The best way to reply to a "price?" comment on an ad is to give the price in public, in one short line, and then send one private message with the order link and the details. Writing "price in DM" makes buyers wait, makes everyone else reading think the price changes from person to person, and in some countries breaks price-display rules.

Below: why "DM for price" costs sales, what price rules say, and sample replies in English, French and Darija.

Key Takeaways

  • "Price in DM" adds a wait before the buyer even knows if they can afford it.
  • In a Gartner survey of 303 US consumers, 80% said brands with consistent pricing seem more trustworthy.
  • France, the EU, Morocco and Malaysia all have rules on clear price information.
  • Better pattern: price in public, order link in one private message.

Why does "price in DM" frustrate buyers?

"Price in DM" turns a one-second answer into a conversation the buyer did not ask for. They wanted a number. Now they must open their inbox and wait for a person who may be asleep. Many scroll to the next ad instead.

The wait is only part of it. When the price is hidden, buyers wonder why. A common guess is that you charge different people different amounts. In a Gartner survey of 303 US consumers, 68% said dynamic pricing made them feel taken advantage of, and 80% said brands with consistent pricing were more trustworthy (Consumer Goods Technology, reporting Gartner). A hidden price feels like a price that depends on who asks.

Surprises about cost also kill checkouts. Baymard Institute's research on online checkouts lists "extra costs too high" as the top reason for leaving, at 40% of shoppers who abandoned for a reason other than browsing, and 12% left because they could not see the total cost up front (Baymard Institute). A comment section where nobody will say the price is the same problem, just earlier.

Can "DM for price" look like a scam?

Yes, to some buyers it does. Scam shops on Instagram often keep the whole deal in private messages. A July 2026 Bitdefender guide to Instagram shop scams warns about sellers who keep the transaction inside DMs and push buyers to move to another messaging app or skip secure checkout (Bitdefender).

Your shop is not a scam, but a buyer scrolling fast can't tell. When every reply under your ad says "check your DM", you look like the shops people are warned about. A public price shows you have nothing to hide.

What do consumer rules say about showing prices?

Several sets of rules ask sellers to make prices clear. This is general information, not legal advice; check the rules where you sell.

  • European Union. The Price Indication Directive (98/6/EC) says the selling price must be "unambiguous, easily identifiable and clearly legible", and defines it as the final price including VAT and all other taxes (EUR-Lex).
  • France. The official public-service site says price information is mandatory whatever the sales channel, including online. Prices are shown tax included, and known extra fees such as delivery must be disclosed. The fine for breaking price-display rules can reach €3,000 for an individual and €15,000 for a company (Service-Public.fr).
  • Morocco. Article 3 of Law 31-08 on consumer protection requires suppliers to inform consumers about the prices of products and services by marking, labelling, display or any other appropriate means (WIPO Lex). The details are set by Decree 2-12-503 of 2013.
  • Malaysia. In March 2019, the domestic trade ministry said online sellers asking buyers to "PM for details" break the Consumer Protection Act 1999, with fines of up to RM50,000 (RinggitPlus).

None of these texts mention Instagram comments by name. But the direction is the same everywhere: the buyer should be able to see what they will pay without asking.

What is the better pattern?

Give the price in public, and send the order link in private. The public reply answers the question. The private message sends the link, explains options and opens a conversation.

  1. Public reply: price plus one fact. "199 DH, free delivery" is enough. Keep it short and in the commenter's language.
  2. Private message: product, price again, delivery, payment, one order link. The link goes to your product page or to WhatsApp with a pre-filled message.
  3. Say in public that you sent a message. On Instagram, Meta says a private reply lands in the main inbox only if the person follows you. Otherwise it goes to message requests (Meta for Developers).

Meta allows one private reply per commenter, within 7 days of the comment, and a follow-up only within 24 hours after they answer. So that single message has to be complete. Our guide on turning ad comments into COD orders covers the order form and WhatsApp side in more detail.

Sample public replies

Comment (English): price? Reply: Hi! It's $29, shipping included. I've sent you the link in a message.

