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Help center / Automation What MERKUVA is and what it does An automation panel that gathers your Instagram and WhatsApp messages into one inbox and answers the questions you get over and over. How the system works The road a message travels from Instagram or WhatsApp into the panel and back out as a reply — step by step, with no technical jargon. Signing up and signing in Creating an account with email or with Facebook/Google, verifying your email, two-step verification and signing in with a passkey. I can't sign in Checks for a wrong password, an unverified email, a locked account, a verification code that won't go through and a reset link that won't work. The consent screen Why the "One last step" and "Our agreements have been updated" screens appear, which box is required, and where to find your consent history. Setting up from start to finish The whole setup, from creating your account to your first automatic reply — portfolio, connecting a channel, your first flow and your first test. Finding your way around the panel The left menu, the top bar, switching accounts, ⌘K search, notifications, theme and language — every box, one by one. Joining a team from an invitation Joining a portfolio's team from the invitation link you received, what your role means, and what to do when the link does not work. Installing the app on your phone Adding the panel to your home screen and opening it like an app — steps for Android, iPhone and desktop. Your first week checklist Which setting to handle in which order over the seven days after setup — a daily list you can tick off. Portfolio A portfolio is the roof your accounts and your team sit under. The plan, the team and the shared settings all live at portfolio level. Account An account is a single connected Instagram or WhatsApp identity. Conversations, contacts, automations and reports all belong to it. How portfolios, accounts and users relate A user joins a portfolio, and the portfolio carries the accounts. Here is which layer holds the role, the access and the plan. Roles Owner, administrator, editor, agent and viewer. Exactly what each role can and cannot do, one by one. Access and visibility policy The portfolio setting that decides which conversations, contacts and sections each role sees. A closed section leaves the menu and will not open from its address either. Channel A channel is the live link between your account and Instagram or WhatsApp. It also decides which triggers and steps are available to you. Contact A contact is the card for every customer who writes to your account. Tags, fields, notes and conversation history all gather there. The inbox screen The conversation list, filters, chat column, message box and contact panel — what every box and every button on the inbox does. Searching chats and messages The inbox search box looks at both contact names and the text of every conversation, ignores Turkish letter variants, and jumps straight to the message it found. Assigning a conversation to an agent Assigning a chat by hand, removing an assignment, and setting the rules that share new conversations out on their own. Notes, tags and saved replies The internal notes your team leaves each other, the tags that group contacts, and the stored answers you call up with one key. Sending files and media in a chat Sending photos, video, audio and PDFs from the inbox, with the formats and size limits each channel accepts. Message statuses What the clock, single tick, double tick and warning icon under a sent message mean, and how Instagram differs from WhatsApp. The 24-hour messaging window The Contacts screen The list of everyone who writes to your account. Every box, column and button on the screen, one by one. Searching and filtering contacts What the search box and each of the five filters actually select, how they combine, and why a person you expected is missing. Segments Naming and saving a filter combination you use often, reopening it from the strip with one tap, deleting it, and the limits. Bulk actions on contacts Selection mode, the sticky action bar, adding and removing tags in bulk, selecting everyone who matches the filter, and bulk deletion. Exporting contacts to CSV The Download CSV button, the nine columns in the file, opening it in Excel, date and phone formats, and what the file covers. The contact card Everything about one customer: editable fields, channel info, follow state, notes, history and the delete section. Managing contact tags The four ways to add and remove tags, spelling rules, filtering by tag, renaming a tag, and the limits. The Automations screen The list of every flow you have built. Folders, search, status and trigger filters, list/grid views and row actions, explained one by one. Folders, bulk actions and the trash Group automations into folders, turn many of them on, off or move them in one go, and bring deleted ones back from the trash. Creating a new automation Starting from a blank flow, naming it, filing it in a folder, adding the first trigger and the steps that actually make it run. Building an automation from a template The categories in the template gallery, the channel badges and step preview on each card, and what you must change after installing one. The flow editor The automation's canvas: the top bar, the six tabs, the autosave indicator, the zoom buttons, the pre-publish check list and the minimap. Adding, connecting, moving and deleting steps Adding steps on the canvas, wiring exits