Every agency knows the comment problem. A client runs a campaign, the post takes off, and 200 comments land overnight. Some are questions about price. Some are complaints. Some are spam. A few are people ready to buy. Someone on the team has to open every post, on every client Page, and decide what to do with each one.
Most agencies handle it in one of three ways. A junior account manager spends the morning in Meta Business Suite. A social tool with its own inbox gets bolted on. Or the comments simply wait, and the client notices.
Toffu now handles this directly. Meta approved Toffu for two Page permissions: reading the comments people leave on a Page, and replying to, liking or hiding them as the Page. Together they turn comment management into something you ask for in chat, or hand off to an automation that runs on its own.
What Changed
Until now Toffu could publish posts to a Facebook Page and report reach. It could not see what people wrote underneath. Comment counts showed as unavailable, and replying meant leaving Toffu for Facebook.
With the new access, Toffu can:
- Read comments and replies on the Page's posts: the text, who wrote it, and when.
- Reply as the Page, so answers come from the brand, not from someone's personal profile.
- Like or hide comments, which covers spam, abuse and competitor links.
- Count real engagement, so likes and comments per organic post show up in reports.
Everything runs inside the client's own workspace, on the Pages the client connected. Nothing crosses between clients.
Six Things Agencies Can Do Now
1. One comment inbox across every client
Instead of opening Business Suite for each client, ask:
Show me every comment from the last 24 hours on our Facebook Page that hasn't been answered yet, grouped by post.
Toffu lists them by post, with the commenter and the text. In an agency setup you run the same question in each client workspace, or let a scheduled task do it every morning (more on that below).
2. Replies in the client's voice, with your approval
Toffu already knows each client's brand voice from their workspace. Ask it to draft replies and it will write them the way that client talks, not in a generic support tone:
Draft a reply to each unanswered comment on yesterday's posts. Use our brand voice. Don't post anything yet.
When you are happy with the drafts, tell Toffu to post them. Each reply goes out as the Page, and Toffu reads it back to confirm it was published. Nothing goes live until you say so.
3. Automatic replies to the questions you get every day
Most comments are the same ten questions. Opening hours. Delivery areas. "How much?" "Is this still available?" For those, a scheduled task can answer on its own:
Every hour, check new comments on our Facebook Page. If someone asks about price, opening hours or delivery, reply with the answer from our knowledge base. Anything else, or anything negative, don't reply: send it to me in a summary instead.
You set the rules once. Toffu replies to the routine questions within the hour and leaves the sensitive ones for a person. This is the setup most agencies ask for first.
4. Moderation that doesn't wait for someone to log in
Spam links, abusive comments and competitors fishing in your client's audience do damage in the hours before anyone sees them. Hiding a comment keeps it visible to the person who wrote it and their friends, but removes it from everyone else's view, which is usually the right call over deleting.
Every 30 minutes, hide any new comment on our Page that contains a link to another website, or that is clearly spam or abusive. Tell me what you hid in a daily summary.
5. Turning comments into leads
Comments like "price?", "interested", "DM me" or "do you ship to Haifa?" are buying signals sitting in public. Toffu can catch them, reply with a next step, and pass them on:
Find comments from this week that show buying intent, like asking for price, availability or how to order. Reply to each one with a short answer and a link to the order page, then send me a list with the names and comments.
If the client tracks leads in a connected CRM or a Google Sheet, Toffu can add them there too.
6. Comment insights in the client report
Comments are the most honest feedback a brand gets, and they rarely make it into a monthly report. Now they can:
Summarize what people said in the comments on our posts this month. What are the top questions, the top complaints, and the overall sentiment per post? Add likes and comment counts for each post.
That paragraph is often the most useful part of the report for the client, and it gives the creative team their next three content ideas.
How Agencies Roll This Out
Toffu runs agencies as one agency workspace with a client workspace per account. That structure is what makes comment management scale:
- Connect each client's Page in their own workspace. Go to Integrations, then the Social tab, then Facebook, and click Connect. The client admin (or you, if you manage the Page) picks which Pages to share.
- Write the house rules once, at the agency level. Put your agency's reply standards in an agency skill: response tone, what never gets a public answer, escalation rules, how to handle complaints. Every client workspace picks it up automatically. See how agency skills work.
- Add client specifics in each workspace. Prices, opening hours, delivery areas, the phrases the brand never uses. That is what the automatic replies draw on.
- Set up the scheduled tasks per client. Start with a daily summary of unanswered comments. Add automatic replies to routine questions once you trust the drafts. Add moderation last.
Already connected Facebook before October 2026? Reconnect once to pick up the new access. In Integrations, open the Facebook card menu, click Disconnect, then Connect again and approve the permissions. It takes under a minute and nothing else changes.
What Toffu Does Not Do
So expectations are clear:
- It works on comments on the Page's own posts. It does not read or answer private Messenger conversations.
- It does not post anywhere the Page admin did not connect.
- It does not reply unless you asked it to, either in chat or through a scheduled task you set up. Sensitive comments stay with your team for as long as your rules say so.
Try It
If you already use Toffu for a client, reconnect their Facebook Page and ask for a list of unanswered comments. That one question usually shows how much is sitting there. If you don't use Toffu yet, start free and connect a Page in a couple of minutes.
For more on running Facebook with Toffu, read Facebook marketing automation: the complete guide.