you via webhook so the creator can re-authenticate. You never need to touch token refresh logic — that's one of the core reasons customers use Phyllo instead of building directly on Meta's APIs.