Comment & message workflows
Social media workflows for comments and DMs
Choose what starts a workflow, which messages match, and what happens next. Build comment replies, private messages and moderation steps for eligible connected accounts.
- Keyword or AI conditions
- Fixed or AI-written responses
- Execution details to review
Automatic triggers are on Advanced and Elite. The Free plan includes AI drafts you send yourself.
Try a comment rule
Preview only. Nothing is sent or saved.
Uppercase, lowercase and spaces matter. “Contains” also matches part of a word.
- New commentOn the post you choose
- Check the ruleText contains the keyword
- Match: enter the DM stepExample: “Here’s your guide: [your link].”
A matching rule selects a branch. Sending still depends on an active workflow, account permissions and platform limits.
Build a workflow in four steps
Pick the event and account
Choose a supported new-comment or incoming-message trigger. For comments, select the account and post scope you want to handle.
Add a condition
Match text using case-sensitive equals or contains rules, combine conditions with AND/OR, or ask an AI condition a yes-or-no question.
Choose each branch
Connect the matching branch to your supported reply, DM or moderation step. Decide what unmatched events should do; leave the branch without an action when appropriate.
Enable and test
Test a fresh matching event and a non-matching one. Review execution details and confirm the result on the connected platform before expanding the scope.
Start with one clear job
Send a requested guide
Match GUIDE on one Instagram post, then attempt a private reply with your link. Confirm the send result before telling someone a DM was sent.
Set up comment-to-DMAnswer routine questions
Use supplied business facts for an AI reply. Leave complaints or uncertain requests for a person; an AI condition can misclassify a message.
Explore AI comment repliesFilter unwanted comments
Route matching comments to a supported hide or delete action. Test the rule against legitimate comments first, including quoted keywords.
Review moderation optionsHandle incoming messages
Use the AI chatbot step for eligible WhatsApp, Instagram or Messenger conversations. Give it a clear goal and the facts it may use.
Set the AI's instructionsChoose a supported account and action
Live event triggers are available for Facebook, Instagram and WhatsApp. Facebook and Instagram support comment and message workflows; WhatsApp handles incoming messages through the AI chatbot step. Available actions depend on the network and the permissions you grant.
Comments on X and YouTube can receive AI drafts that you send from the social media inbox. They do not use these live comment triggers.
Meta limits private replies and follow-up messaging. Review the account requirements, timing and message-request behavior in the comment-to-DM guide. A matching keyword does not bypass those limits.
What about publishing and scheduled workflows?
The builder also has manual and scheduled triggers, delays, HTTP requests and supported text, image, video and publishing steps. Start with one connected account and a small test before expanding the workflow.
If the expected action does not happen
No workflow run appears
Check that the workflow is enabled on a plan with automatic triggers, the correct account and post are selected, and the account connection has the required permissions. Test a new event after enabling it; an old comment is not evidence that a new-event trigger ran.
The event takes the wrong branch
Check the field, match type, exact capitalization, spaces and AND/OR logic. Contains can match part of a word: GUIDE also matches GUIDES. Test both expected and unwanted examples. AI conditions need review too; their decisions are not guaranteed.
The branch matches, but no reply arrives
Inspect the send step and any reported errors. Check permissions, available credits for AI steps and the platform's messaging limits. A private reply may appear in message requests. Confirm the outcome before retrying so you do not send a duplicate.
For a broader test and review process, read the social media automation guide.
Plans and credits
Automatic triggers are included in Advanced ($30/month) and Elite ($45/month). Use Free to explore OutReply and create AI drafts you send yourself.
AI steps use credits. An AI condition costs one credit per check; other generation and chatbot costs depend on the step and model. A workflow can contain several paid AI steps, so review the plan and credit details before enabling it.
Workflow automation FAQ
Which platforms support workflow automation?
Live event triggers are available for Facebook, Instagram and WhatsApp. Facebook and Instagram support comment and message workflows; WhatsApp uses the AI chatbot step for incoming messages. X and YouTube comments use AI drafts you send yourself.
Can a workflow send a DM when someone comments?
Yes, eligible Facebook and Instagram comment workflows can attempt a private reply. Delivery depends on the account permissions and Meta's private-reply limits. A matching rule or completed preview does not establish delivery.
Are keyword conditions case-sensitive?
Yes. Contains uses the exact text you supply: GUIDE matches GUIDE please and GUIDES, but not guide please. Equals needs the whole value to match, including spaces. Conditions can be combined with AND or OR.
What is the difference between a keyword rule and an AI condition?
Keyword rules compare text. An AI condition evaluates a yes-or-no question you write and uses one credit per check. AI can misclassify a message, so test it with routine, ambiguous and sensitive examples before enabling actions.
Which plan do I need?
Automatic triggers are included in Advanced ($30/month) and Elite ($45/month). Free includes AI-drafted replies that you send yourself. AI steps use credits from your plan.
Explore the next step
Start with one workflow you can verify
Explore OutReply on Free; activate automatic triggers with Advanced or Elite.