Instagram DM automation for D2C brandsPost the product. We send the checkout link.
When someone comments SHOP, SHIP or WELCOME on your post, BuzzWire sends them a private DM with the exact product page, your shipping and returns info or a first-order code, and can reply under the comment too. Free and unlimited, on Instagram’s official API.
Free forever · No card · Pro $9.99/mo for email capture5.0 on CapterraTrusted by 1,000+ creators and brands in 10 countries
- What it sends
- Product links, shipping info, codes and order tracking
- Works on
- Posts, Reels, stories and DMs
- Plan
- Free, with unlimited DMs
- Instagram’s rule
- One private reply per comment, within 7 days
- Pro adds
- Email capture, product cards, Follow Gate
Sound familiar?
Three moments every D2C brand on Instagram knows.
Ready-made flows for D2C brands
Pick one, swap in your product link, and it’s live in minutes.
These come from our ecommerce pack of 26 templates for product questions, launches, discounts and post-purchase. See all 26 ecommerce templates →
How it works for a product post
Three steps in the BuzzWire app, no code.
- Step 1
Pick the post and keyword
Choose the product post, or every new post, and the word people should comment, like SHOP.
- Step 2
Write the DM
Add the product page link and a few wording variations. Preview it on an iPhone before it goes live.
- Step 3
Turn it on
Add a public reply under the comment if you like. Every SHOP comment now gets the product link.
What to send at each step of a sale
One keyword per moment. Shoppers get the exact answer, and you get the order.
| Moment | Keyword | What the DM sends | Best post |
|---|---|---|---|
| New product | SHOP | The exact product page | Product Reel or carousel |
| Before they buy | SHIP | Shipping costs, delivery times and returns | Any product post |
| First order | WELCOME | An email ask, then the first-order code (Pro) | Brand story Reel |
| Gift season | BUNDLE | Bundles and gift sets | Gift guide carousel |
| Sold out | RESTOCK | The restock page or a waitlist | Story with “Reply RESTOCK” |
| After the order | TRACK | Order tracking, with a person for real problems | DM keyword or bio |
Turn product comments into customers with Pro
Pro is $9.99/mo at the founding price. Every new account gets 14 days of Pro free, no card.
⚡ Surge Mode
ProWhen a post blows up, Surge Mode lines up the extra comments and sends their DMs at a safe pace, so your best post doesn’t leave fans without the link. On automatically with Pro.
Link in bio vs answering by hand vs BuzzWire
| “Link in bio” | Answering DMs by hand | BuzzWire | |
|---|---|---|---|
| Reply time | Whenever they find the link | Whenever you see the comment | Automatic, paced like a person |
| The right product link | Your home page | Yes, if you paste it each time | The exact product on every post |
| Nights and weekends | Yes | Only if you’re online | Yes |
| Public reply under the comment | No | By hand | Yes, with variations |
| Captures the lead | No | Sometimes | Email in the chat (Pro) |
| Cost | Free | Your evenings | Free; Pro $9.99/mo |
Creators and brands run their Instagram DMs on BuzzWire
- 1,000+creators and brands
- 10countries
- 450K+DMs sent automatically
“It is easy to set up, the workflow builder is simple to understand, and I was able to quickly create Instagram DM and comment-to-link automations.”
“Customers comment on our posts and BuzzWire DMs them the shop link, worded the way we would write it. It was easy to set up, and we don’t miss buyers in our comments anymore.”
Stats as of October 2026.
Built for Instagram’s rules and your store’s
BuzzWire follows Instagram’s messaging rules for you. Your offers and shop policies are yours to keep, and your DMs make them easy.
Instagram’s rules, built in
- One private reply per commentSent within 7 days of the comment. If they reply, you keep talking in Instagram’s 24-hour window.
- Only people who askedDMs go only to people who commented your keyword, messaged you or replied to your story.
- Official API and Instagram LoginNo password shared, no browser bots. Every send is paced within Instagram’s limits.
- STOP always worksAnyone who replies STOP gets no more automated messages.
D2C tips for your DMs
- State the offer termsPut the discount, the end date and any minimum order in the DM, or one tap away on the offer page.
