DM flows: guided conversations with buttons

A flow is a small guided conversation: a trigger starts it, then each step shows a message (optionally with buttons) and moves the customer to the next step.

Create a flowCopy Anchor Link

1. Open Automations > New automation > Instagram Message, then start from a template or Start blank.
2. Enter a Name and keep Enabled on ("Active - customers can trigger this flow").
3. Under Trigger, add one or more triggers: a word or phrase and a match type.
4. Under Steps, choose Add step and build the conversation (see below).
5. Choose Save. The flow shows Flow created.

Triggers and match typesCopy Anchor Link

When several flows could match, the most specific match type is used first (Exact, then Starts with, then Contains and keywords, then Regex, then Any message).

StepsCopy Anchor Link

Each step has a key (its name; the first step is the entry point) and a type:

• Text: a message (up to 1,024 characters).
• Image: an image with an optional caption.
• Card: a title, optional subtitle and image, with buttons.
• Carousel: up to 10 cards.

For images in Image, Card and Carousel steps, a square (1:1) image of 1080 × 1080 px is suggested. Other sizes are accepted. Images can be JPEG, PNG, GIF or WebP, up to 8 MB.

Add up to 6 buttons per step (Instagram delivers the first 3 buttons of a step or card; see Limitations). Each button has a Button label (up to 20 characters) and either Go to step (choose the Target step) or Open URL. A flow can have up to 50 steps and button labels must be unique within a step.

Use the List tab to edit, or the Diagram tab to see the flow as a map: click a card to edit it, drag it to move it, or drag the dot on its edge to link it to another step (drop on empty space to create and link a new one). The diagram warns about steps that cannot be reached from the entry step.

If nothing matchesCopy Anchor Link

Each step has If nothing matches (what to do when the customer's reply does not match a button or phrase):

When a trigger or button matches, the AI is never called for that message. Fixed flow steps continue even if AI conversation quota is exhausted; an AI handoff requires available quota. Flow replies appear in the Inbox with the Automation label and flow name. New replies preserve text, images, cards, carousels and button labels in both web and mobile history. Flow options in the Inbox are read-only; URL buttons open their links. Older replies saved as plain text are not converted into rich previews.

Let the AI start a flowCopy Anchor Link

Turn on Let AI start this flow and describe when the AI should start it ("shown only to the AI, never the customer"). The assistant can then launch the flow when a customer's message clearly fits, even without a trigger match.

How it appears on each channelCopy Anchor Link

• Instagram: buttons, cards and carousels are sent as Instagram messages with tappable options.
• Website chat: shown natively with full fidelity.
• WhatsApp (QR code): buttons, cards and carousels are shown as numbered text options. Customers reply with the number or the label.

Example: FAQ flowCopy Anchor Link

Trigger: Any keyword shipping, returns, hours. Step menu: text "What would you like to know?" with buttons Shipping, Returns, Opening hours, each going to its own text step. On each answer step add a Back to menu button, set If nothing matches to Repeat this step.

TipsCopy Anchor Link

• Keep button labels short and verb-first.
• End branches with an action ("Open URL" to your booking page) or a Hand off to AI exit.
• Use the Lead capture template for qualifying interested customers.

TroubleshootingCopy Anchor Link

• A flow never fires: check it is enabled, its trigger matches the customer's wording, and the channel is connected.
• "Give the first step a key": the first step needs a key; it is the entry point.
• Cannot save: every button must target an existing step.

LimitationsCopy Anchor Link

• Maximum 6 buttons per step, 10 cards per carousel, 50 steps per flow.
• On Instagram only the first 3 buttons of a step or card are sent, and message text that accompanies buttons is cut at 640 characters (a limit of the Instagram messaging format). WhatsApp (QR code) lists all options as numbered text.
• Flows count toward your plan's enabled automation limit.

Learn moreCopy Anchor Link

• Instagram DM automation