The 24-hour window
A business can message someone freely for 24 hours after that person last messaged it. Each new message from them resets the clock. After that, messages can’t be sent until they write again.
In the inbox, conversations outside the window show a notice instead of the reply box, so nobody writes a reply that Instagram would refuse.
Private replies to comments
A comment doesn’t open the full window. It allows one private reply, sent within seven days of the comment. That’s why comment automations open with a short message and a button — tapping it opens the conversation so the rest of the flow can be delivered.
No cold messages
Businesses can only respond to people who contacted them first — by comment, story reply or DM. MuChat automations only ever reply; they can’t message people who haven’t interacted with you.
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