Comment automation
Answer keyword comments in public, then follow up by DM
When someone comments a keyword, reply publicly, send them the link in a DM and save them as a contact. Comments with spam keywords can be hidden or deleted automatically.
Included in Premium and higher plans, not in Starter. Free for 7 days. Card required; cancel before the trial ends and you will not be charged.
How it works
Set it up in four steps
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Choose the posts
All posts, including the ones you publish later, only the posts you pick, or the posts that run as ads.
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Set the keywords
Pick the words that should start it, such as GUIDE, PRICE or LINK.
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Write the reply and the DM
A short public reply under the comment, and the private message with the details.
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Publish and watch
Switch it on, then see who joined in your contacts and how the automation performs.
Actions
What happens when someone comments
Combine as many of these as you need in one automation.
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Reply publicly
Answer under the comment, with up to 5 versions so the replies read naturally.
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Send a DM or start a flow
Send the commenter the link, code or guide in a private message, or start a full conversation.
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Like the comment
Show you've seen it, even when it needs no answer.
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Hide or delete it
Hide a comment so only its author still sees it, or delete it for good.
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Tag the contact
Tag people by the keyword they used, so you know what they asked for.
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Hand over to a person
Send comments that need a human to your team in the unified inbox.
Ideas
Ways people use comment-to-DM
Start from the Comment-to-DM Lead Magnet, Reply to Facebook Comments or Drive traffic from comments templates, or build your own.
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A lead magnet
"Comment GUIDE and we'll send it to you." The DM delivers the link, and the commenter becomes a contact.
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Price and stock questions
Answer "How much?" and "Is it in stock?" under your posts, then share the details in a DM.
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Event sign-ups
Ask people to comment a keyword to get the registration link and the event details.
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First-order discounts
Send a discount code you created to the people who comment on a launch post.
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Support requests
Move comments about an order or a problem out of the public thread and to a person.
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Moderation
Hide or delete comments that contain your spam keywords before they pile up.
Ads and Live
Works on ad comments and Instagram Live
Ads and live videos can bring in more comments than you can answer by hand. Point an automation at them and let it handle the keyword replies.
- Comments on posts from your active Facebook and Instagram ads
- Comments during an Instagram Live
- Comments on your Instagram posts and Reels and on your Facebook Page posts
- One post, a few posts, or all posts including future ones
Good to know
Helpful replies, within Meta's rules
Comment automation answers people who reached out first. Keep each reply useful to the person who commented.
- Only people who comment can get a DM from it
- Meta allows one private reply per comment, within a limited time after it was posted
- Rotated versions keep your wording natural; they are not a way around spam filters
- Public replies use the text you write. For AI answers, continue in a DM with an AI Reply step on your own OpenAI, Claude, Gemini or DeepSeek key.
FAQ
Comment automation questions
Does it work on Instagram and Facebook?
Yes. It works on comments on your Facebook Page posts and ads, and on your Instagram posts, Reels, ads and Live videos. Instagram needs a business or creator account linked to a Facebook Page.
Can it reply to comments on ads?
Yes. Choose the posts that run as ads when you set up the automation, and comments on those ads get the same replies and DMs.
Can it hide negative or spam comments?
It works with keywords, so add the words you don't want under your posts, and the automation hides or deletes comments that contain them. A hidden comment is still visible to the person who wrote it.
Will everyone who comments get a DM?
People whose comments match your keywords get the DM, within Meta's rules: one private reply per comment, within a limited time after it was posted. You can also choose to answer each person only once.
Does it answer the same person twice?
Only if you let it. Turn on "Only respond once per contact" and each person gets one reply, however many times they comment.
Can I see results?
Yes. Automation analytics show runs, completion and messages sent, the people you reach are saved as contacts, and the Overview shows your reply rate and contact sources.
Make your next post's comments work for you
On Premium and higher plans, set up a keyword reply during the free trial and try it on your next post.
A card is required to start the 7-day free trial. When the trial ends, we charge your card for the plan you picked, unless you cancel before.