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AI Replies to Instagram and Facebook Comments, Set Up by Chat
How to get questions under your posts answered in minutes: what the AI comment replies do, what keyword replies add, and how Maya sets both up with your approval.
You can have an AI answer comments on your Instagram and Facebook posts within minutes, set up by asking Maya, the AI business manager inside Entagl: she sets up the Comments Agent and lets you test a reply before anything goes public. Comments are customer questions asked in public, and people expect an answer fast: Sprout Social, citing its 2025 Index, reports that 73% of social media users expect brands to respond on social within 24 hours.
This guide covers what the AI comment replies do and don't do, how keyword replies differ, what you can ask Maya to change, and the limits.
What does the AI do with a comment?
When someone comments on one of your Instagram posts or Reels, or on your Facebook Page posts, the Comments Agent reads it and posts one public reply to that comment, written from your rules and your business info:
Comment: Do you have this in black?
Reply: Yes, it comes in black and navy. Send us a DM and we'll check your size.
It stays out of conversations where it doesn't belong. It skips:
- comments our automatic content check flags as abusive or spam
- your own comments
- comments that arrive outside your AI hours (for Instagram, that's the Instagram Comments schedule)
- threads you've paused
- comments a keyword reply already answered
What it doesn't do matters as much. It doesn't hide, delete or like comments, and it doesn't message commenters privately on Instagram or Facebook. When a question needs private details, its default rules invite the person to send you a DM, where your AI agents for Instagram and WhatsApp DMs take the conversation from there. We cover the DM side in how to automate Instagram and WhatsApp DMs.
How are keyword replies different?
Keyword replies (Comments Automation) are messages you write in advance. When a comment matches a keyword, the reply goes out as written:
| AI comment replies | Keyword replies | |
|---|---|---|
| Who writes the reply | The AI, from your rules | You, in advance |
| When it replies | Every comment it should answer | Only when a keyword matches |
| Public reply | Yes | Yes |
| Private reply (DM) on Instagram and Facebook | No | Yes, or both public and private |
| Delay before replying | No | 0 to 300 seconds (30 by default) |
A rule can match when a comment contains any of your keywords, all of them, or is exactly your keyword and nothing else. Each rule answers the same person once every 24 hours, so a repeat comment that day gets no second message. Keyword rules run first: when one matches, the AI doesn't reply to that comment too, so a "send me the link" comment gets exactly the message you wrote.
You: When someone comments LINK on Instagram, reply "Check your DMs!" and send them our booking link by DM.
Maya builds the rule as an approval card. Once it's live, she can run a sample comment through it for free, without posting anything. Keyword replies need Comments Automation switched on first.
What can you ask Maya to do?
Everything below can be done in a chat with Maya. In her default approval mode, changes come to you as cards, so nothing goes public until you've seen it:
| You ask | What happens |
|---|---|
| "Start the Comments Agent so it replies to comments on my posts." | Maya shows a card to start it. Only the owner, or someone with billing access, can tap it |
| "Turn on AI replies for comments on my Facebook Page, but keep Messenger off." | An approval card for that account. Each account switches on its own, once the Comments Agent is started |
| "When people ask about prices in comments, give the starting price and invite them to DM us." | Maya reads the current rules and proposes the change |
| "What would you reply to 'Do you have this in black?'" | A test reply. Nothing is posted, and it costs nothing |
| "Make a keyword reply for the word LINK." | An approval card. Once it's live, Maya can test it with a sample comment for free |
If Verify changes is on in Maya's settings, Maya tests an AI rule change automatically and shows the result on the card before you can approve it. That test uses a few Comments Agent credits. Rule changes work the same way as for your DMs: see change how your AI assistant replies, just by asking.
On a paid plan you can go further: separate rules per channel or per account, a history of every version, and a one-tap restore of an earlier one.
Does it start replying as soon as you connect?
No. AI comment replies start off on every new account you connect, and starting the Comments Agent doesn't switch them on either. You decide when replies go live, account by account. That's on purpose: write the rules, test a few replies, then turn it on.
To connect an account in the first place, ask Maya. We cover that in connect your channels, website chat and team with Maya.
What about TikTok?
TikTok comments work too, with TikTok's own limits. TikTok only sends the comments it marks as high-intent, so the AI doesn't see every comment there. Keyword replies on TikTok are always public, and connecting a TikTok account isn't available in the US, the EEA, Switzerland or the UK.
Where can you set this up?
Everywhere you talk to Maya, with one difference:
- Web and the Entagl phone app: everything above, with approval cards in the chat.
- By voice in the app: ask out loud, and tap Approve on the card that appears on screen.
- WhatsApp: the start button arrives as a link to the app, where you start it. Turning comment replies on or off for an account, or changing keyword replies, needs a quick review on the web. More in manage your business from WhatsApp.
What are the limits?
- One public reply per comment. No hiding, deleting, liking or blocking.
- No private messages from the AI on Instagram or Facebook. Keyword replies can send a DM.
- No separate mode for ads. Comments Meta sends from any post are handled the same way. Story replies arrive as DMs and are handled by your DM assistant.
- Rules per channel or account, not per post. Separate rules need a paid plan. Keyword replies can be limited to Instagram, Facebook or TikTok, but not to one account or one post.
- Usage counts. Comment replies use credits from the product's own allowance. How Entagl pricing works explains the model.
Try a reply on a real question first. Text Maya on WhatsApp and ask "what would you reply to 'how much is it?' on my posts?"
FAQ
Will the AI reply to every comment?
It replies to the comments it should answer on Instagram and Facebook, and skips flagged comments, your own, comments outside AI hours, paused threads, comments a keyword reply already answered, and accounts where comment replies are off. On TikTok it only sees the comments TikTok marks as high-intent.
Can the AI send a commenter a private message?
Not on Instagram or Facebook. Its reply is public, and when a question needs private details, it invites the person to DM you. To send a DM when someone comments a keyword, use a keyword reply.
Can I test a reply without posting it?
Yes. Ask Maya "what would you reply to...?" and she shows the reply without posting anything. It doesn't use credits.
Do comment replies start as soon as I connect Instagram?
No. AI comment replies start off on every new account. You turn them on per account, after you've checked the rules.
More Maya guides
- Connect Your Channels, Website Chat and Team With Maya
- Change How Your AI Assistant Replies, Just by Asking
- Test Your AI Assistant Before Your Customers Do
- Manage Your Business From WhatsApp
- Why Did My AI Say That? Finding and Fixing a Wrong Answer
Sources: Sprout Social, social media best practices, citing The 2025 Sprout Social Index. Product details checked November 2026.