Lead Forms

A lead form is a reusable list of questions. You build it once in Settings and attach it to as many flows as you like — the same model Meta uses for lead ads.

Answers land in Leads.

Creating a form

Settings → Lead forms → New form.

1. Name — how you'll recognise it in the flow builder and the Leads filters.
2. Description — optional, for your own reference.
3. Fields — up to 10 questions.

Each field has:

Setting	Meaning
Prompt	The question, sent as a DM exactly as written.
Type	Text, Email or Phone.
Required	Required questions must be answered; optional ones get a Skip button.

Use the arrows to reorder fields and the remove control to delete them. A form needs at least one field.

What the field types do

• Text — accepted as typed. Use it for names, cities, "what's your biggest challenge", anything free-form.
• Email — sent with a native quick reply that pre-fills the address Instagram has on file. A clearly invalid answer gets one polite re-ask, then is accepted as typed.
• Phone — same, with the phone number on file.

Required vs optional

In a DM thread there's no visual difference between a question you must answer and one you can skip — so optional questions are sent with a Skip button, and required ones aren't. That button is the "you may leave this blank" signal.

Keep required fields to the ones you genuinely need. Every extra required question is another place to drop out.

Attaching a form to a flow

In the flow builder, add a Lead form response step and pick the form from the dropdown. See Response Steps.

A lead form step with no form selected is rejected on every save — pick one or delete the step.

Editing a form

Editing a form changes what every flow using it asks. That's the point of a shared form, and the editor says so when the form is in use.

Already-captured leads are unaffected: each submission stores a snapshot of the question text and field type, so your history is never rewritten by a later edit.

Deleting a form

Delete is refused while a flow still has a lead step pointing at the form. The error names the flows, so you know exactly what to change first.

Leads already captured are kept. They keep the form's name as a snapshot even after the form itself is gone.

Writing questions that get answered

• Ask in the order that feels natural. Name, then email, then the qualifying question.
• Explain the value once. "What's your first name? (so I know who I'm talking to)".
• Three fields is usually plenty. You can always ask more later in the conversation.
• Put the email last if it's the field you care most about — by then they've invested a couple of replies.

Limits

Thing	Limit
Fields per form	10
Forms per workspace	Unlimited
Flows per form	Unlimited