Meta and Instagram messaging rules

A business can message a person freely for 24 hours after their last message. What opens the window, what each app allows after it, and the 2026 changes to Messenger tags.

Automated Instagram DMs are allowed on three conditions. The rules that matter in practice: the official API, who you can message, the 24-hour window, the human agent exception, rate limits and opt-outs.

Instagram allows giveaways that follow its promotion rules and the law where your entrants live. The rules, what your official rules must say, fair entry methods, and how to reach winners within the DM limits.