Instagram Comment Automation: Auto-Reply to Comments and Send DMs
Instagram comment automation replies to comments on your posts and sends the commenter a private message. With UlakChat, anyone who comments "price" gets the product details in their DMs within seconds.
In this post
Instagram comment automation means responding to comments on your posts without being there yourself. You can post a public reply under the comment, send the commenter a private message or hide an unwanted comment. In UlakChat you build all of this in a single flow with the drag-and-drop editor.
What is comment automation for?
Most accounts that sell on Instagram know the scene. A post takes off and the comments fill up with "price?", "info" and "do you have my size". Answering each one by hand takes hours, and every comment you get to late can be a lost customer.
Comment automation takes this off your plate in three ways:
- Fast replies. The commenter sees a response within seconds.
- Moving to DMs. If you don't want to post prices in public, the commenter gets a private message and the conversation continues in DMs.
- A clean feed. Spam and off-topic comments are hidden automatically, so the space under your post stays tidy.
How to build a comment flow in UlakChat
Open a new flow on the Comment Automation screen in the panel. Every flow starts with a Comment Trigger, and you connect the steps you need after it.
- Comment Trigger. Choose which posts the flow runs on: specific posts or Apply to all posts. Match comments by keyword ("price", "info") or with the AI Intent Detector. The AI treats different wordings like "how much", "what does it cost" and "price?" as the same question.
- Product Check. Checks whether the post that got the comment is linked to a product. If it is, the product's name, price and stock become available to use in your messages.
- Reply to Comment. Posts a short public reply under the comment, for example "We've sent you the price by DM".
- Private DM. Sends the commenter a direct message. It can be text, a button menu, an image or a file.
- Link Message Automation. When the customer replies in DMs, this hands the conversation over to your message automation. Steps like choosing size and color or answering order questions then continue in your DM flow.
The skeleton of the flow:
Price, product detail and link questions
Comments on product posts tend to ask three things: how much is it, what is it made of, and where can I buy it. In the Comment Trigger you add a separate option for each of these and define each one with the AI Intent Detector. Each option continues on its own branch of the flow.
First, link your posts to products. In the Post Mapping section of the My Products page, you choose which product each post belongs to. The product details come from this mapping.
People asking for the price. Write a message like this in the Private DM step:
Hi, Product Name is currently Price.
Add a button to the message under Quick Replies, for example "Choose size and color". When the customer taps it, the conversation moves to the message automation you linked. There, Variant Selection sends the color and size options as buttons, and the customer picks one with a tap instead of typing.
Everyone who writes "price?", "how much" or "what does it cost" gets the name and price of the product in the post they commented on, filled in automatically.
What the customer sees:
Someone commented "price?" on the post. The reply under the comment says "We've sent you the price by DM."
Hi, Cream Trench Coat is currently 799 ₺.
Choose size and color
The conversation continues in the linked message automation.
Which Color?
Cream
Which Size?
M
Status of Color: Cream, Size: M: In stock. Price: 799 ₺.
People asking about the product. Questions about fabric, sizing or delivery time have different answers for each product. Send a short private message, then use Link Message Automation to move the conversation into your DM flow. There, the AI Product Q&A step answers the question from the details you entered in the product form. If the information isn't there, it won't make something up. In that case you can hand the conversation to live support.
People asking for the link. The conversation moves to your DM flow again. There, the product card's Product link button takes the customer straight to the product page.
For posts that aren't linked to a product, put a general message on the other branch of Product Check. That way comments on campaign or announcement posts don't go unanswered either.
Meta's comment rules
Comment automation runs on Meta's official API and stays within the limits Meta sets:
| Rule | What it means |
|---|---|
| One private message per comment | You can send only one private message in response to a comment. To continue the conversation, the customer has to reply in DMs. |
| 7-day window | The private message must be sent within 7 days of the comment. |
| Comment replies are text only | A public reply under a comment can't include images or buttons. Those go in the private message. |
That's why your flow has a single Private DM step, and if you use buttons or quick replies, a Link Message Automation step follows it. The panel warns you before saving a flow that breaks these rules.
Handling unwanted comments
- Hide Comment: The comment is hidden from everyone except its author, who can still see it. This is a gentler option than deleting. You can also unhide a comment that was hidden before.
- Delete Comment: The comment is removed for good and can't be restored. Use it for spam and abuse.
- Like Comment: Automatically likes positive comments. This step only works on accounts connected through Meta.
You use hide and delete together with a keyword or AI match in the trigger, so only specific comments are affected.
All comments on one screen
For comments that fall outside your automations, there's the Comments screen. Comments from all your accounts are collected here:
- Filter pending comments and reply to them in bulk. Save replies you use often as templates.
- Replies you post from the Instagram app show up here too, so you won't answer the same comment twice.
- Save the filters you use most.
Who is it for?
- Boutiques and online stores: Moving price, product detail and link questions into DMs, with the product information attached.
- Accounts running campaigns: Sending a discount code or link to anyone who comments a certain word.
- Creators: Sending a resource privately to people who comment "link".
- Any account with a busy comment section: Automatically hiding spam and abusive comments.
If you want to know more about the DM side of a comment flow, see our Instagram DM automation page.
Frequently asked questions
Does comment automation reply to every comment?
Only if you set it up that way. In the Comment Trigger you pick specific posts or all posts, then match comments by keyword or by AI intent detection. Comments that don't match are left alone.
Can I send a DM to everyone who comments?
Yes, within Meta's rule: one private message per comment, sent within 7 days of the comment. To keep the conversation going, the Link Message Automation step hands the customer over to your DM flow.
What about rude or spam comments?
The Hide Comment step hides the comment from everyone except its author, which is the gentler option. Delete Comment is permanent and can't be undone. You can run either one only on specific comments by using a keyword or AI match.
Do comments count toward my plan's contact limit?
No. UlakChat plan limits are based on monthly active contacts, and comment replies are not added to that number.
Does it work for comments on my Facebook Page too?
Yes. Once you connect your Facebook Page, you can build flows for comments on your Page posts the same way.