HookSend pricing for Instagram DM automation
Every workspace starts with a 15-day free trial of every feature and 50,000 DMs, with no card. After that you can stay on the Free plan, which keeps 8,000 DMs a month on 1 Instagram account and does not expire, or move to a paid plan from $6 a month. Pay monthly, or a year at once for 30% less. Nothing renews by itself, and moving up to a bigger plan partway through charges only the difference for the time you have left.
Free
Every trigger on one account, free for good
- DMs per month
- 8,000
- AI credits per month
- 100
- Instagram accounts
- 1
- 8,000 DMs per month
- 100 AI credits a month, one per comment the AI checks
- 1 Instagram account
- 3 live campaigns
- Every trigger: comments, stories, DMs, Live and ads
- Opening message + link DM
- Creator storefront
Starter
For creators getting their first automations live
12 months paid once. DMs and AI credits refresh every month.
Or $50 a year, 30% less.
- DMs per month
- 20,000
- AI credits per month
- 200
- Instagram accounts
- 2
Everything in Free, plus:
- 20,000 DMs per month
- 200 AI credits a month, one per comment the AI checks
- 2 Instagram accounts
- Comment-to-DM automations
- Follow gate
- Story replies & mentions
- Lead capture & follow-ups
- Build a campaign from an Instagram link
- Creator storefront
Pro
For creators monetising with product carousels
12 months paid once. DMs and AI credits refresh every month.
Or $119 a year, 30% less.
- DMs per month
- 40,000
- AI credits per month
- 300
- Instagram accounts
- 3
Everything in Starter, plus:
- 40,000 DMs per month
- 3 Instagram accounts
- 300 AI credits a month, one per comment the AI checks
- Product carousels
- AI copy assistant, paid from your credits (early access)
- Priority support
Business
For creators selling properly
12 months paid once. DMs and AI credits refresh every month.
Or $209 a year, 30% less.
- DMs per month
- 100,000
- AI credits per month
- 1,500
- Instagram accounts
- 6
Everything in Pro, plus:
- 100,000 DMs per month
- 6 Instagram accounts
- 1,500 AI credits a month, one per comment the AI checks
- 1 knowledge base and 1 DM flow
- Top up credits whenever you need more
- Priority support
Growth
When one post can bring in a hundred thousand DMs
12 months paid once. DMs and AI credits refresh every month.
Or $269 a year, 30% less.
- DMs per month
- 180,000
- AI credits per month
- 4,000
- Instagram accounts
- 8
Everything in Business, plus:
- 180,000 DMs per month
- 8 Instagram accounts
- 4,000 AI credits a month, one per comment the AI checks
- AI DM answers from your own documents: 3 knowledge bases
- DM flows with buttons and questions: 3 flows
- Extra knowledge bases and flows, ₹49 each
- Top up credits whenever you need more
Agency
For agencies running client accounts
12 months paid once. DMs and AI credits refresh every month.
Or $419 a year, 30% less.
- DMs per month
- 300,000
- AI credits per month
- 9,000
- Instagram accounts
- 10
Everything in Growth, plus:
- 300,000 DMs per month
- 10 Instagram accounts
- 9,000 AI credits a month, one per comment the AI checks
- 10 knowledge bases and 10 DM flows
- Extra knowledge bases and flows, ₹49 each
- Need more accounts? Talk to us
Need more DMs in a busy month?
Add 3,000 DMs for $5on the Free plan or any paid plan. They're used only after your monthly DMs run out, and they last 30 days.
$5
per 3,000 DMs
In India you pay by UPI. Everywhere else you pay by card, processed by Dodo Payments, who add any sales tax or VAT your country charges. Plans are monthly and never auto-renew. A plan simply ends unless you choose to continue.
