The creation of an instant messaging (IM) service is described. The challenges encountered in developing, launching, and maintaining the project are examined and include technical support, archiving, balancing different formats, privacy, assessment, training, and the effectiveness of the IM channel. The process of choosing an aggregator and a widget and redesigning the online reference services portal is explored, and best practices that evolved are identified. Useful strategies and concerns that emerged are discussed. Factors contributing to an overall increase in use are outlined and include convenience, simplicity, and reliability. (Contains 2 tables.)