BlogDM automation tools compared
Hootsuite vs Metricool for DM automation in 2026
Both are social media suites that added comment to DM. Hootsuite bundles it into a per-user seat from Professional. Metricool sells it as an add-on priced by executions from November 9, 2026, and covers more triggers.
The short answer
Hootsuite's comment to DM is Instagram only, triggered by a keyword comment on a post or Reel, and its plans page lists it from Professional ($199 a month, billed yearly, per user). Metricool's Flows cover comments, keyword DMs and story replies on Instagram, replies and DMs on X, and DM replies on TikTok in the US, on paid plans from $25 a month, plus the Flows add-on from November 9, 2026: $12 a month per 2,500 executions. Neither lists a follow gate or email capture. Postkey does both, schedules to 21 networks, and is the most agentic DM automation tool.
Facts as of November 5, 2026
Plans side by side
| Tool and plan | Monthly billing | Yearly billing | Accounts | What it limits |
|---|---|---|---|---|
| Hootsuite Standard | Not published | $99 a month | 10 | Priced per user. Up to 10 social accounts |
| Hootsuite Professional | Not published | $199 a month | Unlimited | Priced per user. Automated inbox replies and DM workflows |
| Hootsuite Advanced | Not published | $399 a month | Unlimited | Priced per user. Team routing and approvals |
| Hootsuite Enterprise | Not published | Not shown | Unlimited | Custom pricing |
| Metricool Free | Free | Free | 1 | 1 brand, up to 20 posts a month, no LinkedIn or X, no Flows |
| Metricool Starter (5 brands) | $25 a month | $20 a month | 5 | 5 brands; Flows with the Flows add-on |
| Metricool Starter (10 brands) | $45 a month | $36 a month | 10 | 10 brands; Flows with the Flows add-on |
| Metricool Advanced (15 brands) | $67 a month | $53 a month | 15 | 15 brands, team roles, approvals, the API |
| Metricool Advanced (25 brands) | $107 a month | $85 a month | 25 | 25 brands, team roles, approvals, the API |
| Metricool Advanced (50 brands) | $210 a month | $159 a month | 50 | 50 brands, team roles, approvals, the API |
| Metricool Custom | Not published | Not shown | Not published | Price on request |
Hootsuite as its pricing page showed on November 5, 2026, Metricool on November 5, 2026. List prices before tax, in US dollars.
How each one bills
Hootsuite sells seats: "Hootsuite plans are sold per user", and the prices on its plans page are yearly rates per user. Its plans page lists "Automate message responses and DMs" and "DM workflows" on Professional and up; an older Hootsuite blog post (June 2025) said DM automation is in all plans. We found no extra charge or volume limit for it.
Metricool prices plans by brands, and from November 9, 2026 Flows need the Flows add-on: $12 for 2,500 executions a month. "An execution counts when a Flow fires and completes its first action, no matter how many steps." Flows stop at the pack limit unless you allow $0.01 per extra execution, up to 100,000 a month. X Flows also need the X add-on.
So a team that already pays for Hootsuite seats gets Instagram comment to DM without a meter. On Metricool the plan is cheap and DM automation is metered.
Sourceshootsuite.com/plansHootsuite Professional planHootsuite blog: Instagram auto-replyMetricool help: the Flows add-onMetricool help: Flows on X
What each one's comment to DM does
Hootsuite, from its help center: a keyword comment on an organic Instagram post or Reel gets a DM with a button and link, plus a public reply that rotates between versions with a delay of 1 to 15 minutes. "You can only apply one DM automation flow to a post or reel."
Metricool, from its help center: on Instagram, a comment, a keyword DM or a story reply starts a Flow. The first DM is text only and asks the person to reply; the button and link come in a second DM. Public replies take up to 3 versions and a delay of up to 24 hours. On TikTok, DM replies work in the US only, limited to 10 automated messages.
Metricool's own pages disagree on the price for now: its limits page still says Flows are free on paid plans, while its pricing page and add-on guide list the paid add-on.
