Instagram Comment to DM Automation: Send the Link When People Comment "LINK"

You have seen the posts: "Comment LINK and I'll send it to you." A few seconds later the link arrives in your DMs. It is one of the most effective formats on Instagram right now, because it turns a passive viewer into a conversation, and every comment tells the algorithm the post is worth showing to more people.

This guide explains how comment-to-DM works, what Instagram allows, and how to set it up in Tenreply in about a minute.

How comment-to-DM works

You publish a post or Reel with a call to action: "Comment LINK to get the guide."
Someone comments LINK, or "link please", or "Link!" in any case.
Your automation sends them a private reply in their Instagram DMs with the link.
Optionally, it also posts a public reply under their comment, such as "Sent you a DM 💌", so other people see it works and comment too.
If they reply to the DM with a question, a person on your team picks up the conversation.

What Instagram allows (and what it doesn't)

Comment-to-DM is officially supported by Meta through the Instagram API's private replies feature, so it does not put your account at risk the way unofficial bots do. The rules are worth knowing:

One private reply per comment. You can send a single DM in response to each comment.
Within 7 days of the comment being posted.
A professional account is required: a Business or Creator account.
After the person replies to your DM, the normal messaging window opens and you can keep talking.

A good tool handles these limits for you, so you never message someone twice for the same comment or try to reply after the window has closed.

Set it up in Tenreply

Create an account at app.tenreply.com.
Connect Instagram: go to Settings → Channels → Instagram and click Connect with Instagram directly. Approve the permissions with your professional account.
Create the rule: go to Automations → Instagram replies → New keyword reply.
- Keywords: LINK (you can add more, separated by commas, such as LINK, GUIDE).
- Listen on: Comments, and DMs too if you want people who message the word directly to get the same reply.
- Message: the DM, for example "Thanks for your comment! Here's the guide: https://…"
- Public reply (optional): "Sent you a DM 💌"
Save. The rule works on new comments straight away. Test it by commenting LINK from a second account. Comments from your own business account are ignored on purpose.

Each rule shows how many times it has run and its last result, so you can see at a glance that it is working. The full feature is described on the Instagram comment and DM automation page.

Ideas that work well

Creators: "Comment RECIPE", "Comment PRESET", "Comment CODE" for an affiliate discount.
Online stores: "Comment SHOP to get the product link" on a product Reel, or "PRICE" when people keep asking for it.
Coaches and courses: "Comment WEBINAR to get the registration link."
Restaurants and cafés: "Comment MENU" or "BOOK" for the menu or a reservation link.
Real estate: "Comment TOUR to get the brochure and visit slots."

Make the reply personal

Fixed text is enough for most posts. When you need something different for each person, such as a unique discount code or a link that depends on the post, point the rule at your own HTTPS URL instead. Tenreply sends your system the keyword, the person who commented and the post they commented on, and replies with the text your system returns. If your URL is down, Tenreply falls back to your fixed message, so nobody is left without an answer.

Write captions that get comments

Put the keyword in capitals and in the first line of the caption, and say it in the Reel too.
Say what they get: "Comment LINK for the free checklist" beats "Comment for more info".
Pin a comment repeating the instruction.
Use one keyword per offer, so you can tell which post brought the most conversations.

Frequently asked questions

Is comment-to-DM allowed by Instagram?

Yes. It uses Meta's official private replies API. Tools that log in to your account or simulate taps are the risky ones, and should be avoided.

Does it work on Reels and carousel posts?

Yes. It works on comments on any of your posts, including Reels and carousels.

What if someone comments twice?

Each comment can get one private reply, and Tenreply records that it has been sent, so the same comment is never answered twice.

Ready to try it? Create a Tenreply account and set up your first keyword reply. For the DM side of Instagram automation, see how to automate Instagram DM replies.