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Auto-DM rules on Meta platforms (FB and IG)

Knowing these rules will help you stay compliant with platform policies and engage effectively with users.

Informing users about automated experience

When using auto-DMs, it's important to inform users that they are interacting with an automated experience.

This should be done:

at the start of any conversation or message thread,

after a significant lapse of time since the last interaction, or

when transitioning from a human agent to an automated system

Special attention should be given to this requirement if your service targets users in California or Germany. These regions have specific regulations that may require you to disclose the automated nature of the interaction more clearly.

Acceptable ways to inform users include statements like:

“I’m the [Page Name] bot.”

“You’re interacting with an automated experience.”

“You’re talking to a bot.”

“I’m an automated chatbot.”

“You’re chatting with an automated system.”

“I’m an automated helper.”

“Automated helper here.”

Implicit user consent

To send an auto-DM, the user must give soft consent implicitly by doing either of the following first:

DMing you

commenting on your post or reel

commenting on your ad post or ad reel

replying or reacting to your Story

Public or private profile

It doesn’t matter if the profile of the user is private or public, you can send an auto-DM in either case, given that you have user’s implicit consent to do so according to the previous section.

Auto-DMs as replies to DMs

When a user sends you a DM, you can send them as many auto-DMs in response as you need to. Such auto-DMs must be sent within 24 hours of the user’s initial DM.

This 24-hour period resets every time the user does one or more of the following:

DMs you

replies or reacts to your Story

Auto-DMs as replies to comments

When a user comments on your post, Reel, or ad post, you can send them one auto-DM in response. Such auto-DMs must be sent within 7 days of the user’s initial comment.

This 7-day period resets every time the user does one or more of the following:

comments on your post or reel

comments on your ad post or ad reel

Simply put, there’s a limit of one auto-DM per conversation turn, sent in response to comments but there’s no such limit for auto-DMs sent in response to a user’s DMs.

Best practice

Our advice is that the single auto-DM sent as reply to a user’s comment should be used effectively to encourage the user to DM your account, allowing for further conversation.

Personalized and engaging messages can help prompt users to DM you, allowing continued conversations beyond the initial contact.

Scenarios

User comments on post, ad post, or Reel

As a respose to the comment, suppose we send an auto-DM, encourage the user to DM us back, and they do so.

Now, we can send as many auto-DMs as we like, without requiring the user to reply to any of them.

Instead of encouraging the user to DM us back, if we’d encouraged them to comment on a post, and they did so, we could send only one more auto-DM to them.

User sends a DM or replies/reacts to a Story

As a respose to the DM or reply/reaction, suppose we send two auto-DMs consecutively, encouraging the user to comment on a post, and they do so.

We can continue to send as many auto-DMs as we like, without requiring the user to reply to any of them.

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