# Unified social media inbox: every comment and DM, answered in your voice

> Comments and direct messages from your connected accounts land in one inbox. Mark replies with AI in your brand's voice, you pause the AI wherever you want, and anything that needs a person is escalated to your team.

By HeyMark · Reviewed by Crescente Martinez, CMO and co-founder of HeyMark · Updated September 25, 2026

An ordinary Monday: price questions under an Instagram reel, a Facebook DM about an order, comments on a TikTok video and a question under your LinkedIn post. If each one lives in its own app, something goes unanswered. A unified social media inbox brings the comments and direct messages from your accounts into one place, so you answer all of it without jumping between apps.

## What a unified social media inbox brings together

In HeyMark, the inbox receives the comments and direct messages from the accounts you connect on each brand. In each conversation you can:

- reply by hand or let the AI reply in your brand's voice;
- add a label, like "complaint", "sale" or "press";
- react to a message or a comment, where the network supports it;
- mark it as read;
- pause the AI and resume it later;
- read the conversation's full history.

- **96,058** comments and direct messages handled in the inbox in its first 58 days (Case study published by Zernio, HeyMark's integrations provider, https://zernio.com/customers/heymark).

## The AI replies, and you decide where it doesn't

Mark replies to comments and DMs with AI in your brand's voice, learned from what you've already published. AI DM automation is set per brand and writes a new reply for each message, not a fixed reply tree. Each reply uses 1 credit.

When a conversation needs someone on the team, it's escalated for human attention and stays on the escalation list until someone resolves it. If you'd rather answer a conversation yourself, you pause the AI there and resume it when you're done.

For the questions you always get, keyword rules reply without spending credits: an automatic DM reply on Instagram, Facebook and TikTok, or a public reply and a DM when someone comments the word. The details are in [AI comment replies](https://heymark.ai/en/solutions/ai-comment-replies/). And what you don't want in view goes through [comment moderation](https://heymark.ai/en/solutions/comment-moderation/): it gets hidden or held for review, and deleting requires your approval.

## Who answers what

| What comes in | Who handles it |
|---|---|
| A question you get every week ("how much is it?", "do you have it in medium?") | A keyword rule, with no credits spent |
| An open question ("does it work for sensitive skin?") | Mark, with AI in your brand's voice |
| A complaint or a sensitive topic | A person on your team, through an escalation |
| Spam, insults or links to other accounts | Moderation: hidden or held for review |

## Working the inbox as a team

A shared inbox works when everyone knows what's theirs:

- **Company** includes 5 people and 3 brands for $30 USD a month, and each extra person is $10 USD a month. With access by area (content, inbox and analytics), the person who answers messages gets only the inbox.
- **Labels** split the work: "complaint" for whoever fixes orders, "press" for whoever talks to media.
- **Escalations** show which conversations are waiting for a person.
- **Platform** adds advanced roles and an unlimited team. If you manage client brands, see [HeyMark for agencies](https://heymark.ai/en/solutions/agencies/).

## Reading and answering the inbox from Claude or ChatGPT

With HeyMark's MCP server, your assistant reads the inbox with your permissions: how many messages are unread, which conversations are waiting for a reply, each one's history and the pending escalations. Labeling, marking read or pausing the AI in a conversation runs directly. Before it sends a DM, replies to a comment or resumes the AI, it shows you a preview and waits for your approval. The setup is on [Claude and HeyMark](https://heymark.ai/en/integrations/claude/).

#### Catch up on the inbox

```text
Check my brand's inbox in HeyMark.

Tell me how many messages are unread, which conversations are waiting for a reply and which ones are escalated to a person.

For the ones waiting for a reply, suggest a text in the brand's voice. If any of them is a complaint, don't suggest a reply: label it as a complaint so I can see it.

Don't send anything. Show me each reply and wait for my approval.
```

## What to check in other inboxes

| Fact | HeyMark | Metricool | Hootsuite |
| --- | --- | --- | --- |
| AI on comments and DMs | Replies to comments and DMs with AI in your brand's voice, with approval and handoff to a person. On every plan | No documented AI replies in the inbox. Its assistant drafts copy with 5 to 35 credits per brand a month | AI-assisted replies in its inbox (Nest); automates replies from Professional |
| Comment moderation | Automatic moderation: hides, holds for review or deletes comments, with your approval to delete | The inbox can't hide or delete comments. On TikTok, Flows hides comments with banned words | No verified public data |
| MCP server | Yes, free on every plan. Publishes, replies to comments and DMs, moderates, automates and shares reports and calendars | Yes, on every plan: 27 documented tools, 2 that write (schedule and edit scheduled posts) | Yes, since June 2026: 4 servers (publishing and analytics, inbox, listening and advocacy) |

