# 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.

Source: https://docs.watsi.ai/en/campaigns/comment-to-dm

**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.

> **Warning**
  **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:

### 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.
### 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.
### 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**.
### Review and activate

## 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.

> **Note**
  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.

## Related

- [WhatsApp campaigns](/campaigns/whatsapp-campaigns)
- [Lead source and UTM](/crm/lead-source-utm)