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Instance is a complete open-source Instagram automation platform and social sales CRM designed to capture, nurture, and close leads directly through Instagram direct messages and public engagement. Below is the complete feature suite built into Instance.

1. Instagram Icebreakers

Capture immediate interest from users opening a direct message thread for the first time:
  • Up to 4 Icebreaker Prompts: Configure up to 4 conversation starter questions (Meta platform maximum).
  • Automation Linkage: Map each icebreaker prompt directly to an automated flow or specific payload.
  • Live Mobile Preview Simulator: Preview how icebreakers appear inside an authentic mobile Instagram DM interface before going live. Tap simulated buttons to verify responses.
  • Direct Meta Graph API Sync: Push icebreaker configurations directly to your connected Instagram Professional account with one click.

2. Pre-Made Automation Templates

Instance provides battle-tested, ready-to-deploy templates tailored for e-commerce brands, sales agencies, creators, and coaches. Launch high-converting funnels in seconds with built-in interactive previews and one-click setup:
  • E-Commerce and Retail: Auto-DM links from comments, sell directly from Reel comments, share affiliate product links, and deliver story promo coupons.
  • Lead Generation and Agencies: Qualify inbound leads with multi-step DM funnels, run interactive quizzes, deliver follower freebie lead magnets, and capture webinar RSVPs.
  • Audience and Growth: Grow verified email lists, answer recurring story FAQs automatically, and run compliant follower giveaways.

3. Visual Automation Flow Builder

Build custom, multi-step conversation funnels on an intuitive drag-and-drop canvas powered by React Flow:
  • Full Canvas Control: Smooth infinite canvas with zoom, pan, minimap, auto-alignment, and node search.
  • Branch Wires: Every condition branch, button option, or quick reply pill sprouts dedicated connecting wires to route contacts down custom pathways.
  • Visual Sticky Notes: Drop color-coded sticky notes on the canvas to document funnel logic and collaborate with teammates.
  • Interactive Flow Simulation: Test conversations before publishing using the built-in desktop and mobile iPhone chat simulator. Send test replies, tap quick reply pills, and test branches in real time.
  • Import and Export Blueprints: Export complete funnels as JSON blueprints to back them up or share them. Import existing automation JSON files with one click.
  • One-Click Duplication: Clone any automation instantly to create variations without rebuilding from scratch.

4. Comment-to-DM Engine

Convert public engagement on your Instagram feed posts, viral reels, and boosted ads into private direct message sales conversations:
  • Flexible Target Scope: Attach automations to specific live or scheduled posts and reels, filter by media type (posts only or reels only), or monitor your entire Instagram account globally.
  • Keyword and Exact Matching: Trigger flows when comments contain specific keywords (e.g. PRICE, SEND, INFO, ACCESS), or trigger on every incoming comment.
  • Smart Typo Tolerance (Fuzzy Matching): Built-in fuzzy matching with configurable sensitivity catches common mobile keyboard typos (e.g. “prcing”, “ifo”, “deall”) so no lead is missed.
  • Negative Sentiment and Spam Shield: Automatically detect and hide toxic comments, competitor links, and spam. Choose sensitivity settings, add custom blocked words, and skip sending DMs to harmful accounts.
  • Public Comment Auto-Replies: Automatically post a public reply under the user comment to boost algorithmic post ranking.
  • Rotational Variations (Anti-Spam): Define multiple unique public reply variations. Instance cycles through them randomly to keep public replies natural and prevent Meta spam flags.
  • Auto-Like Comments: Automatically like the user comment as instant engagement confirmation.

5. Instagram Story Interactions and Mentions

Stories generate some of the highest-intent engagement on Instagram. Instance captures and automates three distinct story events:
  • Story Mentions: Instantly detect when a user tags your account in their story, sending an immediate thank-you message, coupon, or gift.
  • Story Replies: Automatically handle direct responses to your daily stories with interactive qualification questions.
  • Story Emoji Reactions: Acknowledge quick emoji reactions with conversational engagement starters.
  • Ephemeral Media Persistence: While Instagram stories expire after 24 hours, Instance permanently stores lead profiles, story mention timestamps, and conversation transcripts in your CRM.

6. Instagram Direct Messaging Capabilities

Instance offers a rich message composition engine that supports diverse media formats, dynamic variables, and interactive controls:

Message Variations

Avoid repetitive messaging patterns that trigger Meta spam filters. Define multiple message variations for any direct message or comment reply step. Instance rotates through variants dynamically for each recipient.

