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TechCrunch reports that some Instagram users are noticing a new in-app payment feature. It looks like Instagram has quietly baked in a native payment option into the picture-based social networking platform.

The new payment feature enables users to add their credit or debit details and comes with an additional layer of security. Whereby the user is required to enter a PIN to effect payment. Once all set up, users can make purchases directly from Instagram. Though some users who already have the feature in their app have successfully been able to make reservations and appointments and pay using third-party applications such as Resy, Instagram wants all payments to be made within it, and you will never have to leave the app.

This move effectively ushers Instagram with full throttle into the online shopping and e-commerce platform. The beta program for the native payment feature on Instagram is only available to a small group of users just in the US and UK markets for now.

Ideally, the feature will enable Instagram business accounts not just to market their products and services on the social network, but also accept payments natively within the app. The same function will work for things like buying a ticket to an event, making a salon appointment, among other things.

In addition to the Instagram Shoppable tags…

You may already know it is possible to market your product or service on Instagram and include a link back to the product page on your business site. This feature has been referred to as Shoppable tags and has been in use for quite a while now.

With the latest development, you will no longer need to link back to the product page. Instead, your customer will see the product or service they like on their News Feed, click the picture for more details, and if they like what they see, make the payment right there and then.

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