Important: Understanding the 24-Hour Messaging Window
Before we dive into the message types, it's critical to understand how Instagram and Facebook messaging works.
The 24-Hour Rule
What it means: You can send free messages to customers within 24 hours after they:
Comment on your post
Send you a DM
Reply to your Story
Click a button in your message
After 24 hours: The messaging window closes and you can no longer send automated messages unless the customer messages you again. (You can still send them messages manually though.)
Why This Matters
Unlike WhatsApp (which has template messages), Instagram and Facebook don't have pre-approved templates for cold outreach. This means:
✅ You can only automate responses to customers who engage with you first
✅ Most Instagram/Facebook automations are triggered by comments, DMs, or Story replies
✅ You cannot send promotional messages to customers who haven't engaged with you recently
Available Instagram & Facebook Message Types
Here are all the message types you can use in your automation flows:
Text – Simple text messages
Text with Quick Reply – Text with up to 13 quick reply buttons
Text with Buttons – Text with up to 3 buttons (can include link buttons)
Media – Images, videos, audio, or documents
Card – Rich media card with image, title, subtitle, and buttons, scrollable to the left, multiple cards supported, like a carousel.
User Input – Wait for customer response
Product Message – Show products from your Shopify catalog
Let's break down each one.
1. Text Message
What It Is
A simple text message with no buttons or media.
When to Use It
For conversational replies and follow-ups
When you want to keep the conversation natural
For information that doesn't need a call-to-action
How to Set It Up
Click the + Send Message button in your flow
Select Text
Write your message (up to 100,000 characters)
Add variables if needed (like
{{contact.firstName}})Connect to the next step
Example Use Cases
Thanks for reaching out! Let me check that for you.
Hey {{contact.firstName}}, that jacket is available in sizes S, M, L, and XL!Pro Tip
Use variables to personalize messages. You can insert user attributes like {{contact.firstName}} or trigger attributes like {{lastMessage}}.
2. Text with Quick Reply
What It Is
A text message with up to 13 quick reply buttons that appear below your message. When customers tap a button, their choice is sent as a reply.
When to Use It
When you want to give customers multiple options (more than 3)
For category selection or product browsing
When you need a clean, scrollable menu of choices
How to Set It Up
Click the + Send Message button in your flow
Select Text with Quick Reply
Write your message
Add quick reply buttons (up to 13):
Enter button text (max 20 characters per button)
You can add or remove buttons using the + Quick Reply option
Connect each button to the next step in your flow
Example Use Cases
Hello, what are you interested in?
[Phone cases]
[Chargers]
[Cables]
Which category would you like to browse?
[Men's]
[Women's]
[Kids]
[Accessories]
[New Arrivals]
Pro Tip
Each button can trigger a different action. For example, if someone clicks "Phone cases", you can show them phone case products. If they click "Chargers", show charger products.
3. Text with Buttons
What It Is
A text message with up to 3 buttons. Unlike quick replies, these buttons can be:
Regular buttons (send a reply when clicked)
Link buttons (open a URL when clicked)
When to Use It
When you have 3 or fewer options
When you want to send customers to your website or product page
For call-to-action buttons like "Shop Now", "View Product", or "Track Order"
How to Set It Up
Click the + Send Message button in your flow
Select Text with Buttons
Write your message (up to 640 characters)
Add buttons (up to 3):
Regular button: Enter button text (max 20 characters)
Link button: Enter button text and paste the URL
Connect each button to the next step
Example Use Cases
Regular buttons:
Hey! I see you liked our new hoodie.
What would you like to know?
[View Sizes]
[Check Price]
[Talk to Agent]
Link button:
Check out our new collection!
[Shop Now → link.com]
Pro Tip
Use link buttons to drive traffic to specific product pages. Use regular buttons when you want to continue the conversation in Instagram/Facebook DMs.
4. Media Message
What It Is
A message that includes media like images, videos, audio files, or image URL.
When to Use It
To send product images or videos
To share promotional content
To make messages more engaging with visuals
To send catalogs, PDFs, or instruction manuals
How to Set It Up
Click the + Send Message button in your flow
Select Media
Choose your media type from the dropdown:
Image (PNG/JPG, max 800x400px)
Audio (MP3/MP4/AAC/OGG, max 16MB)
Video (MP4, max 16MB)
Image URL (paste an image URL)
Upload or paste the URL
Connect to the next step
Example Use Cases
Send product images in response to comments
Share a video tutorial on how to style a product
Send a size chart
Pro Tip
Pair media messages with text or buttons for better engagement. For example, send an image of the product, then follow up with "Want to buy? [Shop Now]".
5. Card Message
What It Is
A rich media card that displays an image, title, subtitle, and buttons all in one compact format. Think of it as a mini product listing.
Your recipients will be able to swipe from left to right to cycle through the cards you have set up for them.
You can add more cards by using the '+ Card' button at the bottom left when you configure the Card message.
