mLabs for Instagram DM automation
Updated:
Brazilian social media management suite (scheduling, reports, approvals) whose separately priced add-on product mLabs Chat provides a unified inbox and comment/DM automation for Instagram, Facebook, TikTok and WhatsApp, priced per contact volume in BRL. Comment-to-DM costs $20 a month for 1,000 contacts and $97 for 10,000 on monthly billing.
- 1K contacts
- $20
- 10K contacts
- $97
- Free plan
- No
- Billing
- Plan plus usage
- Meta status
- Official API
- Type
- Social media suite
Instagram features
| Feature | mLabs |
|---|---|
| Send a DM when someone comments | Yes |
| Keyword triggers | Yes |
| Public reply under the comment | Yes |
| Auto-reply to incoming DMs | Yes |
| Trigger on replies to your stories | Yes |
| Trigger on story mentions | Yes |
| Trigger on live video comments | No |
| Message new followers | No |
| Multi-step flow builder | Yes |
| Broadcast messages | Paid add-on |
| AI agent that replies on its own | No |
| Hand the chat to a person | Yes |
| Shared team inbox | Yes |
Pricing
| Plan | Per month | Contacts included | |
|---|---|---|---|
| mLabs Social - 1 marca (monthly) | $10 (BRL 50) | Yes | |
| mLabs Chat - 1.000 contatos (monthly) | $20 (BRL 99) | 1,000 | Yes |
| mLabs Chat - 5.000 contatos (monthly) | $68 (BRL 339) | 5,000 | Yes |
| mLabs Chat - 10.000 contatos (monthly) | $97 (BRL 489) | 10,000 | Yes |
| mLabs Chat - 50.000 contatos (monthly) | $349 (BRL 1,749) | 50,000 | Yes |
Free plan. No free plan. MLabs Social and mLabs Chat each offer a free trial without credit card (Chat: 7 days)
Trial. mLabs Chat: 7-day free trial, no credit card. MLabs Social: free trial, no credit card.
The 1,000 and 10,000 contact figures use the cheapest plan that includes comment-to-DM, on monthly billing. The method is on how we compare.
Meta status
- Uses the official Instagram API
- Yes
- Claims Meta Business Partner status
- No
- Listing confirmed in Meta's partner directory
- No
CRM and payments
- Built-in CRM
- No
- Payment links
- No
- Take payment inside the chat
- No
Channels and AI
Channels. Instagram, Facebook Messenger, WhatsApp, TikTok.
- AI agent
- No
mLabs Social includes AI for captions, best posting times and market analysis. No AI conversational agent is described for mLabs Chat on the pages fetched.
Reviews elsewhere
We do not publish our own star ratings. These are the public scores we could read in October 2026.
| Site | Score | Reviews |
|---|---|---|
| Capterra (opens in a new tab) | Rated 4.7 out of 5 | 63 |
| G2 (opens in a new tab) | Rated 4.8 out of 5 | 38 |
| Reclame Aqui (opens in a new tab) | Could not be read | |
| Trustpilot (opens in a new tab) | Could not be read | |
Strengths and limits
Where it is strong
- mLabs Chat bundles Instagram, Facebook, TikTok and WhatsApp in one subscription (1 profile each) with unlimited users. R$ 99/month for 1,000 contacts on monthly billing.
- Comment-to-DM automation can be configured at scheduling time in mLabs Social, so the auto-reply goes live together with the post.
- Visual automation builder with templates (reply to comments, capture leads from Stories, follower-only replies, send catalog by DM), conditions, tags, data collection and routing to a human agent.
- Pix, boleto and credit card payment. 7-day trial without a card.
Where it falls short
- Two products, two bills: the scheduling suite (from R$ 49,90/month monthly) does not include DM automation. MLabs Chat is contracted separately (50% off for mLabs customers).
- Chat pricing scales steeply by contacts: 10,000 contacts cost R$ 489/month monthly, about five times the 1,000-contact tier.
- One subscription covers one profile per network. Agencies must buy one Chat subscription per client.
- Help-center note: when an automation replies to a comment by DM only one automated message can be sent until the user replies. WhatsApp message costs are billed separately by Meta.
Skip it if you only need Instagram comment-to-DM and do not want a per-contact subscription (InstaMagic-style message-based pricing is cheaper at low volumes). Or if you need an AI conversational agent or a sales CRM pipeline. Or if you operate outside Brazil and need support in English or Spanish.