Meta Tests Feature That Automatically Sends a DM When Users Comment a Keyword on Instagram Ads

Meta is testing a new feature for Instagram ads: when a user leaves a comment containing a preset keyword under an ad, they automatically receive a private message (DM). According to Meta advertising expert Jon Loomer, some advertisers already have access to a new option in their ad settings called "Reply to Keywords."

According to the feature's description, it lets advertisers "save time by automatically sending a DM when people comment a keyword." Advertisers can choose up to five keywords, and as soon as one of them appears in a comment under the promoted post, the automatic DM is triggered.

Conceptually, this could be a simple way to kick off a DM conversation — for instance, an advertiser might prompt users with "comment 'WIN' for more details," and Instagram's ad tools would respond automatically, cutting down on manual reply work. A similar capability already exists within Meta's messaging tools, through inbox automation and Meta Business Agent, but wiring it directly into Instagram ads could further boost engagement and interest via DMs.

Loomer notes that, for now, the option appears only in Instagram ad settings, not for Facebook ads. As messaging-based interaction keeps growing among its users, Meta is looking to expand business opportunities through DMs.

The feature itself is fairly simple — simple enough that, in an AI era where conversational auto-replies increasingly sound human, it might seem almost too basic. But perhaps that very simplicity, and its fit with an existing use case, is part of what makes it appealing.