DMs, comment auto-replies and the webhook.
Instagram DMs and comment replies land in the same inbox as WhatsApp. Set WhatsApp up first — it uses the same Meta app and the concepts carry over.
What you need
- An Instagram Business or Creator account — a personal account cannot use the API.
- It must be linked to a Facebook Page.
- That Page connected to your Meta app.
Setting it up in Meta
- Meta App → add the Instagram product (Messaging).
- Connect your Instagram Business account.
- Generate a Page or IG token with
instagram_manage_messages. Use a System User token so it does not expire — see the WhatsApp chapter.
Entering it
Integrations → Instagram DMs & Comments:
| Field | Where it comes from |
|---|---|
| Instagram account ID | The IG Business account id connected to your Meta app. |
| Access token | A Page/IG token with instagram_manage_messages. |
| Webhook verify token | Any secret you invent; paste the same value into Meta. |
| App secret | Meta App → Settings → Basic. |
Comment behaviour
| DM commenters automatically | Someone comments on a post and receives a private message. This is how a comment turns into a conversation you can actually sell in. |
| Also reply publicly under the comment | Posts a public reply too, so others can see you responded. |
| Public reply text | What that public reply says, e.g. "Just sent you a DM! 📩" |
Vary nothing and it looks like a bot. The same public reply under every comment, thousands of times, reads exactly as what it is. Keep it short and human, or leave public replies off and just send the DM.
The webhook
- Meta App → Instagram → Configuration → Webhooks.
- Callback URL: copy from the Instagram card. It ends
/webhooks/instagram/. - Verify token: the same value you entered.
- Subscribe to messages and comments.
Testing it
- DM your own business account from a second Instagram account.
- Confirm it appears in the inbox.
- Comment on a post from that account and confirm the DM goes out.
You cannot test with your own account. Instagram will not let an account message itself. Borrow a phone.
What Instagram allows
As with WhatsApp, there is a window after a customer messages you during which you can reply freely. You cannot DM someone who has never contacted you — which is why the comment-to-DM path exists.
Still stuck? Message us on WhatsApp — we would rather answer than have you guess.