Reply to Instagram comments automatically and send the commenter a private DM at the same time. Set a keyword, write the reply once, and Repli handles every comment on that post or reel — on the free plan, with no credit card.
Repli answers commenters publicly to keep post engagement climbing while the DM does the selling.
Every matching comment triggers a private DM with your link, code or file.
Run different keyword sets on different posts so you can promote several offers at once.
Let AI write a unique, on-brand reply to each comment instead of repeating the same canned line. AI replies run on AI credits.
Ask for email or phone right after the DM lands — leads appear in your dashboard.
Built on approved Instagram Graph API permissions. No scraping, no password sharing.
Comment "GUIDE" delivers your freebie automatically while the public reply keeps the conversation going.
Comment "PRICE" sends the product link and a discount code straight to the buyer's inbox.
Comment "BOOK" starts a booking conversation without anyone watching the phone.
Instagram comment automation is a rule that watches the comments on your posts and reels and responds for you. When a comment matches a keyword you chose, the tool posts a public reply under it and can also send that person a private DM.
It replaces the manual routine of checking notifications and copy-pasting the same answer. The rule runs on a specific post, a group of posts, or everything you publish.
Meta sends Repli a webhook the moment someone comments. Repli matches the comment text against your keywords, posts a public reply through the Instagram Graph API, then delivers the private DM.
Everything runs on approved API permissions — there is no browser automation, no scraping and no password sharing. Repli also respects Meta's 24-hour messaging window, so DMs only go to people who engaged with you first.
Create a free account, connect your Instagram Business or Creator account with Instagram Business Login, and open Automations. Choose Comment-to-DM, pick the post or reel, and add your trigger keywords.
Write the public comment reply and the DM you want sent, attach a link, image or file if you need one, then switch the automation on. The next comment that matches is handled automatically, and you can edit keywords or wording at any time.
Public replies matter because they show other people that the comment was answered and keep the conversation visible under the post. Repli can rotate between several reply variations so the thread does not read like a robot repeating one line.
If you would rather each answer be written fresh, AI comment replies generate an on-brand response to each individual comment. AI replies use AI credits, which you add as a recharge.
The private DM is where the result happens: the link, the discount code, the PDF, the booking question. Because the commenter interacted first, Meta allows the reply inside the 24-hour window.
You can add buttons, images or a short sequence of messages, and follow the DM with a lead question that captures an email or phone number into your Repli dashboard.
Reels usually produce the largest share of comments, and automation works on them exactly as it does on feed posts. Pick the reel, set the keyword, and every matching comment is answered.
A common setup is one keyword per reel — one for a lead magnet, another for a product link — so you can tell from the dashboard which reel actually produced conversations.
A trigger can be one word, several words, or the wildcard * which matches every comment. Matching is case-insensitive, so PRICE, Price and price all work.
The same keyword can be reused on different posts, which is why you can run "LINK" on a dozen reels with a different destination on each one. Conflicts are only blocked inside a single post or on automations that apply to all posts.
Comment-to-DM is the combination of both halves: a public reply plus the private message. It is the flow most creators and shops use, because the public reply earns visibility and the DM does the converting.
If you only want to compare comment-to-DM setups, the dedicated Instagram comment-to-DM automation page walks through the flow in more depth.
Comment automation starts with something public: a person leaves a comment on a post or reel, and the rule fires on that comment. It can post a public reply, send that commenter a private DM, or do both. The trigger is always the comment.
Instagram DM automation starts inside the inbox instead. The trigger is a direct message — a story reply, a keyword someone types, or an ice-breaker tap — and the whole conversation stays private. There is no public reply involved.
Most accounts use both: comment automation to capture people from a post while it has reach, and DM automation to keep the conversation going afterwards. If your question is really about the inbox side, the Instagram DM automation page covers triggers, story replies and qualification in depth.
Lead magnet delivery: comment GUIDE, receive the PDF. Coupon delivery: comment SAVE, receive the code. Product information: comment PRICE, receive the product link and details.
Webinar registration, creator engagement on high-traffic reels, ecommerce lead capture, customer support routing and FAQ answers all use the same building blocks — a keyword, a public reply and a DM.
Creators mostly use it to deliver a freebie at scale. One reel can produce thousands of comments, and answering each one by hand is not realistic while the post is still being pushed.
Automation also protects reach: replies land while the comment is fresh rather than hours later, and the public reply keeps engagement on the post.
For a shop or a service business the value is the qualified conversation. Someone who comments PRICE has told you what they want, and the DM starts the sales conversation immediately.
Leads captured in the DM appear in the dashboard, so the team can follow up on the ones that did not convert the same day.
Manual replies are fine at low volume and stop working the moment a post performs. The practical differences are response time, consistency and what happens overnight.
Automation answers every matching comment the same way, at any hour, and records what happened. Manual replies keep the nuance — which is why you can take over any conversation in the Repli inbox whenever you want.
The free plan is a real working plan, not a trial: keyword triggers, public replies, comment-to-DM and lead capture, with daily message credits and one active automation. Automated DMs on the free plan carry a small Repli mark.
Paid plans lift those limits. Creator (₹249 / US$3 per month) covers Instagram automation, and Pro (₹499 / US$6 per month) adds a WhatsApp number. AI replies run on AI credits, which you top up separately on Creator and Pro; Pro+ (₹1,499 / US$18 per month) includes an AI credit balance.
Nothing happens when someone comments: check that the Instagram account is a Business or Creator account, that it is still connected in Repli, and that the automation is switched on for that specific post.
The public reply appears but no DM arrives: the commenter may have restricted message requests from accounts they do not follow, or the 24-hour window may have closed. The DM also will not send once your daily credits are used up — it resumes the next day.
Yes. Using Meta's official Instagram Graph API you can post a public reply to comments that match a keyword and send the commenter a private DM at the same time.
Connect an Instagram Business or Creator account to Repli, choose the post, add your trigger keywords, write the public reply and the DM, and switch the automation on.
Yes. Meta allows a business to message someone for 24 hours after they interact, so a comment-triggered DM is inside policy. Repli sends it within that window.
Yes, through the official API with approved permissions. What Instagram enforces against is scraping and tools that log into your account with your password. Repli does neither.
Yes. Comment automation works on feed posts, reels and live videos, and one automation can cover a single post or all posts.
It is a rule that posts a public reply to a matching comment and sends that person a private DM containing your link, code or file.
It is when it runs on approved Graph API permissions inside the 24-hour messaging window. Repli never logs into your account and never sends unsolicited cold DMs.
Yes. Repli connects through Instagram Business Login and uses the Instagram Graph API for comments and messaging. You can revoke access at any time.
Yes. The free plan includes keyword triggers, public comment replies, comment-to-DM and lead capture with daily message credits and one active automation, with no credit card.
Yes. Instagram only exposes comment and messaging webhooks for Business or Creator accounts. Switching is free inside the Instagram app.
Yes. Use the wildcard * trigger to respond to every comment on a post, or set specific keywords to respond only to high-intent commenters.
Yes. Keywords, replies, media and targeted posts can all be edited at any time and changes take effect on the next comment.
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