How Instagram messaging windows work
Learn when AIVAS can send an Instagram message, what happens after 24 hours, and how Meta's rules apply to human replies and comments.
Meta limits when businesses can send Instagram messages through its API. AIVAS allows sends for less than 24 hours after the lead's latest qualifying DM. At the 24-hour boundary, AIVAS blocks agent, follow-up, retry, and operator sends.
Important: Meta can change its policies. Its current documentation takes priority over this article.
The 24-hour window
Meta calls this the Standard Messaging window. A new DM from the lead opens the window. During the next 24 hours:
- The agent can reply.
- AIVAS can send scheduled follow-ups.
- An operator can send a message from the Inbox.
- Messages may include promotional content, subject to Meta's other policies.
Lead sends a message ----> 24-hour window opens
Agent, follow-up, and operator sends are allowed
24 hours pass -----------> AIVAS blocks sending
Only a new DM from the lead restarts the clock. A comment, private comment reply, agent reply, or operator reply does not open or extend it.
How AIVAS enforces the window
AIVAS records the time of the lead's latest qualifying DM. It checks that time immediately before every automated, follow-up, retry, and operator send.
When the window is closed, you can still write or generate a draft in AIVAS, but AIVAS will not send it. You can copy the draft and handle it in Instagram if Meta allows the message, or wait for the lead to message again.
What Meta's 7-day Human Agent rule means
Meta documents a Human Agent tag for manual replies. It can allow a business to reply for up to 7 days after the person's message. It does not allow automated follow-ups.
AIVAS does not send with the Human Agent tag today. This means both agent and operator sends from AIVAS stop after 24 hours.
Private replies to Instagram comments
Private replies follow a different rule. For a comment on a post, ad, or Reel:
- The business may send one private reply.
- The reply must be sent within 7 days of the comment.
- If the person answers the private reply, their answer opens the normal 24-hour window.
A private reply does not open a 7-day conversation. It is one message that invites the person to start a conversation. AIVAS verifies the comment's creation time with Meta before sending and suppresses duplicate webhook deliveries. Live comments are not supported or subscribed.
A person who has only commented may not have granted permission for profile lookup. AIVAS keeps the commenter ID and username provided by the webhook and does not require profile enrichment to send an eligible private reply.
Other message tags
Meta also has message tags for certain important, personal updates outside the 24-hour window. The available tags differ between Messenger and Instagram. Using a tag for the wrong reason can lead to messaging restrictions.
AIVAS does not currently offer out-of-window message tags. Do not treat them as a general way to send marketing messages after 24 hours.
What to do when the window closes
| Situation | What to do |
|---|---|
| The lead sends another DM | Continue in AIVAS. Their message opens a new 24-hour window. |
| You already drafted a reply | Copy it and use Instagram's tools if Meta allows the message. |
| The lead left an eligible comment | Send one private reply within Meta's deadline. Continue only if the person responds. |
| You want to contact an inactive lead | Use a channel where they gave consent, such as email or SMS, or invite them to start a new DM. |
Enforcement
Meta says misuse can restrict a business's ability to send messages. For a Facebook Page, Meta sends policy notices to the Page Support Inbox.
The safe approach is simple: reply quickly, automate only while the 24-hour window is open, and use exceptions only for their stated purpose.
Quick checklist
- Reply to escalations before the 24-hour window closes.
- Schedule follow-ups well before the deadline.
- Remember that your reply does not restart the clock.
- Treat Human Agent tags and private replies as separate, limited rules.
- Check Meta's current documentation before building an out-of-window flow.