Why didn't my automation fire?

Check these in order:

• It’s not published. A draft automation never sends. Open it and check the status badge says Published, not Draft.
• The keyword didn’t match. Matching is case-insensitive but requires the comment/DM to actually contain your keyword as text — an emoji-only comment or a keyword with a typo won’t match. Leave the keyword blank to match everything of that trigger kind.
• A more specific trigger caught it first. A comment trigger scoped to a specific post always takes priority over an “any post” trigger on the same account — check whether another automation matched instead.
• It happened on a second or third connected account. If Inbox is where you’re checking, remember it currently only shows conversations from your first connected account — see Multiple connected accounts. The automation itself still ran; check that automation’s Runs tab instead of Inbox.

If none of these explain it, check Common connection and sending errors — a broken connection, a hit quota, or a paused contact all silently stop sends without a trigger-matching problem being the cause.