Instagram Platform

The Persistent Menu

Updated: Jun 30, 2026
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The Persistent Menu allows you to create a menu of the main features of your business, such as hours of operation, store locations, and products, that is always visible in a person’s Instagram conversation with your business.
When a person clicks an item in the menu, a postback webhook notification is sent to your server, with information about what item was select and by whom, and the standard messaging window opens. You have 24 hours to respond to the person after the CTA.
Instagram DM showing a persistent menu sheet with business options like Nearby locations, Refund policy, and Business hours

Before you start

This guide assumes you have set up your webhooks server to receive notifications and subscribed your app to Instagram messages and messaging_postbacks events.
You will need:
  • The ID for the Instagram professional account (IG_ID)
  • the Instagram-scoped ID (IGSID) for the person to whom you are sending the message

Host URL

https://graph.instagram.com
To view recent changes to the persistent menu within the Instagram app, go to the messages inbox and swipe down to refresh.

Limitations

  • A menu is not updated in real time
    • Existing conversations will not see an updated menu unless a person refreshes their inbox; new conversations will see updated menus. Be sure your app can handle deprecated menu items.
  • The composer_input_disabled parameter is not available
  • The webview_height_ratio parameter is not available
  • You can not customize a menu based on the recipient’s Instagram-scoped ID (IGSID)

Button types

The persistent menu is composed of an array of buttons. The following button types are supported in the persistent menu:

URL Button

The URL Button opens a web page in the in-app browser. This allows you to enrich the conversation with a web-based experience, where you have the full development flexibility of the web. For example, you might display a product summary in-conversation, then use the URL button to open the full product page on your website.

Postback Button

The postback button sends a messaging_postbacks event to your webhook with the string set in the payload property. This allows you to take arbitrary actions when the button is tapped. For example, you might display a list of products, then send the product ID in the postback to your webhook, where it can be used to query your database and return the product details as a structured message.

Set a Persistent Menu

To set a persistent menu, send a POST request to the /<IG_ID>/messenger_profile endpoint with the platform property set to instagram and persistent_menu property with composer_input_disabled set to false, locale set to default or the locale of your choice, and an array of call_to_action objects. Each call_to_action object defines a menu item with the following parameters:
  • title set to the button text
  • type set to postback or web_url button type
  • payload for a postback button or url for a web_url button
  • webview_height_ratio set to full for web_url buttons

Localize a menu

To localize a menu, create a call_to_actions array for each locale. The locale code is a combination of ISO 639-1 language code and ISO 3166-1 country code.

Sample Request

Formatted for readability.
`curl -X POST -H "Content-Type: application/json" -d '{
    "persistent_menu": [
        {
            "locale": "default",
            "call_to_actions": [
                {
                    "type": "postback",
                    "title": "Talk to an agent",
                    "payload": "CARE_HELP"
                },
                {
                    "type": "postback",
                    "title": "Outfit suggestions",
                    "payload": "CURATION"
                },
                {
                    "type": "web_url",
                    "title": "Shop now",
                    "url": "https://www.originalcoastclothing.com/"

                }
            ],
        }
    ]
}' "https://graph.instagram.com/v20.0/me/messenger_profile?access_token=INSTAGRAM_ACCESS_TOKEN"`

Sample Request to set multiple persistent menu based on locale

Formatted for readability.
curl -X POST \
-H "Content-Type: application/json" \
-d '{
  "persistent_menu": [
    {
      "locale": "default",
      "call_to_actions": [
        {
          "type": "postback",
          "title": "Talk to an agent",
          "payload": "CARE_HELP"
      },
      {
          "type": "postback",
          "title": "Outfit suggestions",
          "payload": "CURATION"
      },
      {
          "type": "web_url",
          "title": "Shop now",
          "url": "https://www.originalcoastclothing.com/"

      }
      ]
    },
    {
       "locale": "zh_CN",
       "call_to_actions": [
        {
          "type": "postback",
          "title": "Talk to an agent",
          "payload": "CARE_HELP"
      },
      {
          "type": "postback",
          "title": "Outfit suggestions",
          "payload": "CURATION"
      },
      {
          "type": "web_url",
          "title": "Shop now",
          "url": "https://www.originalcoastclothing.com/"

      }
       ]
     }
  ]
}' "https://graph.instagram.com/v20.0/me/messenger_profile?access_token=INSTAGRAM_ACCESS_TOKEN"

Get a persistent menu

To get the contents of a persistent menu, send a GET request to the /<IG_ID>/messenger_profile endpoint with the platform property set to instagram and persistent_menu property with the fields parameter set to persistent_menu.

Sample Request

Formatted for readability.
curl -X GET "https://graph.instagram.com/v20.0/me/messenger_profile?fields=persistent_menu&access_token=INSTAGRAM_ACCESS_TOKEN"
On success your app receives a JSON response with the persistent_menu array of objects.

Delete a persistent menu

To delete the contents of a persistent menu, send a DELETE request to the /<IG_ID> endpoint with the fields parameter set to persistent_menu.

Sample Request

Formatted for readability.
curl -X DELETE -H "Content-Type: application/json" -d '{
    "fields": [
      "persistent_menu",
    ]
  }' "https://graph.instagram.com/v20.0/me/messenger_profile?access_token=INSTAGRAM_ACCESS_TOKEN"
On success your app receives a JSON response with success set to true.

Best Practices

✅ Use the menu as entry points for your business’s main features.
✅ Be descriptive: your menu instantly lets users know how they can interact with your business.
✅ Be selective: limit your menu to 5 items for best user experience.