24-hour messaging window

The 24-hour messaging window is Meta's rule for business DMs on Instagram. A person's action opens it, such as sending you a message, and its length depends on that action: 24 hours for most, up to 7 days after a message sent from a Click-to-Direct ad.

When does the window open and close?

The Meta for Developers documentation on the Instagram Messaging API says the window lasts 24 hours for most actions a person takes, and may last up to 7 days from a person's first message after they click a Click-to-Direct ad (Meta, checked 1 October 2026).

Meta's guide to sending messages on the Messenger Platform lists the actions that open it on an Instagram professional account (Meta, checked 1 October 2026):

• The person sends you a message.
• They tap a call-to-action button, such as Get Started, in the conversation.
• They click an ig.me link that takes them to an existing conversation with you.
• They react to a message.
• They comment on one of your posts.

A DM that answers a comment follows its own rule, explained under comment to DM. How many DMs Meta accepts is a separate Instagram rate limit.

What can still be sent after the window closes?

Only a message with a message tag. Meta's send messages guide says a tagged message must match the tag's approved use and may not be promotional: no deals, offers, coupons or discounts. The Human Agent tag lets a person on your team reply by hand within 7 days of the contact's message, and since 27 April 2026 Meta rejects its update tags (Meta, checked 1 October 2026).

Meta's messaging policy for Messenger and Instagram adds that one-time notifications are not available on Instagram (Meta, checked 1 October 2026).

What does Inrō do with a DM outside the window?

Scenario steps, DM campaigns, replies from the AI agent and DMs you type in the Inbox follow the standard window. A DM to a contact whose window has closed is refused by Meta and is not sent.

In a scenario, the run then shows the reason, such as "DM request was not accepted".

How do you keep a flow inside the window?

A wait for reply step holds the flow until the contact writes back, which opens a fresh window. A DM scheduled days later reaches the contact only if their window is still open when it sends.

For follow-up timing, read the guide to Instagram DM follow-up automation, or browse the Inrō automation glossary.