The Guide to Instagram DM Automation for Brands in 2025

Instagram isn’t just for sharing photos — it’s where people connect, learn, shop, and engage with brands. With over two billion monthly active users, it’s a major platform for businesses to attract customers, build loyalty, and drive sales. In fact, 70% of buyers turn to Instagram when deciding on their next purchase, making it a key touchpoint for brand discovery and customer engagement.

However, handling customer messages on Instagram can quickly become way too overwhelming, especially for routine inquiries. That’s where Instagram DM automation comes in, helping businesses respond faster, improve customer experience, and reduce workload.

In this post, we’ll cover how to set up DM automation on Instagram, discuss why it matters, and share some notable Instagram auto-reply message examples from real companies.

Benefits of Instagram DM automation for brands

Automating direct messages on Instagram is all about setting up pre-configured messages that are sent to users automatically, without your direct involvement. While you can set up simple auto-replies directly on Instagram, for more complex scenarios, you need to use chatbots and third-party platforms.

Automated Instagram messages can be triggered by user actions, like following your account, or by specific keywords or phrases in their messages. Depending on your business goals, there are multiple ways to implement Instagram DM automation. But before diving into setup, let’s take a closer look at why it’s worth it.

Boost your business with chatbots

With our no-code builder, you can create a chatbot to engage prospects through tailored content, convert more leads, and make sure your customers get the help they need 24/7.

24/7 brand availability

With constant information overload, fast responses are more important to users than ever. With the rise of short-form content and instant interactions, they’re less willing to wait for a reply from a business. Nearly 75% of consumers expect a response within 24 hours or less, and failing to meet this expectation can drive them to competitors.

Handling this manually is nearly impossible, but automating Instagram messages makes it easy to respond instantly. The right automation tools allow businesses to provide 24/7 support, answer FAQs, and keep customers engaged without needing a team online around the clock.

Efficiency

Even with a large support team, managing a high volume of DMs can be too overwhelming. While your agents focus on some inquiries, others may go unanswered. Just like that, potential customers may feel neglected and lose interest in your brand.

Also, most inquiries tend to be repetitive — questions about pricing, shipping, returns, and business hours. Instead of wasting human resources and time on the same responses over and over, why not redirect them to more valuable tasks by automating these interactions?

Customer retention

Automated Instagram messages can also help you retain existing customers or convert potential ones. Sending thoughtful campaigns with exclusive deals, limited-time offers, discounts, or giveaway reminders is a great way to offer value and boost engagement.

Post-purchase messages, such as thank-you notes and order updates, build trust and strengthen customer relationships. By maintaining consistent communication, you can improve the overall customer experience and encourage long-term loyalty.

Consistent tone of voice

This also ties in with the point about saving your agents’ time. When customer inquiries are handled by a person, they may not always maintain a consistent brand voice, especially when dealing with a high volume of messages.

Instagram auto-replies, on the other hand, are never in a rush, never have a bad day, and can’t be provoked by frustrated customers. This ensures a consistently professional and brand-aligned communication style.

Personalization opportunities

When handling customer inquiries manually, you need to analyze previous interactions and read through chat history to see what the customer has asked before, what they were interested in, and whether they’ve made any purchases.

Instagram DM automation tools enable personalized interactions without human involvement. They allow you to use customer data in your communication, such as their name, previous orders, subscription date, and more.

Tips for setting up Instagram auto-reply effectively

Let’s explore how to implement Instagram DM automation to benefit your business.

Set up welcome messages

When someone follows you, you can set up a welcome auto-reply on Instagram (or a series of messages) to introduce them to your brand and set the right tone for future interactions. However, a generic “Hi, we’re Brand X, nice to see you” will not do much to engage them.

Instead, make your Instagram auto-reply valuable to the customer. You can share key details like your business hours, whether purchases can be made directly on Instagram or through your website, or even offer a welcome bonus, like a promo code for first-time buyers. Avoid long messages and content that is neither engaging nor useful to your subscriber.

Create an FAQ section

To simplify interactions with potential customers and bring them one step closer to making a purchase, gather and automatically respond to frequently asked questions. Users will be pleasantly surprised when they open a chat with your business and see a list of common questions with the option to get instant answers with just a click.

Here’s an FAQ message example you can refine and implement for your business:

Don’t leave users without support

Chatbots with pre-set workflows can help manage common inquiries, ensuring users get quick responses without waiting for a human agent. These bots can be programmed to recognize trigger words or follow a decision-based flow depending on the user’s selections. Let’s consider two examples.

A subscriber opens your chat and types, “Do you have any discounts right now?” The chatbot detects the keyword “discounts” and responds with: “We’re offering 10% off for new customers! Use code ‘WELCOME10’ at checkout. Would you like to see our sale items?”

