Instagram DM automation glossary

The 24-hour messaging window is the time in which a professional account may message a person through Meta's API after that person messaged it. For most actions it lasts 24 hours from the person's message. Outside it, an app cannot send messages unless the human agent tag applies.

Meta docs:Instagram API with Instagram Login: Send MessagesInstagram Platform overviewSend a Private Reply to a Commenter

Comment-to-DM automation sends a direct message to someone after they comment on an Instagram post, reel or Live, usually when the comment contains a chosen keyword. On Instagram it runs on Meta's private replies feature, which lets a professional account send one message in reply to each comment within 7 days. If the person answers, a normal conversation opens and more messages can follow inside the 24-hour messaging window.

Meta docs:Send a Private Reply to a CommenterInstagram API with Instagram Login: Send Messages

A DM funnel is a planned sequence of messages that takes someone from a comment or story reply to an outcome, such as a download, a booking or a purchase. On Instagram every step after the first needs the person to reply or tap, because Meta only allows messages inside the 24-hour messaging window. Each step should therefore give the person a clear reason to answer.

Meta docs:Instagram API with Instagram Login: Send MessagesSend a Private Reply to a Commenter

A DM keyword trigger answers when someone sends the account a direct message containing a set word, for example PRICE. Since the person messaged first, the reply falls inside the 24-hour messaging window and can include buttons, links and follow-up messages. Elevion looks for the keyword anywhere in a new conversation, but during a conversation that was active in the last 24 hours it only fires on a message that is exactly the keyword, so normal chat does not set it off.

Meta docs:Instagram API with Instagram Login: Send Messages

A follow gate sends the promised link only to people who follow the account. The first message asks the person to tap a button, the app checks whether they follow, and people who don't are asked to follow first. Elevion calls this option Only for followers and sends at most three reminders.

Meta docs:Quick Replies

The human agent tag (human_agent) lets a real person on the business side answer a user's message up to 7 days after it was sent, beyond the standard messaging window. Meta allows it only for human support in cases the standard window cannot cover, such as a business closed over the weekend. Human Agent is a separate feature an app has to request in Meta's App Review.

Meta docs:Instagram Platform overviewInstagram API with Instagram Login: Send MessagesApp Review for the Instagram Platform

Ice breakers are up to four frequently asked questions that Instagram shows to someone opening a new chat with a professional account. Tapping one sends the question to the app as a postback, and the app can answer it automatically. In Elevion each ice breaker can send a fixed answer or start a campaign.

Meta docs:Ice Breakers

The Instagram API with Instagram Login is the Meta API setup in which a professional account connects to an app by logging in with its Instagram credentials, without a linked Facebook Page. Apps call it on graph.instagram.com with an Instagram User access token and the instagram_business_* permissions. It covers comment moderation, publishing, insights, mentions and messaging, but not ads, hashtag search or product tagging.

Meta docs:Instagram API with Instagram LoginInstagram Platform overviewBusiness Login for Instagram

Business and Creator accounts are the two kinds of Instagram professional account. Both can use Meta's Instagram API, including comments, private replies and messaging, while personal accounts cannot. Business accounts are aimed at brands, shops and services, Creator accounts at public figures, artists and influencers.

Meta docs:Instagram Platform overviewInstagram API with Instagram LoginWebhooks setup

A keyword trigger is the word or short phrase that makes an automation respond, for example GUIDE or LINK in a comment. When a comment or message contains the keyword, the tool sends the prepared reply, and other comments are left alone. Good keywords are short, easy to type on a phone and unlikely to show up in everyday comments.

Meta docs:Send a Private Reply to a CommenterWebhook notification examples

Lead capture means collecting a person's email address or phone number in the DM conversation, so the creator can reach them outside Instagram. The ask usually sits at the end of the first DM, and the person's answer both shares the address and opens the 24-hour messaging window for a thank-you. In Elevion, lead capture is part of the Business plan and keeps every address in a lead inbox you can export.

Meta docs:Instagram API with Instagram Login: Send Messages

A live comment trigger replies by DM to comments posted during an Instagram Live. Meta reports these comments through the live_comments webhook field, and private replies to them can only be sent while the broadcast is running. Meta allows up to 100 private reply calls per second per account for Live comments.

Meta docs:Send a Private Reply to a CommenterInstagram Platform overview: rate limitingWebhook fields and permissions

Message requests is the Instagram folder for messages from accounts a person does not follow. Meta's documentation says a private reply lands in the recipient's inbox if they follow the professional account, and in their requests folder if they do not. People who rarely open that folder can miss the DM, which is why creators mention it in the caption.

Meta docs:Send a Private Reply to a CommenterInstagram API with Instagram Login: Send Messages

An opt-in is a person's clear choice to receive messages or share contact details, for example by commenting a keyword, tapping a button or replying with their email address. On Instagram the person's own action is what allows the first message: a comment allows one private reply and a DM opens the 24-hour messaging window. Marketing by email or phone afterwards can need separate consent under laws such as the GDPR.

Meta docs:Send a Private Reply to a CommenterInstagram API with Instagram Login: Send Messages

An opt-out keyword is a reply such as STOP that tells an automation to stop messaging that person. Elevion treats a message that is only stop, unsubscribe, stopp or abmelden as an opt-out, marks the person as opted out and sends them no more automated messages.

A private reply is a direct message an Instagram professional account sends to someone in response to their comment, addressed by the comment's ID instead of a user ID. Meta allows one private reply per comment, sent within 7 days of the comment, or during the broadcast for Instagram Live. Meta's documentation notes that the message includes a link to the post that was commented on.

Meta docs:Send a Private Reply to a CommenterInstagram Platform overview: rate limiting

A rate limit is the most API calls Meta accepts from an app in a given time. For Instagram messaging the limits count per professional account: 750 private replies per hour for comments on posts and reels, 100 per second for Live comments, and 100 messages per second for text and links. Calls over the limit fail with a rate limit error until the window frees up.

Meta docs:Instagram Platform overview: rate limiting

A story mention happens when someone tags an account in their own story. Meta sends it to the mentioned account as a message with an attachment of type story_mention. Accounts often answer with a thank-you or a discount code, and Elevion sends that thank-you to each person at most once a day.

Meta docs:Webhook notification examples

A story reply trigger starts an automation when someone replies to an Instagram story, either with a keyword or with any reply. Meta delivers story replies as direct messages through the messages webhook, with a reply_to field that holds the story's ID and URL. Because the person wrote first, the 24-hour messaging window is open and the answer can be a normal message with a link button.

Meta docs:Webhook notification examplesInstagram API with Instagram Login: Send Messages

A webhook is a notification Meta sends to an app's server when something happens on a connected account, such as a new comment or message. Instagram webhooks are grouped into fields, for example comments, live_comments and messages, and an app only receives the fields it subscribed to. Meta recommends webhooks over repeated API calls because they lower the risk of hitting rate limits.

Meta docs:Instagram WebhooksWebhook fields and permissionsWebhooks setupWebhook notification examples