Why Are Comments on My Facebook Ads Hidden?

Meta sets comment filters at the level of the Facebook Page, or the Instagram and Threads profile, that an ad runs as. So a filter someone switched on for the Page also screens the comments on its ads. Meta’s advice is to review hidden comments and decide whether to keep them hidden, unhide them or delete them.

Why are comments being hidden?

Cause	How to check	Fix
Profanity filter on the Facebook Page	The Page’s moderation settings	Lower or turn off the filter if it hides comments you want
Blocked words on the Page	The Page’s list of blocked words, which can include emojis	Remove words you don’t want blocked
Hidden words on Instagram or Threads	The profile’s hidden words settings	Edit the hidden words list
Someone hid the comment by hand	Review hidden comments, as Meta’s best practices advise	Review hidden comments and unhide the ones to keep

Meta says these filters are set at the Facebook Page, or Instagram and Threads profile, level and extend to ads from that Page or profile. When they are on, comments containing the keywords or profanity can be hidden.

Where do you see and manage comments on an ad?

1. Open Ads Manager.
2. Click the Ads tab, find your ad, then click Edit below the ad name.
3. In the column on the left, select the three dots to the right of the ad name.
4. Select More options, then Manage Facebook comments, Manage Instagram comments or Manage Threads replies.
5. Review the reactions, comments and replies in the pop-up that opens.
6. Select the three dots next to any comment to hide it or report it.

Meta says you may only see the comment options when the ad has comments, and that the options depend on your objective and where the ad runs. The same tools are also available from notifications on Facebook, Instagram and Threads.

Why can’t you see Instagram comments in Ads Manager?

Meta says you can’t manage comments on Instagram if you don’t connect an Instagram profile, for example when your ads run with your Facebook Page identity. The same applies to Threads: you can’t manage replies there unless a Threads profile is connected. To manage Instagram comments, you may need to add the Instagram profile to your business portfolio and connect it to your Facebook Page.

How should you handle hidden comments?

Meta’s moderation advice is to address comments directly, negative and positive, to show your brand is listening; to check comments regularly through Page settings, Ads Manager or a third-party API partner tool; and to review hidden comments to decide whether to keep, unhide or delete each one. It also suggests reporting comments or people you believe break the Community Standards, and banning people who keep posting spam on your Page.

FAQ

Can I unhide a comment later?

Yes. Meta’s best practices tell you to review hidden comments and decide whether to keep each one hidden, unhide it or delete it. Meta also suggests checking comments regularly through your Page settings, Meta Ads Manager or a third-party API partner tool.

Can emojis be blocked in comments?

Yes. Meta says the Page comment moderation tool for inbox supports emojis and treats them like text characters, so you can add an emoji to your blocked list the same way you add a word.

Can people comment on every Meta ad?

Meta says that for most advertisers, anyone who can see your Facebook, Instagram or Threads ad can react to it or comment on it. Comment moderation is there to help you manage those comments and the discussion about your brand, product or service.