8 Best Facebook Comment Moderation Tools for 2026 (Compared)

Facebook ad comments pile up fast. A single viral ad can generate hundreds of comments in a day — spam, competitor mentions, angry customers, and genuine buying questions all mixed together. The brands that moderate well convert more. The ones that don't lose control of their comment sections and watch their ad performance suffer.

This guide compares eight tools that handle Facebook comment moderation, from free native options to dedicated AI platforms. We dug into each tool's actual features, pricing, and limitations — not just their marketing pages.

What to Look For in a Moderation Tool

Before comparing tools, here are the capabilities that separate basic from advanced:

• Rule flexibility — Can you describe what to moderate in plain English, or are you stuck building keyword lists?
• Context awareness — Does the AI understand what your post is about (images, links, landing pages), or does it just match words?
• Action granularity — Can you choose between hiding, deleting, and flagging per situation and per platform?
• Ad comment support — Does moderation work on ad comments? (Facebook's native tools don't.)
• Reply quality — If the tool auto-replies, does it understand your products, or does it generate generic responses?
• Confidence control — Can the tool decide "I'm not sure about this one" and send it to a human?

1. Native Facebook Moderation Tools (Free)

Every Facebook Page comes with built-in moderation. There are two layers:

Page Settings lets you block up to 1,000 keywords and set a profanity filter (off, medium, or strong). Comments containing blocked terms get auto-hidden.

Moderation Assist (under Professional Dashboard) adds smarter filters: auto-hide comments with links, auto-hide comments with images or videos, and flag accounts with no profile photo or friends.

What works: Free, always available, and the keyword blocking catches known spam patterns. The profanity filter handles common offensive language across eight languages without manual setup.

The critical limitation: Moderation Assist only works on organic posts — it does not apply to ad comments. If you're running paid campaigns, your ads are completely unprotected by native tools. Keyword lists are also rigid: "price?" and "what's the price for the blue one?" require separate entries. No auto-reply, no multi-page management, no contextual understanding.

Best for: Small pages with under 50 comments per day that only need basic spam filtering on organic posts.

2. CommentGuard (from $29/month)

One of the more established dedicated moderation tools with 2,500+ users. CommentGuard works on Facebook and Instagram only (no TikTok or other platforms).

Pricing is volume-based: $29/month for 5,000 comments, scaling to $199/month for 50,000 comments. AI replies are included on all plans. All plans also include unlimited pages and team members.

How moderation actually works: CommentGuard has 10 moderation filters — 3 AI-powered and 7 rule-based. The AI filters detect profanity, negativity, and up to 3 custom topics (each limited to 100 characters). The rule-based filters catch URLs, emails, phone numbers, mentions, hashtags, images, emojis, and specific keywords. You toggle each filter on or off.

How AI replies work: You manually build a knowledge base by pasting in FAQ text or adding Q&A pairs one at a time. The AI reads your knowledge base and the post's text caption when generating a reply. However, it does not analyze post images, does not scrape linked URLs or landing pages, and has no confidence scoring — it either replies or it doesn't. There's also no human handover mechanism; their own support page states "we don't have specific hand-over functionality."

Where it falls short: The 3 custom topic filters (100 characters each) are very constraining — you can't build nuanced moderation rules. The knowledge base is entirely manual with no automatic learning. Without image or URL analysis, the AI often lacks context about what the ad is actually promoting. And there's no way for the AI to say "I'm not confident enough, let a human handle this."

Best for: Small businesses that want basic spam filtering and simple FAQ-style auto-replies on Meta platforms at an affordable price point.

3. Reply200 (from $29/month)

A newer tool that claims to support Facebook, Instagram, and TikTok. Pricing starts at $29/month for 3,000 comments, $54 for 6,000, and $96 for 12,000.

How it works: Reply200 takes an unusual approach — it builds a "digital version of you" by analyzing your public social profiles (bio, content style, posting patterns) and generates replies that match your voice. For advertisers, it generates replies based on ad content (headlines, descriptions, visuals).

What's missing: There is no knowledge base — you cannot upload FAQs, product docs, or custom information. The AI relies entirely on what it can infer from your public profile and general knowledge. Moderation is a black box: you toggle it on or off, with no visible rules, no keyword controls, no sensitivity settings, and no way to customize what gets hidden. The setup is literally "link profile, toggle moderate/engage, done."

Limited transparency: Reply200 has a help center (docs.reply200.com) but minimal public documentation compared to established competitors. Independent reviews on platforms like G2 or Capterra are scarce. Their TikTok support documentation does not mention known API limitations like webhook delays or reply character limits.

Best for: Hard to recommend confidently given the lack of public documentation, reviews, or transparency about how the product works.

4. NapoleonCat (from $79/month)

A social media management platform with moderation features. NapoleonCat covers the broadest range of platforms — Facebook, Instagram, TikTok, YouTube, LinkedIn, X, and Google Business.

Important pricing detail: the Social Inbox (where you see and manage comments) is not included in the Standard plan ($79/month, annual) — that tier is scheduling and analytics only. The inbox starts at Pro ($89/month). Auto-moderation rules require Expert (from $119/month). All prices are for the base tier of 2 users and 5 profiles; costs scale significantly as you add more.

