Keyword triggers explained

Keywords decide which messages and comments start your flows. Getting them right means the correct people enter the right automation, and no one else is disturbed.

Where keywords apply

• Comments. Fire a flow when someone comments a keyword on a post or reel.
• Direct messages. Fire a flow when someone sends you a DM containing a keyword.
• Story replies. Fire a flow when someone replies to your story with a keyword.

Matching options

• Exact match. The message must be the keyword and nothing else. Best for clean, single-word campaigns like LINK.
• Contains. The keyword can appear anywhere in the message. Best for natural phrases like "send me the guide".
• Multiple keywords. Add several words that all trigger the same flow, so common variations and misspellings still work.

Tips for reliable triggers

• Pick short, memorable keywords and put them in your caption or call to action.
• Use contains when you expect people to type a sentence, and exact when you want tight control.
• Add a few variations so a small typo does not stop someone from entering the flow.

Next steps

See the full picture in how automations work.