together, moving, duplicating, copying and pasting, deleting, and the keyboard shortcuts. Flow steps and connections The 21 step types that make up an automation, the outputs each step has, how those outputs are wired together, and what the pre-publish check looks for. The Start step The step that holds the events which start a flow; adding triggers, channel scope, how triggers interrupt one another, and the setup mistakes that keep a flow from ever running. The Message step The most used step in any flow: text, buttons, text variants, waiting for a typed reply, the reply time limit and the pre-send pause, field by field. The Comment reply step The step that writes a public reply under the comment that started the flow: the text pool, the 2,200-character limit, the per-run writing allowance and the cases where the step is skipped. The Card step The step that sends a single card made of an image, a title, a subtitle and up to three buttons: button kinds, how it looks on each channel, its limits and the common mistakes. The Gallery step The step that sends up to 10 swipeable cards: the order you add them in, how the two channels differ, how the outputs are spread across cards, and the common mistakes. How triggers work Triggers are the door into a flow. This guide covers what each of the ten types waits for, which one wins when several match the same event, and which ones cut into a conversation already in progress. Match modes The match mode tells the panel how to look for your keyword inside the incoming text. Here is the difference between contains, whole word, starts with and exact match. Keyword trigger Starts the flow when someone writes one of the words you chose. Word list, match mode, channel scope and how it cuts an ongoing chat are all covered here. Any message trigger Runs on every message that arrives while the person has no open session. It is the trigger behind welcome flows; sessions, priority order and text-free messages are all covered here. Default reply trigger Runs as a last resort when no other automation answers. The frequency cap, the difference from Any message and how to build your final safety net are all here. Post comment trigger Starts the flow on comments under posts, reels and live videos. Post selection, excluded words, replies and Meta's rules for the first message are all covered one by one. The condition step and branching A condition step splits the flow into a True branch and a False branch. How to build the step, how rules combine and how to plan both branches. Comparison operators What equals, contains, is empty, greater than and the other operators in condition rules actually do, plus the rules for case, accents and numbers. Contact conditions The Tag, Field, Contact's language, First contact and Follow state rules — what each one reads, which operators it takes and when it can mislead you. Time conditions The Time range, Day and Business hours rules — which time zone they use, ranges that cross midnight, and how they relate to the business hours setting. Channel and message conditions The Channel, Last reply, Incoming attachment, Messaging window and Assignment rules — they read where the chat came from, what was written and whether the window is open. Flow context conditions The Started by and Post rules — branching on which door opened the session and which post it came from, so one flow can serve many campaigns. Posts Posts is the section where you prepare Instagram content in the panel and publish it now or schedule it for later. It covers what the section does, what it cannot do and which screens it has. The Posts screen The three lists on the Queue tab, the remaining-allowance counter, the status and error notes on each card, the edit/retry/cancel/delete buttons and bulk actions in selection mode, one by one. Post types and file limits reference The complete list of item counts, file sizes, durations, aspect ratios and formats accepted by posts, video posts, Reels, stories and carousels, plus the caption limits. Creating a new post Choosing the type, uploading files, the live preview, picking the time and the summary step, plus the exact difference between Publish now, Schedule and Save as draft. Caption, location and tags Every field on the Details step: the caption counter, Reels settings, the location ID, placing people tags and collaborators, and which of them work on which type. The good-hours suggestion The "Good hours based on history" buttons on the Time step are calculated from your account's own post metrics. How they are produced, why they sometimes never appear and how to use them. Insights versus Reports The panel has two sections full of numbers: Insights shows Meta's Instagram metrics, Reports shows the panel's own message and automation counts. The Insights overview What every tile, badge and row on the Overview tab means: the follower tile, the ten metric cards, the daily chart, AI commentary and the audience sections. Choosing a period and comparing The preset periods, the custom range, the "Compared with" line and exactly how the change badges are calculated. Audience demographics The age, city, country and gender breakdowns for followers and engaged audience, how the percentages are calculated, and why the section can stay empty. Post metrics Every column of the table on the Posts tab, sorting, searching captions, pagination and the "Awaiting metrics" badge. The post analysis screen Every metric for a single post, its engagement rate, watch times and the number of automation sessions that