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How do I connect Instagram, a Facebook Page or Meta Ads to my agent, and why won't the token connect?

Create a Meta System User token with the right assets and permissions, connect it to your agent, and fix common token errors.

The recommended way to connect Facebook Pages, Instagram and Meta Ads is a System User token from Meta Business Settings. There's no Facebook login pop-up: you paste the token on the agent's card and pick the accounts.

Before you start

  • Instagram must be a Professional account (Business or Creator) linked to a Facebook Page. Personal Instagram accounts can't publish this way.

  • You need access to Meta Business Settings for the business that owns the Page, Instagram account or ad account.

Create the token

  1. In Meta Business Settings, open Users, then System Users, and create or pick a System User.

  2. Assign the assets: each Facebook Page with the CREATE_CONTENT task (add MODERATE if the agent should comment), each Instagram account with its Content task, and each ad account with both ADVERTISE and ANALYZE.

  3. Click Generate new token and choose the Business app. At expiration, choose Never if Meta offers it; an expiring token must be regenerated and connected again before it runs out.

  4. Grant the permissions below, generate the token and copy it. Meta shows it only once.

  • Facebook Pages: business_management, pages_show_list, pages_read_engagement and pages_manage_posts; add pages_manage_engagement for comments and publish_video for videos.

  • Instagram: business_management, instagram_basic, instagram_content_publish, pages_show_list, pages_read_engagement, ads_read and ads_management.

  • Meta Ads: ads_management, ads_read and business_management; add pages_show_list, pages_read_engagement and pages_manage_ads for ads that use a Page.

The Meta app must not require appsecret_proof on every call (Require App Secret switched off).

Connect it

Paste the token on the card and click Save & Connect System User Token. If the token reaches several Pages or accounts, pick the ones the agent should use; the agent then restarts. For Facebook and Instagram, finish choosing within 15 minutes; after that you'll see "No pending ... connection" and need to connect again.

Errors

  • "Meta could not validate this System User token..." The token is wrong, expired or incomplete, a permission is missing, or Require App Secret is on in the Meta app. Generate a new token with the permissions above.

  • "...it has no assigned Facebook Page with the CREATE_CONTENT task." Assign the Page to the System User with CREATE_CONTENT.

  • "...no assigned Facebook Page exposes a connected Instagram professional account..." Link the Instagram account to its Page, make sure it's Business or Creator, and assign both to the System User.

  • "Meta returned too many assigned Facebook Pages to evaluate safely..." Reduce the number of Pages assigned to this System User.

  • Meta Ads: "...no active Meta ad account with ADVERTISE and ANALYZE tasks" or "No accounts available". Give the ad account both tasks.

The agent stopped posting

  • Posts wait for your approval by default, so check the agent chat for a draft waiting for your go-ahead.

  • Otherwise the token may have expired or lost access. Generate a new token, connect again and pick the accounts.

  • With several accounts connected, name the account in your request.

On Instagram, the agent publishes carousels, stories and single image or video posts.

Docs: preparing Instagram, Facebook Pages and Meta Ads. Other integrations: How do I connect an integration to my agent?

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