Instagram messaging
Answer Instagram DMs from the inbox; turn on message access and learn Meta's 24-hour and 7-day rules.
3 min read
Many buyers ask their first question on Instagram: a comment under a listing video, or a DM. Once Instagram messaging is connected, these DMs land in the same inbox as WhatsApp and Facebook messages. With Conversation AI on, the assistant replies to a late-night DM too, qualifies the client and hands over to an agent for a viewing.
Before you start
- Your Instagram account must be a professional account (Business or Creator) linked to your agency's Facebook Page.
- Facebook & Instagram must be connected, with the Instagram account selected in the Meta window: Connecting Facebook and Instagram.
- Allow access to messages must be on in the Instagram app.
Turn on message access in Instagram
If this setting is off, Instagram won't share your messages with any connected tool; DMs won't arrive even though the connection looks fine.
- In the Instagram app, go to your agency profile and open Settings and activity from the ☰ menu at the top right.
- Go to Messages and story replies → Message controls.
- Under Connected tools, turn on Allow access to messages.
Note
Menu names may differ slightly by app version and language.
Replying to DMs
- Open Conversations from the left menu.
- Select a conversation with the Instagram icon on the avatar.
- Check the reply channel is Instagram, type your message and click Send.
Your reply goes to the client as an Instagram DM; you can also send files such as photos and floor plans. To review the assistant's replies: Reviewing AI replies.
What comes through, and what doesn't
| Comes through | Doesn't / limited |
|---|---|
| DMs (text, photos, video, files) | Group chats |
| Replies to your stories | Post comments (reply in Instagram) |
| DMs from the "Send message" button on ads | Messages on non-professional accounts |
Meta's reply window rules
On Instagram and Messenger, the time a business has to send messages is limited. The rules are Meta's:
- 24-hour window: you can reply freely within 24 hours of the client's last message; the assistant's automatic replies work within this window too. Each new message from the client restarts it.
- 7 days — human agent: after 24 hours and up to 7 days from the last message, only replies typed by a team member are allowed. Automated messages can't be sent.
- After 7 days: you can't send messages until the client writes again.
Tip
When someone writes on Instagram, ask for their phone number and contact consent in the first conversation. Once you have both, you can follow up on WhatsApp or by phone. See WhatsApp templates.
Example: Olga Petrova replies to your story on Friday night: "Price for the sea view flat?". The assistant answers straight away in English and asks about her budget. If she doesn't write again by Monday, on Tuesday (past 24 hours, within 7 days) Emre can reply by hand — but no automated follow-up can be sent.
Common issues
No DMs arrive. Check in order: is the account professional, is it linked to the Page, is Allow access to messages on, was the Instagram account selected in the Meta window?
"Message could not be sent" error. Most likely the 7-day period has passed. Reach the client another way (WhatsApp, phone). See Messaging troubleshooting.
We answer the same DM from both the phone and the panel. Replies sent from the Instagram app don't always show in the panel. Reply only from the panel so the history stays complete and the assistant sees the whole conversation.
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