If you make DM automations or chatbots on Instagram, you need to comply with Instagram DM Rules.
Because if you don’t, you might get banned from the Instagram platform.
So in this tutorial, I will cover Instagram policies. I’ll explain the 24-hour window and how to send messages while staying compliant!
Let’s dive in!
What is the 24-hour rule on Instagram?
Instagram has a 24-hour rule for business accounts using automation or chatbots. This is a way to protect users from spam and unwanted messages.
The 24-hour Instagram rule says this: You can only message users within 24 hours of their last interaction with your Instagram account.
And when 24 hours have passed, you can’t send messages anymore.
But, if a user messages you again, the 24-hour window resets.
Here’s an example:
- User sends an Instagram DM – 24-hour window opens
- User says nothing for 12 hours – There are 12 hours left in the 24-hour window
- After 12 hours, the user sends another DM – 24-hour window resets, and you have another 24 hours to respond
When does the 24-hour window open on Instagram?
The 24-hour window opens (and resets) any time a user sends a message to your account, or takes an action that triggers a message in Instagram DMs.
That includes:
- Sending you a message directly
- Responding to one of your DMs
- Clicking a Quick Reply button inside a conversation
But, not all clicks start the new window.
If a user clicks a button that leads to your website (without sending a message), that does not open the 24-hour window.
So if your automation includes a “Shop Now” or “Visit Website” button that takes users off Instagram, the new window isn’t triggered.
How can I send messages outside the 24-hour window or start conversations?
Put simply: You can’t.
Unlike WhatsApp and its message templates, Instagram does not allow any way to reach users once the 24-hour window has closed.
So if you want to keep conversations going, you need to encourage replies and interaction while the window is still open.
Can I send broadcasts via Instagram?
Yes, but with one big limitation.
You can only send Instagram broadcasts to users who’ve engaged with you on Instagram in the last 24 hours.
That means:
- If someone replied to your story or sent a DM recently, you can include them in a broadcast
- If they haven’t interacted with you in over 24 hours, you can’t include them
So while Instagram does support one-time broadcasts, they’re limited. The only to grow your broadcast audience is to keep people engaging with your content regularly.
Your Next Steps
And that’s it! Now you can stay compliant with Instagram DM Rules and avoid being restricted or blocked.
The next step is to create your own Instagram chatbot.
Take a look at this tutorial that teaches you how to do that:
