One brand voice, in every comment
Your tone, your approved answers and your escalation rules, applied to every reply under every post and every ad — whoever is on shift.
The comment section is where the brand is actually experienced
The voice depends on who is on shift
The brand book governs the post and stops at the replies. Under it, three people and an agency are improvising in three and a half registers.
Paid media pays for the spam
Comment spam under a campaign drags the engagement the platform is optimising against — on the posts you spent the most to put in front of people.
The complaint that needed a person did not get one
A refund, a safety question, a journalist. They arrive in the same list as “love this 😍” and they are found when somebody scrolls far enough.
The brand book, applied to the replies as well as the posts
Tone and approved language stop being a document people are supposed to have read, and become the thing every draft is written against.
Tone and never-say, written once
Register, vocabulary, claims you are not allowed to make, competitors you do not name. Applied to every reply on every page you connect.
Answers from your own documents
Product pages, shipping terms, warranty and support articles. Replies quote what your company has already published rather than inventing a detail somebody has to retract.
Escalations routed, not discovered
Name the topics that must reach a human — complaints, safety, press, anything legal — and they are held for review however confident the draft is.
Drafted, graded, then published or held
The comment is read in context
The post, the creative, the caption and the thread above it. Intent and sentiment are labelled before anything is written.
A reply is drafted in the brand's voice
From your tone rules and your own documents, so the answer is on-brand and the facts in it are ones you published.
It publishes itself, or it waits for you
Above your confidence threshold the reply goes out; below it, or on any topic you route, it lands in the review queue with the draft ready.
“Regulated categories usually stay at review-everything, and the queue is still the win.”
Nothing posts without a human. The default.
Clear, low-risk answers post themselves; everything else waits.
Everything posts except what your rules route to a person.
What a brand gets out of it
A voice that holds
Every reply comes from one set of rules — across pages, campaigns, agencies and shifts.
Cleaner comment sections under paid posts
Spam and scam replies are hidden by your rules before they set the tone under the creative you paid to distribute.
A record of what customers actually ask
Every comment is labelled by intent and sentiment, so the questions under your posts become something the team can read as a report.
What brand teams ask first
Still unsure? The free plan answers most of these faster than we can.
How do we stop it saying something we cannot say?
The never-say list is part of the brand voice: claims, comparisons, competitor names, anything your legal team rules out. Drafts are written against it, and any topic you route to a human is held for review regardless of confidence.
Can several people work the same queue?
Yes. Team members are unlimited on every plan, and everything needing a human sits in one queue tagged by intent, page and how sure the draft is.
Does it cover ads as well as organic posts?
Both. Comments under paid posts are where hidden spam matters most, since engagement is what the platform optimises against.
Where do the answers come from?
From documents you upload — product pages, shipping and warranty terms, support articles. A question with no source in them is routed to a person rather than answered from guesswork.
Can we run more than one brand or market?
Each brand or market is its own workspace with its own voice, rules and threshold, reached from one sign-in. Nothing configured for one is visible to another.
Put the brand voice where customers actually meet it
Start on the free plan with one page and read a week of drafts before anything posts.
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