Instagram messaging rules for automation tools
Updated:
On Instagram, a business can only message someone after that person acts first. A comment allows one private reply within 7 days. A message opens a 24-hour window for more messages, and so does a button tap or a reaction. Every automation tool works inside these rules, because they come from Meta’s API, not from the tool.
The 24-hour messaging window
Meta’s messaging documentation (opens in a new tab) states that a business can only send a message after the person has messaged it first. For most actions, the window to answer lasts 24 hours.
These actions each open a fresh window:
- sending you a message
- tapping a button or a menu item in your chat
- reacting to one of your messages
- opening your chat from an ig.me link
- sending a first message after clicking a Click-to-Direct ad, which opens a window of up to 7 days
Private replies to comments
A comment is different. It allows a single private reply, sent within 7 days of the comment, and nothing more until the person responds. The comment-to-DM explainer covers this rule in detail.
The human agent tag
When a person on your team needs more time, Meta’s human agent tag allows a reply up to 7 days after the customer’s last message. It is only for replies written by a person, not by automation.
The tool must have Meta’s approval for this feature, so not every tool offers it. Meta also bans promotional content in tagged messages, such as discounts and coupons.
No broadcasts to people who never wrote
Instagram has no equivalent of an email newsletter. Meta’s Messenger policy (opens in a new tab) lists one-time notifications and sponsored messages as unavailable for Instagram messaging. A tool’s broadcast feature can only reach people inside an open messaging window.
Rate limits
Meta sets these limits for each Instagram professional account:
| What | Limit |
|---|---|
| Private replies to comments on posts and Reels | 750 per hour |
| Private replies to comments on live video | 100 per second |
| Messages with text, links or stickers | 100 per second |
| Messages with audio or video | 10 per second |
Meta also warns that tools drawing “excessive negative feedback” can lose access to the platform, for a while or for good.
Consent, opt-out and spam
Meta’s developer policies (opens in a new tab) require consent before a business contacts people in Instagram messages. They also require that any request to stop is respected immediately. Sending spam, including bots that message “at very high frequencies”, is banned.
Telling people they are talking to a bot
Where the law requires it, Meta requires automated chats to say so. That disclosure goes at the start of a conversation, after a long pause, and when a chat moves from a person to automation. Meta names California and Germany, and recommends disclosure everywhere as good practice.
We found no Meta rule aimed at AI replies specifically. The same disclosure rule covers AI agents like any other automation.
Meta’s Instagram messaging documentation also requires an escalation path to a person. In practice, that means every automated flow needs a way to reach a human.
What Meta requires from the tool
A tool that sends messages for other businesses’ accounts needs Meta’s Advanced Access, which requires App Review and Business Verification. An app you build for your own account can skip that, but it can only message people who have a role on the app. The Meta-approved explainer covers what this means when you choose a tool.
Questions people ask
Can I DM someone on Instagram who has never messaged me?
Not through an automation tool. Meta only allows a business to message someone after they act first, such as commenting on your post or sending you a message.
How many automated DMs can I send per hour?
Meta allows 750 private replies per hour for each account on post and Reel comments. Messages inside an open conversation have a much higher limit of 100 per second.
Do I have to tell people they are talking to a bot?
Where the law requires it, yes, and Meta names California and Germany. Meta recommends saying so everywhere, at the start of the conversation.