Instagram DM Automation with AI
MySA Business connects to your Instagram Business account and answers direct messages (IG DMs) and post comments with AI, grounded on the Business Details you approved and in the customer's own language. It captures leads from conversations, can turn an interested customer into an AI phone call with their consent, and keeps a live inbox so your team can step in.
Hey! Do you deliver to Andheri?
Yes, we deliver across Andheri — usually within 45 minutes! AI reply
- 1DM or comment arrives
- 2AI reply from your Business Details
- 3Lead details captured
- 4Call with consent, if enabled
- 5Positive Leads and Channel Report
What is Instagram DM automation?
Instagram DM automation means software answers the direct messages your business account receives, instead of a person typing each reply. With MySA Business the answers come from an AI assistant that reads the Business Details category you chose, so it can quote prices, timings and availability, and say so when you do not offer something. It works around the clock and replies in the language the customer writes in, Hinglish included.
How MySA Business handles Instagram conversations
- Connect the account with Facebook Login. There are no tokens or developer screens to fill in.
- Pick the Business Details category it answers from. It is the same knowledge your WhatsApp replies and calls use.
- Set the reply timing. Reply immediately, or wait 5, 10, 15 or a custom number of seconds so a burst of short messages is merged into one clear reply. The wait is capped at 30 seconds.
- Tick your own APIs under Live data in replies if answers change daily, such as today's rate. An API that needs a mobile number is skipped in DMs.
From then on every incoming DM gets a reply inside Meta's 24-hour messaging window. The full setup is in Instagram & Facebook.
AI-powered responses
Replies are grounded on your Business Details, so the AI answers what it knows and does not make up stock, prices or policies. Alongside plain text it can send a ready-made template when one fits: text with images, a card, or a swipeable carousel with Link, Call and WhatsApp buttons. A template also goes out when a customer's DM contains one of its keywords. Each template reaches a customer at most once an hour. See Social templates.
Lead qualification from DMs
When a customer sounds genuinely interested, the AI asks for their name and mobile number so your team can follow up. Nothing needs setting up:
- Never on the first message. The AI answers the first message normally and asks only from the second message on, and only when the customer asks about price, booking, availability or a visit.
- Once per chat. If the customer ignores the question or says no, the AI does not ask again.
- Every number is saved. An Indian mobile number written in a DM is saved as a lead with the name the customer gave, or their profile name. A corrected number updates the same lead.
Chat leads appear on Positive Leads under From Instagram & Facebook, and on the Channel Report.
Intent-based calling: from an Instagram DM to an AI voice call
Turn on Call when the customer agrees for an account and the AI offers a call as soon as a customer shares their number:
- The customer shares their mobile number in the DM.
- The AI thanks them and asks, in their language, whether your team may call them now.
- On a yes, the AI writes a short summary of the chat and an AI call goes out in the language the customer was writing in, with that summary as its opening context.
- On a no, the AI does not offer a call again and keeps helping in the chat.
You pick the call's purpose from your library or write your own; left blank, the default picks up from the chat and moves the customer towards a booking, a visit or a callback. At most one call a day goes to the same number across Instagram, Facebook and WhatsApp, your DND hours apply, and if the wallet cannot cover the call the lead shows Agreed · call not placed so your team rings them. The voice side is described on AI voice agents.
Customer support
Most Instagram DMs are support questions: timings, delivery, sizes, availability, how to book. The AI answers these from your Business Details and, where you have connected them, from your own live APIs. Customers write in Hindi, Hinglish, English or another language and get an answer in the same one. Replies, like templates, can only be sent inside Meta's 24-hour window after the customer last wrote.
Human handoff
Every DM conversation shows up in the live inbox on the Instagram page in the console. Your team can read along and jump in to reply by hand at any time. There is no automatic escalation rule: the AI does not decide on its own to hand a chat to a person. When a conversation needs a human voice, the consent-based call above is the path, and every captured lead carries the chat's last message so your team knows what to pick up.
