Comments: replies on your Facebook Page and Instagram posts

Comments covers every comment on your connected Facebook Page and Instagram posts — not messages, not WhatsApp or Telegram. Your assistant sorts, answers and hides most of these automatically; this page shows you what it did and lets you step in on any one of them.

Who does what

Who	What they do
You	Choose how questions get answered, whether the real answer also goes to the commenter privately, and whether spam is hidden automatically, and step in on any individual comment — reply, hide, or message the commenter privately.
Your assistant	Reads every new comment, sorts it, and answers or hides it automatically — most comments need nothing from you.
Meta	Delivers the reply or the hide action to Facebook or Instagram, the same as any action taken from the Page or profile itself.

How a comment is handled

There's no approval step — your assistant acts on a comment the moment it's sorted, using the settings below. What you see here is a record of what already happened, plus the tools to change it afterwards.

Every comment gets a classification, shown as a badge while it's still being sorted (Sorting…) and then as one of:

Classification	What your assistant does with it
Question	Answers it publicly, using your Reply settings below. Your assistant reads the post the comment was left on, so "how much is this one?" is answered about that post — including what's in the photo.
Spam	Hidden automatically if you've turned that on; otherwise left for you to see.
Praise	Left for you to see — worth a glance, nothing to answer.
Other	Nothing to do.

What actually happened is shown as a second badge under each comment:

Replied with an AI answer — a Question, answered from your knowledge base.
Replied — a Question, answered with your fixed notice text instead.
Replied — answer sent privately — your notice went up publicly and the real answer was sent to the commenter as a direct message. It's in your Inbox as an ordinary conversation, and your assistant keeps answering there if they write back.
Replied — private answer not sent, out of messages — the notice went up, but your social media messages ran out, so the private answer wasn't sent. Top up and it resumes on the next comment.
Replied — nothing grounded to answer privately — the notice went up, but your knowledge base had nothing to answer this question with, so nothing was sent privately rather than a guess.
Replied — this commenter can't be messaged — the notice went up; the comment came from someone Facebook or Instagram won't let a Page message (another Page, usually).
Replied — private answer failed — the notice went up and Meta refused the direct message.
Deleted — the comment was removed on Facebook or Instagram — the person deleted their own comment before your assistant could answer it. Nothing was sent, nothing was charged, and there is nothing to do: the buttons are gone because Facebook has nothing left to attach them to.
Skipped — replies paused for this channel — you paused comment replies for this Facebook Page or Instagram account on the Channels page, so nothing was sorted or acted on.
Hidden as spam — a Spam comment, auto-hidden.
Acknowledged — no reply sent — Praise, a Spam comment left up because auto-hide is off, or a Question your assistant had nothing grounded to say about.
No action needed — classified Other.
Pending — still waiting to be sorted.
Skipped — out of messages — your social media messages were used up when this arrived, so nothing was sorted or acted on. You can still act on it by hand below.
Failed — [reason] — Meta refused the action; the reason is shown.

Reply settings

At the top of the page:

Let the assistant write a public reply from your knowledge base or Post a fixed notice instead — how a Question gets answered. Choosing the fixed notice shows a text box for the notice itself (up to 2000 characters), e.g. "Thanks for your comment! Please DM us and we'll help right away."
Also send the answer to the commenter privately — appears under the fixed notice. With it on, your notice still goes up publicly and your assistant sends the person the real answer as a direct message, which lands in your Inbox and carries on from there. This is the way to keep prices and details out of a public thread while still answering properly. Two things worth knowing: the comment counts as 1 of your social media messages and the private answer is counted like any other reply your assistant sends, and your notice should promise only what it delivers — if your assistant has nothing to answer with, the notice still posts but no message is sent, and the badge under the comment tells you so.
Automatically hide comments classified as spam — on or off.

If you choose the fixed notice, you have to write one — saving with an empty box is refused, because a notice with nothing in it means nothing is posted at all.

Click Save settings. Changes apply to comments sorted from then on.

Acting on a comment yourself

Every comment has:

Reply — write (or edit) the public reply and post it. Available while the comment hasn't already been replied to or hidden — including one that was Skipped or Failed, so you can finish it by hand.
Hide — hide the comment on Facebook/Instagram. Same availability as Reply.
Reply privately — send the commenter a direct message instead of a public reply. Facebook and Instagram allow one such message per comment, and your assistant has already used it if the badge says answer sent privately. After that you can still write to the person — but only once they have replied to you, which is Meta's rule for everyone, not a limit we set. If they haven't, you'll be told to wait for their reply rather than left guessing. This lands in your Inbox as an ordinary conversation and puts it into Human mode, the same as any manual Inbox reply — see Inbox. It's always available, even on a comment that's already been replied to or hidden, since it's a separate message, not a second action on the same comment.

Once a comment has been replied to or hidden — automatically or by you — Reply and Hide disappear for it. A comment is only ever acted on once, whether that action was automatic or manual.

Use the Show filter above the list to see only Queued, Handled, Skipped, or Failed comments.

What comments use

Comment replies come with every package. They use your social media messages, the same allowance as your chats and DMs on every channel:

A comment your assistant (or you) answers — a public reply, your fixed notice, or a private message to the commenter — counts as 1.
Hiding a spam comment is free, automatic or by hand.

On Usage, the Comments line under your social media messages shows how many went on comments this month. A banner up top here warns you when your social media messages are running low, used up, or ending soon — see Usage and plans. The only reasons your assistant leaves new comments alone are that you switched AI replies to comments off for that channel on Channels, or that your messages are used up.

"A post on [Page] is getting a lot of comments"

Shown at the top of every dashboard page when one of your posts got more than 200 comments in an hour, with "[N] comments in the last hour. Your AI replies to each one, and each reply counts 1 social media message." You're also told the ways you ticked under Alerts in Settings, once per post per day. Nothing stops by itself — a busy post is usually good news. Fix: if you'd rather not spend messages on it, press Pause comment replies: the AI stops replying to comments on that whole Page or account (chats and DMs carry on). Turn it back on with AI replies to comments on Channels. Press Keep replying to hide the notice on this device for 24 hours.

You pressed Reply or Reply privately with no social media messages left this month and no top-up. Fix: press Top up on the banner (it opens Support → Contact us), or wait for your monthly refill.

"Comments come with every package, and yours has ended. Renew it to reply to comments."

Your package has ended, so no replies go out, automatic or manual. Everything on this page stays readable. Fix: contact us to renew; comments pick up again with the next one that arrives.

When to email us

For anything not covered here, see When to email us.