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Every feature, plan by plan
Grouped by what you came to do rather than by plan. Every number below is read from the same catalogue the checkout charges from. The 15-day trial includes every feature in this table and 50,000 DMs, whichever plan you choose afterwards.
| Feature | Free | Starter | Pro | Business | Growth | Agency |
|---|---|---|---|---|---|---|
| Price a monthMonthly, per workspace rather than per Instagram account, and nothing renews by itself. | Free, for good | $6 a month | $13.99 a month | $25 a month | $32 a month | $50 a month |
| Price a yearTwelve months paid at once, 30% less than paying monthly. DMs and AI credits still refresh every month. | Free, for good | $50 a year ($4.17/month) | $119 a year ($9.92/month) | $209 a year ($17.42/month) | $269 a year ($22.42/month) | $419 a year ($34.92/month) |
| DMs included each month | 8,000 | 20,000 | 40,000 | 100,000 | 180,000 | 300,000 |
| AI credits included each monthOne pool, shared by every AI feature. A comment the moderation AI reads costs 1 credit; an AI answer written from your own documents costs 2. | 100 | 200 | 300 | 1,500 | 4,000 | 9,000 |
| DM Automation | ||||||
| Live campaigns at onceCampaigns that are switched on and able to send, counted across the whole workspace. Paused ones do not count, so you can keep as many drafts as you like. | 3 | 10 | 30 | Unlimited | Unlimited | Unlimited |
| Sending paceGoing past the pace never loses a DM. It takes a later place in the same paced queue and goes out when its turn comes, because Instagram accepts a reply to a comment for seven days. | 200 an hour | 400 an hour | Unlimited, within Meta's limits | Unlimited, within Meta's limits | Unlimited, within Meta's limits | Unlimited, within Meta's limits |
| Extra DMs when a post takes offAdd 3,000 DMs for $5on any plan. They are used only once the month's DMs run out, and they last 30 days. | Included | Included | Included | Included | Included | Included |
| Comments on posts and reelsSomeone comments your keyword and HookSend sends them a DM. One campaign can watch one post, every post, or the next reel you put up. | Included | Included | Included | Included | Included | Included |
| Story repliesAnswers someone who replies to one of your stories, or to any of them. | Included | Included | Included | Included | Included | Included |
| Story mentionsFires when somebody tags your account in a story of their own. | Included | Included | Included | Included | Included | Included |
| Direct messages with your keywordAnswers people who message your keyword straight into the inbox. | Included | Included | Included | Included | Included | Included |
| Instagram Live commentsAnswers comments left during a live broadcast, on one broadcast or on every one. | Included | Included | Included | Included | Included | Included |
| Comments on your ads and boosted postsAnswers comments under one ad you pick, or under any of them. | Included | Included | Included | Included | Included | Included |
| Answering earlier commentsA campaign put on a post that already has comments can reach back and answer them, up to 7 days. 7 days is where Instagram stops accepting a reply, not a limit HookSend chose. | Included | Included | Included | Included | Included | Included |
| Opening message, then the linkA greeting first and the link behind a button, so the DM does not open on a bare URL. | Included | Included | Included | Included | Included | Included |
| Public reply under the commentAs well as the DM, a visible reply under the comment so everybody scrolling past can see you answered. One per comment, and you can give it several wordings to pick from. | Included | Included | Included | Included | Included | Included |
| Follow gateHolds the link back until Instagram confirms the person follows you. | Not included | Included | Included | Included | Included | Included |
| Follow-up messageOne further message per campaign, sent up to 24 hours after the link. Instagram closes the messaging window a day after the person last wrote, which is where the 24 hours comes from. | Not included | Included | Included | Included | Included | Included |
| Product carousels in DMsUp to eight shoppable cards, each with its own picture, price line and button. | Not included | Not included | Included | Included | Included | Included |
| Flows | ||||||
| DM flows live at onceHow many DM flows may be live at the same time; extra live flows are $3 each for 30 days. | Not included | Not included | Not included | 1 | 3 | 10 |
| Buttons, quick replies and card carouselsTappable buttons, chips above the keyboard, and swipeable cards that each branch their own way. | Not included | Not included | Not included | Included | Included | Included |
