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Comment-to-DM is an Automation that sends a direct message to anyone who comments on an Instagram or Facebook post. Use it to deliver a lead magnet, answer a common question, or start a conversation while interest is high, without watching your comments all day. Comment-to-DM is built on Kajabi Automations, and every DM it sends arrives in Universal Inbox alongside your other social conversations.

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Before you begin

Note: Third-party messaging platforms and integrations can interfere with Comment-to-DM Automations. Use Kajabi on its own for these Automations so each one completes correctly.

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Set up Comment-to-DM for Instagram

  1. From the Kajabi Dashboard, select Marketing > Automations
  2. Click +New Automation
  3. Choose the Instagram comment-to-conversation blueprint
  4. For the When trigger, select a specific Instagram post, or choose Any post to include every future post
  5. Click Save trigger
  6. Customize the direct message that sends when the post receives a comment
  7. (Optional) Customize an automatic Instagram reply to the comment itself
  8. Click Save
Screenshot 2026 06 08 At 1 32 32 PM

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Set up Comment-to-DM for Facebook

  1. From the Kajabi Dashboard, select Marketing > Automations
  2. Click +New Automation
  3. Choose the Facebook comment-to-conversation blueprint
  4. For the When trigger, select a specific Facebook Page, or choose Any page to include all of your Pages
  5. For a specific Page, select a specific post, or choose Any post to include every future post on that Page
  6. Click Save trigger
  7. Customize the direct message that sends when the post receives a comment
  8. (Optional) Customize an automatic Facebook reply to the comment itself
  9. Click Save
Screenshot 2026 06 08 At 1 33 30 PM
Note: Facebook may temporarily block automated and manual comment replies when reply volume across your posts is high (roughly 250 or more per day). If you expect that volume, skip the comment reply action. Automated DMs are unaffected, and Instagram comment replies are not subject to this limit.

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Choose which comments trigger the DM

Every Comment-to-DM trigger uses one of three settings:

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Set keyword rules

With Specific keywords, enter your keywords as a comma-separated list, then use either or both rule types:
  • Include keywords: the comment must contain at least one of these. With pricing, cost, price, the comment “What’s the pricing?” matches
  • Exclude keywords: the comment must not contain any of these. With spam, fake, bot, the comment “This looks like spam” is blocked
When you use both, a comment must pass the Include rule and clear the Exclude rule. With Include help, support and Exclude never, don't, the comment “I need help” matches, and “I don’t need help” is blocked.

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How keyword matching works

  • Case does not matter, so HELP, help, and Help behave identically
  • Single-word keywords match whole words only, so help does not match “helpful”
  • A keyword containing a space matches as a complete phrase, so how much matches “how much do you charge” but not a comment that uses “how” and “much” separately
  • Numbers and emoji work as keywords, so 112, 2024, ❤️, and 🔥 are all valid

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FAQs

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What happens if I already have an Inbox Automation set up through Meta?

Both Automations trigger. Centralize your Automations in Kajabi, or make sure the triggers do not overlap.

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Can I set up a Comment-to-DM Automation on a post that is not live yet?

Yes. Once the post goes live and receives comments, the DMs start sending.

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Are there post types that do not support Automations?

You cannot build an Automation from a Facebook album post, because Meta does not support it.

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Which Kajabi plan includes Comment-to-DM?

Comment-to-DM is available on Growth and Pro plans, and is not available on legacy plans. Universal Inbox itself is available on any plan.