Instagram messaging for business: automation, ice breakers and private replies to comments
Instagram is now a key channel for customer service and sales, and most enquiries arrive as DMs or comments. Based on Meta's official documentation, this guide covers what you can automate in Instagram messaging, the rules you must follow, and how your team can reply fast from one place.
Who can use Instagram messaging through the API?
- Professional account: a business or creator account. Personal accounts aren't eligible.
- Connection: either through a Facebook Page linked to your professional account, or directly with Instagram Login without a Facebook Page.
- Creator accounts: must send a request through the Conversations API before they receive message webhooks.
The 24-hour response window
Once a customer messages you, you have 24 hours to reply. If a human agent needs longer, Meta lets you add a human agent tag to send after the window closes.
Ice breakers
Ice breakers are a set of frequently asked questions shown when a customer opens a conversation with you. They tap a question, the chat starts, and the right answer goes out automatically.
Examples for an online store: "How long is delivery?", "Which payment methods do you accept?", "How do I return an order?", "I want to talk to someone".
Private replies to comments
Private replies let you send a direct message to someone who commented on your post or published a public post mentioning your account. It's the strongest way to turn a "how much?" comment into a real sales conversation, instead of answering publicly.
The customer comments
For example "how much?" or "in stock?" under a product post.
You receive the comment notification
Your system picks up the comment and the post it was written on.
You send a private reply
Send the price and product link by DM to start the conversation.
Continue the conversation
When they reply, the 24-hour window opens and you can carry on as normal.
Where Instagram messages land
| Folder | What goes there |
|---|---|
| Primary | New conversations from followers |
| Requests | Messages from non-followers, with notifications off by default |
| General | Conversations you replied to from a third-party app move here |
- Requests aren't marked as seen until you accept them.
- Messages received through the API aren't marked read in the Instagram app until you reply.
- Requests-folder conversations inactive for 30 days aren't returned by the API.
What you can't do
- No group messaging: each conversation is with one customer.
- Shared content: when a customer shares a post, you only receive its URL.
- Bot disclosure: where the law requires it, tell customers they're talking to an automated service at the start, after a long gap, or when a chat moves from a human to a bot. Meta recommends disclosure even when not required.
Instagram alongside your other channels
Connect your Instagram professional account to the Autorply platform, and your team answers Instagram messages from the same place as WhatsApp and your other channels, with conversation routing and handover between the bot and your agents.
Autorply gets you set up
As an official Meta Business Partner, we connect your channels, prepare your accounts and run them with your team from one platform.
FAQ
Can I automate Instagram DMs on a personal account?
No. You need a professional account: business or creator.
How many ice breaker questions can I add?
Up to 4 per set, and you can define one set per language.
How long do I have to reply to an Instagram DM?
24 hours from the customer's last message. A human agent tag allows replies after that.
Do ice breakers show on desktop?
No. According to Meta's documentation, ice breakers aren't available on desktop.