Depending on the customer’s answer, Yes or No, the chatbot scenario will branch out further. If the user selects “Yes,” your bot can provide sale items by attaching an image with a button linking to the website or sending a product card with an option to purchase directly through the chatbot.

Here’s how a chatbot triggered by a keyword may look like:

Now, let’s look at the second scenario. A subscriber opens your chat and is greeted with a welcome auto-reply on Instagram featuring interactive buttons like FAQ, Assortment, and Discounts.

If they click “Discounts,” the chatbot responds: “We’re offering 10% off for new customers! Use code ‘WELCOME10’ at checkout. Would you like to see our sale items?” From here, the user can select “Yes” or “No,” allowing the chatbot to guide them further based on their choices.

Here’s how this chatbot may look like:

Personalize communication

Some Instagram DM automation tools allow you to personalize messages using customer data like their name, location, or order details. This helps create more relevant and engaging interactions.

For instance, if you want to encourage repeat purchases, you can run a targeted campaign with a personalized Instagram auto-reply message example like this:

Customer details will be inserted into your campaign automatically, ensuring each response feels personal without requiring manual effort.

Segment your audience

If you want to send automated messages on Instagram to specific subscribers, segmenting your audience can make your outreach more relevant and effective. Here are a few ways businesses can personalize their Instagram DM automation for better engagement.

You can divide your audience based on their location. Targeting customers based on location can make your promotions feel more relevant and exclusive to local customers. Offering city-specific discount or local shipping options can encourage more conversions.

Here’s an example of how a business can use location-based segmentation for automated Instagram messages:

Alternatively, you can personalize your campaigns to the customer’s gender. Tailoring your Instagram auto-reply based on gender will allow you to showcase the most relevant products, making it easier for customers to find what they need.

Here’s how you can use gender-based segmentation in your campaigns:

You can also tailor campaigns based on purchase history. Personalized Instagram auto-reply messages based on past purchases can help businesses re-engage customers effectively. Recent buyers receive a thank-you message to maintain engagement, while lapsed customers are incentivized to return with an exclusive offer.

This message is a good option for recent buyers:

For inactive customers, you can launch an automated Instagram message like this:

Remind customers about your brand

Using automated Instagram messages can be a highly effective strategy for staying on your audience’s radar. If someone showed interest in your products but didn’t complete a purchase, you can send them a friendly reminder about the item.

It’s also useful for notifying users about upcoming webinars, live streams, or scheduled calls. Just keep in mind that if someone isn’t following you, Instagram only allows you to message them within 24 hours of their last interaction with your chat.

Here’s an example of an automated Instagram message to remind users about an event:

Collect feedback and customer data

Instagram auto-reply chatbots can also be used to gather valuable insights from users. You can use this channel to ask users about their experience, their thoughts on a product, or their preferences.

Here’s an example of how you can request feedback in a friendly way:

You can also use automated Instagram messages to learn more about your audience’s interests. This will allow you to create personalized offers and segment your customer base more effectively.

Here’s how you can explain why you’re collecting this data while making it easy for users to respond:

Build your bot flows with AI

Let AI help you create a perfect bot scenario on any topic — booking an appointment, signing up for a webinar, creating an online course in a messaging app, etc. Make sure to test this feature and develop new chatbot flows quicker and easier.

Instagram auto-reply message examples

Let’s discover how brands use Instagram auto-replies. We have selected examples from various business sectors, including a fashion and lifestyle retailer, the world’s largest eCommerce platform, a certified running coach, and a digital entrepreneur, to demonstrate the versatility of Instagram DM automation.

User request recognition

Shein is a global fast-fashion retailer known for offering affordable and trendy clothing, accessories, and footwear. On Instagram, Shein engages its audience through promotional content, influencer collaborations, and exclusive offers, creating a community-driven shopping experience.

The brand implemented Instagram DM automation that recognizes trigger words in user messages. Based on these triggers, the bot suggests relevant questions and responses. Users can then select the option that best fits their needs. If the automated replies don’t fully resolve their inquiry, the bot offers to connect them with a human representative.

This approach benefits both Shein and its customers. For the company, it reduces the workload on support teams by handling common questions automatically. For users, it ensures quick responses without the frustration of waiting for a manual reply.

Clients support

iHerb is an online retailer that sells health and wellness products, including supplements, vitamins, and natural beauty items. On Instagram, iHerb shares product recommendations, health tips, and exclusive discounts to engage their community. The brand also leverages user-generated photos and videos and customer feedback to build trust and strengthen brand loyalty.

iHerb has set up its Instagram chatbot to answer all common inquiries, such as order tracking, delivery updates, and payment information. When users select a topic, the chatbot initiates a relevant conversation flow to provide quick answers. Additionally, the “Main Menu” button allows users to navigate back anytime, making it easy to explore different options without starting over.

