Ceratin Instagram users have begun to see testing of in-app payments for services from a limited number of businesses. These users are able to book appointments at spas and restaurants through integration with dinner reservation app Resy.

This is an expansion of the current storefront features that let you click on an item with shoppable¬†tags and get taken to the brand’s website to make a purchase.

The move aims to reduce the friction between brands and potential customers when making a purchase. It also increases the value of the ads Instagram can offer, assuming that they boost conversion rates.

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