Instagram auto reply: what you can set up
Instagram auto reply is a message that goes out without you typing it, for example a greeting the first time someone writes to your business, or an away message at night. For a service business the goal is simple: when a customer asks “are you open Saturday?” or “how do I book?”, they get a useful answer in seconds, and a real request reaches you.
Meta’s help pages describe four built-in options, then there are apps that connect through Meta’s messaging API. Menus change, so check Meta’s Help Center if a label looks different. This page is a general guide, and the sources are listed at the end.
If you want replies across text, Instagram, Facebook and WhatsApp handled together, that is what our AI replies for SMS and messengers does. For the bigger picture, see AI assistants for small business.
What you need first: a professional account
Meta says its frequently asked questions feature on Instagram chats is only available for business and creator accounts, and that switching to a professional account gives you the Instagram Direct professional inbox. Inbox automations in Meta Business Suite work for Instagram business accounts connected to Meta Business Suite. We found no equivalent automatic reply for a personal account.
So the first step is a professional account, connected to Meta Business Suite if you want automations.
Option 1: instant reply and away message in Meta Business Suite
Meta calls these Inbox automations. They send a response to anyone who messages your business or comments on a post. Per Meta’s help pages, to create one on desktop:
- Go to Inbox in Meta Business Suite and click Automations.
- Click Create automation in the top right.
- Pick a template: Auto reply (a greeting when someone messages you for the first time), Away message, Frequently asked questions, Location, Contact information or Hours.
- Follow the on-screen instructions, then use the toggle under Status to turn it on or off.
Two things to know. If a template and a custom keyword automation both match, Meta sends the template and not the keyword reply, so an away message wins over a keyword. And if you turn on Meta Business Agent, Meta says any existing automations, such as away messages and instant replies, are paused.
Option 2: keyword replies and comment-to-message
On desktop, Meta Business Suite also supports custom keyword automations. Meta’s limits: up to 5 keywords or phrases, keywords are case-sensitive, a message is sent only if the keywords match exactly, and the same keyword can be used in one automation only. Keyword automations can include photos, videos, buttons and links. Meta also says Inbox sends a keyword automation after 15 minutes unless you respond first.
A Comment to message template replies to comments that contain specific hashtags or keywords. It is available on desktop only.
For a booking business, a good keyword is “book” or “price,” with a reply that holds your booking link. Because the match is exact and case-sensitive, add the variants customers actually type.
Option 3: Instagram’s own FAQ questions
In the Instagram app, go to Messages, tap the icon, then Tools and Frequently asked questions, switch on Show Questions and tap Add Question. You can add up to four questions, each with an optional automated response. Meta notes that when someone taps one of the questions, their message goes to your Requests in Chats, and you must accept the request before you can reply.
Option 4: saved replies (manual, not automatic)
Saved replies are shortcuts, not auto replies. Per Meta, hold down a message you sent, tap More, tap Save, and set a keyboard shortcut. In a chat you type the shortcut and tap the chat icon to fill in the text. You still press send. They suit repeat answers like “our hours” or “here is the booking link.”
AI auto replies on Instagram
Instagram also describes “AI auto replies” for professional accounts that have built a creator AI with Meta AI Studio. It answers messages from an audience you choose, is being introduced gradually and is only on the Instagram mobile app. Instagram’s page describes it as a creator feature and says nothing about calendars or bookings. You can still jump into a chat yourself and it pauses while you reply.
Instagram bots and apps: the 24-hour window
Third-party chatbot tools connect to Instagram through Meta’s messaging API. Its rules apply to them, and they shape what any “Instagram auto reply bot” can do. The points below are from Meta for Developers pages we read in October 2026 (the Instagram messaging API overview, the private replies guide and the Messenger Platform and IG Messaging API policy). Meta changes these rules, so check the current pages before you build on them.
- The customer writes first. Meta says an app can send a message only after an Instagram user has messaged the account. No cold outreach, and no automatic welcome DM to new followers.
- A 24-hour window. For most user actions the window lasts 24 hours. After a first message from a Click-to-Direct ad it can last up to 7 days.
- Human Agent tag. A person can reply manually within a separate 7-day period. The tag is for a person typing, not for automated messages, and not every tool supports it, so ask yours.
- Comments to DMs. An app can send one private reply to the commenter, within 7 days of the comment. Follow-ups are allowed only if the commenter answers, and only within 24 hours of that answer.
- Speed. Meta’s policy says bots marked as automated must respond within 30 seconds.
- Disclosure. Where the law requires it, automated chats must say the person is talking to an automated service, and Meta recommends it everywhere else.
- Handoff. Meta describes a Handover Protocol for passing a chat from a bot to a person. See chatbot to human handoff.
Example replies for a service business
These are illustrative texts to adapt.
Instant reply: Hi, thanks for messaging Example Cleaning Co. We reply within business hours, Monday to Friday, 9am to 5pm. To book, use this link: [your booking link]. For a quote, send your address area and the size of the home.
Away message: Thanks for your message. We’re closed right now and will reply when we open at 9am. If you want to book now, use [your booking link].
Keyword “price”: Our visits start at the price on this page: [link]. Tell us your home size and we’ll confirm an exact quote.
Keep each reply short, with one link and one next step.
Privacy and clinics
Instagram DMs are a poor place for patient details. Under HIPAA, a name tied to an appointment request at a clinic is protected health information (45 CFR 160.103). Dental, medical, chiropractic and PT offices should keep Instagram replies general (hours, services, insurance accepted) and point patients to their own booking system or front desk. Veterinary clinics are not covered by HIPAA. Law firms should limit replies to intake, with no legal advice. This is not legal advice.
When to use an assistant instead
Native automations are enough if you get a few messages a week and one reply covers them. An assistant helps when customers ask varied questions, want to book, or write at night and expect an answer. We set up replies from answers you approve, pass requests to your team with a summary, and tell you if a platform rule limits what the assistant can do. Messaging is from $199/month, with setup from $900, as of October 2026. Not included in any price: third-party software subscriptions (billed at cost), SMS carrier registration (A2P 10DLC) and message fees, and AI usage above the plan allowance.
Want to see what an assistant would answer for your business? Ask for a free demo.
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