Facebook Automations

Facebook automations let you automatically send a Messenger DM when someone comments on a post on your Facebook Page. Each automation has a trigger (what post to watch and what keyword to listen for) and a DM message (what gets sent when the trigger fires).

Before you start, connect your Facebook Page.

In this section

This page covers the shared setup every Facebook automation uses — trigger types, keywords, comment replies, links, and creating an automation. The following pages cover what an automation can do when it fires:

• Send as Text Automation — ask the commenter for their phone number over Messenger and automatically subscribe and text them your customized message, instead of just replying with a message.
• Track Submissions — see how many people each automation reached and converted, and mass-text everyone who converted through it.

Require Follow is not available on Facebook. Facebook doesn't give apps a way to check whether someone follows or likes a Page, so Markit can't verify it. The option isn't shown for Facebook automations. See Require Follow for Instagram automations.

Trigger types

Specific post

Fires when someone comments on a single post you select. Only comments on that post will trigger the DM.

Use cases: Giveaways tied to a specific post, product drops, event signups, link delivery on a particular post.

All posts

Fires when someone comments on any post on your Page. Useful when you want a single automation to cover your whole Page rather than setting one up per post.

Use cases: Always-on keyword campaigns, general audience capture across all content.

Next post

Fires when someone comments on the next post you publish after creating the automation. Posts that were already published before you created the trigger will not fire it. Once your next post is published and the first comment is made, this trigger converts into a specific post trigger, so later comments on that same post still fire it.

You can only have one of these triggers on a connected Page at a single time. We disable creating another trigger of this type when one exists already.

Use cases: Launch posts, announcements, or any time you want the automation ready before the content goes out.

Keywords

All trigger types support an optional keyword filter. When set, only comments that contain the keyword will trigger the DM — comments without it are ignored.

• Keywords are not case-sensitive ("link", "LINK", and "Link" all match)
• Contained matching — a keyword fires if it appears anywhere inside the comment, including as part of a longer word
• If no keyword is set, any comment on the selected content will fire the automation

Matching examples (keyword: "drop"):

Choose keywords that are specific enough to your call-to-action. Common or short words can appear in casual comments that weren't intended to trigger anything — for example, a keyword of "yes" would fire on someone saying "yes, love it!" even if they weren't asking for anything. Use words clearly tied to what you're offering, like "guide", "template", or "waitlist".

Add keyword variations to catch how people naturally phrase things. If your post says "comment DROP or NEW DROP for access", add both as separate keywords in the same automation so either phrasing fires the DM.

Tip: Words called out directly in your post work best — "GUIDE", "TEMPLATE", "WAITLIST", "LINK".

Comment replies

When setting up an automation, you can choose whether Markit also posts a public reply to the comment in addition to sending the DM. This is optional and can be toggled on or off per automation.

Replies off: Only the DM is sent. The comment thread stays clean with no automated response visible to others.

Replies on: Markit posts a reply to the comment (e.g. "Sent you a DM! 📩") in addition to sending the DM. This can increase visibility and prompt other people viewing the comments to comment too.

Bot detection risk

Enabling comment replies increases the visibility of your automation and can raise the chance of Meta flagging your Page for bot-like behavior — particularly if every comment receives the exact same reply.

To reduce this risk, add multiple reply variations when replies are turned on. Markit will rotate through them randomly so the replies don't appear identical across comments.

Examples of varied replies:

• "Check your messages! 👀"
• "Sent you a message!"
• "DM on the way 🙌"
• "Headed to your inbox now!"

Add a link

When editing a DM message, you can attach a link to your Markit content. When adding a link, you choose how it displays in the message: as an inline link embedded in the message text, or as a button link shown as a tappable button below the message.

You can combine both in the same message.

How to add a link

1. While editing the DM message, tap the attachment icon in the toolbar below the text input.
2. Select what the link should point to — your Markit subscribe link, or one of your event or product pages.
3. Tap Next.
4. Choose Inline Link to embed the URL in the message text, or Button Link to display it as a tappable button.
5. If using a Button Link, enter a button title — this is the label displayed on the button (max 20 characters).
6. Tap Create. The link or button appears in the message preview.

Repeat to add additional links. Tap the ✕ icon on a link or button to remove it.

Note: Messenger allows up to 3 buttons on a single message, and button titles are cut off after about 20 characters. Keep your labels short.

