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Instagram DM auto-reply: how to answer incoming messages automatically

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A phone showing an Instagram chat: a customer asks for the price and an automatic reply arrives with a price list button, while the GetChat mascot waves next to it
Contents

You can auto-reply to Instagram DMs in two ways. Meta's built-in tools cover the basics: saved replies you send by hand, up to four FAQ prompts, and instant replies, away messages and keyword replies in Meta Business Suite. An automation tool on Meta's official API replies on its own: to a first message, to a keyword like price, or to a story reply. Because the person wrote first, you can send links, photos and videos for 24 hours.

This guide is about messages people send you. For the DM someone gets after commenting on a post, see how to DM everyone who comments; for choosing trigger words, see keyword automation.

Instagram's built-in options vs an automation tool

Ways to answer Instagram DMs automatically (Meta's features as its help pages describe them on October 20, 2026)

OptionWhat it doesWho sendsWhere
Saved repliesStores a message you insert with a keyboard shortcutYou, by handInstagram app
Frequently asked questionsUp to four questions shown when people start a chat; each can have an automated answerInstagram, when a question is tappedInstagram app
Instant reply, away messageA greeting for someone's first message; a reply while you're awayMeta, automaticallyMeta Business Suite
Custom keywordsUp to 5 keywords per reply; case-sensitive, exact match; sent after 15 minutes unless you answer first; desktop onlyMeta, automaticallyMeta Business Suite
An automation toolKeyword, any-message, first-message, story and reaction triggers; buttons, links, media, a follow check, a contact listThe tool, as soon as the message arrivesThe tool's web app
Business Suite automations are for Instagram business accounts connected to Meta Business Suite; Meta notes that some may not be available depending on the channels you connect.

If all you need is a greeting and an away message, Meta's free tools do it. An automation tool earns its place when you want matching that ignores letter case and finds the word inside a sentence, a link sent right away rather than after 15 minutes, a follow check before a reward, story triggers, one automation for comments and DMs, or a list of the people who wrote.

Why DMs are easier to automate than comments

When someone writes to you, Meta's 24-hour messaging window is already open (Messaging API). There is no one-message limit as with a private reply to a comment, so the first answer can include photos, videos or files (images up to 8 MB; audio, video and PDF up to 25 MB), and the conversation can continue with several messages.

The flip side: once 24 hours pass without a new message from them, automation has to stop until they write again. The full set of windows and limits is in Meta's rules for automated DMs.

The DM triggers, and how often each one fires

Triggers for incoming messages in GetChat (labels as in the app; behaviour from the code, October 2026)

TriggerFires onHow often for one person
Direct — keywordA DM that contains one of your words, or equals it with Exact match on. Letter case doesn't matterEvery matching message, unless Only once is on
Any message (DM)Any DMOnce per automation
First message from a new contactThe first message from someone writing to you for the first time since you connected GetChat. Not a follow: Instagram doesn't report followsOnce
Story replyA reply to one story you choose, or to any storyEvery reply, unless Only once is on
Story mentionSomeone mentions you in their storyEvery mention, unless Only once is on
Message reactionAn emoji reaction to a messageEvery reaction, unless Only once is on
All six are available on the Free plan, including the ones the app lists under Pro triggers.
GetChat Quick triggers section with four cards: On comment (post / Reels), Direct — keyword, Comment + Direct and Any message (DM)
Screenshot: Quick triggers in GetChat. For incoming messages, use Direct — keyword or Any message (DM); the story, reaction and first-message triggers sit below, in a section labelled Pro triggers, and are unlocked on the Free plan too.

A reply to your story starts the Story reply trigger, not a DM keyword or Any message, even when it contains your keyword. So if you ask people to "reply GUIDE to this story", build the automation on Story reply.

When several automations match one message

One incoming message runs one automation. GetChat picks the most specific: an automation for this particular story beats one for any story, a keyword trigger beats Any message, Exact match beats contains, and between equals the older automation answers. So if someone's very first message is "price", they get your price automation, not the greeting.

A priority ladder: a trigger bound to one story first, then an exact keyword, then a keyword the message contains, then Any message; an incoming message saying price stops at the keyword step
Which automation answers when several match: the narrowest trigger wins, then the oldest.

