Instagram messaging, in plain words

Short definitions of the Instagram terms that decide what a business may send and when. Each links to Meta’s documentation and says what it means for keyword campaigns and team replies.

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Terms

Private reply: one Direct message a business may send to a person who commented, within 7 days.
24-hour messaging window: the time after a person’s message during which a business may write to them.

Where the rules come from

Meta sets them for every tool: Private Replies, Instagram messaging, Messenger Platform policy. See them at work in Comment to DM.