| Questions that save the answerAsk for an email, a phone number, a number, a date or a link and keep what they say for later steps. A follow check can only be passed by Instagram confirming the follow. | Not included | Not included | Not included | Included | Included | Included |
| Wait before the next messagePause the conversation on the clock and pick it up again, up to 24 hours later — which is how long Instagram leaves the messaging window open after somebody last wrote. | Not included | Not included | Not included | Included | Included | Included |
| Branch on a number, a date or a tagSend somebody down a different path when the number they gave is over your threshold, when their date falls inside a window, or when they already carry a tag. | Not included | Not included | Not included | Included | Included | Included |
| Jump to another flowEnd one flow by carrying the conversation, and its answers, into a different one. | Not included | Not included | Not included | Included | Included | Included |
| Hand the conversation to a personA step that stops the automation and leaves the thread to you. The AI then stays quiet on that conversation for 12 hours so it cannot talk over you. | Not included | Not included | Not included | Included | Included | Included |
| Send the answers to your own toolsA signed POST to any URL you give, which is how a flow reaches a Google Sheet or a Zapier hook without anybody copying anything by hand. | Not included | Not included | Not included | Included | Included | Included |
| People counts on every stepHow many people reached each step, on the step itself, plus an optional notice in your HookSend inbox when somebody gets to one. No email is sent. | Not included | Not included | Not included | Included | Included | Included |
| AI | ||||||
| Knowledge basesKnowledge bases answer a DM from your own documents, in your own words, instead of a fixed reply. Extra ones are $3 each for 30 days on a plan that already includes one. | Not included | Not included | Not included | 1 | 3 | 10 |
| AI answers written from your documentsInstead of one fixed reply, the AI answers the question that was actually asked, using only your own documents. Two credits per answer, and nothing is charged for a question your documents could not cover. | Not included | Not included | Not included | Included | Included | Included |
| AI path routing in flowsLet the AI decide which branch a message belongs on, up to eight paths. One credit per decision, and a path you nominate takes over if the credits run out. | Not included | Not included | Not included | Included | Included | Included |
| AI copy assistantWrites and rewrites a campaign's messages for you. Paid from your credits. | Not included | Not included | Included | Included | Included | Included |
| Build a campaign from an Instagram linkPaste a post or reel link and have the keyword, the message and the link drafted for you. | Not included | Included | Included | Included | Included | Included |
| Top up credits mid-monthBuy more credits without changing plan when a month runs long. | Included | Included | Included | Included | Included | Included |
| Moderation | ||||||
| Comment GuardReads the comments under your posts and hides, deletes or queues the spam and abuse. Off until you switch it on, and it can run in watch-only mode first, recording what it would have done without touching a comment. | Included | Included | Included | Included | Included | Included |
| Word and pattern rulesYour own keyword lists and patterns, plus built-in rules for spam links, contact details, emoji floods, hashtag stuffing and mention spam. These cost no AI credits at all. | Included | Included | Included | Included | Included | Included |
| AI rulesRules written in plain English, plus built-in abuse, negativity and impersonation checks. One credit per comment the AI reads, and the word rules above settle most comments before it is asked. | Included | Included | Included | Included | Included | Included |
| Blocked handlesAccounts whose comments are removed on sight, before any rule is considered. | Included | Included | Included | Included | Included | Included |
| Backtest before it actsScores the comments already under your posts and shows you what each rule would have done. It reads only: nothing is hidden, deleted or replied to, and it costs no credits. | Included | Included | Included | Included | Included | Included |
| Cleanup of old commentsA one-off sweep of a post you choose, on the comments you confirm and nothing else. | Included | Included | Included | Included | Included | Included |
| Audience | ||||||
| Lead capture in a campaignAsks for an email inside the DM and files it against the campaign and the post it came from. | Not included | Included | Included | Included | Included | Included |
