API rate limit
Why it matters for creators
Rate limits are why a serious automation tool queues and paces its work instead of firing everything at once. When a reel takes off, thousands of comments can arrive in an hour. The tool's job is to answer all of them while staying inside Meta's per-account ceilings, so your account stays in good standing.
As a creator you mostly need to know one thing: limits exist, and a well-built tool respects them invisibly. If you're evaluating tools, ask how they handle the viral case. The answer tells you a lot.
Meta publishes the actual figures, and they're more specific than most tools admit: 750 automated private replies an hour per account, and 1,000 bytes of text per message. We put all of them in one place, with the arithmetic, in Instagram's DM limits.