NHN Data has significantly expanded account protection features in its Instagram marketing solution, SocialBiz. The move comes amid growing concerns that automated direct messages (DMs) and comment replies could be classified as “suspicious activity” under Instagram’s operating policies, potentially leading to account restrictions or bans.
The company announced on the 7th that it has sequentially upgraded the customer account protection system for SocialBiz, which utilizes Meta’s official API. The core focus is controlling sending patterns so that accounts do not trigger risk signals even when messages surge in a short period.
First, a feature to set hourly DM sending limits has been introduced. Even when user responses concentrate on events or popular posts, comment replies and DMs can be distributed according to the configured sending volume. The design aims to reduce the impact of sudden activity spikes on accounts by artificially regulating sending speed and volume.
The message sending policy has also changed. Instead of sending promotional content from the first DM, the company has applied a “default message” principle that encourages recipients to request the information they need first. A feature to insert user names into default messages has been added, enabling personalization for each recipient. This measure is based on the judgment that if promotional content is included in the first message, message delivery itself could be restricted.
Protection mechanisms have also been added to comment auto-replies. When the system detects a situation where post engagement is rapidly increasing, it temporarily pauses comment auto-replies. This is because consecutive replies with identical patterns could be mistaken for suspicious activity. Scheduled DMs continue to be sent normally during the pause period, and the comment reply function resumes after a certain period.
Diagnostic features for administrator convenience have also been added. Posts or Reels with restricted access on Instagram can now be checked from the SocialBiz admin page. This allows quick identification of whether specific content has been restricted when comment replies or DMs suddenly stop being sent.
This feature enhancement comes as cases of content restrictions and account bans on Instagram have occurred in succession, heightening user concerns about the potential impact of normal DM automation features on account operations. NHN Data views it as critical that DM automation services go beyond simply supporting automatic message sending to quickly identify and respond to Meta’s policy changes, and has continuously monitored Meta’s operating policies while improving related features.
SocialBiz is an Instagram DM automation marketing solution developed by NHN Data in collaboration with Meta. In addition to DM automation, it offers features such as “Insight” for analyzing account activity data and “Link” for collecting and sharing multiple content pieces and external channels on a single page.
Lee Jin-soo, CEO of NHN Data, said, “We will continue to improve the service in line with Meta’s operating policy changes,” adding, “We will strengthen account protection features so that brands and influencers can focus on marketing and content creation.”
Policy Risks in Automated Marketing
Social media platforms including Instagram constantly monitor activity patterns to prevent spam and automated manipulation. If large volumes of messages or comments are sent in a short period, or identical phrases are repeated, the likelihood of being classified as a bot increases. In such cases, account reach may be limited, temporary bans may be imposed, or in severe cases, permanent suspension may follow.
As brands and influencers increasingly adopt DM automation tools for marketing efficiency, a paradoxical situation is emerging where the automation tools themselves heighten account risk. In response, automation solution providers are positioning “safe automation” that complies with platform policies as a product differentiator.
NHN Data’s latest measures are differentiated from unofficial automation tools in that they use Meta’s official API. Official API-based services operate within the boundaries permitted by the platform, but there remains room for sending patterns to be mistaken for suspicious activity. The newly added sending volume controls and anomaly detection features are precisely the mechanisms designed to reduce that residual risk.
Market Impact
In the market of companies and influencers using Instagram as a marketing channel, account stability is directly tied to business continuity. When accounts are restricted, campaign schedules are disrupted and the value of accumulated follower assets can be damaged. The ability to protect accounts while using automation tools is expected to become a core selling point for SocialBiz.
NHN Data plans to continue upgrading related features in line with Meta’s Instagram operating policy changes going forward. The focus is on helping customers reduce the burden of account restrictions and operate their accounts stably over the long term. Given that Meta’s policies change frequently, the ability to respond quickly is expected to become a key competitive differentiator in the automated marketing solutions market.