Comment (French): C'est combien ? Reply: Bonjour ! 249 DH, livraison offerte. Le lien pour commander est dans vos messages.

Comment (Darija, Latin letters): bchhal? Reply: Salam! 199 dh w livraison fabor. Sifetna lik lien f message.

Comment (Darija, Arabic letters): بشحال؟ Reply: سلام! 199 درهم والتوصيل فابور. صيفطنا ليك الرابط فالميساج.

Prices are examples. Vary the wording so replies don't look copied.

Sample private messages

English: Hi! Thanks for asking about the [product]. It's $29 with shipping included, delivered in 3 to 5 days. Order here: [link]. Any question, just reply to this message.

French: Bonjour ! Le [produit] est à 249 DH, livraison offerte partout au Maroc en 24 à 48 h. Paiement à la livraison. Pour commander : [lien]. Une question ? Répondez ici.

Darija: Salam! [Product] b 199 dh, livraison fabor l ga3 l-mdon f 24 l 48 sa3a. Katkhelles mlli twslek. Bach tcommandi: [lien]. Ila bghiti chi haja, jawbni hna.

Tact follows this pattern by default: it answers the price in public in the commenter's dialect, then sends one private message with your product page or WhatsApp link to people who look ready to buy.

What if the price depends on size, pack or delivery?

Give the starting price in public and name what changes it. "From 149 DH, depends on size" is honest and quick. "Price in DM" is not. The full table goes in the private message, where you have room.

Some common cases:

  • Sizes or variants. "From 149 DH (S to M), 179 DH for L and XL." If there are more than three variants, give the range and send the details privately.
  • Packs and bundles. "1 for 199 DH, 2 for 349 DH." Bundle prices are a selling point, so show them.
  • Delivery fees by city. "199 DH + delivery, 20 DH in Casablanca, 35 DH elsewhere." French rules, for example, expect known extra fees like delivery to be disclosed, so don't leave them out.
  • Custom work. For made-to-order items, give a typical range ("usually 400 to 600 DH") and ask one question in the private message.

The buyer should never meet a number at checkout or at the door that your reply didn't prepare them for.

When should you not give the price in public?

Price in public is the right default, but not every "price?" comment is a simple question. Hold the reply, or answer without a number, when:

  • The comment is a complaint. "Bchhal? I paid 250 and got a broken one" needs a person, not a price. Our guide to replying to Instagram ad comments automatically explains what to keep out of automation.
  • The price is about to change. If a promotion ends tonight, a public reply with yesterday's price stays under your ad for weeks.
  • It's a wholesale or business request. "Price for 500 pieces?" deserves a private conversation and a quote.
  • The comment is spam or a fake account. Hide it instead of answering.

Tact holds complaints and unclear comments for your approval instead of answering them, and hides spam. You can see how that compares with Meta's own keyword tools in Tact vs Meta Business Suite.

Frequently asked questions

Is it illegal to write price in DM on social media?

It depends on the country. In 2019 Malaysia's trade ministry said asking buyers to PM for details breaks its Consumer Protection Act. France requires price information whatever the sales channel, and Morocco's Law 31-08 requires suppliers to inform consumers of prices. Ask a local lawyer about your own case.

Should I put the price in the public reply or the private message?

Put the price in the public reply and the order link in the private message. The buyer gets the answer they asked for right away, other readers see it too, and the private message carries what is better sent one to one: the link, delivery details and the options.

What if my price depends on size, pack or city?

Give the starting price in public, such as from 149 DH, and the full breakdown in the private message. Name the thing that changes the price, like the pack or the delivery city, so the buyer knows a starting price is not a hidden extra.

How many private messages can I send to someone who commented?

One. Meta's developer documentation says your app can send one private reply to a commenter, within 7 days of the comment. If the person answers, you can follow up within 24 hours of their response.

Answer every "price?" in minutes

Tact replies to Instagram and Facebook ad comments in Darija, Dziri, Gulf Arabic, standard Arabic, French or English, gives the price in public, and sends one private message with your order or WhatsApp link. Try a few replies first with the free comment reply generator, then start your 3-day free trial, no card needed.