Instagram Auto DMs let you send automated direct messages to fans based on comments or DMs on your Instagram content. When a fan comments on a post or messages you directly, Openstage instantly sends them a signup link - turning existing Instagram engagement into known fans who join your world.
Before you start
Connect your Instagram account before creating any automations.
Navigate to Settings > Integrations > Instagram.
Follow the on-screen instructions to complete the connection.
🟡 Please note: Your Instagram account must be a Business Account to use Instagram Auto DMs. See Business vs Creator accounts on Instagram for more detail.
Why this works
Comments boost the algorithm - asking fans to comment increases your reach and surfaces future posts to a wider audience.
Fans get rewarded instantly with early access, exclusive previews, or presale opportunities.
Once fans join your world, you can deepen the relationship through Posts and SMS - building loyalty and delivering updates between releases.
Create an automation
Navigate to Messages > Automations.
Click + New Automation.
Select your trigger type:
Sends a DM - triggered when a fan messages the artist directly on Instagram
Comments on a post or story - triggered when a fan comments on an Instagram post or story
Set your trigger
Each automation uses one of the two trigger types above. Triggers can be limited to a specific word or phrase - the automation only fires when a DM or comment contains that word or phrase.
For example, with a trigger phrase of "tour", any of the following would trigger the automation:
"Can't wait to see you on tour"
"When will you tour in my country?"
"Summer tour!!"
Misspellings will not trigger the automation - "toor", "tuor", and "tor" would all be missed.
If no trigger phrase is set, any comment or DM triggers the automation while it is active.
🟢 Top tip: Create one automation for each trigger type - one for comments and one for DMs. Both can share the same trigger phrase, so fans are reached whichever way they engage.
🟡 Please note: You cannot run two automations of the same trigger type with the same trigger phrase. For example, two comment automations both using "tour" as the trigger phrase will not work.
Compose your message
Open the Content tab of your automation.
Add your message to the DM Text field - a live preview updates as you type.
Select an Openstage landing page link from the dropdown below the DM Text field.
🟡 Please note: Changing the trigger type or trigger phrase after your automation is live may affect your current campaign and require a new call to action.
Additional settings
Open the Details tab to configure:
Start and end dates - set the active window for your automation. Make sure the start date is set before you post any call to action to fans.
Only send once - choose whether the automation sends once per fan or every time they trigger it.
🟡 Please note: Once the end date passes, the automation deactivates and cannot be restarted. To run the same automation again, duplicate it and set a new end date.
When your automation is ready, click Activate.
Promote the trigger
Once your automation is active, drive engagement by asking fans directly to use your trigger phrase on Instagram. This works well for:
Presale campaigns - "Comment 'x' and I'll send you a link to access the presale."
Pre-save campaigns - "Comment 'pre-save' to get an exclusive audio or video snippet."
Exclusive content campaigns - "Big news tomorrow - comment 'x' to be the first to hear it."
Pricing & Budget
Cost: £0.02 / $0.03 per delivered message.
Billing: you are only charged for successfully delivered messages, billed monthly. If total spend reaches £100, billing triggers immediately.
Budget cap: set a maximum budget - the automation stops sending once it is reached.
Track spend: view real-time budget usage and adjust or pause at any time.
🟡 Please note: A payment method must be set up in the SMS Billing Portal before any DMs will send. Navigate to Settings > Account Settings > Billing and select SMS Billing Portal.
🔴 Please note: The automation will not fire if the budget is set to £0 or $0. Always set a budget before activating.
Performance & Follow-Up
Inbox - view and reply to DMs directly in your Inbox alongside inbound SMS messages.
Pending fans - fans who trigger a DM but do not complete signup receive a Pending status. If they do not complete signup within 7 days, their status changes to Opted Out.
Performance reporting - the Performance tab shows a real-time breakdown of automation results. When a link is included in your DM, unique click count and click through rate are also reported.
Rules & Guidelines
Meta's messaging rules apply to all Instagram automations:
The 24-hour rule — artists have 24 hours from a fan's most recent message or comment to respond. After that, only messages with specific message tags can be sent, or if the fan initiates the conversation again.
The 7-day window — after the 24-hour window closes, manual messages can be sent through a human agent for up to 7 days using specific message tags such as "event update" or "purchase update".
⚪ Note: See Instagram Business and Creator accounts for the latest information, troubleshooting tips, and frequently asked questions.