The inbox
Reply to comments and direct messages in one inbox, assign threads, and automate replies with rules.
Updated November 10, 2026
Who can use this: Roles with inbox access. Assigning threads and managing inbox rules each need their own permission.
The inbox collects comments and direct messages from your connected accounts. You can reply, assign the work, and set up rules that act on new messages.
How threads work
Each person has one thread per connected account. It holds their comments on any post and their direct messages, with the post shown above its comments.
The inbox starts when you connect an account. Older comments stay on their post and do not appear in the inbox.
Reply to someone
Open Inbox and select a thread.
Write your reply and click Send. The reply goes where the person last wrote: publicly on a comment, or privately in a message.
On a Facebook or Instagram comment you can also choose Reply privately, which sends them one direct message. Each comment allows this once, within 7 days.
Reply windows
Instagram and Facebook allow direct message replies for 24 hours after the person's last message. After that, a person on your team can still answer for up to 7 days. Automated replies cannot. Once the window has closed, they have to message you first.
Moderate comments
Use the actions on a comment. What you can do depends on the channel:
Facebook: reply, hide, delete, like.
Instagram: reply, hide, delete.
LinkedIn: reply, delete, like.
YouTube: reply, hide, delete.
Assign and resolve
Click Assign To Me, or choose a teammate from the list.
Click Resolve when you are done. The person's next comment or message starts a new thread. To continue an old one, click Reopen.
Use filters to narrow the list by status, platform, assignee or thread type. The built-in views are All, Not assigned, Assigned to me and Resolved.
Set up inbox rules
Open the inbox settings to automate your work:
Topics: labels for routing, filtering and manual tagging.
Automation: if a message matches your text conditions, apply a topic, assign a user, send a reply, or hide the comment. A rule can be limited to certain channels, accounts or message types.
Auto Responders: reply to a person's first contact, with an optional delayed fallback that is skipped once a teammate has answered.
Remove Assignment: clear an assignment automatically.
Resolved Threads and Rules: archive resolved threads and auto-resolve old ones.
CSAT Survey: ask for a rating after a thread is resolved. This needs a plan with advanced inbox settings.
Limits and good to know
Rules and auto-replies act only on messages from the last 24 hours. An older item still appears in the inbox but triggers nothing.
LinkedIn and YouTube have no direct messages.
Replies are limited by each platform: 1,250 characters on LinkedIn, 2,200 on Instagram, 8,000 on Facebook and 10,000 on YouTube.
Troubleshooting
You cannot type in a thread: the reply window has closed or the channel does not allow this kind of reply. The note above the reply box says which.
A reply shows as failed: the platform refused it. Fix the cause shown and send it again.
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