DM Message Layouts: Plain Text, Buttons and Attachments
The Message card is the DM itself. The dropdown in its header decides what shape that DM takes — and the shape matters more than most people expect, because a tappable button gets clicked far more often than a link pasted into a sentence.
Plain text
Section titled “Plain text”Just words. Up to 900 characters, links included.
Instagram turns a pasted URL into a tappable link, so plain text is perfectly workable for a single link — it just looks like a normal message rather than a card. Use it for conversational openers, answers to questions, and anywhere a designed card would feel like an ad.
Text with button
Section titled “Text with button”The same message, with up to three buttons underneath it. Each button has a link and a label of up to 20 characters.
This is the workhorse for link campaigns. The message explains, the button gets tapped, and you get a click you can count. + Add link adds a second and third button — enough for “Shop now / See sizes / Talk to us” without turning the DM into a menu.
Note the message allowance drops to 620 characters here to leave room for the buttons.
Image with button
Section titled “Image with button”A card: image on top, title, and buttons under it. Add more cards and they send as a swipeable carousel — up to ten.
This is the layout for products, tiers, or anything with more than one option. It’s covered in full, with the sizes and limits, in Media in DMs.
Attachment
Section titled “Attachment”Sends a file — image, video, GIF, audio or PDF — instead of a formatted message. Also in Media in DMs.
Choosing
Section titled “Choosing”| You want to… | Use |
|---|---|
| Answer a question, sound human | Plain text |
| Send one link and count the taps | Text with button |
| Show a product, or several | Image with button |
| Deliver a guide, price list or clip | Attachment |
Every layout can be rotated through variations, so picking a card layout doesn’t mean sending an identical card to everyone.