ManyChat sells one trick. Someone comments a word on your post, and a DM lands in their inbox with the link.
ManyChat has 2,254 Meta ads live. Not one of them opens a DM. Of 766 ads on ManyChat's own page, 2 ask you to comment a word.
The trick is in the account. It just isn't on ManyChat's page. 110 creators run it instead: 343 creator ads say "comment" and a keyword, with 54 different words. The brand sells the result with a Sign Up button. The creators sell the mechanism by doing it to you.
ManyChat ads: key findings
- 2,254 Meta ads live as of 13 October 2026, 115 launched in the last 30 days
- 0 ads with a Send Message button or a DM link. Every ad goes to a web page or the App Store
- 2 of 766 ads on ManyChat's page ask for a comment. 343 of 527 creator ads do
- 110 creator pages, 523 partnership ads. The median creator page has about 920 Facebook likes
- Creators offer 30 days of Pro in 277 ads. ManyChat's page says it in 5
- 52% of live ads are in Spanish, 26% in English. On ManyChat's own page Spanish is 65%
- The week of 13 July: 127 launches. 86 Spanish, 39 Portuguese, 1 English
- 69% of ads are about Instagram. WhatsApp appears in 18. TikTok in 0
- 1 ad out of 1,293 carries a UTM, and it gives away the naming scheme:
utm_medium=warm,utm_campaign=GetStartedFree - 944 ads go to get.manychat.com, a paid-only subdomain with 10 landing pages, one per pain, cloned into up to 6 language folders
- Every EU ad that shows its targeting stops at age 54
- Affiliates earn up to 50% of a subscription for its first 12 months. ManyChat says it has 25,000+ partners
- On LinkedIn, 71 of 109 ads are job ads and recruiting posts
How ManyChat's funnel is wired
Start with the links, because that's where most companies leave their fingerprints. ManyChat leaves almost none.
A subdomain that only ads can reach
944 of 1,293 ads go to get.manychat.com. It's a paid-traffic subdomain: noindex, and behind a bot check that turns away anything that isn't a browser. Each page is built around one pain, and each pain is cloned per language.
| Landing page | Ads | Languages | Who runs it |
|---|---|---|---|
| /product/instagram | 531 | en, es, pt, fr, de | 324 creator, 207 brand |
| /for/course-creators | 190 | en, es, pt | 159 brand, 31 creator |
| /use-case/follow-to-dm | 150 | en, pt | 94 creator, 56 brand |
| /missed-connections | 121 | en, pt, fr, de | 107 brand, 14 creator |
| /drive-sales | 44 | pt, en, es, fr, de, pt-br | brand only |
| /real-job | 27 | en, es, pt | 19 creator, 8 brand |
| /grow-your-audience | 25 | en, pt, es, fr, pt-br | brand only |
| /build-trust | 22 | all six | brand only |
Read the right-hand column. The brand owns the pain pages: drive sales, build trust, grow your audience. Creators own the product pages, because a creator showing you their own inbox is the product page.
It's built fast, and it shows. Portuguese lives in both /pt/ and /pt-br/. A French ad points at /built-trust. Two creator ads skip every page and link straight to profile/billingUpgrade, the upgrade screen inside the app, for people who already have a free account.
The one UTM gives away the naming scheme
One ad out of 1,293 carries tracking parameters. It's a customer testimonial from the brand page, and it reads like a style guide:
| Parameter | Value | What it tells you |
|---|---|---|
| utm_source | facebook_ads | Channel |
| utm_medium | warm | Audience temperature. This one is retargeting |
| utm_campaign | GetStartedFree | The offer is the campaign |
| utm_content | gsf_anneke_testimonial | Offer prefix + customer + format |
| utm_id | {{campaign.id}} | Filled in by Meta at click time |
Medium for temperature, campaign for offer, content for creative. Copy that scheme. It sorts every report by the three questions you actually ask.
The same habit shows up elsewhere. A page called "Manychat Test Page" ran 2 ads into Portugal. The Instagram Summit ad carries its own ticket code, IGS30.
Europe sees 18 to 54
24 ads delivered in the EU show their audience. Every one stops at 54. All genders, no interests listed, and the geography is the targeting:
- Portuguese creators (PucciStudio, Pedro Lucas, Emily Koch) target Portugal alone, sent to the /pt/ pages
- English-speaking creators (Mirandamorey, nickzcreative, Thecreativelena) run into one 7-country bundle: Italy, Spain, Denmark, Austria, Czechia, France, Germany
- Those 24 ads reached 1.71M people. 46% were 25 to 34, and 59% were men
An English creator selling into Germany and Italy says something about the buyer: someone who runs their Instagram in English whatever country they're in.
