Bookmark this page. It summarises the rules that decide what any Instagram automation can do, with links to the detailed articles.
Account and connection
- You need an Instagram Professional account (Business or Creator). More
- Tools must connect through Meta's official API, using Instagram's own login screen. Never share your password. More
- In Instagram settings, Allow access to messages for connected tools must be on.
Replying to comments
- One private reply per comment. More
- Within 7 days of the comment.
- Live comments: only during the broadcast.
- Public replies under comments are normal comments, so avoid repeating the same text. More
Conversations
- After the person messages you, or taps a button, you have 24 hours from their last message to reply, including automatically. More
- A human may reply up to 7 days later using the human agent tag. Not for automation or promotions. More
- Click-to-DM ads get a longer window.
What cannot be automated
- Messages to people who never contacted you
- Messages to followers, likers or story viewers who did not message
- Promotional messages outside the 24-hour window
- Following, unfollowing or liking
Limits
- Hourly limits apply per Instagram account; about 200 automated messages per hour is the figure most tools plan around. More
- Text messages up to 1,000 characters through the API. More
Content and spam
- Only send what people asked for. More
- Giveaways must follow Instagram's promotion guidelines.
- Many reports can lead to restrictions regardless of tool. More
Data (India)
- The DPDP Act 2023 covers usernames, comments and any contact details you collect. Be clear about purpose and delete when done. More
Frequently asked questions
Do these rules change often?
Meta updates its platform a few times a year. The core rules here have been stable, but check Meta's developer documentation for the latest.
Are the rules the same for all tools?
Yes. They are enforced by Meta's API, so every official tool works within them.
Are the rules different in India?
Meta's rules are global. Indian law adds data protection and consumer rules on top.
Where can I read Meta's own documentation?
On Meta for Developers, under the Instagram Platform and Messenger Platform sections.