Automation-Based Pricing, Explained: How to Pick a Tier

An automation is one keyword campaign tied to a trigger — a post, a reel, a story reply, or an inbound DM. Adding a second campaign to handle a different keyword on the same post counts as a second automation. Adding five more keywords to a campaign you already have does not. That distinction is the whole model: you're paying for how many distinct automated flows run at once, not for how much traffic they handle.

There's no overage billing on any tier. Reaching your limit never interrupts an automation that already exists — DMs keep sending exactly as before. What it stops is creating the next one. From there it's a binary choice: upgrade to a tier with a higher limit, or retire an automation you've stopped using.

That's a deliberate trade. Per-contact and per-message models price in flexibility and expose you to variance: one post that lands well can produce a bill that has nothing to do with how you planned the month. A hard automation cap makes the monthly cost fixed and knowable in advance, which matters more than headroom for most workspaces.

Count the distinct automated flows you'd actually want running, not your follower count or monthly reach. A common shape: one comment-to-DM campaign for a main offer, one for a lead magnet, a story-reply responder, and a DM auto-reply covering common questions — four automations, which lands on Growth.

Most workspaces sit on Starter or Growth. Pro and Scale exist for operators running several campaigns per post, or several per client, where the constraint is genuinely how many distinct flows there are rather than how much traffic they see.

Connected Instagram accounts, contacts, and DM volume are unlimited on all four plans, capped only by Meta's own sending limits. Tracked links, follow-gated links, and full DM logs are included everywhere too. The automation count is genuinely the only thing separating the tiers, so there's no reason to buy headroom you won't use.