How ManyChat pays creators and affiliates
The creator ads link to the same untagged pages as the brand's. So where does the credit go?
Into the comment. 454 creator ads ask you to comment a word. The DM that comes back offers 30 days of Pro: 244 creator ads say it, 2 brand ads do. Sometimes the creator's own code is right in the ad, like HANNAH30.
| Program | What it pays |
|---|---|
| Affiliate (PartnerStack) | Up to 50% of a referred subscription for its first 12 months, tiered Gold, Sapphire and Diamond by paid signups. Last click, new accounts only |
| Affiliate links | Can carry a discount for the new user, and a free first month is one of the options |
| Partnership ads | ManyChat runs creators' posts from their own pages and pays the media. 110 creator pages, median about 920 Facebook likes |
| Community Experts | Badge, listing, early access. No cash |
Put those together. ManyChat pays for the reach on the creator's post. The creator's DM delivers the same free month an affiliate link carries. The link itself isn't visible in the ad, but the offer matches, and the program pays on the first year of revenue.
It's run like a channel, not a perk. ManyChat has a Head of Creator Partnerships, a Senior Influencer Marketing Manager who posts his own ads on LinkedIn, and an open Head of Affiliate Partnerships role. That listing calls affiliates one of the company's biggest growth channels.
Part 1: The DM company with no DM button
Zero Send Message buttons
ManyChat is an official Meta Business Partner. 96 of its ads say so. It could run click-to-message ads that open a Messenger or Instagram chat. It doesn't run one.
| Button on the ad | Ads |
|---|---|
| Learn More | 360 |
| Sign Up | 280 |
| See Details | 22 |
| Install Now | 15 |
| Send Message | 0 |
| No button (almost all creator posts) | 616 |
944 ads go to get.manychat.com landing pages. 261 to manychat.com. 49 to the App Store. 36 to the Instagram Summit. None to an inbox.
The brand explains the trick. It never does it.
122 ads on ManyChat's page talk about comments. "Turn comments into customers." "Comments 🤝 DMs 🤝 Sales." Exactly 2 ask you to leave one, and both are a creator's script ("Comment "GAP" and I'll send you my 5 desire frameworks") posted from the brand page.
That's the brand page's whole job. It describes what you've already seen on Instagram, names it, and sends you to a page. The most repeated line, on 59 ads with 18 still live: "Creators who respond in <5 mins convert 100x better."
Part 2: The creators run the product
Two different accounts under one name
| ManyChat's page | Creator pages | |
|---|---|---|
| Ads | 766 | 527 |
| Ask you to comment a word | 2 | 343 (65%) |
| Have a button | 655 (86%) | 22 (4%) |
| Video | 52% | 99% |
| Offer 30 days of Pro | 5 | 277 (53%) |
| Distinct headlines | 132 | 2 |
| Share of live ads | 67% | 33% |
The brand page is a performance account: headlines, buttons, landing pages, 132 headline variants.
The creator side is something else. 523 of the 527 are partnership ads, the creator's own post with ManyChat paying to push it. No headline. No button. One instruction in the caption.
54 words
| Comment this | Creator ads |
|---|---|
| MANYCHAT | 41 |
| CHAT | 24 |
| QUERO | 24 |
| CONNECT | 22 |
| FOLLOW | 21 |
| FUNNEL | 17 |
| TOOL | 15 |
| TRUST | 14 |
| LINK | 12 |
| TRIAL | 11 |
84 creator pages use one. The rest of the 54 words are the creator's own: MANGO, CEREAL, SALCHICHA, FOFOCA, PASSPORT, "AULA 144".
This is the part that clicked for me. When ManyChat's page says "comment PRO", it's a demo of a demo. When a creator says "Comenta QUERO", you comment, and a DM arrives from that creator with a 30-day Pro coupon. You are now that creator's lead. You've felt the product from the receiving end, which is exactly what the buyer wants their own followers to feel.
The brand can't stage that on itself. So it rents 110 accounts where it's true.
Small pages do the work
| Creator page | ManyChat ads | Live | Page likes |
|---|---|---|---|
| Mirandamorey | 28 | 12 | 1,326 |
| Natasha Willis | 21 | 0 | 3,797 |
| Marina Mogilko | 20 | 0 | 2,067 |
| Cassie Schoonover | 20 | 4 | 1,509 |
| PucciStudio | 18 | 5 | 91,448 |
| Thecreativelena | 18 | 10 | 491 |
| Jason Murray | 15 | 0 | 24,736 |
56 of the 110 creator pages have under 1,000 Facebook likes. ManyChat's own page has 199,668. The big names show up, then leave: Carol Narizinho has 3.45 million likes and ran 5 ads. The workhorses are small, on-niche and talk to camera.
