Meta is testing a Reply to Keywords option in its Instagram ad setup tools that fires off a private message to anyone who comments a chosen word on a promoted post, according to Meta ads specialist Jon Loomer. Advertisers pick up to five keywords and write the DM that goes out, which turns the familiar “comment WINNING for more info” prompt into something that runs without anybody working the comment section by hand. Meta already sells keyword auto-replies in the inbox automation and Business Agent tools, but this puts the same mechanic inside the ad buy. Loomer says the option is showing up only in Instagram ad setup so far, not Facebook, and Meta hasn’t announced it.
