Short answer: Go to Automations → DM Automations → Add Automation, choose DM automation and click Turn comments into DMs. Pick the post and your keyword, write the opening DM and the DM with your link, then click Go Live. The automation is active right away.
Before you start
Plan: DM automations are included in the Pro plan and higher, and in the 14-day free trial. On Lite, the DM automation card shows Upgrade to Pro to unlock DM automations.
Platforms: Comment-to-DM works for Facebook and Instagram comments. Comments on TikTok, LinkedIn, YouTube and review platforms do not start a DM automation.
Channel: Connect Facebook and/or Instagram first (see Learning).
Permission: You need the permission to manage automations.
In this guide we build the most common setup: your caption says "Comment GLOW", a follower comments glow, and replient.ai sends them your link in a DM.
Step 1: Add a DM automation
In the sidebar, click Automations → DM Automations (1). Make sure the tab Automations for DMs (2) is open, then click Add Automation (3).
Choose DM automation (1).
Choose Turn comments into DMs (1) and click Start quick setup. The other option, Build a custom workflow, opens an empty builder for advanced flows.
Step 2: Choose where it runs and which post
Under Runs on (1), choose Instagram, Facebook or Both.
Under When someone comments on (2), choose one of the three options:
a specific post or reel – pick the posts in the thumbnail row or with Show All.
any post or reel – every post. This needs a keyword.
a post or reel whose caption contains – recommended. Enter a phrase from your caption, for example "Comment GLOW". It works for all current and future posts with that phrase. If you edit or boost a post as an ad, the post can change; a caption rule keeps working.
Step 3: Set the keyword
Under And this comment has (3), choose a specific word or words and type your keyword, for example glow. Separate several words with commas. One matching word is enough.
Matching ignores upper and lower case and also finds the word inside longer text. "glow" matches "GLOW please" and "glowing".
Choose any word if every comment on the post or caption should trigger the DM. This is only possible with a specific post or a caption rule.
Step 4: Reply under the comment (optional)
Switch on reply to their comments under the post (4) to answer publicly, for example "Check your DMs!". You get three variants. replient.ai picks one at random for each comment. Type {{username}} in a variant to mention the commenter.
Step 5: Write the DMs
Under They will get:
an opening DM (1) is switched on by default. Write a short message and the label of one button, for example "Send me the link". The message can have up to 640 characters, the button label up to 20.
a DM asking to follow you before they get the link (2) and a DM asking for their email (3) are optional extra steps. See How do I only send a DM to followers? for the follow request.
Under And then, they will get:
Write the message for a DM with a link (1).
Click + Add A Link, enter the button label and the link, and save. You can also pick a link you used before.
Optional: switch on a follow up DM if they don't click the link (2) and choose how long to wait (minutes, hours or days).
💡 Why is there an opening DM with a button? After a comment, Instagram and Facebook let you send only one DM until the person replies. The tap on your button counts as that reply and unlocks every message after it. If you switch the opening DM off, the DM with your link is the one message you can send.
Step 6: Check the preview and go live
The preview on the right shows what your contact sees. Use Post, Comments and DM below the phone to check each part (in this example the follow request is switched on). When everything looks right, click Go Live (1).
replient.ai creates the automation and opens it in the DM builder. Your settings appear as the trigger Someone comments on your post and the steps below it. Change anything you like and click Save. The automation is active as soon as it is created. To pause it, use the ON/OFF switch in the automation list.
Good to know
One DM run per comment. Every matching comment starts the flow once. By default the same person can start it again with a new comment. Switch on Trigger once per user in the builder to limit it to one run per person.
New comments only. The automation runs on comments that arrive after it is active. Older comments are not processed.
Already answered comments are skipped. If you or another automation answered the comment first, no DM is sent.
DM automations come first. If a DM automation matches a comment, comment automations do not run for that comment. DM automations are checked from top to bottom, and the first match wins. Put specific automations above broad ones.
Adding more steps. If you extend the flow in the builder, replient.ai blocks saving a second message before the person has replied, because Meta would reject it. Put a question or a wait-for-reply step in front of it.
Credits: DM steps without AI cost no credits. An AI auto-reply costs 1 credit per reply. If your credits are used up, DM automations pause until credits are available again.
Business hours: To send DMs only after you open, see How do I set business hours?.
Instagram web: Buttons are not clickable in Instagram on the web. Open Instagram in the mobile app to test (see Why are buttons not visible in Instagram DMs?).
⚠️ Important: Comments from your own page or account never start an automation. Test with a second, private account.