Dynamic Variable Personalization

Personalize every message using real-time contact data:
  • {name}: Contact display name.
  • {username}: Instagram handle (@handle).
  • {comment}: The keyword or text that triggered the flow.
  • {promo_code}: Dynamically generated discount or promotional code.
  • Custom collected variables: Any data collected during the conversation (e.g. quiz answers, company name).

Interactive Carousels

Deliver swipeable multi-card carousels directly inside Instagram Direct Messages:
  • Build carousels with up to 10 visual cards.
  • Each card includes an image, headline title, description subtitle, and up to 3 interactive CTA buttons.
  • Buttons can open external URLs (product pages, checkout, calendars) or trigger automated reply branches.

Interactive Buttons and Quick Replies

  • Inline Buttons (up to 3): Buttons embedded directly inside the chat bubble. Support both external URL links and quick tap responses.
  • Quick Reply Pills (up to 13): Horizontal floating pills displayed above the user keyboard for one-tap replies. Tapping a pill sends the text immediately and advances the conversation down a connected branch wire.

Rich Media Attachments

Send images, videos, product demos, audio voice notes, and document links directly through direct messages.

Send DM vs Reply DM Logic

  • Send DM: Initiates a new outbound message thread.
  • Reply DM: Responds directly within an existing conversation within Meta 24-hour messaging window.
  • Conversation State Control: Configure automations to message all prospects or selectively skip users who already have an active conversation thread.

7. Follower Status Verification Gate

Protect your resources and grow your follower base with customizable follower verification gates: Ensure only genuine followers receive your valuable links, digital downloads, discounts, or lead magnets:
  • Fully Customizable Prompts: Compose your own custom message explaining that the user needs to follow your account to unlock the offer.
  • Custom Buttons and Profile Links: Add custom buttons to guide the user, including direct link buttons pointing to your Instagram profile or interactive reply buttons (e.g. “I followed!”, “Check again”).
  • Configurable Retry Limits (e.g. up to 3 Retries): Set the exact number of retry attempts allowed (e.g. 1, 2, or 3 retries). Every time the user taps the reply button, Instance performs a real-time Meta Graph API follower check.
  • Instant Gate Unlock: The moment follower status is verified, the gate immediately unlocks, delivers the promised link or content, and routes the lead down the success branch wire.
  • Clean Fallback Exit: If the contact fails to follow after the configured retry limit is reached, the flow exits gracefully to prevent conversations from getting trapped in an infinite loop.

8. Logic and Routing Engine

Build intelligent funnels with advanced decision-making and automated data extraction:
  • Multi-Group Condition Builder: Branch conversations using flexible AND/OR rule groups evaluated against:
    • Lead tags (has tag, does not have tag, contains any tag, contains all tags).
    • Pipeline stages (lead is or is not in a specific stage).
    • Custom variables (quiz results, lead answers).
    • Numeric comparisons (follower count, quiz score, budget threshold).
    • Boolean flags.
  • Randomizer Nodes (A/B Testing): Split incoming traffic by percentage across multiple paths to compare different copy, lead magnets, or CTA offers.
  • Timed Delays and Natural Typing: Add pauses (seconds, minutes, or hours) between messages and display a simulated typing indicator for natural conversation flow.
  • Automated Email Capture and Validation: Automatically extract email addresses from user replies. If the user sends an invalid email, Instance sends a polite retry prompt with configurable maximum retry attempts before moving forward.
  • Automated Phone Number Extraction: Detect and extract phone numbers from replies, formatting them into standard contact records.

9. Built-in Instagram CRM and Pipeline

Instance includes a native CRM built specifically for Instagram social selling, eliminating the need for third-party databases:

Comprehensive Lead Inspection Drawer

Clicking on any contact in your CRM opens a full-height inspection drawer displaying:
  • Profile Identity: Profile photo, Instagram username, full display name, and direct link to their Instagram profile.
  • Follower Count and Badges: Total follower count and entry channel badge (DM, Comment, Story Mention, Story Reply, Follow).
  • Origin Attribution: Exact folder and automation that captured the lead.
  • Assigned Audience List: Current audience list or project segment.
  • Discovered Contact Information: All extracted email addresses and phone numbers, complete with one-click copy buttons.
  • Deal Milestones Stepper: Visual step-by-step pipeline tracker. Click any stage to move the lead forward or backward.
  • Lead Tags: Active tags attached to the lead, with one-click tag removal and an assignment picker showing all company tags.
  • Bio and Website: Complete Instagram bio text and clickable external website link.
  • Direct Message Shortcut: One-click action to open or resume a direct Instagram conversation.

