Postmortem: ## Summary
Between 20 and 30 October 2026, some Instagram direct messages sent to our customers never reached Dixa. Meta, the company behind Instagram, had a fault that stopped it from passing these messages on to us. Meta confirmed the fault and fixed it on 30 October. Almost all affected accounts are receiving messages again.
Who was affected
The problem affected Instagram direct messages only. All other channels, including Facebook Messenger, worked normally.
A small number of Instagram accounts stopped receiving messages. Some others received only part of their messages.
When a message did not arrive, no conversation was created in Dixa, so your agents could not see it or reply to it. No messages were sent to the wrong place, and no data was exposed.
Some affected accounts also had trouble sending replies on Instagram. This was a separate issue on Meta's side.
Timeline
All times are Copenhagen time.
| Date |
What happened |
| 20 October |
The first Instagram account stopped receiving messages. Over the next week, more accounts followed. |
| 27 October |
Customers reported missing Instagram messages to our Support team. Our engineers started investigating the same day. |
| 28 October |
We conclued that Instagram was not sending us any messages for the affected accounts, and contacted Meta. |
| 29 October |
Meta confirmed the fault was on their side. |
| 30 October, 07:24 |
Messages started arriving again. |
| 30 October, 15:12 |
Meta confirmed the fault was fixed. |
| 3 November |
Most accounts are receiving messages again. We are working with Meta on the remaining accounts. |
Why it happened
When someone sends a direct message to your Instagram account, Instagram passes it on to Dixa. A fault on Meta's side stopped this for some Instagram accounts. Instagram simply stopped sending us the messages, so Dixa had nothing to receive.
We carried out a thorough review of our own systems and found no issues. Dixa remained ready to receive messages throughout the incident, and no changes had been made on our side. Meta confirmed this on 29 October.
It took a week to spot. Our monitoring looked for errors, and messages that never arrive do not cause errors. Many of the affected Instagram accounts also receive few messages, so a quiet inbox did not stand out as unusual.
What we did
- Checked all of our own systems to rule out a problem on Dixa's side.
- Added extra tracking so we could see exactly which accounts were not receiving messages.
- Reported the problem to Meta with detailed evidence and pushed for a fix.
- Advised affected customers not to reconnect their Instagram accounts, on Meta's advice, as it would not help.
As the fault originated within Meta’s systems, it was not something we were able to resolve directly. Meta implemented a fix on 30 October.
What we are changing
While we cannot prevent faults within Meta’s systems, we can significantly reduce the time it takes to detect them. To that end, we are introducing the following improvements:
- Automatic alerts. We will be alerted when an Instagram or Facebook account that usually gets messages suddenly stops getting them. This means we can act before you notice.
- Better records. We now keep a record of every message notification Meta sends us. This lets us show Meta exactly what is missing and get faster answers.
- Faster escalation. We have found the quickest way to reach Meta's engineers and will use it first next time.
What you should do now
- Check Instagram directly. Messages sent to you between 20 and 30 October may be missing from Dixa. Open your Instagram inbox to find and answer them.
- No need to reconnect. Your Instagram connection to Dixa does not need to be changed.
- Contact us if something looks wrong. If your Instagram messages still are not arriving in Dixa, please contact Dixa Support. A small number of accounts are still affected, and we are working with Meta and the customers involved.
We are sorry for the disruption this caused you and your customers. Thank you for your patience while we worked with Meta to fix it.
