Follow-up automation for WhatsApp, Instagram and Messenger DMs.
Pick a follow-up type, a wait and up to 3 nudges. When a lead goes quiet, the next touch is sent in the same chat, and it stops the moment they reply.
- Set up in minutes
- Review before anything sends
Growth ($129/mo) and Pro ($349/mo), with no per-follow-up fee. Follow-ups use your monthly Automation Actions. Starter has none.
The short answer
How does follow-up automation work for WhatsApp and Instagram DMs?
When a lead goes quiet, Instant Reply can send up to 3 follow-ups in the same chat. You choose the type, the wait (30 minutes to 24 hours) and the gap between nudges, and every nudge must land within 24 hours of the customer's last message. A reply or a closing "thanks" stops it, and opted-out contacts are skipped. Growth and Pro.
Last verified
Key facts
- Up to 3 nudges, 1 to 23 hours apart, all within 24 hours of the customer's last message.
- Stops on a reply or a closing message such as "thanks".
- Require approval and Business hours only switches.
- Growth ($129/mo) and Pro only; Starter has none.
- Opted-out contacts are skipped.
Verified capabilities
What follow-up automation does today
Checked against the dashboard and backend source and plan data on October 2, 2026. The last two rows list limits.
Swipe the table sideways to see every column.
| Capability | How it works today | Plans |
|---|---|---|
| Follow-up types | Re-engage Inactive (the AI writes from the conversation, recommended default 12 hours), Quick Nudge (best at 4 to 12 hours) and Custom Message (your own wording). | Growth and Pro |
| Send after | Choose 30 minutes, 1 hour, 4 hours, 12 hours or 24 hours (marked last chance) after the customer's last message. | Growth and Pro |
| Up to 3 nudges | Pick 1, 2 or 3 follow-ups and the gap between them (1 to 23 hours, default 6). Every nudge must land within 24 hours of the customer's last message; if the next one would not, the sequence stops. | Growth and Pro |
| Stops on a reply | The sequence stops when the customer replies. A short closing reply such as "thanks" or "ok" also ends it, while "ok but how do I apply?" keeps the thread live. | Built in |
| Opt-outs | Contacts who sent STOP or a similar request are skipped. | Built in |
| Require approval | With the switch on, the follow-up is saved as a draft marked Awaiting approval instead of being sent. | Setting |
| Business hours only | Send only inside the days, hours and timezone you set; otherwise the nudge waits for the next window. | Setting |
| Allowance | Follow-ups use Automation Actions: Growth 25,000 a month, Pro 100,000. Starter has none. | Not on Starter |
| Follow-ups after 24 hours | A nudge cannot be sent more than 24 hours after the customer's last message. Re-engaging a lead who went quiet for days needs an approved WhatsApp template, which this feature does not send. | Not available |
Best fit
Use it when good chats stall within a day.
It nudges while the conversation window is still open.
Best fit
Teams that send a quote or booking option and lose the lead to silence within hours.
Use reminders if
One person owns every lead and checks the queue daily.
Not a fit
Win-back messages days later. Those need approved WhatsApp templates; use a broadcast campaign for them.
How it works
How It Works
Choose the type and wait
Re-engage Inactive, Quick Nudge or Custom Message, sent 30 minutes to 24 hours after the customer's last message.
Set nudges and safety
Pick 1 to 3 nudges, the gap, and whether to require approval or send in business hours only.
Replies take over
A reply or a closing message stops the sequence and the chat continues in the inbox.
Why teams choose it
Why timed follow-ups help
A nudge while the chat is still fresh.
Nobody has to remember
The system tracks pending follow-ups for the conversations the rule covers.
Written from the chat
Re-engage Inactive drafts the nudge from the conversation history.
Review first
Require approval turns each follow-up into a draft you read before it goes.
Respects the window
Nothing is scheduled outside 24 hours of the customer's last message.
Best fit
Perfect for teams that move fast in DMs.
Quote follow-up
Scenario
You send a price and the lead goes quiet. A nudge goes out after the wait you set, inside the 24-hour window, and is cancelled if they answer.
Outcome
Booking not confirmed
Scenario
A customer asked for a time and went silent. A short nudge asks if they still want it.
Outcome
Waiting on details
Scenario
You asked for an order number and heard nothing. One gentle nudge goes out and stops if the thread moves on.
Outcome
The difference
Why Switch?
Without Instant Reply
With Instant Reply
Common questions
What is lead follow-up automation for WhatsApp and Instagram DMs?
It sends a timed nudge in the same chat when a lead goes quiet. In Instant Reply you choose the follow-up type, how long to wait, and up to 3 nudges. The sequence stops when the customer replies.
How many follow-ups can I send?
Up to 3 per conversation, spaced 1 to 23 hours apart (default 6). All of them must fall within 24 hours of the customer's last message, so a long gap ends the sequence.
Why only 24 hours?
Meta lets a business send free-form messages only inside a window after the customer's last message, and Instant Reply enforces that limit. Messages after the window need an approved template, which this feature does not use.
Can I review a follow-up before it sends?
Yes. Turn on Require approval and each follow-up is saved as a draft marked Awaiting approval. You can also limit sending to business hours.
Does it stop when the customer answers?
Yes. A reply stops the sequence, and so does a short closing message such as "thanks". Contacts who opted out are skipped.
Which plan do I need?
Growth ($129/mo) and Pro ($349/mo). Starter ($59/mo) has no automation actions. Follow-ups use your monthly Automation Actions, 25,000 on Growth.
Related reading
Related features
Features that work with this one
Each page below covers the next step in the same workflow, with its own plan limits and a list of what it does not do.
Nudge the leads that went quiet.
Start the 7-day trial, create a follow-up rule, and turn on Require approval for the first week.
An interactive read-only demo, and plan limits in plain English.