Visual Drag-and-Drop Kanban Pipeline

  • Organize leads across customizable sales funnel columns (e.g. New Lead, Engaged, Qualified, Call Booked, Closed Won).
  • Drag and drop cards between columns to update lead stages instantly.
  • Infinite scrolling per column to handle high-volume contact databases smoothly.
  • Colored dot indicators and count badges on each stage column.
  • Filter cards by tags, stage, follower counts, and interaction date.

Customizable Pipeline Stages and Company Tags

  • Configure pipeline stages to match your exact sales process. Add custom stages, reorder stages, or customize stage names.
  • Create global company tags (e.g. VIP, Hot Lead, High Budget, Agency) in settings. These tags are instantly available across CRM cards, automation action nodes, and condition branches.

Story Mentions Log and Leads Table View

  • Switch effortlessly between the visual Kanban board and a dense table view.
  • Dedicated Story Mentions log tracking every account mention with media references and engagement timestamps.

Lead Data Export

  • Export complete lead records to CSV or XML format.
  • Selectively choose export categories: Standard fields (ID, username, name, bio, website, creation date), Contact fields (emails, phone numbers), and Sales Discovery fields (tags, budget, timeline, status, followers).

10. Audience Lists and Segmentation

Segment contacts into targeted lists for focused campaigns, retargeting, and outreach:
  • List Creation and Organization: Create custom audience lists with color coding, descriptions, and pinned status for quick access.
  • Origin Folders and Automation Tracking: Track which campaign folder or automation flow generated each contact in the list.
  • Channel Filtering: Filter contacts by available communication channels: contacts with verified email, contacts with phone number, or contacts with both.
  • Granular CSV Export: Export specific audience segments with custom date filters and column configurations.

11. End-to-End Analytics and Execution Telemetry

Track every impression, message, drop-off, and conversion across your entire workspace:

Automation Funnel Analytics

  • Node-by-Node Funnel Telemetry: Inspect step-by-step conversion drop-off from node 1 to node 2, node 3, and beyond.
  • KPI Overview Cards: Total trigger runs, completed funnel runs, overall completion rate, and dropped or failed executions.
  • Business Attribution: Track qualified leads generated, deals closed, and total revenue driven by each specific automation.
  • Stage and Tag Distribution: Visualize how contacts who entered this automation are distributed across pipeline stages and company tags.

Real-Time Execution Runtime Inspector

  • Live Execution Log: Review every single execution run with execution status (COMPLETED, FAILED, RUNNING, PENDING, CANCELLED).
  • Step-by-Step Execution Traces: Inspect every node executed during a run, including exact input payloads, output data, error messages, and execution timestamps.
  • Raw JSON Payload Inspector: View and copy full JSON event payloads for debugging.
  • Search and Filter: Filter execution logs by run status or search by Instagram username.

Workspace Analytics Dashboard

  • Comprehensive metrics covering total leads captured, active conversations, average response times, and conversion rates.
  • Origin attribution charts identifying which posts, stories, or automations generate the highest lead volume.
  • Interactive charts: sparkline trends, hero engagement graphs, pipeline stage distributions, and audience growth charts.
  • Export all workspace analytics metrics directly to CSV.

12. Internationalization (i18n)

Instance is engineered from the ground up for international sales teams and global audiences:
  • 8 Supported Languages:
    • English 🇺🇸 (en)
    • Portuguese (Brazil) 🇧🇷 (pt)
    • Spanish 🇪🇸 (es)
    • Hindi 🇮🇳 (hi)
    • German 🇩🇪 (de)
    • French 🇫🇷 (fr)
    • Indonesian 🇮🇩 (id)
    • Turkish 🇹🇷 (tr)
  • Clean Cookie-Based Locale Persistence: Locale preference is stored cleanly via cookies without adding disruptive language subpaths (such as /en/ or /es/) to dashboard URLs.
  • Single Source of Truth: All UI strings are managed through centralized English catalogs with automated AI translations, ensuring consistent terminology across every screen.