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Intercom Drops Twitter Integration Due to Exorbitant API Pricing by Elon Musk

The social media giant, Twitter, has been making headlines recently for all the wrong reasons. First, small-time developers were forced to shut down their Twitter-based apps due to the company's new exorbitant pricing for its API. Then, big companies started to follow suit. This week, Intercom, a leading customer support and live chat provider, announced that they would no longer support Twitter integration due to the recent API pricing changes implemented by Twitter's owner, Elon Musk.

This is a big move as Twitter has been a major customer support channel for many businesses, including some of Intercom's clients like Amazon, Microsoft, and Meta. But Intercom has decided that the new high-priced API just isn't worth it. According to an Intercom customer service agent, the company made the decision because "Twitter's new APIs would require development work and additional costs for us and customers."

Intercom provides a "unified inbox" service that brings messages received on various social media channels and websites into a single platform interface. While current customers will still see historical Twitter direct messages (DMs) in their workspace and reports, new Twitter DMs will no longer come in, and Intercom customers will no longer be able to reply to Twitter messages through the service. However, Intercom will continue to support other channels like Facebook and Instagram.

This move by Intercom is not an isolated decision. Many businesses are reassessing their social media strategies and focusing on channels that provide a more direct line of communication with their customers. Twitter's recent struggles with user engagement and monetization have also driven away many users and advertisers, causing half of Twitter's top advertisers to leave the platform, with some yet to return.

The future of Twitter remains uncertain, with concerns about its user base shifting to the right politically and catering to the interests of trolls, conspiracy theorists, and far-right personalities due to decisions made by the Musk-run company. This has prompted protests from companies like NPR and PBS, who have announced that they will no longer post on the platform. Meanwhile, some celebrities have shared that they will use Twitter less or not at all due to Musk's decision to remove the blue checkmark badge from legacy verified user accounts.

Intercom's decision to drop Twitter integration is a reminder that companies need to be strategic in their social media efforts and focus on channels that best align with their business goals. It's a sign of the times, and businesses will need to adapt to survive.