Meta’s rules
- One message to the commenter.
- Within 7 days of the comment.
- Follow-ups only after the person responds, within 24 hours of that response.
- Instagram Live: only while the broadcast is on.
Source: Meta, Private Replies, checked 2026-10-26.
Why tools add a button first
With one message allowed, a keyword campaign keeps it short and adds a button. The tap is the person’s response, so the link can follow. This is how comment-to-DM in prtner works.
Related terms
- 24-hour messaging window: what opens after the person responds.