started from it. AI commentary The Team screen Your portfolio's members, pending invitations, roles and account access on one screen. Every section, column and button, one by one. Inviting a team member The three fields to fill in when adding a colleague to your portfolio's team, what the other person sees, and the warnings you get when the invitation does not go out. Removing a team member Taking a colleague out of the portfolio's team, what removal does to conversations and to the assignment rule, and what to do instead of removing. Team limit and seats What the number in the team badge counts, why pending invitations hold seats, how to free space when the limit is full, and which plan the limit comes from. Roles and permissions Which screens each of the five roles sees and which buttons it can press, screen by screen and action by action. Look up any permission here. Limiting access per account Restricting a team member to specific Instagram or WhatsApp accounts in the portfolio; the selection rules and what happens when you narrow access. Chat assignment rules The three settings areas In MERKUVA settings live in three separate places: account settings, portfolio settings and your own user settings. This explains what goes where and who can open each one. Account settings: General An account's language, currency and time zone. What each of the three fields actually affects, who can change them, and what goes wrong when the time zone is off. Messaging settings The typing indicator, read receipts and handing a conversation back to automation after an agent has left it. All four settings explained one by one. Business hours Your weekly schedule, holidays and what happens outside opening hours. Every day row, every button and all three after-hours switches explained. Saved replies Storing the answers you type most often and calling them with "/" in the inbox. Shortcut rules, placeholders, editing and deleting, step by step. Moving an account to another portfolio Moving an Instagram account or WhatsApp number, with all its data, into another portfolio you own. Every preview box, the blockers, and what changes afterwards. Plans, subscriptions and quotas What a plan is, who owns it, how its limits and AI credits work, and what each subscription status means. Your trial period How the trial starts, what is unlocked during it, what happens to the days left if you buy early, and what changes when the trial ends. The Plan screen Every notice box, every row, every limit counter, the credits block and each button on the plan cards of the Plan tab, explained one by one. Buying a plan Every block on the checkout screen, the agreement consents, the payment step, and what happens to your plan and quotas once the payment is confirmed. Using a discount code Where to type a discount code on the checkout screen, how to read the discount row in the summary, how many periods the code lasts and when it is refused. Upgrading and downgrading your plan Which switches apply immediately and which wait for period end, how the unused time credit is calculated, when your quotas change and how to undo a scheduled change. Renewal and late payment Messages are not arriving If messages sent to your Instagram or WhatsApp account never reach the inbox, check the connection status, the webhook subscription and your filters in order. I cannot send a message — the 24-hour window is closed A disabled composer in the inbox means the messaging window has expired. Explains how the window works, what the human agent window adds and how to reply with WhatsApp templates. My WhatsApp template was rejected If a template shows as Rejected, Paused or Disabled, this guide shows where to read the reason, the most common mistakes and how to resubmit it correctly. Templates will not send — no payment method If an approved WhatsApp template fails with a Meta error, check the payment method on your Meta business portfolio, your conversation tier and any limits on the number. The AI could not generate a reply If the AI step in your flow returns nothing, read the reason in the run log and check the key, credits, model name and content limits in order. My AI credits have run out If you see "this month's AI credits are used up", this guide explains how credits work, where to track them and how to top them up. Connect your WhatsApp number step by step through Meta's setup window. Both the new-number and phone-app paths.
The period in which you can send free-form messages on Instagram and WhatsApp; what opens the window, what does not, and what to do once it closes.
Automation settings
Every field on the Settings tab: name, folder, the re-entry rule for the same person, interruptibility, and deleting the automation.
The trigger counter
The rule that counts how many times a condition is passed — how to cap a campaign, set a daily limit and rein in flows whose person is unknown.
Having the AI comment on a period's numbers or a single post, where the commentary is stored, the prompt setting, and why the panel may not appear.
The portfolio rule that decides who new chats go to: the three rule options, the per-agent open-chat limit, and who counts as a candidate.
Deleting an account
Permanently deleting an Instagram account or WhatsApp number with all its data. What is removed, what survives, the confirmation steps and the points of no return.
How renewal works at period end, what happens in what order if a payment cannot be taken, what keeps running during the grace period and how you pick up where you left off.