Fixing the "Primary Thread Owner" Issue with Instagram CRM Integration
If you're seeing problems where Instagram messages are not showing up in the CRM, or you’re getting an error like "You are not the primary owner of the app", it usually means another app is already controlling the Instagram conversation thread. Meta only allows one tool (CRM, marketing platform, etc.) to be the primary handler of Instagram DMs.
Here’s how you can fix that:
What’s the Issue?
Instagram allows only one tool/app to manage direct messages. If two or more tools (like LimeChat and another CRM or scheduler) are connected, Meta picks one as the Primary Thread Owner. Messages will only go to that one. If LimeChat isn’t set as the primary, your CRM won’t receive any DMs.
Check for Other Connected Apps
Open facebook.com while logged into the brand POC’s account (the one with admin access to the brand's Facebook Page).
Switch to the brand’s Facebook Page from the profile switcher.
Go to Settings & Privacy → search for and open Advanced Messaging.
Under the Connected Apps section, review all the apps currently connected to the page for managing messages.
This will help identify if there’s any other app already acting as the primary handler
Set LimeChat as the Primary App
In the Advanced Messaging section, check if LimeChat is listed.
If LimeChat is not visible, it means the app is not yet installed or connected to the page.
If LimeChat is listed:
Click on the app name to view its permissions.
Ensure all available permission settings are enabled.
Scroll down to the Instagram or Facebook section.
Click on the Configure button next to it.
In the Primary Receiver dropdown, select LimeChat as the primary app.
This will allow LimeChat to take over message handling from other tools.
Remove or Replace Any Conflicting Apps
If another app is currently set as the Primary Receiver, change the setting to LimeChat.
Also, ensure that LimeChat has full access under app permissions.
Any unnecessary or conflicting apps should be removed to prevent future issues.
Re-authenticate Inbox & Test
After making the above changes:
Go to the CRM (e.g., LimeChat) and disconnect the existing Instagram inbox (if already connected).
Reconnect or re-authenticate the Instagram inbox by following the usual login and permission steps.
Send a test message to the Instagram account and check if it appears correctly inside the CRM.
This ensures that the new primary app settings are applied and working as expected.
Need Help? Watch the Walkthrough
We’ve created a short video that walks through all these steps visually. Feel free to refer to it for guidance during setup.
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