When to Use It
To showcase a product with details
To make promotional content more visually appealing
When you want to combine media, text, and call-to-action in one message
How to Set It Up
Click the + Send Message button in your flow
Select Card
Fill in the details:
Choose image source: Upload or paste image URL
Title: Main heading (e.g., "Classic Leather Jacket")
Subtitle: Supporting text (e.g., "Rs. 1,999.00")
Button URL: Link to product page or website
Add buttons (up to 3):
Button text (e.g., "Buy Now", "View Similar")
Button URL (optional, for link buttons)
You can add multiple cards by clicking + Card
Connect to the next step
Example Use Cases
[Image: Running shoes]
Title: Running Pro Shoes
Subtitle: Based on your purchase history, you might love these TrailPro Hiking Boots.
Button: [Buy Now]
Pro Tip
Use cards when you want to show multiple products in a carousel format. Each card can link to a different product page.
6. User Input (Wait for Customer Response)
What It Is
This block pauses the flow and waits for the customer to respond.
When to Use It
When you need the customer to type something (like their order number or email)
When you want to create a conversational flow that adapts based on their response
After asking an open-ended question
How to Set It Up
Click the + Send Message button in your flow
Select User Input
The flow will pause here until the customer replies
Connect to the next step
Example Use Cases
What's your order number so I can look it up for you?
[User Input block - waits for customer to type their order number]
Which size are you interested in?
[User Input block - waits for customer to type "S", "M", "L", etc.]
Pro Tip
You can use conditions after a User Input block to route customers based on their response. For example, if they reply "refund", send them to a refund flow. If they reply with an order number, fetch their order details.
7. Product Message
What It Is
A message that displays products from your connected catalog. Customers can browse and tap to view product details.
When to Use It
To show product recommendations
To let customers browse your catalog within Instagram/Facebook
For upselling or cross-selling
How to Set It Up
Click the + Send Message button in your flow
Select Product Message
Choose how to select products:
Manual selection: Pick specific products from your catalog
Dynamic selection: Use tags or keywords to show relevant products
Connect to the next step (you would most likely want to tell them to browse the products)
Example Use Cases
Show 5 best-selling jackets when someone comments "jackets" on your post
Show 10 running shoes when someone DMs asking about running gear
Pro Tip
Make sure your Facebook/Instagram catalog is connected and products are synced. Without a catalog, this message type won't work.
Summary: When to Use Each Message Type
Message Type | Best For |
Text | Simple replies and information |
Text with Quick Reply | Multiple options (up to 13 buttons) |
Text with Buttons | Call-to-action buttons (up to 3, can include links) |
Media | Images, videos, documents, audio |
Card | Rich product showcase with image, title, and buttons |
User Input | Collecting customer responses |
Product Message | Showing catalog products |
Pro Tips for Using Instagram & Facebook Message Blocks
✅ Respond fast – Instagram and Facebook users expect quick replies. Automate common questions to respond instantly.
✅ Use buttons wisely – If you have 3 or fewer options, use Text with Buttons. If you have 4-13 options, use Text with Quick Reply.
✅ Personalize with variables – Use {{contact.firstName}}, {{lastMessage}}, and other variables to make messages feel personal.
✅ Keep it short – Instagram and Facebook are casual platforms. Keep messages concise and conversational.
✅ Use media to stand out – Images and videos get more engagement than plain text.
✅ Test before launching – Trigger the flow and test to see how messages look on mobile (where most people use Instagram/Facebook).
✅ Always add a next step – Every message block has a "Next Step" connector. Use it to keep the flow moving.
✅ Leverage cards for products – Cards look professional and drive clicks. Use them when showcasing products or promotions.
✅ Connect your catalog – If you want to use Product Messages, make sure your Facebook/Instagram catalog is connected in Spur settings.
Common Use Cases for Instagram & Facebook Automations
1. Comment-to-DM Automation
When someone comments on your post, automatically send them a DM with product details or a link.
Example:
Trigger: Someone comments "price" on your post
Response: Send DM with product card showing price and "Buy Now" button
2. Story Reply Automation
When someone replies to your Story, send an automated response.
Example:
Trigger: Someone replies to your Story
Response: "Hey! Thanks for watching. Want to see more? [View Collection]"
3. Product Inquiry Flow
When someone DMs asking about a product, show them options.
Example:
Trigger: Someone DMs "jackets"
Response: "What type of jacket are you looking for?" [Leather] [Denim] [Bomber]
4. Lead Capture Flow
When someone engages with your content, capture their interest.
Example:
Trigger: Someone comments on your post
Response: "Hey! Want 10% off? [Yes] [No]"
If Yes → Collect email or phone number
Differences Between WhatsApp and Instagram/Facebook Messages
Feature | Instagram & Facebook | |
Template messages | ✅ Yes (can message anytime) | ❌ No (24-hour window only) |
Free-form messages | ✅ Yes (within 24 hours) | ✅ Yes (within 24 hours) |
Quick reply buttons | ✅ Yes (up to 3) | ✅ Yes (up to 13) |
Link buttons | ✅ Yes (CTA messages) | ✅ Yes (in Text with Buttons) |
Product messages | ✅ Yes (up to 30 products; connected WhatsApp catalog required.) | ✅ Yes (Connected Shopify catalog required) |
Cards | ❌ No | ✅ Yes |
Cold outreach | ✅ Yes (with templates) | ❌ No |
If you're unsure which message type to use or need help setting up your automation, contact our support team. We're here to help you build the perfect flow!