| Your leads, searchableEveryone you have captured in one list, filtered by campaign, post, connected account or tag. | Included | Included | Included | Included | Included | Included |
| Export to CSVThe whole list, with tags, campaign, post, source and the date each one was captured. | Included | Included | Included | Included | Included | Included |
| Tags on peopleA flow step labels somebody — entered the giveaway, took the guide — and later flows and the leads list can both filter on it. | Not included | Not included | Not included | Included | Included | Included |
| Brand collaboration detectionReads your incoming DMs and files the real brand approaches with the fee, the deliverables and the deadline pulled out, scoring the pay-to-be-featured scams separately. On days a brand wrote, it emails you a digest. Paid from your AI credits. | Included | Included | Included | Included | Included | Included |
| Shared inboxEvery conversation in one place, with a reply box and a switch that holds the AI off a thread while you answer it yourself. | Included | Included | Included | Included | Included | Included |
| Link in bio | ||||||
| Creator storefrontA public page of your own, carrying your links and your shoppable posts. | Included | Included | Included | Included | Included | Included |
| Links on itAs many as you want, reorderable, with one you can feature. No plan caps the number. | Included | Included | Included | Included | Included | Included |
| Your posts, made shoppableInstagram posts with product cards underneath them. A live campaign adds its own post and its own cards without being asked. | Included | Included | Included | Included | Included | Included |
| ThemesTwenty-five presets, each with its own surfaces, corners, avatar shape and shop layout. | Included | Included | Included | Included | Included | Included |
| Tracked links and click countsLinks in a DM and on the storefront go out through a counter, so every campaign shows its clicks and its click-through rate. | Included | Included | Included | Included | Included | Included |
| Connect | ||||||
| Instagram accounts | 1 | 2 | 3 | 6 | 8 | 10 |
| Workspace membersInvite colleagues by link as admins or members. Nothing in the catalogue limits how many, so no plan charges per seat. | Unlimited | Unlimited | Unlimited | Unlimited | Unlimited | Unlimited |
| MCP connectorRun HookSend from the AI client you already use — Claude, Claude Code, ChatGPT, Codex or Antigravity. 63 tools, covering what the dashboard does. Not part of the Free plan, but included in the free trial. | Not included | Included | Included | Included | Included | Included |
More than 10 Instagram accounts?
Agencies running more than 10 client accounts are priced individually. Tell us how many you manage and we will come back with a number.
Talk to usQuestions before you buy
What HookSend does, whether it is safe for your Instagram account, and what you pay.
What does HookSend do?
When someone comments a keyword you have chosen on your Instagram post or reel, HookSend automatically sends them a direct message containing whatever you want them to receive: a product link, a discount code, a lead form, or a set of shoppable product cards. It runs on the official Meta Graph API, so it never needs your Instagram password.
Is this safe for my Instagram account?
Yes. HookSend uses Instagram's official Graph API through Meta's authorised OAuth flow. It does not automate a browser, does not scrape, and never asks for your password. Sending is throttled below Meta's documented rate limit for private replies, and access tokens are encrypted before storage.
Do I need an Instagram Business or Creator account?
Yes. Meta only permits comment-to-DM automation on professional accounts, so your Instagram account must be set to Business or Creator. Switching is free and takes under a minute in the Instagram app.
How much does HookSend cost?
The Free plan is $0 for 8,000 DMs a month on one Instagram account, which covers comment-to-DM with the opening message and link DM. Starter is $6 per month for 20,000 DMs, 2 Instagram accounts and 200 AI credits. Pro is $13.99 per month for 40,000 DMs, 3 Instagram accounts and 300 AI credits. Business is $25 per month for 100,000 DMs, 6 Instagram accounts, 1,500 AI credits, 1 knowledge base and 1 DM flow. Growth is $32 per month for 180,000 DMs, 8 Instagram accounts, 4,000 AI credits, 3 knowledge bases and 3 DM flows. Agency is $50 per month for 300,000 DMs, 10 Instagram accounts, 9,000 AI credits, 10 knowledge bases and 10 DM flows. On the Free plan or any paid plan you can add 3,000 more DMs for $5. Every new workspace begins with a 15-day free trial of every feature, with 50,000 DMs, 6 Instagram accounts, 500 AI credits, and 2 knowledge bases and 2 DM flows to try, no card required, and moves to the Free plan when the trial ends.
