Threads Auto Reply: Keyword Comment Replies, Auto DM and Limits

The short answer: public auto replies yes, DMs no

A Threads comment bot usually means two jobs: replying to comments automatically, and DMing people a link. On Threads, they get different answers:

• Yes: automatic public replies. When a comment on your Threads post matches your keywords, a public reply goes out automatically. It's included in every plan.
• No: automatic DMs. Threads has DMs, but Meta offers no API for them, so a Threads activity has no DM step.
• Need to send a link or discount code? Have the public reply point people to your Instagram post or Facebook Page post; comments there can trigger a DM.
• There's a cap: Meta allows each Threads profile up to 1,000 API replies per 24 hours.

A note on terms: Threads calls comments “replies,” our trigger is named “Threads post reply,” and each automation rule is called an activity. This guide reflects the product as of October 2026.

Why can't you automate Threads DMs?

Social Automation runs on Meta's official APIs; it isn't a scraper or a browser extension, and its Threads permissions passed Meta App Review on October 17, 2026. Everything it does has to map to something the official API offers.

Instagram and Facebook offer Private Reply, an official way for a business to privately message the person behind a comment: Instagram post comments become Instagram DMs, and Facebook Page comments become Messenger DMs, within 7 days of the comment and once per comment. Threads has DMs too, but Meta offers no Threads DM API, so there's no official route for automating them.

So this is an API-level limit, not a setting you missed. Any tool that works through Meta's official API has no automated Threads DM path.

What can Threads comment automation do?

Threads activities use the same activity editor as Instagram and Facebook, minus the DM section. Here's what you can set.

Keywords and match type

• Keywords: comma-separated, for example “+1, I want, want a discount”.
• No keywords: leave it empty and every comment triggers a public reply, handy for thanking everyone who comments.
• Contains keyword: triggers when the keyword appears anywhere in the comment, so with “+1”, a comment like “+1 me too” counts.
• Exact match: the comment must match the keyword exactly, so ordinary conversation won't set it off.

Multiple public replies, rotated

Write several public replies and the system rotates them at random. Everyone can see replies on Threads, so prepare 3–5 different versions: it reads more naturally and steers clear of the high-frequency, repetitive content that Meta's spam policy calls out. Each reply can be up to 500 characters (a Threads limit).

Which posts it applies to

• All posts on the Threads account.
• Select from the list: pick specific posts, such as those for one promotion.
• Paste a post link or ID: separate several with commas; posts that can't be found are flagged when you save.

Instagram activities can Apply to my next post / Reel; Threads activities can't. Publish the post first, then pick it from the list, or use All posts.

Schedule and Trigger Logs

Run an activity Always active or Scheduled between a start and end time, for example only during a campaign. Every trigger is recorded in Trigger Logs with its result and, for failures, the reason.

How do you set up Threads auto reply?

It's the same four steps as Instagram and Facebook, minus the DM content.

1. Connect your Threads account: on the Connections page, click Connect Threads, sign in with your Threads account and approve access. This is a separate authorization from the Facebook login you use for Instagram and Pages.
2. Set up the activity: choose the “Threads post reply” trigger, or start from the quick-start template “Threads post comment auto-reply” and edit it. Pick the posts, enter keywords and a match type, and write 3–5 public replies.
3. Go live: while the activity is Active, matching comments get a public reply automatically, around the clock.
4. Check Trigger Logs: see the result of each trigger; failed entries include the reason.

On pricing: Threads is included in every plan with no per-reply charge, and each Threads account uses one account slot, just like an Instagram account or a Facebook Page. Lite connects 2 accounts, Standard 5 and Pro unlimited; see plans and pricing.

How does Threads fit with Instagram and Facebook?

A practical split for brands, shops and creators: Threads handles visibility and conversation, while anything meant for one person goes out as an Instagram or Facebook DM.

A product launch might look like this:

• Threads post: introduce the product, with an automatic public reply that thanks commenters and points them onward, for example: “Want the details and a discount code? Comment ‘+1’ on our Instagram launch post and we'll DM you.”
• Instagram post comments: have “+1” comments on the launch post trigger a DM: text with up to 3 link buttons, a single image, or a carousel of up to 10 cards, sent as one message. If the post isn't published yet, use Apply to my next post / Reel to set the activity up in advance.
• Facebook Page comments: do the same on your Page, with a Messenger DM carrying the same link or code.

Links belong in the DM for another reason: URLs in Instagram post captions aren't clickable (an existing Instagram limitation), while DM link buttons can be tapped. Instagram needs a professional account (business or creator) linked to a Facebook Page; see the Instagram comment-to-DM guide for the full setup, and one keyword, three platforms for running the same keyword on all three.

What are the limits of Threads auto reply?

• 1,000 replies per 24 hours: Meta's cap for each Threads profile, over a rolling 24 hours. Paid plans don't limit triggers, but Threads replies still stop at this cap until it frees up.
• Public replies only: Threads has DMs, but Meta offers no API for them, so keep DM-based flows on Instagram or Facebook.
• Don't mass-repeat one reply: Meta's spam policy calls out high-frequency, repetitive content. On Facebook Pages, repeating the same public reply at volume can lead Meta to temporarily limit the Page's commenting, usually for a few hours to a few days. Take the same care on Threads: rotate 3–5 different replies and keep links for Instagram or Facebook DMs.
• One reply per comment: if several activities on the same Threads account match one comment, only one of them replies — an activity set to that specific post wins, then the most recently created one.