# What is Instagram’s 24-hour messaging window?

> A business may send someone DMs for 24 hours after that person’s last message. A comment is different: it allows just one private reply.

- Topic: Account safety
- In the app: Open Automations — https://app.replavia.com/automations
- Last checked: 2026-10-29
- Web page: https://replavia.com/help/instagram-24-hour-window

## The rule

Instagram lets a business send someone DMs only for 24 hours after that person’s last message. This is Instagram’s rule, not Replavia’s.

Each new message from the person starts the 24 hours again. When 24 hours pass with no message from them, the window closes.

## What opens the window

- A DM to you: the person writes to you first.
- A reply to your story: this counts as a message to you.
- A mention in their story: this also opens the window.
- A tap on a button in your DM: a tap counts as a message from them.

## Comments work differently

A comment on your post does not open the window. Instagram allows one private reply to each comment, and that is all.

This is why Use a tappable button in an automation is useful. Your first DM asks the person to tap. The tap opens the window, so Replavia can then send the rest, like your link. See [How to create an automation](https://replavia.com/help/create-an-automation).

## Replavia only answers people who reached out

Replavia never starts a conversation with someone who has not done something first. Every automated DM answers a comment, a story reply, a mention, a DM or a tap.

## The link reminder waits inside the window

On Pro and Scale, you can send one reminder to people who tapped your button but never opened the link.

- It goes out a few hours later. In the automation, Send after lets you pick 2, 4, 6, 12 or 20 hours.
- It is sent only while the window is still open. Replavia never plans a reminder past 24 hours.
- It goes only to people who have not clicked, and at most one per person a week.
- If they click the link first, no reminder is sent.

First tick Send link-click reminders under Link-click reminders in your Lead Inbox follow-up page. Then tick Remind them if they don’t click in each automation where you want it.

## When the window closes

Replavia sends no more automated DMs to that person. If they message you again, a new 24-hour window opens and your automations can answer again.

If they shared an email address and agreed to hear from you, follow-up emails can still reach them on Pro and Scale. Email is not part of Instagram’s window.

## Good to know

- The AI DM assistant on Pro and Scale stops when the window closes, too.
- The 24 hours count from the person’s last message, not from your last DM.
- A comment never opens the window, so a comment automation without a button sends one DM and stops.