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Keyword triggers for Instagram DMs, with examples

5 min read
A glowing key entering a keyhole shaped like a chat bubble

A keyword trigger is the simplest automation there is: when a message contains a word, send a specific reply. It is also the one people get wrong most often, because the hard part is not the setup. It is choosing a word that fires exactly when you want it to.

How matching works

In Chat33, a keyword trigger looks at the text of an incoming message and checks whether the keyword appears in it. Two details decide everything:

  1. Case does not matter. PRICE, Price and price are the same keyword.
  2. The keyword can appear anywhere, including inside a longer word.

That second rule is what makes keywords convenient and what makes bad keywords dangerous.

KeywordMessageFires?Why
price"What's the PRICE?"YesCase is ignored
price"pricing for 2 people"No"pricing" has no "e" after "pric"
pric"pricing for 2 people"YesThe shorter stem catches both words
guide"can I get the guide pls"YesAnywhere in the message
hi"is this still available"Yes"this" contains "hi"
info"more information please"YesProbably what you want
info"info on shipping?"YesProbably a different flow

Look at the second row again. "pricing" does not contain "price", because there is no "e" after "pric". If you want to catch both, use the shared part, pric, or set up two triggers.

The row with hi is the classic mistake. Greeting keywords like hi, hey or yo appear inside ordinary words and will fire on almost every message.

Where keyword triggers apply

The same matching runs on three kinds of trigger:

  • dm keyword: any direct message.
  • comment keyword: comments on your posts, optionally only on posts you pick (comment-to-DM guide).
  • story reply: replies to your stories (story reply guide). When a story reply matches a story reply trigger, your DM keyword triggers are skipped for that message, so the person does not get two answers.

When several triggers match

If a message contains keywords for two different DM triggers, both flows run. "Price and shipping to Canada?" with triggers on price and shipping sends both answers. Sometimes that is exactly right. If it is not, make the keywords more specific, or build one flow that answers both.

When two flows use the same keyword, the editor warns you as you type it. That is almost always a mistake, usually a forgotten campaign that is still active.

And if nothing matches, the channel's default reply answers instead, if you set one. The auto reply guide covers how to write it.

Choosing good keywords

Specific beats short. CHECKLIST only appears when someone wants the checklist. list appears in "playlist", "wishlist" and "listen".

Use a word from the offer. If the post says "comment RECIPE", the keyword is recipe. People type what they see.

One campaign, one keyword. When a campaign ends, pause its trigger or give the next one a new word. Old posts keep getting comments for months.

Watch for other languages. A keyword that is harmless in English can be a common word in another language your audience speaks.

Test with real sentences. Before turning a trigger on, write down five messages you expect to receive and five you do not, and check them against the keyword by eye.

20 keyword ideas by niche

Creators and educators

  • GUIDE: sends a free guide or PDF
  • PRESET: sends a download link for presets or templates
  • WAITLIST: sends the signup link for a course or product launch
  • COACHING: sends a booking link with quick-reply questions first
  • SOURCES: sends the links you mentioned in a video

Online stores

  • price: product prices, or a carousel with prices
  • shipping: delivery times and countries
  • size: a size guide image
  • restock: confirms you noted the request and tags the contact, so you know who asked when the product returns
  • discount: a first-order code, if you offer one

Service businesses

  • booking: booking link with available times (not book, which also matches "facebook")
  • quote: a few quick-reply questions, then a form link
  • hours: opening hours and address
  • menu: an image of the current menu
  • location: a map link

Everyone

  • refund: policy and how to start a request
  • collab: a partnership form link
  • human: a message saying a person will reply, and a tag so your team can find these contacts quickly
  • stop: better handled by Opt-out Automation in channel settings than by a flow
  • help: a quick-reply menu of your other keywords

Tell people the keywords exist

A keyword nobody knows about never fires. Put them where people will see them:

  • in the post or story that asks for it ("Comment GUIDE")
  • in your default reply ("Reply PRICE for our price list")
  • in a pinned story highlight or your bio
Keyword triggers in Chat33

DM, comment and story reply keywords on the official Instagram API, with conflict warnings in the editor and a default reply for everything else.