Analytics
Channel Report shows, for the date range you pick, how many customers shared a number in a DM, how many came from Instagram and from Facebook, how many agreed to a call and how many calls were placed. The Positive Leads tab lists every chat lead with the name, number, last message and where the call got to: Asked to call, Agreed · call queued, Agreed · call not placed or Declined a call.
Setup and limits
Instagram is enabled per workspace, with a limit on how many accounts you can connect; if the channel shows as locked or you need more, raise a support ticket. Meta's rules apply to every message: replies and templates only inside the 24-hour window after the customer last wrote, and one private message per comment. Facebook Pages work the same way; see Facebook Messenger automation.
How to set it up
- 1
Connect Instagram
One-click Facebook Login — no tokens or setup screens to fill in.
- 2
Pick a Business Details category
The AI answers DMs and comments strictly from that category, just like WhatsApp and calls.
- 3
Set your reply timing
Reply instantly, or wait 5/10/15/custom seconds so a burst of DMs gets merged into one clear reply (30s cap either way).
- 4
Choose a comment-reply mode
Off, Public, Private (DM), or Hybrid (public acknowledgement + private DM) — only real questions get a reply.
- 5
Send template messages
Build rich templates — an image, a card, or a swipeable carousel with Link, Call and WhatsApp buttons — and send them on a keyword, a comment, or when the AI picks the right one.
- 6
Turn on Call when the customer agrees
Once a customer shares a number, the AI asks if your team may call and places an AI call on a yes, with a summary of the chat.
- 7
Reply live when you want
Every DM conversation shows up in the inbox, so you can jump in and reply manually anytime.
Go deeper in the docs
Every screen, setting and limit, in the documentation.
Frequently asked questions
What is Instagram DM automation?
Software answering your Instagram direct messages for you. In MySA Business an AI assistant replies from your Business Details, in the customer's language, around the clock, and your team can step in from a live inbox.
Can MySA Business reply to Instagram comments?
Yes. Per account you choose Off, Public reply, Private reply (DM) or Hybrid, which is a public acknowledgement plus a private DM. Only real questions get a reply.
Can an Instagram DM turn into a phone call?
Yes, with Call when the customer agrees switched on. After a customer shares their number, the AI asks whether your team may call; on a yes an AI call goes out with a summary of the chat. At most one such call a day goes to a number.
Does the AI personalise its replies?
It answers the customer's actual question, in the language they wrote in, from your own Business Details and live data, and it can send a card or carousel template when one fits. It does not send one scripted message to everyone.
Can my team take over a conversation?
Yes. Every DM is in the live inbox and anyone with access can reply by hand at any time. There is no automatic hand-over rule; a person joins when they choose to.
Do I need a developer to set it up?
No. You sign in with Facebook, pick the Business Details category and the reply timing, and the account starts answering. Templates and comment rules are built in the console.
Does the same thing work for Facebook?
Yes. Connect a Facebook Page and Messenger DMs and Page comments are handled the same way, with the same Business Details.
Related
Instagram Comment to DM
Turn post comments into private conversations
Facebook Messenger & Comments
AI replies to Messenger DMs and Page comments, 24/7
WhatsApp AI Automation
AI replies, keyword triggers and voice calls from one number
AI Voice Assistants
Always-on assistants that handle routine calls
AI Lead Qualification
Every enquiry answered, scored and delivered to your team
MySA for your industry
How Instagram DM & Comments works in a real business, step by step.
From the blog
All articlesHear it on your own phone before a customer does
Every workspace starts with a Test environment, and ₹100 of test credit once you verify your mobile number. Prepaid, per minute, no subscription.
Comments and comment-to-DM
Comments on your posts can be answered automatically, per account. Choose a mode:
Only real questions get a reply; a comment that is not asking anything is left alone. A keyword rule on a template, such as price, can also send that template as a private message to whoever comments it. The whole workflow is on Instagram comment to DM automation.