A keyword in the inbox gets your reply.

Use it next to comments

Comment rules catch people on the post. Keyword rules catch people who already opened the inbox.

Put the same keyword in your bio, your story, and the rule.

AI on Growth

A keyword rule can send fixed text on every plan. Growth can also write a reply from your goal and notes, within the credit cap.

Give common questions a predictable answer

A service business might use HOURS for opening times and BOOK for its calendar. Publish those words in the bio or story so people know what to send. Choose exact matching when the whole message should equal the word, or contains matching when a sentence should qualify. Try an unrelated sentence as a negative test: short common words can match unintended requests. Use separate answers when the destinations differ rather than making one oversized reply list every possible option.

A DM keyword rule responds to an inbound message; it is not a tool for opening threads with followers who have never written. Review overlapping rules and cooldowns before enabling a broad fallback. A fixed answer is usually best for a price sheet or a policy link. Existing optional AI on Growth can handle variation from supplied notes, but it is not required for keyword delivery and its output still needs factual review.

Prepare a test before asking your audience

Connect an eligible professional Instagram account through Meta login, or a Facebook Page on Pro or above. Select the intended account before editing a rule. Confirm the destination opens on a phone and that the offer matches what the caption promises. Use a second, eligible account for a real trigger test; an editor preview cannot prove provider delivery.

Inspect the public reply, private message, and destination separately. A successful public reply does not prove that the DM was delivered. Keep a record of the test time and inspect activity when something fails. Check permissions and rule scope before repeatedly triggering the same recipient. Disable a stale campaign rather than leaving an expired offer running.

Capacity, permissions, and realistic outcomes

Free includes one account, 1,000 DMs per month, 100 contacts, and 10 captured leads. Pro is $9 per month for three accounts and adds the follow gate, one follow-up nudge, scheduling, product cards, older-comment replay, and Facebook Pages. Growth is $14 for three accounts with 1,000 monthly AI credits. Business is $29 for ten accounts, five seats, and 2,500 AI credits. Paid messaging, contact, and lead quotas are uncapped in the plan configuration; Meta restrictions still apply. Sheets is a Business entitlement and needs provider authorization. Direct Meta Ads audience export is disabled, including on Business.

A comment can qualify for one private reply, subject to Meta eligibility and time limits. It does not itself open a general 24-hour conversation window. The recipient must reply before ordinary follow-up messaging can use that window. A link click or a new follow is not a substitute for an inbound message. Delivery also depends on account permissions, token health, recipient settings, and provider rate limits.