# Reply to a comment privately by DM

> Answer a Facebook or Instagram comment with a private message instead of a public reply.

Source: https://brandwise.ai/help/dms/reply-to-a-comment-by-dm
Last updated: 2026-09-30

Some comments are better answered in private, like an order problem or a question that needs personal details. You can reply to a Facebook or Instagram comment with a DM, straight from the comments inbox.

## Send a private reply

1. Open the comment in **Social Inbox > Comments**.
2. In the reply box, click the **Reply via DM** button (the chat bubble icon).
3. Write your message.
4. Click **Send DM**.

The comment's status changes to **Replied via DM**. The conversation continues in **Social Inbox > DMs** once the person writes back.

## Rules from Meta

- Private replies work on Facebook and Instagram comments only.
- You can send one private reply per comment. After that, the button shows **Already replied via DM**.
- Meta only allows a private reply within 7 days of the original comment.
- You can't send a private reply to a comment your own page wrote.
- A private reply can't include an image.

> **Note:** A hidden comment can't get a public reply. For hidden Facebook and Instagram comments, the reply box switches to DM on its own. If the 7-day window has passed or a private reply was already sent, unhide the comment to reply publicly.

## Reply by DM automatically

Comment automations can send their AI replies as DMs:

1. Go to **AI Assistant > Automation > Socials**, pick a Facebook or Instagram account, and stay on the **Comments** tab.
2. On the **Needs Reply Comments** card or a Smart Label card, add **Auto Reply**. (The **All Comments** card doesn't offer this option.)
3. Tick **Reply via DM** under it.

If the same card also has **Hide Comment**, **Reply via DM** is turned on for you and can't be turned off. See [Comment automations](https://brandwise.ai/help/comments/comment-automations).

To send a coupon code or link to everyone who comments a keyword, use [DM campaigns](https://brandwise.ai/help/dms/dm-campaigns) instead.