Message Contacts on Facebook Messenger and Instagram DM from Workflows

The Messenger and Instagram DM actions send a direct message to a contact on those platforms. They behave the same way and share one rule: the contact must have messaged your connected page or account within the last 24 hours before the workflow reaches the step.

Why the 24-hour rule matters

Both platforms only allow businesses to message people who recently reached out. If the window has closed, the message will not deliver. Design workflows around a recent conversation: a comment you reply to, an incoming DM, or a lead form that opens a thread.

Settings (identical for both)

• Action Name: required.
• Templates: pick a saved message template for consistency.
• Message: required. Supports custom values like the contact's first name.
• Add Attachment: attach images or documents.
• Add files through URL: attach hosted files with + Add.
• Test Phone Number: Messenger only; sends a test before you go live.

Add the action

1. Open your workflow with a trigger tied to social activity.
2. Click + and choose Messenger or Instagram DM.
3. Select a template or write the Message.
4. Add attachments if needed.
5. Save and publish.

Examples

• Lead ad thank-you: when a Facebook ad lead arrives, send a Messenger message with a brochure.
• Instagram interest: after someone comments a keyword, send an Instagram DM with a product catalog.
• Support handoff: reply instantly to a new DM with an expected response time.

Tips

• Keep messages short and conversational.
• Personalize with the first name.
• Add an If/Else to skip social steps when the contact has no recent social conversation and use SMS or email instead.
• Connect your Facebook and Instagram accounts in Settings > Integrations first.

Good to know: For button-based replies, use the interactive Messenger actions rather than a plain message.