Agencies are well placed to sell DM automation: clients already trust you with their Instagram, and automation produces measurable results. Here is how to offer it properly.
The service
- Setup: connect the client's account (they approve on Instagram's screen; you never need their password), create automations, write DMs
- Monthly: new automations for each campaign, keyword updates, reporting
- Reporting: comments, DMs, taps, orders per post
Access and safety
The client should connect their own account through Instagram's login, or give you a role in their Meta Business setup. Avoid holding client passwords. Document which tool has access, and remove it when the contract ends.
Pricing the service
Common models:
- Setup fee + monthly retainer
- Included in a content retainer as a feature
- Performance bonus on tracked orders
Cover tool costs in your price. Flat-priced tools make costs predictable per client.
Reporting template
| Post | Keyword | Comments | DMs | Taps | Orders |
|---|
Add a line of insight each month: what worked, what you will change.
Client education
Explain the rules early: one reply per comment, 24-hour window, no messaging people who did not ask. It prevents unrealistic requests like "DM all our followers".
Onboarding a client in one session
- Client switches to a Business or Creator account
- Client turns on "Allow access to messages"
- Client connects through Instagram's login (screen share works)
- You review their last 30 posts' comments together and pick keywords
- You write three DMs in their voice and they approve
- Test from your account
- Agree on a monthly reporting date
What to put in a proposal
- Number of automations included per month
- Turnaround time for new campaign automations
- Reporting format and frequency
- What the client must provide: links, prices, offers, approvals
- What is out of scope: replying to customer DMs by hand, ads
Common client requests to push back on
- "DM all our followers": not allowed
- "Send a reminder next week to everyone who commented": not allowed outside the 24-hour window
- "Make it reply to complaints": complaints need a human
Explaining these early saves arguments later.
Mistakes to avoid
- Holding client passwords
- No written approval for DM wording
- Leaving automations live after a campaign ends
Frequently asked questions
Can I manage many clients in one tool?
Many tools support several accounts per plan or per workspace. Check your tool's options.
Who owns the contacts?
The client. Export and hand them over if the contract ends.
Can I white-label the tool?
Depends on the tool. Most clients care more about results than the tool's name.
What results should I promise?
Promise process and reporting, not specific sales numbers.