Meta tests auto-DM response for Instagram ad comments

Why it matters

Meta is testing a Reply to Keywords feature that lets advertisers set up to five trigger keywords and auto-send DMs to anyone who comments them on a promoted post, built directly into ad setup. It lowers the bar for comment-to-DM funnels without needing a separate messaging tool. Another sign that DMs are becoming a first-class ad surface, not just an organic engagement channel.

The source