Meta is testing automated private messages triggered by keywords in ad comments

Jon Loomer discovered that some advertisers can now access a new "Reply to Keywords" feature in Meta's ad creation interface. The feature lets advertisers define up to five keywords or phrases that, when used in comments on Instagram ads, trigger an automated private message to the commenter. Loomer explores two potential use cases: handling high-volume comment streams with smart automation, and enabling comment-to-DM marketing strategies where ads prompt users to comment specific words (like "GUIDE") to receive offers. He notes the feature appears limited to Instagram placements and may be iterative, with potential for broader expansion if rolled out more widely.