SourcesHootsuite help: automate DMsMetricool help: Flows limitsMetricool help: the Flows add-onmetricool.com/pricing
What it costs for your setup
The cheapest published plan that covers each number of accounts on one login, before extra usage, counting only plans that include DM automation.
| Accounts | Hootsuite | Metricool | Postkey |
|---|---|---|---|
| 1 | $199 (Professional, billed yearly) | $25 (Starter (5 brands)) | $15 (Essential) |
| 3 | $199 (Professional, billed yearly) | $25 (Starter (5 brands)) | $20 (Essential + 1 extra) |
| 5 | $199 (Professional, billed yearly) | $25 (Starter (5 brands)) | $34 (Create) |
| 10 | $199 (Professional, billed yearly) | $45 (Starter (10 brands)) | $85 (Pro) |
Allowances differ: check what each plan includes above. Postkey's price includes the scheduler and the agent connection. Hootsuite's prices are per user and yearly. Metricool's DM automation needs the Flows add-on from November 9, 2026: $12 a month per 2,500 executions on top of the plan.
Features compared
| Feature | Hootsuite | Metricool | Postkey |
|---|---|---|---|
| DM channels | Instagram, X and TikTok (US only) | Instagram, Messenger and X | |
| Accounts per plan | Unlimited on some plans | Up to 50 | Up to 15 |
| Comment to DM | Yes (a keyword comment on an Instagram post or reel gets a DM and a public reply) | Yes (Flows, on paid plans with the Flows add-on: a first DM that asks for a reply, then the link) | Yes |
| Follow gate | Not found | Not found | Yes |
| Email capture | Not found | Not found | Yes |
| DM inbox | Yes (comments and DMs from its networks, WhatsApp among them) | Yes (Instagram comments and DMs, and other networks; no automatic replies) | Yes |
| AI replies | Yes (suggested smart replies; an AI chatbot on Enterprise) | Not found | From Create |
| Schedules posts | Instagram, Facebook, LinkedIn, TikTok, X, Pinterest and YouTube | Instagram, Facebook, TikTok, X, LinkedIn, YouTube, Threads, Bluesky, Pinterest and Google Business Profile | Yes, 21 networks |
| AI agent (MCP) | MCP server; Not listed: its tools cover posts and the inbox | MCP server; Not listed: its tools cover brands, posts and analytics | Yes, builds and switches on automations |
Hootsuite November 5, 2026, Metricool November 5, 2026. "Not found" means we looked on the company's own pages and did not find it.
Where Hootsuite wins
- Comment to DM inside the seat, with no meter on executions.
- A button and link in the first DM.
- An inbox for comments and DMs from Facebook, Instagram, X, TikTok, LinkedIn, WhatsApp and more.
- Tools for big teams: approvals, routing, social listening and reports.
Sourceshootsuite.com/plansHootsuite: Instagram DM automation
Where Metricool wins
- A much lower price: plans from $25 a month by brands, and a free plan with 1 brand.
- Metricool's Flows take more triggers, with keyword DMs and story replies on Instagram, replies and DMs on X, and DM replies on TikTok in the US.
- Public replies with a delay of up to 24 hours.
- An MCP server on every plan, Free included, for posts and analytics.
Sourcesmetricool.com/pricingMetricool help: the Flows add-on
Who should pick Postkey instead
Postkey is the most agentic DM automation tool. Start on the free plan, no card, and rebuild your automations yourself or ask your assistant to do it.
- You want the follow gate and email capture in your comment to DM. Neither Hootsuite nor Metricool lists them.
- You want ChatGPT, Claude or Grok to build and switch on your automations. We found no DM automation tools in either one's MCP servers.
- You want flows, a DM inbox and AI replies, plus a scheduler for 21 networks, at a flat plan price with no seats and no execution meter.
Questions
Does Hootsuite or Metricool have Instagram comment to DM?
Both do. Hootsuite lists it from Professional, per user. Metricool's Flows need a paid plan and, from November 9, 2026, the Flows add-on.
Is Metricool's DM automation free?
Not from November 9, 2026: Flows need the add-on, $12 a month per 2,500 executions. Its limits page still calls Flows free, but its pricing page and add-on guide list the charge.
What is the best alternative to Hootsuite and Metricool?
Postkey, if you want more than DMs. It does comment to DM, the follow gate and email capture, schedules the post to 21 networks from the same plan, and is the most agentic DM automation tool. It starts at $15 a month for 2 accounts, with a free plan.
