DM templates · Instagram and Facebook
DM templates for coaches who book calls from social
Coaching sells through conversation, and the conversation starts in the DMs. These 12 templates take a stranger from a first reply to a booked call, then look after them after it. Each is short, makes no promises about results and fits Meta's messaging rules.
Updated 6 October 2026 · 12 templates
12 messages to copy
Tap a card to copy the message. Swap anything in braces, like {name}, for your own words before you send it.
First reply to an enquiry
Hi {name}, lovely to hear from you. Before I say anything useful, what's the main thing you'd like to change over the next few months?
One open question beats a list of services. Their answer tells you whether you're the right coach for them.
First DM after a CALL comment
Hi {name}, thanks for the CALL comment. I set this message to go out on its own so you needn't wait. Want to hear how a first call works? Reply YES and I'll explain.
It's the one message Instagram lets you send before they answer, so it ends on a question they can say yes to.
Inviting them to a discovery call
It sounds like a call would help. I do a free {time}-minute chat to hear where you are and see if we'd work well together. Here's my calendar: {link}
Say what the call is and isn't. “No pressure, no pitch” is only believable if you really mean it.
Sending a free resource
Here's the {name} guide I mentioned: {link}. It takes about ten minutes to read. When you've had a look, tell me which part felt most like you.
A question at the end keeps the chat going after the download, and tells you what they care about.
Qualifying question
Just so I can be useful: have you worked with a coach before, and what's stopped you getting there on your own so far?
Two honest questions in a single message. Don't ask for their budget in the first exchange.
Answering “how much is it?”
Fair question. Working with me one to one starts at {link} a month, and we'd agree how long it runs on our call. I'd rather hear what you need first, so tell me a bit about it.
A coach who dodges the price loses trust fast. Give a figure or a range, then bring it back to their needs.
“I can't afford it right now”
Thanks for being honest, I appreciate it. I do have a lower-cost option: {link}. If that's not right either, there's no pressure, and my free posts are always open to you.
Don't discount on the spot. Offer a smaller product instead, so that the price of your main offer stays steady.
After the call
Thanks for today, {name}, I enjoyed it. As promised, here's the summary of what we talked about, and the next step if you'd like to start: {link}. Take your time to think it over.
Send it the same day, within 24 hours of their last message, so the conversation is still open.
Missed call
Hi {name}, we missed each other today. These things happen! Here's the link to pick a new time: {link}. If now isn't the right moment, that's fine too.
No guilt. A short, warm reschedule brings back more people than a message saying you waited.
Gentle follow-up after no reply
Hi {name}, I wanted to check in after our chat. Did you get a chance to think about it? Whatever you decide, I'm glad we spoke.
Once, a few days after they went quiet. A second nudge starts to sound like pressure.
Not the right fit
Having heard more, I don't think I'm the best person to help with this, and I'd rather say so than take your money. {link} works with exactly this, and I'd happily introduce you.
Referring someone out costs you one sale and earns you a reputation. Only recommend people you'd use yourself.
Check-in with a client
Hi {name}, how's the week been? One thing that went well, one that was harder: send me both and we'll start there on Thursday.
Ask for a small, specific thing. “How are you getting on?” usually gets “fine”.
Set it up in DMFast
Comment CALL, book a free intro call
Someone comments on your post
CALLPublic reply under their comment
Sent you a message with how to book!First DM (plain text)
Hi! This is an automatic message because you commented CALL. I do a free intro call to hear what you're working on. Want my booking link? Reply YES and I'll send it, and tell me in a line what you'd like help with.Yes pleaseBook a free intro callChoose a timeA coach's keyword post gets people who are warm but not yet ready to book. A first message that asks for one line about their goal turns a comment into a conversation. The booking card follows their reply.
Pick a post
Connect your Instagram account or Facebook Page, then choose the post or Reel it runs on, or every post.
Set the word: CALL
Anyone who comments CALL gets a reply under their comment and a DM. Capitals don't matter.
Paste the message
Add the public reply and the first DM shown here. Once they answer, your link follows as a card.
Free plan, no card. Instagram professional accounts and Facebook Pages.
Rules to know
- The first DM after a comment is plain text, with no link or button, and the person must reply before anything else can be sent.
- A comment can be answered once, within 7 days. After the reply, an automated message must go out within 24 hours of the person's last message.
- Meta's human agent tag lets a real person reply by hand for up to 7 days. It is meant for support from people, not for marketing messages or follow-ups that go out automatically.
- Don't promise a result, a guaranteed outcome or earnings in a DM. It's a risk for your reputation, and advertising rules in many places treat income and health claims strictly.
- Messenger and Instagram have no official way to message everyone who follows you, so every thread begins with the other person writing or commenting first.
Sources
A simple path from comment to call
Most coaches lose people by asking for too much too soon. A calmer path has four small steps, and each one is a single message.
- They comment a word on a post, or send a message.
- The first reply is plain text and asks one easy question.
- Once they answer, you share a free resource or a call link.
- After the call, a same-day summary with one clear next step.
Tip: Count how many people drop out at each step. If most go quiet after the first question, make it shorter or easier to answer.
Talking about price without a hard sell
People rarely ask what a coach charges until they're considering it, so a price question is a good sign. Answer it directly, then ask about their situation. Hiding the price behind “let's talk on a call” works for some coaches, but it also puts off people who simply want to know whether it's in their range.
Never invent urgency. “Only two spots left” is true or it isn't, and your audience can usually tell. A start date that really is fixed, such as the first Monday of the month, gives them a reason to decide without any trick.
What to measure
- How many commenters reply to the first message. This tells you whether your opening question works.
- How many people who reply go on to book a call.
- How many calls turn into clients. If it is low, the problem is probably in the call, not the DMs.
- How many clients came from DMs and how many from elsewhere, so you know where to put your time.
Questions people ask
Can a coach automate DMs on Instagram?
Yes, with a Business or Creator account and a tool that uses Meta's official API. You can reply to comments and messages automatically, but not message all your followers. The first message after a comment must be plain text and wait for their reply.
Should I send my booking link in the first message?
Not after a comment. Instagram doesn't allow a link or button in the first private reply. Ask a question, such as “Reply YES and I'll send it”, and send the link when they answer. If they started the chat themselves, you can include the link straight away.
How often should I follow up with someone who went quiet?
Once, a few days later, then stop. If it's sent by a tool it has to fall within 24 hours of their last message, so a later nudge is one you write yourself, and it's best kept to a person's own enquiry.
Can I use these templates on a Facebook Page?
Yes. Messenger follows the same 24-hour rule, and a Page can send one private reply to a comment within 7 days. The only one that doesn't carry over is a Story reply, because Facebook Pages don't have that feature.
Related templates
Set-ups by business
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