Blog · Use case

How to automatically send a private message to people who comment on your Facebook posts and ads

By the Super Agent team · October 25, 2026

The problem: comments that just say "price?"

You pay for an ad, the Reel takes off, and the comments fill up with "price?", "do you have it in medium?", "info". Each one is somebody raising a hand. Answering in public means everyone reads it, competitors included, and messaging each person by hand doesn't scale when the ad runs overnight or over the weekend. Meanwhile the comment goes cold.

A private reply fixes both: the shopper gets the answer in their Messenger inbox, where they can keep asking and buy, and you don't have to watch the comments.

What the agent actually does

• It replies privately, not publicly. The agent sends a Messenger message to the person who commented. It writes nothing under the post, and it doesn't like, hide or delete comments.
• It knows the message came from a comment. The agent receives the comment text plus a note explaining that it was a public comment and that its reply will arrive privately. It keeps the instructions, tone and language you already gave it.
• Once per comment. Super Agent sends a single private reply per comment, even if Facebook reports the same comment twice, and doesn't try to answer comments more than 7 days old. Those rules come from Meta's documentation on private replies; if Meta changes them, Meta's version wins.
• After that, it's a normal chat. If the person replies, the agent continues the Messenger conversation with its history, and you can answer by hand or pause the AI in that chat as you would in any other.

Comments it does not answer

• Comments the Page itself writes on its own posts, so the agent never answers itself.
• Hidden comments.
• Replies to another comment: it answers top-level comments only, so it never privately messages someone who was talking to somebody else.
• Very short ones, under three characters, such as "ok" or "👍".
• Comments on ads that were never published to your Page (ones created only in Ads Manager). Those never reach us. Boosted posts and the Page's Reels do.

Step by step

1. Create your agent and write its instructions: what you sell, prices, shipping and how it should answer. If you run a Shopify store, connect it so the agent can look up your catalog.
2. Connect your Facebook Page. In Integrations, choose "Connect Facebook Messenger", then "Continue with Facebook", and tick the Page or Pages this agent should answer on. If Messenger shows as not enabled on your account, contact us and we'll switch it on.
3. Turn on comments. On the Page's card, tick "Auto-reply to comments". It starts off: connecting a Page doesn't answer comments on its own.
4. Grant the extra permission. Reading comments needs one more Facebook permission than messages do. If your Page was connected earlier, the console asks you to reconnect it and allow comment access. When you come back, the switch is already on.
5. Tell the agent what to do with a comment. For example: "If the message comes from a comment, say hello, answer what they asked in two or three sentences, and end with a question that keeps the conversation going."
6. Test it from another account. Comment on one of your Page's posts from a profile that isn't the Page. The card shows "Last comment received" with the date of the latest comment that arrived, and the new chat appears in Conversations.

An example: a boosted Reel for a clothing store

A store boosts a Reel showing a jacket. The agent's instructions include the price, the sizes in stock and shipping. The shopper, the product and the details are made up for the example. Under the Reel, someone comments:

Shortly afterwards, that person gets this on Messenger:

From there it's an ordinary Messenger conversation: the agent answers from its instructions or the connected store and, if your instructions say so, hands the chat to a person. In Conversations, the first message carries the "From comment" badge, so you know which post it came from. The public comment stays unanswered; if you want others to see it was handled, reply under it yourself with a quick "we've sent you a message".

Frequently asked questions

Does it work with Instagram comments?

Not today. This feature is for comments on a Facebook Page. On Instagram, the agent does answer direct messages to the connected account, and it can also send photos from your library.

Can I choose which posts it answers on?

No. The switch is per Page: it answers on all of the Page's posts, Reels and the ads published to it. If a Page shouldn't answer comments, leave it off for that Page.

What if the comment is a complaint?

The agent replies privately, following your instructions. Write down what to do with a complaint, for example handing it to someone on your team. It writes nothing in public.

How do I know if it stopped working?

On the Page's card, the label changes to "Comments aren't working" when Facebook permanently rejects a reply. The usual cause is the missing comments permission: reconnect the Page.

Before your next ad goes live

A comment asking for the price is only as good as the reply it gets. Collect the questions you hear most with the FAQ generator and put the answers into the agent's instructions. Then check the campaign with the free Meta Ads audit to see which ads bring those comments in.