Instagram’s 24-hour rule, explained for salon owners
Why some old DMs can’t get an automated reply, and what to do instead.
If you’ve ever wondered why a message tool won’t follow up on a DM from last week, the answer is Meta’s messaging window. It’s one of the most important rules for any salon using automation on Instagram or Facebook.
The rule
When a client messages your business, you have 24 hours from her last message to reply freely, including with automated replies. Every time she writes again, the clock resets.
After 24 hours, businesses generally can’t send her new automated messages until she writes again. Meta allows limited exceptions, such as a person on your team replying for a short period, but promotional follow-ups are not allowed.
Why it exists
Meta wants inboxes to stay personal. Without the window, every business a client ever messaged could send her promotions forever.
What it means for your salon
- Speed matters. A fast first answer keeps the conversation, and the window, alive.
- Don’t chase. If she goes quiet, let her come back. Automated follow-ups outside the window can get your account restricted.
- Move regulars to text. Clients who opt in to texts can get reminders and rebooking offers by text instead.
How SalonSquad handles it
Your assistant answers within the window, in minutes. When a conversation is past 24 hours, it tells you plainly and suggests the allowed option, like waiting for the client or using a channel she has opted into.
Fast answers aren’t just good service. On Instagram, they’re the rule.