Checked on each tool's public pages on September 25, 2026. Sources: Metricool: https://help.metricool.com/inbox-manager-how-to-manage-messages-and-comments-from-metricool-s9zze, https://metricool.com/metricool-mcp-claude/; Hootsuite: https://www.hootsuite.com/plans, https://www.hootsuite.com/integrations/mcp.

Metricool's inbox answers comments and DMs, but according to its help center (checked September 25, 2026) it can't hide or delete comments, doesn't include TikTok or LinkedIn DMs, and doesn't alert you when a new message arrives. On the other hand, it receives Google Business Profile reviews and X messages, two networks HeyMark doesn't connect. In HeyMark, DM automations run on Instagram, Facebook and TikTok; on LinkedIn and YouTube, rules reply to comments in public.

Hootsuite has an inbox with AI-assisted replies, and one of its 4 MCP servers is for it. It's the pick if you also need social listening, with plans from $99 USD a month per user.

If you need WhatsApp or email in the same inbox, a customer service tool is a better fit: HeyMark sticks to your social media.

## How to get started

### Connect your accounts
Instagram, TikTok, Facebook, LinkedIn and YouTube, one account per network on each brand.

### Set how the AI replies
Configure the brand's AI DM settings and add what it can't guess to the profile: hours, prices, policies.

### Add rules for the repeats
One keyword rule for each question you get every week.

### Bring in your team
On Company, invite whoever answers messages with inbox access.

## Frequently asked questions

### What is a unified social media inbox?

One place where the comments and direct messages from all your accounts arrive, so you can answer them without opening each app. In HeyMark, the AI can also reply in your brand's voice.

### Can I answer Instagram and Facebook messages in one place?

Yes. DMs and comments from your Instagram and Facebook accounts land in the same inbox, along with TikTok's, and you answer them by hand or with AI.

### Does the social inbox include comments, or only DMs?

Both. On comments you can reply, react, hide or, with your approval, delete.

### How many people can work the inbox?

Creator is for 1 person. Company includes 5 and adds more at $10 USD a month each, with access by area; Platform has no team limit.

### Can I turn off the AI in one conversation?

Yes. You pause it in that conversation and resume it whenever you want. If you do it from Claude or ChatGPT, resuming asks for your approval.

## See it on your own accounts.

Connect Instagram, TikTok, Facebook, LinkedIn or YouTube and use HeyMark free for 14 days. Mark answers in your voice, and you approve what goes out.

[Start free](https://app.heymark.ai) · [See pricing](https://heymark.ai/en/#pricing)

## Keep reading

- [Instagram comment auto reply, written by AI in your brand's voice](https://heymark.ai/en/solutions/ai-comment-replies/): Set up Instagram comment auto replies with AI that writes in your brand's voice, with approval and handoff to a person. When to use keywords, AI or neither.
- [Social media comment moderation with AI, and nothing deleted without you](https://heymark.ai/en/solutions/comment-moderation/): Social media comment moderation with AI: spam, insults and outside links get hidden or held for review, and deleting a comment always needs your approval.
- [Connect Instagram to Claude to post, reply and analyze](https://heymark.ai/en/integrations/claude/): Connect Instagram to Claude with HeyMark's custom connector: analyze your posts, plan the month, schedule, and reply to comments and DMs with your approval.
- [Social media management tool for agencies, with client approvals](https://heymark.ai/en/solutions/agencies/): A social media management tool for agencies: one brand per client, client approval links on every plan, an AI inbox in each brand's voice and MCP for Claude.

## Developer and agent resources

- [HeyMark MCP documentation](https://heymark.ai/en/mcp/)
- [llms.txt](https://heymark.ai/llms.txt)
- [Full site content for language models](https://heymark.ai/llms-full.txt)
- MCP protocol endpoint: `POST https://mcp.heymark.ai`
- OAuth protected-resource metadata: [/.well-known/oauth-protected-resource](https://mcp.heymark.ai/.well-known/oauth-protected-resource)
- MCP server card: [/server-card](https://mcp.heymark.ai/server-card)