Four workflows to copy

The texts below are illustrative; adapt them to your business. Each one starts with a line saying the reply is automated, which Meta recommends and some jurisdictions require.

Four DM auto-replies (illustrative)

WhoTriggerReply
A bakeryAny message (DM)Greeting, today's menu and an order link; "we read every message and answer by hand between 9 and 6"
A clothing shopDirect — keyword: price, costA photo of the price list and a button to the catalog
A beauty salonDirect — keyword: book, appointmentA booking link button and the address
A coach or creatorStory reply on the story that says "reply GUIDE"The guide link, optionally after a follow check
A clothing shop, keyword "price" (illustrative)
  1. DMCustomer: hi, what's the price of the linen dress?
  2. DMAutomatic reply: Hi! This is an automated reply. Here's our price list with sizes 👇 Want to see it on the site? [Photo: price list] [Button: "Open the catalog"]
  3. DMCustomer: thanks, do you deliver on Saturday?
  4. DMYou, by hand: Yes, Saturday 10 to 4. Shall I reserve your size?

The second question had no keyword, so nothing automatic happened and the conversation waited for a person, which is usually right. In GetChat a flow moves on only when someone taps a button; a typed message is either matched by another automation or left for you in Instagram.

What a DM auto-reply cannot do

  • Greet new followers. Instagram doesn't tell tools when someone follows you. They get your greeting only when they write first (why).
  • Message people who never wrote. A business can't start a conversation through the API (Messaging API).
  • Write again after 24 hours of silence. The next automated message has to wait for their next message.
  • Continue a flow on a typed answer. Taps move a GetChat flow forward; typed answers wait for you unless they match another automation.
  • Think for you. GetChat sends the texts you wrote. It does not compose answers to open questions, which is one more reason to say who replies by hand and when.
  • Show quick-reply buttons on a computer. Meta says quick replies aren't available on desktop; people there can still type.
Two columns: a DM auto-reply can answer a first message, a keyword, a story reply or mention and send photos and links for 24 hours; it cannot greet new followers, message people who never wrote or write after 24 hours
What DM auto-replies can and cannot do through Meta's official API.

Set it up in GetChat

  1. Prepare the account

    Switch Instagram to a Professional account (Business or Creator) and turn on Settings → Messages and story replies → Message controls → Connected tools → Allow access to messages (Meta's setup guide).

  2. Connect Instagram

    In GetChat, connect through Instagram's own login window; GetChat never sees your password. The connection guide covers the details and the common errors.

  3. Pick the trigger

    New automation → Quick triggers → Direct — keyword for a question you get often, or Any message (DM) for a greeting.

  4. Add the words

    Enter the keywords people actually type, including short forms. By default a word anywhere in the message counts; Exact match makes the whole message equal the word.

  5. Write the reply

    Say it's an automated reply, answer the question, add up to three link buttons, and a photo or video if it helps. Turn on a follow check only if the reward is meant for followers.

  6. Turn it on and test

    Switch the automation on and test it from a second account, as below.

Test it from a second account

  • Write the keyword in capitals (PRICE): it should still match.
  • Write it inside a sentence ("what's the price?"): it should match unless you chose Exact match.
  • Send it twice: a keyword automation answers both times unless Only once is on.
  • On an Any message (DM) automation, send a second message: the greeting should not repeat.
  • If nothing arrives, check Allow access to messages first, then the automation's activity in GetChat and the troubleshooting guide.

FAQ

Is there an auto-reply on Instagram itself?

Partly. The Instagram app has saved replies (you still send them) and up to four FAQ prompts with optional automated answers. Meta Business Suite adds an instant reply for first messages, an away message and keyword replies for Instagram business accounts connected to it (Meta Business Help Center).

Can I auto-reply to new followers?

No tool on the official API can, because Instagram doesn't report follows to tools. A new follower can be answered automatically as soon as they write to you or comment.

Can the auto-reply send a photo or a link?

Yes. The person wrote first, so the 24-hour window is open: the reply can include photos, videos and link buttons.

Will it reply every time the same person writes?

It depends on the trigger. A keyword trigger answers every matching message unless Only once is on; Any message (DM) and First message from a new contact answer each person once.

Does it work when the customer writes from a computer?

Yes, text, photos and links arrive there too. Quick-reply buttons don't show on desktop, so a person on a computer may type instead of tapping.

Sources

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