How do I send a DM when someone comments?
Configure DM message templates on a Posts & Reels automation and keep No DMs turned off, then Save.
Comment-to-DM is the core Posts & Reels flow: a matching comment triggers private message templates you configure on the automation.
Open Post Detail
From Posts & Reels, open the post or Reel.
Set triggers
Choose Keywords or All Comments so the right comments qualify.
Keep DMs enabled
Leave No DMs (Only Comment Auto Reply) off. That toggle sends only a public reply and skips DMs.
Add DM content
Configure the available message template types (for example text, media, buttons, quick replies) on the form.
Optional Follow-Gated DM
Enable Follow-Gated DM if content should unlock only after follow verification.
Save
Click Save or Update.
Still stuck?
If public replies work but DMs do not, see Why didn’t someone receive my Instagram DM? Contact Support
Need more help? Contact Support or return to Documentation.