Who This Is For / When to Use
Teams using Instagram for lead engagement and customer communication.
Accounts that want to automate follow-ups after Instagram interactions.
Use cases where contacts should receive timely Instagram DMs after messaging or commenting.
Prerequisites
Before using the Instagram DM workflow action:
A Facebook Business account must be connected.
The Instagram Business account must be linked through Facebook.
The contact must have messaged your Instagram account within the last 24 hours.
If these conditions are not met, the DM will not be delivered.
What the Instagram DM Action Does
The Instagram DM action sends a message to a contact via Instagram Direct.
You can:
Send a custom message or use a saved template.
Personalize messages using custom values.
Include attachments such as images or PDFs.
This action only sends Instagram DMs. It does not send comments, SMS, or emails.
How to Add the Instagram DM Action
Step 1: Create or Edit a Workflow
Go to Automations > Workflows.
Click Create Workflow or open an existing workflow.
Step 2: Add a Workflow Trigger
Click Add New Trigger.
Select the trigger that determines when the Instagram DM should be sent.
Step 3: Add the Instagram DM Action
Click the + icon below the trigger.
Search for and select Instagram DM under Communication.
Step 4: Configure the Instagram DM Action
(Optional) Edit the Action Name. This only changes how the step appears in the workflow builder.
Select a Template, or leave it blank to write a custom message.
Enter the message content in the Message field.
Use the custom value picker to insert dynamic contact fields.
Step 5: Save the Action
Click Save Action to apply the configuration.
Step 6: Save, Test, and Publish the Workflow
Click Save in the top-right corner.
Use Test Workflow to verify delivery.
Toggle the workflow from Draft to Publish when ready.
Using Custom Values in Instagram DMs
Custom values allow messages to be personalized automatically.
Common examples include:
Contact first name
Contact last name
Appointment details
Account or user fields
Custom values populate at send time using the contact’s current data.
Comment Replies vs Direct Messages
If the Instagram Comment(s) on Post trigger is used and the contact recently commented, the message is sent as a reply to the comment via DM.
If there is no recent comment, the message is sent as a direct DM, provided the contact has messaged your Instagram account within the last 24 hours.
For more advanced reply handling, use the Instagram Interactive Messenger action.
Common Issues and Fixes
Instagram DM Is Not Delivered
Confirm Facebook and Instagram integrations are active.
Verify the contact messaged your Instagram account within the last 24 hours.
Check that the workflow is published.
Unable to DM Commenters
Instagram only allows DMs if the contact has previously sent a DM.
To reply to comments via DM, use Instagram Interactive Messenger with the correct reply type.
FAQ
What does the Instagram DM workflow action do?
It sends an automated Instagram direct message to a contact when they reach a specific step in a workflow.
Do I need to integrate Facebook and Instagram?
Yes. The Instagram DM action requires a connected Facebook Business account and linked Instagram Business account.
Can I use message templates?
Yes. You can select an existing template or create a custom message.
Can I personalize Instagram DMs?
Yes. Custom values such as contact name fields can be inserted and populate automatically.
Can I send attachments through Instagram DMs?
Yes. Images and PDFs can be attached to Instagram DM messages.