- Link to live policiesSend your shipping and returns page instead of typing fees and times into the DM, so the answer stays right when they change.
- Match the price on the pagePrices in the DM should match the product page. When a sale ends, change the DM text the same day.
- Keep order problems personalBuzzWire answers only your keywords. Damaged orders, refunds and complaints stay in your inbox for a person to answer.
These are tips, not legal advice. More detail: how we protect your account · Instagram DM limits
Features used in this playbook
Turn your next comment section into followers and leads
Free forever, with 14 days of Pro to start.
Start free — no cardVerified Meta Tech Provider · Official Instagram API
Frequently asked questions
Product links, codes and the rules.
How do D2C brands sell more from Instagram comments?
Give each product post one clear keyword, like “Comment SHOP”, and answer every comment with a DM that links to that exact product. BuzzWire sends those DMs for you, and Pro can ask for an email first, so each comment turns into a sale or a subscriber.
Is Instagram DM automation allowed for D2C brands?
Yes. Instagram DM automation for D2C brands is allowed when it runs on Instagram’s official API. BuzzWire is a Verified Meta Tech Provider: it sends one private reply per comment, within 7 days, and only to people who commented your keyword, messaged you or replied to your story.
Can I DM a product link automatically when someone comments?
Yes. Pick the post, set a keyword like SHOP and paste the product page link. Everyone who comments that word gets a private DM with the link, worded your way, with a few variations so each message reads naturally. You can also reply publicly under the comment.
How do I send a discount code to people who comment?
Put the code and the shop link in the DM for a keyword like CODE or WELCOME. To grow your list too, turn on In-DM lead capture (Pro): BuzzWire asks for an email in the chat first, then sends the code. Add the offer terms and end date in the same message. How lead capture works →
Can BuzzWire answer shipping and returns questions?
Yes, with the answer you write. Set a keyword like SHIP and link to your shipping and returns page, so buyers see current fees, delivery times and the return window. Linking to the live page keeps the answer right, even when your shipping rates change.
Does this work alongside Instagram Shop and product tags?
Yes. Product tags and your shop stay on your posts as they are. BuzzWire covers the people who comment or message instead of tapping a tag, and sends them a link to the same product page on your store. You choose the link for each flow.
How do I build an email list from Instagram DMs?
Turn on In-DM lead capture (Pro) on a flow like WELCOME. BuzzWire asks for an email (and a name, if you want) in the chat, saves it to your Leads list, then sends the link. Export the list as a CSV and import it into your email tool. How lead capture works →
Will automated DMs handle order problems?
No, and that’s on purpose. BuzzWire answers only the keywords you set, like TRACK for your tracking page. Messages about damaged orders, refunds or anything else stay in your inbox, so a person on your team answers them in Instagram’s 24-hour window.
Is BuzzWire free for D2C brands?
Yes. BuzzWire’s Instagram DM automation for D2C brands is free: the Free plan includes unlimited DMs and automations on one Instagram account, with comment, DM and story triggers and public replies. Pro adds lead capture, image cards and Follow Gate for $9.99/mo, and every new account gets 14 days of Pro free. Compare plans →
Instagram for D2C brands and small businesses: the DM playbook
How do you get more customers on Instagram as a small brand?
Post the product in use, not just on a white background, and give every post one keyword to comment. Answer each comment with a DM that links to the exact product page, then follow up in Instagram’s 24-hour window if they reply. Use stories for restocks and limited runs, and Reels to reach new buyers who have never seen your brand.
Is an Instagram shop still worth it for small brands?
Product tags and a shop help people browse, and they work well next to DMs. Many shoppers still type “link?” or “price?” instead of tapping a tag. A comment-to-DM flow answers them with the product page right away, so you catch both kinds of buyer from the same post. Put the SHOP keyword in the caption and on the first slide of a carousel, so people know what to type.
Which comment keywords work best for product posts?
Short, clear words that match the ask: SHOP for the product, SHIP for delivery, CODE or WELCOME for a discount, RESTOCK for sold-out items. Use one keyword per post so each person gets the right link. Skip one-letter keywords, which fire on ordinary comments. Say the keyword in the caption, on screen in Reels and in your story sticker, so nobody has to guess.