What happens when my free trial ends?
The 15-day trial has every feature switched on, with 50,000 DMs, 6 Instagram accounts, 500 AI credits, and 2 knowledge bases and 2 DM flows to try. Two days before it ends you get an email, and another when it ends. Then your workspace moves to the Free plan automatically: 8,000 DMs a month on one Instagram account, every trigger, and 100 AI credits for Comment Guard and Collabs. The follow gate, product carousels, lead capture and follow-up sequences pause until you choose a paid plan, and knowledge bases and DM flows until you choose Business or above. Nothing is deleted. Your campaigns, tracked links and storefront all stay exactly as they are.
What counts as a DM against my monthly allowance?
Each direct message HookSend sends on your behalf counts as one. The allowance is per workspace, not per Instagram account, and it resets on the same day of each month that your subscription started, not on the first of the calendar month.
Can I buy more DMs without upgrading?
Yes. On the Free plan or any paid plan you can add DMs in packs of 3,000 for $5, from the billing page. They are used only after your monthly DMs run out, the ones that expire first are used first, and each pack lasts 30 days from the day you buy it. AI credits are bought the same way, on every plan, including Free. Only the free trial cannot top them up, because a credit pack outlasts the trial itself.
How do I pay?
By card, in US dollars, on the HookSend checkout page: the card form is run by Dodo Payments, who process card payments for us and add any sales tax or VAT your country charges. If you are paying from India you are shown rupee prices instead, and you pay by UPI with a QR code and a UPI link on our own payment page. Either way the purchase activates the moment the payment is confirmed, usually within a few seconds, and nothing is ever charged again automatically.
Can I use HookSend outside India?
Yes. HookSend works wherever Instagram does, and every feature is the same for everyone: what decides what you can automate is Meta's rules for your Instagram account, not where you live. The dashboard, the emails and support are in English, and the AI answers your customers in whatever language they wrote to you in. Paid plans are charged in US dollars by card through Dodo Payments, and in rupees by UPI for customers in India. If a card from your country will not go through, write to us and we will sort it out.
Can I cancel any time?
Yes. Plans are monthly and do not auto-renew, so there is nothing to cancel in the usual sense. A plan simply ends on its expiry date unless you choose to continue. You keep full access until then.
Can I use HookSend for more than one Instagram account?
Yes. Free covers 1 account, Starter 2, Pro 3, Business 6, Growth 8 and Agency 10. All of them are managed from one workspace, which is how agencies run several clients side by side.
Is Comment Guard included in the Free plan?
Yes. Comment Guard is on every plan, including Free, and it is off until you switch it on. Its word and pattern rules cost no AI credits at all, however many comments they read. Its AI rules spend one credit for each comment the AI reads, taken from the credits your plan already includes, and the word rules settle most comments before the AI is asked.
Which Instagram triggers do I get on the Free plan?
All of them. Comments on posts and reels, story replies, story mentions, direct messages with your keyword, comments during a live broadcast and comments on your ads all work on the Free plan. What the paid plans add is volume, and what happens after the trigger: the follow gate, product carousels, lead capture, the follow-up message, knowledge bases and DM flows.
Can a campaign answer comments that were left before I set it up?
Yes, up to seven days back, on a campaign that watches a post or reel. Seven days is where Instagram stops accepting a reply to a comment, so it is a ceiling rather than something HookSend chose. By default a campaign answers only the comments left after you switched it on.
More answers on the FAQ page, or email [email protected].