Create an automation

1. Go to Auto DM and tap New Automation.
2. Choose the trigger User comments on a Post. If you have both Instagram and Facebook connected, pick the Facebook tab first.
3. If you have more than one Facebook Page connected, choose which Page this trigger applies to from the Page dropdown.
4. Select your trigger type: specific post, any post, or next post.
5. If using a specific post trigger, select the post from your Page. Markit suggests a default name for the automation based on that post — you can rename it at any time. Posts without an image (text-only posts) show without a thumbnail.
6. Optionally set a keyword the comment must contain to fire the DM.
7. Choose whether to enable comment replies and, if on, add multiple reply variations.
8. Choose how the automation responds: Send as Text (recommended) to ask for the commenter's phone number and subscribe them, or Send as Messenger DM to just reply with your message. Customize the message that is sent.
9. Tap Publish to activate the automation.

Automation settings

Automation priority

If a comment could match more than one active automation, Markit uses a priority order to decide which one fires. Only the highest-priority matching automation executes — the others are skipped.

Priority order (highest to lowest):

1. Specific post
2. Next post
3. All posts

Markit checks the highest-priority trigger type first. If that automation exists but its keyword condition isn't met (or the automation is paused), it moves down to the next trigger type and checks that one, and so on until it finds a match.

Example — keyword mismatch falls through: You have a "specific post" automation with the keyword "LINK" and an "all posts" automation with no keyword. A user comments "love this" on that post — the specific post automation is checked first, but "love this" doesn't contain "LINK", so it's skipped. The "all posts" automation has no keyword requirement, so it fires instead.

Example — paused automation falls through: You have a "specific post" automation (paused) and an "all posts" automation (active). A user comments on that specific post — the specific post automation is skipped because it's paused, and the "all posts" automation fires instead.

Breaking ties within the same trigger type

If more than one active automation of the same trigger type could match a comment (for example, two "all posts" automations), Markit breaks the tie in this order:

1. An automation with a keyword condition beats one without. If one matching automation has a keyword set and another doesn't, the one with the keyword takes precedence — even if it was created earlier.
2. Most recently created wins. Among automations that are still tied after step 1 (e.g. both have a keyword, or both have none), the one created most recently fires.

If the automation selected by this order is paused, Markit falls back to the next one in the same order, and so on.

Best practices

• Use specific keywords to avoid triggering on every comment. Single words like "INFO", "LINK", or "JOIN" work well and are easy to call out in your post.
• Lead with what you promised — open the DM with the thing they wanted (the link, the guide, the freebie), then follow with your signup link.
• Keep the DM short and direct — deliver the value immediately with a clear next step.
• Add reply variations if comment replies are enabled — rotating responses look more natural and lower the risk of being flagged by Meta.
• Avoid duplicate keywords across "all posts" automations — if two active "all posts" automations use the same keyword, Markit will warn you at creation time.
• Tell people what to expect in your post ("Comment LINK and I'll message you") — clear instructions increase qualifying comments.

Limits and policies

Rate limits

Markit paces automated messages for each connected Page — up to 600 per hour — to stay well within Meta's limits and protect your Page from being flagged. Any messages that couldn't be sent in that window are queued and delivered as capacity frees up — nothing is lost. You can also pause your automations at any time to stop the queue from filling further.

Meta's messaging rules

Facebook Messenger has its own rules for automated messages, and Markit follows them:

• One message per comment. When someone comments, your Page can send them a single private reply. Any further messages can only be sent after they reply to you.
• Within 7 days. The first private reply must be sent within 7 days of the comment.
• Reply window. After someone responds, your Page can continue the conversation within Meta's standard 24-hour messaging window.
• Automated messages must be clearly automated when required. Where the law or Meta's policies require it, you must make clear that a person is talking to an automated service. Markit adds certain disclosures to some messages, but you are responsible for making sure your automations meet the rules that apply to you. See the Meta and Facebook section of our Terms of Use.

Other policies

• Comments made by your Page itself — including the public replies Markit posts — never trigger an automation.
• Overly promotional or spammy message content may be flagged by Meta. Keep messages helpful and relevant.
• Your Page must allow people to message it for the DM to be delivered.
• If Facebook invalidates the connection (for example after an Admin password change, or if Markit is removed in Facebook's settings), automations pause until you Reconnect the Page.