Creators launched the feature
In October 2025 ManyChat ran 36 ads for its Instagram Summit, and announced Follow to DM there: an automatic DM to every new follower. 150 ads pointed at the Follow to DM page. 94 of them came from creators.
Look at the framing. Not "ManyChat launched". "Instagram just dropped this." The creator turns a vendor feature into platform news, which is the one thing a vendor can't say about itself.
The creator share keeps climbing
| Launch month | Ads launched | From creator pages |
|---|---|---|
| November 2025 | 104 | 29 |
| February 2026 | 207 | 100 |
| June 2026 | 149 | 82 |
| July 2026 | 185 | 42 |
| August 2026 | 131 | 55 |
| September 2026 | 126 | 90 |
| October 2026 (to the 13th) | 31 | 29 |
They also turn over faster. Live creator ads are a median 21 days old. Live brand ads are 87 days old. Ended ads die at about the same age on both sides, 31 days for creators and 34 for the brand. The brand statics sit. The creators rotate.
Part 3: English wrote it, Spanish runs it
| Language | All ads | Live ads |
|---|---|---|
| English | 800 (62%) | 26% |
| Portuguese | 245 (19%) | 21% |
| Spanish | 191 (15%) | 52% |
| French | 36 | 1% |
| German | 21 | under 1% |
Spanish was nothing in June: 1 launch. In July it was 97 of 185. The week of 13 July was the biggest of the year: 127 launches, 86 in Spanish, 39 in Portuguese, 1 in English.
Those Spanish ads are not creator videos. They're the brand page, mostly carousels and statics, 72 with a Sign Up button, 41 different headlines. "Hazte visible, crece más rápido." "Encuentra tu próxima cohorte." "Inscribe a más alumnos." Half go to the Spanish Instagram product page, half to the Spanish course-creator page.
Even the brand page borrows a creator here. A quote card, a verified tick, a follower count. The face is missing, the creator is still the proof.
The two big markets got different machines. Brazil gets creators: 126 Portuguese creator ads against 119 from the brand. Spanish gets the brand page: 162 brand ads against 29 from creators. And the English brand ads still live are mostly app installs: 20 of 35 go to the App Store.
Part 4: Who it sells to, and where it sends them
Instagram creators. Nobody else.
895 of 1,293 ads mention Instagram. WhatsApp shows up in 18. Messenger in 14. TikTok in 0.
And the buyer is a creator. Shops and ecommerce appear in 2 ads. Agencies in 31. Course creators get their own landing page in English, Spanish and Portuguese, and it carries a third of the live ads. The newest English push is "not a real job": creators saying it's the dream job, and ManyChat runs the admin.
Two offers, two owners
The brand page sells free: "free", "Teste grátis", "Pruébalo gratis" in 268 ads. The creators sell 30 days of Pro in 277 ads, sometimes with their own code, like "Comment HANNAH30". The free plan is ManyChat's offer. The Pro trial is the creator's gift.
Each creator has their own word, so the comment itself says which creator sent the lead. That's the tracking the links don't carry.
LinkedIn is a hiring channel
ManyChat runs 109 LinkedIn ads. 71 are hiring: "Director of Content & Social" alone is the headline on 47. 21 promote developer meetups, like "Join 100+ Barcelona PHP devs" and EuroPython. Most of the rest are thought-leadership posts from Ido Mart, 12 of them, on why creators fail and why your feed says "comment word and I'll send you the link".
The customers are on Instagram. LinkedIn is where ManyChat recruits the people who sell to them.
What actually makes this work
Most software companies demo the product in the ad. ManyChat can't, because its product happens in somebody else's inbox. A brand saying "comment PRO" proves nothing.
So it splits the job. The brand page runs a normal performance account: headlines, Sign Up buttons, landing pages per language, and lately a lot of Spanish. The creators run the product itself, live, on their own followers, 54 different words at a time.
2 comment prompts on 766 brand ads. 343 on 527 creator ads. The demo belongs to the customer.
Break down your own market
ManyChat's ads sit in the Meta ads library next to thousands of other advertisers, and the rest are in the Sprites ads library. Compare it with Granola's two sentences, Viktor's 263 bodies and Wispr Flow's creator machine. If you want the same read on your own competitors, Sprites does it for any advertiser, or start here.