What's the difference between a private reply and a DM?
A private reply is a DM sent because someone commented. It looks like any other message, but the rules differ: one message per comment, within 7 days, and you can't continue unless the person answers.
Both arrive in the person's inbox, and they look the same. The difference is in what an app is allowed to do:
| Private reply | DM conversation | |
|---|---|---|
| Starts when | Someone comments on your post | Someone messages you |
| How many messages | One per comment | Any number |
| Time limit | 7 days after the comment | 24 hours after their last message |
| Platforms | Instagram, Facebook | Instagram, Facebook, and others with a messaging API |
On Facebook, a private reply to someone who has never messaged your Page may land in their message requests, without a notification. A clear first line helps it get opened.
Sources
Checked October 14, 2026. Platforms change their rules; tell us at contact if something here is out of date.