Coaches · DMs and Messenger
An AI that answers your DMs and hands qualified leads to you
A DM is often the first real conversation someone has with your coaching business. We set up GoHighLevel (GHL) AI chat to reply in your DMs and Messenger, run three short qualifying questions, answer from a knowledge base you approved, and pass the conversation to you.
The job
What the AI does in your inbox
It replies, qualifies, answers and steps aside. It doesn't sell, and it doesn't coach.
For a coach who sells a training program, we built an AI chat that works inside the DMs and Messenger. It replies to new messages, asks three questions to see whether the person is a fit, answers what it can from the knowledge base, and hands off to the coach. That build is live.
Three questions is a deliberate number. It's enough to tell someone ready for a consultation from someone who is just looking, and short enough that nobody feels interviewed inside a DM. You choose the questions, and they go into the plan word for word.
The knowledge base is what the AI answers from. It holds what people DM you about: who the program suits, how it runs, what happens on a first call. We write each entry into the plan and you approve it, so the AI's answers draw on material you signed off.
Then comes the hand-off. After the qualifier, the AI passes the conversation to you. You pick it up with the person's answers to your three questions already in the thread, and you decide what happens next.
Two rules shape every build like this. The AI never states a price: a price question gets the offer of a call instead, because a number makes more sense once you know what the person needs. And when booking is part of your plan, the plan names the days the AI may offer, with the days you handle personally left out.
A DM assistant is a sales tool, not a coach. An AI that works with your clients on their goals is a different build, and we only build that kind with guardrails for crisis and self-harm conversations.
What we set up
What goes into the DM assistant
- HighLevel AI chat connected to your DMs and Facebook Messenger
- Three qualifying questions, written in your words
- A knowledge base of approved answers to what people DM you about
- AI instructions that keep it to replying, qualifying, answering and handing off
- A hand-off that passes the conversation to you after the qualifier
- A standing rule that a price question gets a call, never a number
How a setup runs
From a busy inbox to an AI that answers it
A 1:1 with Rob
Rob goes through how DMs reach you now, what people ask in their first message, and which conversations end with someone joining your program.
The plan, every word of it
The AI's instructions, the three questions, each knowledge-base entry and the hand-off message are written out in the plan document. Nothing goes live until you have edited and approved it.
Build, test, QA report
We connect your channels, build the AI and put it through test conversations. The QA report shows each part working, with screenshots for every step.
Changes
Want the AI to cover something new? You get a verdict before the work: inside the agreed scope, or new scope.
What you bring
What the AI needs from you
Admin access
Admin access to the Facebook page and the accounts whose DMs the AI will answer, so they can be connected to HighLevel.
Your three questions
What you need to know before a consultation is worth your time. Not sure yet? We suggest options in the plan and you pick.
The answers you repeat
The questions people DM you most often and how you answer them. They become the knowledge base.
Your protected days
The days you handle yourself. They stay out of anything the AI is allowed to offer.
Where it stops
The AI never quotes a price, never coaches and never closes. It replies, asks your three questions, answers from what you approved and hands the person to you.
Questions
What coaches ask about AI in their DMs
Will the AI tell people what my program costs?
Can the AI book the consultation too?
Will the AI coach people in my DMs?
Who writes what the AI says?
Does this replace me answering DMs?
Who you talk to
Rob Eason
Rob runs HLAI Experts and takes the 1:1 calls himself.
He is a HighLevel Certified Admin with the second-most reviews in HighLevel's Certified Admin Directory worldwide, all of them 5 out of 5.
He won HighLevel's Top New Subaccounts via AI Employee award in its 2025 Summer of AI Awards and taught HighLevel's official masterclass on its AI Employee.
Before HighLevel, he co-owned a 60-employee financial services firm and sold his share.
On the call he looks at your account, not a script.
5/5 across 83 reviews in HighLevel's Certified Admin DirectoryShow Rob what lands in your DMs
On a 1:1, Rob looks at what people ask you in DMs and where those conversations stall, then talks through the questions and the hand-off an AI would use for your program.