GRAND JUNCTION, Colo. (KREX) — Instagram has more than 120 million users.

Earlier this week, the platform integrated Amber Alerts which could mean the difference between life and death in some situations.

“Many, many moons ago, you would have to put a photo of a missing child on a milk carton. This is a faster, way more scaled way of helping people, you know, find those children and again get them back home to their families,” says Roya Winner, Communications Manager for Meta.

The Amber Alert system is a critical tool in raising awareness immediately leading to the successful recovery of more than 1100 children since 1996 – including two children and a mother found safe after an Amber Alert issued right here in Colorado last week.

Through a partnership with the National Center for Missing and Exploited Children, Instagram, one of the most powerful social apps around — will have the ability to issue Amber Alerts as you scroll.

“So if in your area, there’s a child who is missing or taken, completely unimaginable scenario, now everyone in that community – beyond just getting the Amber Alert to your phone will also see it appear in your Instagram feed,” continues Winner.

President and CEO of the National Center for Missing and Exploited Children says, “Instagram is the perfect fit for Amber Alerts as it is a photo-based app already.”

“What law enforcement and our partners have told us is that the photos help make the difference of saving the child’s life quickly because people are able to have visual cues. This is the child’s photo – this is the car they might be in, description of what they’re wearing,” says Winner.

This new integration will help everyone in an affected area to be on the lookout, increasing the chances of every child being returned safely to their families.

Here’s how it works. When law enforcement activates an amber alert, people in the designated search area will see a photo, description and location of last sighting.

If a user thinks they have seen a child, they can click on the link provided to call the police department in that area.

“Within 43 minutes of that alert, was able to alert law enforcement, again under an hour, the baby was found and returned back to their family safely – so it really shows the power of people standing up and answering the call – and also the speed and accessibility of being able to have it right in your feed,” continues Winner.

Back in 2015, Facebook rolled out Amber Alerts and successfully helped with hundreds of child endangerment cases in the us and globally – Roya Winner is hoping Instagram will have even better results.

“Our hope is that expanding it to our Instagram platform will help even more people answer the call when needed to – to help find missing children,” says Winner.

Meta uses a variety of signals, including the city you list on your profile, to make sure the right people in the right location hear the Amber Alerts when it matters most.