Some answers should be instant.
Someone types PRICE at 3am and has the answer a second later.
Keyword automation replies to an incoming message when its text matches a rule a business has written. It is the simplest form of automation and still the most predictable one: the business knows exactly which phrase produces which answer, which makes it a good fit for pricing questions, opening hours and menu requests.
- Exact, contains or pattern matching, in priority order
- Rules scoped to a channel, or applied everywhere
- Comment rules that open a private message
- Nothing is sent when no rule matches
How it works.
- 01
Write the rule
Choose exact, contains or pattern matching, give it the phrase, and write the reply. Set a priority so overlapping rules resolve predictably.
- 02
Scope it
Apply the rule to one channel or leave it open to all. Comment rules for Instagram and Facebook are separate from message rules.
- 03
Let it match
Incoming messages are checked in the order you set, and the first rule that matches wins. A rule you have written wrongly is skipped, and the rest keep working.
- 04
Everything else stays human
Messages that match nothing are handled by the AI agent or your team. A rule never blocks the normal path.
Predictable by design
The appeal of keyword rules is that they are literal. What you write is what customers get, which makes them the right tool for answers that must not vary.
- Exact match for a single word like a menu request
- Contains match for a phrase inside a longer message
- Pattern matching for structured input like an order reference
- Priority order so the specific rule beats the general one
The same send rules apply
A keyword reply is not a shortcut around the guardrails. It goes through the same path as any other outbound message.
- Consent and suppression checked before sending
- Conversation window rules applied
- The message you approved sends once, and only once
- Recorded in the audit record with the rule as the reviewer
Comments into conversations
On Instagram and Facebook, a keyword rule can respond to a public comment by opening a private message with that person.
- Separate rule scopes for Instagram and Facebook comments
- Private message only, never an automatic public reply
- The private message opens a normal conversation thread
Where keywords stop and AI starts
Keyword rules are for the handful of phrases you can predict. Everything else is better served by an agent that reads the question.
- Rules for fixed, high volume phrases
- AI replies for the questions you could never list in advance
- Both draw on the same consent and audit path
What it does not do.
One keyword reply per message. Rules do not chain into each other.
Comment rules send a private message only, never a public reply.
Matching is on message text. There is no matching on attachments or media content.
Common questions
What match types are supported?
- Exact, contains and pattern matching. Rules are evaluated in priority order and the first match wins.
What happens if two rules match?
- The one with the higher priority wins. Only one keyword reply is sent for a message.
Can a rule apply to only one channel?
- Yes. A rule can be scoped to a channel or left open, and comment rules are separate from message rules.
Do keyword replies respect opt-outs?
- Yes. They pass the same consent, suppression and window checks as any other outbound message.
What if my pattern is invalid?
- It is skipped, so a mistake in one rule does not stop the rest from working.
Can a rule reply publicly to a comment?
- No. Comment automation opens a private message. Public replies are written by a person.
Do rules run before the AI agent?
- A matching rule handles the message. Messages with no matching rule follow the normal path to the agent or your team.
Are keyword replies logged?
- Yes. Each send is written to the audit record, attributed to the rule that produced it.
When should I use a rule instead of the AI agent?
- Use a rule when the phrase is predictable and the answer must never vary, such as a menu request or opening hours. Use the agent for questions you cannot list in advance.
The reason a customer comes back a second time.