The strategy is in line with Facebook's broader goal of a more private experience with a greater focus on messaging than in the past. It ultimately hopes to offer unified messaging across its core plaforms (Facebook, Instagram and WhatsApp).

If web DMs are widely available in earnest, they could be very helpful for everyone from businesses dealing with customers through to everyday users keeping up with friends during lunch breaks. On top of this, it fills a big gap in Facebook's strategy -- you could already use the web to chat on Facebook Messenger or WhatsApp, so it only makes sense to offer similar access to the Instagram crowd.