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Campaigns & automations

Comment → DM on Instagram and Facebook

With Automations, watsi answers comments on your Instagram posts, reels and ads or on your Facebook Page with a direct message or a public reply.

Automations replies on its own to comments on your Instagram posts, reels or ads and on your Facebook Page: when someone comments a keyword, watsi answers in the comment, by direct message (DM), or both. The DM opens a conversation in your chat inbox, so the lead who commented "price" on an ad keeps talking with your AI agent.

Beta. Automations is enabled per workspace. If you don't see Automations in the sidebar, ask support to enable it for your account.

Create an automation

The wizard has four steps:

  1. 1

    Where does it run?

    Pick the Instagram account or the Facebook Page. On Instagram, pick the content type: Posts, Reels or Ads. Then decide which posts it applies to: Selected or All active. For ads, it applies to every ad on that account.

  2. 2

    What does it reply?

    Pick the reply type: - Keyword + DM — the classic keyword-triggered flow. - Fixed reply — a predefined message, with an optional link and public reply. - Agent mode — that account's agent answers with your business context. Public comment replies are kept short.

  3. 3

    How does it behave?

    • Where to reply: Comment, DM or Comment + DM. - When to reply: to Relevant comments or only to those with your Keywords. - Like the comment (optional). - Duration: Indefinite, 24 hours, 7 days or until a Date. - In agent mode, optional limits such as Never share prices or Never confirm availability.
  4. 4

    Review and activate

    Check the summary and activate the automation.

How it decides what to answer

  • Keywords ignore case and accents: "Price" and "price" match.
  • Each comment gets one automation only. If two apply to the same post, the most specific wins (the one that picked that post over one that applies to all).
  • Safety rules always apply: ignore spam and insults, don't reply to the account itself, escalate complaints or sensitive cases and don't invent information.

Agent mode needs the account to have an agent assigned in Integrations; otherwise, pick another reply type.

Review the activity

The Activity tab lists each comment and its status: Replied, Queued, Ignored, Escalated or Failed. Use Check comments now to look for new comments without waiting.