Meta Tests Auto-DM Replies for Instagram Ad Comments

Meta is testing a new Instagram advertising feature that can automatically send a direct message to users who comment on promoted posts using specified keywords.

The option, called “Reply to Keywords,” is currently appearing for some advertisers in Instagram’s ad setup tools. According to Meta ads expert Jon Loomer, advertisers can select up to five keywords, with each triggering a private message when used in a comment on an ad.

Advertisers can then create the message that will be sent automatically. The feature could, for example, be used alongside a prompt asking users to comment a particular word to receive more information. This would allow advertisers to move interested users from a public comment into a private conversation without requiring a manual response.

The functionality is not entirely new within Meta’s wider business messaging ecosystem. Similar keyword-triggered responses are already available through inbox automation and Meta Business Agent tools. Connecting the capability directly to Instagram advertising could nevertheless make it easier for businesses to build simple lead-generation and follow-up processes around ad engagement.

For now, the feature appears limited in scope. Loomer reported seeing it in Instagram ad setup, rather than in Facebook advertising tools, and Meta has not indicated whether or when it will become broadly available.

The keyword-based approach is relatively basic compared with the more sophisticated AI-powered tools being introduced across advertising and customer service. However, its simplicity could be useful for businesses that want a straightforward way to automate an initial response without introducing a more complex conversational system.