Metricool Launches “Flows”: Turning Social Media Into a Sales Channel

Metricool enters the conversational commerce space with a new feature that turns every comment, DM, or Story reply into the start of a sale without relying on ads or third-party platforms.

MADRID — September 1, 2026 — More sales are starting in a social media comment, not an ad. It’s what the digital marketing industry calls conversational commerce, buying directly through a link in a comment or DM. This model already generates several billion dollars a year worldwide and has become one of the most profitable growth levers for online businesses. Today, Metricool announced it is leading the trend with the launch of Flows, a new feature that automatically turns comments, DMs, and Story replies into the start of a sale.

When the Comment Replaces the Click

Until now, converting on social media has depended almost entirely on advertising: paying to drive traffic. The rise of conversational automation is changing that equation. Brands and creators are already using their own comments, DMs, and Story replies as an entry point to a sale: a user types a keyword and instantly gets the link, code, or information they need to take the next step. Engagement is no longer just an awareness metric, but the first touchpoint of a sale.

Metricool’s Answer: Growth Without Leaving the Platform

Brands wanting this kind of automation had to buy it separately from an outside tool, pay an extra subscription, and learn to run another platform disconnected from the one they already use to plan and publish on social media. Metricool has built that same capability directly into its own ecosystem — the same place where social media managers already plan and publish their content — with no extra tool to add and no third party to depend on. Instagram, the platform where this kind of strategy is most concentrated and also the most widely used within Metricool, is the first network where Flows is available, alongside TikTok; X (formerly Twitter) will follow in the coming weeks.

In practice, Flows lets users set a keyword on an Instagram comment, DM, or Story reply and automatically trigger up to three personalized response messages, with its own stats on sends, interactions, and CTR for each automation. The feature is free for an initial period and will later become a paid add-on within the Starter and Advanced plans.

“Consumer behavior has already changed. People are buying where the conversation is happening, not where they’re clicking. With Flows, we’re entering a market that’s redefining how sales happen on social media, and we’re doing it right where the social media manager already works, without asking them to add one more tool to their day,” said Juan Pablo Tejela, CEO and co-founder of Metricool.

Availability

Flows will be available to all Metricool users starting September 1, 2026, free of charge for a limited time. After this initial adoption period, the feature will become part of the Starter and Advanced plans as a paid add-on. Users can access it directly from the Flows tab inside the platform’s Planner.

Find more information about Flows here: https://metricool.com/flows/.