Course offer

Claire Bartholic, a certified running coach and founder of The Running Dietitian, helps runners improve their performance through fitness coaching, nutrition advice, and personalized training plans. On Instagram, Claire shares expert tips, motivational content, and promotes online courses and coaching services.

To attract new clients, Claire launched a free course and promoted it in an Instagram post. Interested users could access it by sending a specific trigger word via DM, which activated an Instagram auto-reply with a direct link to the course.

Data gathering

Shruti Pangtey is a digital marketing expert, content creator, and entrepreneur. She often shares insights and tips related to digital marketing, helping businesses and individuals grow their online presence.

Shruti Pangtey set up an Instagram bot that activates by post interactions. When someone comments on the post, the bot sends them a welcome Instagram auto-reply offering a guide. Once the person confirms their interest, they are asked for their contact information — name and email address. This process benefits both parties — the user receives a valuable resource instantly, while Shruti gains a qualified lead without manual effort.

How to set up Instagram DM automation with SendPulse

Automating your Instagram DMs with SendPulse is quick and easy. Here’s how to set up DM automation on Instagram.

Connect your Instagram business account

Make sure your Instagram account is a business profile linked to a Facebook page. Then, head to your SendPulse dashboard, go to the “Chatbots” section, and select Instagram.

Then, simply follow the instructions to connect your account to SendPulse.

Build your chatbot flow

You can use SendPulse’s visual chatbot builder to create automated responses with seven essential elements:

• “Message” sends texts, images, buttons, quick replies, etc., to users.
• “Flow” connects different chatbot sequences for a structured conversation.
• “Action” performs tasks like subscribing users, tagging them, or saving data.
• “Filter” segments users based on conditions like name, subscription date, or past interactions.
• “API Request” integrates external services for advanced automation.
• “Pause” delays the next message to make conversations feel more natural.
• “Random” sends different responses randomly, making interactions more dynamic.

Here’s an example of a flow created for an Instagram chatbot:

Integrating AI-powered tools into chatbots can take customer interactions to the next level. The “AI Step” element in the SendPulse chatbot builder helps businesses better understand their clients by analyzing their needs, message tone, and behavior.

AI-powered chatbots can process user responses, guide them through conversations, and provide personalized product recommendations. They can also assist customers in making purchase decisions by offering tailored suggestions based on their preferences and past interactions.

For your chatbot to function smoothly, it’s essential to set up specific triggers that initiate conversations or send automated responses. In SendPulse, you can configure various triggers to tailor your chatbot’s interactions to your business needs. There are three basic triggers available:

• “Welcome message” is sent when a user subscribes to your chatbot.
• “Standard reply” is used when a message doesn’t match any preset keywords.
• “Unsubscribe message” is sent when a user opts out of your chatbot.

In addition to basic ones, you can also use additional triggers:

• Comment on your post. The chatbot activates when a user comments on your Instagram post, allowing you to automate responses based on the comment content.
• Story mention. This trigger responds when your business is mentioned in a user’s Instagram story, sending a follow-up message based on the mention.
• Comment on your live video. It allows you to launch a chatbot flow for users who comment during your Instagram live.

Remember that for these two triggers, Instagram allows you to send a flow consisting of a single message with one button or multiple quick replies, but only within 24 hours.

You can customize all triggers in SendPulse, turn them on or off, and add new ones to fit your business needs.

Enhance your chatbot

SendPulse offers additional features to enhance your Instagram DM automation. With audience segmentation, you can target specific subscriber groups based on their subscription date, tags, or chatbot interactions, ensuring more relevant and personalized messages.

To grow your chatbot audience, you can add a subscription widget to your website, allowing visitors to subscribe via Instagram, Facebook, Telegram, or WhatsApp.

Additionally, SendPulse provides a unified dashboard to manage all customer conversations across different channels, making communication smoother and more efficient.

Conclusion

Instagram isn’t just for sharing photos and connecting with friends. It’s also a powerful space for shopping and service bookings. To make the most of this opportunity, businesses can streamline customer interactions with Instagram DM automation. Welcome messages, FAQs, and trigger-based responses — these are just a few scenarios you can implement to engage users efficiently while saving time.

Choosing the right platform is key. SendPulse makes it easy to create interactive chatbot flows, segment your audience, and manage campaigns in one place. Start building your first Instagram auto-reply system today and experience the benefits firsthand!