Most people think of Instagram DMs as plain text. For business accounts they can be much more: questions a new visitor can tap, a menu that stays in every chat, buttons under a message and swipeable cards with photos and prices.
You choose the words, links and products, while Instagram controls how those elements appear. Their display can differ between the phone app and desktop, so test the actual customer path on a phone. Here is what each element does and when it is useful.
Ice breakers: questions in an empty chat
Ice breakers are up to four questions Instagram shows when someone opens a chat with you for the first time — for example “What are your prices?”, “How do I order?” and “Do you deliver to my city?”. Tapping one sends that question, and your automation answers it instantly.
- InstaDM limit: four questions. They are intended for a new, empty conversation; check their display in the phone app.
- Best for: the three or four questions you answer every single day.
- Tip: write them the way customers ask, not the way you would describe your business.
Quick replies: tappable answers under a message
Quick replies are chips under your message, such as “Prices · Location · Talk to a person”. When someone taps one, it is sent as their message and disappears. You can show up to thirteen, each up to twenty characters.
They turn a single reply into a small menu: one automation asks “What would you like to know?”, and separate keyword automations answer each chip. Because the tap arrives as an ordinary message, it also keeps the conversation’s 24-hour window open.
Reactions, the heart sticker and sharing a post
- Reactions: a business can react to a customer’s message (❤️, 🙏, 🔥) — a small, human touch before a reply.
- The heart sticker: the large ❤️ Instagram shows when someone sends a like in chat.
- Sharing a post: you can send one of your own posts or reels inside the chat, so it opens with your likes and comments. Only posts your account published can be shared.
Which one should you use?
| Goal | Use |
|---|---|
| Answer the same first questions | Ice breakers |
| Make your shop and support easy to find | Chat menu |
| Turn one reply into a choice | Quick replies |
| Show products with prices | Cards / carousel |
| Send a reel someone asked for | Share a post |
Cards, images and link templates need an open messaging window after the person responds. A quick reply can be attempted under the first private reply to a comment; InstaDM falls back to plain text if Instagram refuses it. Starter questions and the chat menu are controls people tap in a chat, rather than extra content in a comment reply. Keep the text useful by itself because these controls and cards may not appear on desktop Instagram.
Questions people ask
Why can’t I see the buttons on my laptop?
Instagram’s desktop display can differ from the phone app. Test ice breakers, menus, quick replies and cards on a phone, and make sure the accompanying text is useful if a control is missing.
Can I change the ice breakers later?
Yes. Publishing a new set replaces the old one. Keep them current with the questions you actually receive.
How many products can I send in one message?
Up to ten cards in one carousel. For a bigger catalogue, send your newest or best-selling ten and add a “See all” link.
InstaDM sets up starter questions, a chat menu and product carousels from templates, with a live preview.
Explore InstaDM →Sources
- Meta — Ice breakers
- Meta — Persistent menu
- Meta — Quick replies
- Meta — Generic template (cards)
- Meta — Messaging API (reactions, stickers, sharing posts)
Written by the aipatnam team from Meta's developer documentation and what we see building tools for Indian creators. Platform rules change; we review these guides regularly. Spotted something out of date? Tell us.