How auto-moderation works: The core engine is keyword-based with boolean logic (AND/OR/NOT operators, wildcards). You build rules like (sale|discount)&(today|now)&-(tomorrow). Rules can trigger actions like hide, delete, auto-reply with templates, block users, or assign to moderators. This is more sophisticated than Facebook's native keyword blocking, but it's still pattern matching — not contextual understanding.

The AI layer: NapoleonCat offers an AI Assistant as a separate add-on (pricing not publicly disclosed). It adds spam and hate speech detection that doesn't require keyword setup, plus sentiment tagging. AI-generated reply suggestions exist but are beta, Enterprise-only, and require manual approval. The AI does not auto-publish.

Where it falls short for pure moderation: You're paying for a full social media suite (scheduling, analytics, reporting) when you might only need moderation. The moderation is strong for keyword-based rules but doesn't understand context. Auto-replies are templates with variables, not AI-generated contextual responses (unless you're on Enterprise with the beta AI Reply feature).

Best for: Teams managing comments across many platforms (not just Meta) who also need scheduling and analytics and are comfortable building keyword-based rule sets.

5. Brandwise (from $49/month)

A newer tool (Shopify app launched April 2025) focused on DTC e-commerce brands. Brandwise combines social comment moderation with an AI helpdesk that covers email and live chat.

Pricing uses a credit system: $49/month for 5,000 credits, $99 for 10,000, $179 for 20,000, $269 for 30,000. Credits are consumed by both moderation and AI replies, with per-action costs documented in their help center. Still, estimating monthly costs requires understanding your comment volume and reply ratio.

What works: The Shopify integration is genuinely useful — the AI can reference order status, shipping details, and product information when replying to comments. Supports Facebook, Instagram, and TikTok. The "Obie" feature analyzes your comment history to surface common questions and themes.

Where it falls short: The credit system opacity makes cost unpredictable. A high-volume ad campaign could burn through 5,000 credits in days on moderation alone. The product has minimal public validation — just 4 total reviews across Shopify (2 five-star) and Trustpilot (2 one-star, about unauthorized billing and account deletion), with the Trustpilot profile unclaimed and no company responses.

Best for: Small Shopify brands with moderate comment volume who want social moderation tied to their product catalog. Approach with caution given the limited track record.

6. Agorapulse (from $79/user/month)

A social media management platform known for its inbox and team workflows. Supports Facebook, Instagram, TikTok, YouTube, LinkedIn, X, Google Business, and Threads.

The moderation picture is nuanced: automated rules are available on all paid plans, but Standard through Advanced plans are limited to one rule per social profile with a single trigger condition. Unlimited rules require the Custom (enterprise) plan. Rules trigger on keywords, links, emails, item types, or labels — but there is no AI or NLP-based intent detection.

AI reply suggestions exist but are locked to the Custom tier only. These are draft suggestions for human review, not auto-published responses.

What works: Team workflows are genuinely strong — assign comments to team members, track resolution, approval chains. The inbox handles organic and ad comments across all connected platforms. Collision detection prevents two agents from replying to the same comment.

Where it falls short for moderation: One rule per profile is extremely limiting. A rule matching the keyword "bad" will also match "not bad" because there's no semantic understanding. Per-user pricing means a 3-person agency pays $450+/month just for basic moderation rules.

Best for: Agencies that need team workflows, assignment tracking, and multi-platform inbox management — and have the budget for it. Not the right tool if intelligent moderation is your primary need.

7. BrandBastion (from $229/month)

The enterprise option, founded in 2013 in Helsinki. BrandBastion combines AI moderation with human moderators and has been the subject of a Harvard Business School case study.

Three product tiers:

• Reputation+ Lite (from $229/month): AI-powered moderation that auto-hides harmful comments across 20+ risk categories in 100+ languages. Keyword rules plus AI classification.
• Agent+ (from $825/month, requires sales call): AI drafts replies based on post content, images, and your knowledge base. The default workflow sends replies to a batch approval queue for human review, though auto-send can be configured for predictable scenarios.
• Engage+ (custom pricing): A fully managed service where BrandBastion's own staff reply to comments on your behalf 24/7, following pre-approved playbooks.

Performance claims in context: They cite a 48% ROAS uplift from a Mindvalley case study — a real A/B test, but with 87-89% confidence levels (below the standard 95% threshold) over a modest budget. Their "3.4x more harmful content caught" claim has no published methodology. Client logos include Netflix, Sephora, and Uber, though active usage is unverified.

Where it falls short: Agent+ defaults to human batch approval, which slows response times compared to fully automated tools (auto-send is available but limited to predictable scenarios). Price puts it firmly in enterprise territory. No public API.

Best for: Large brands where human oversight is required by policy and budget is secondary to risk management.

8. ReplyZen

An AI platform for Facebook and Instagram comment management that takes a fundamentally different architectural approach from the tools above.

The agent architecture: Instead of one global configuration, you create separate AI agents — each with its own knowledge base, moderation rules, tone of voice, response settings, and custom instructions. A supplement brand agent might have health-claim moderation rules and product-specific FAQs, while a fashion store agent on the same account has sizing info and a different tone. For agencies managing multiple clients, this means truly separated contexts rather than one configuration trying to serve everyone.

How moderation works: Rules are written in natural language — "hide comments mentioning competitor products" or "delete obvious spam and scam links" — instead of keyword lists. The AI interprets intent rather than matching exact phrases. You can choose between hiding and deleting per platform (delete on Facebook, hide on Instagram where API deletion can be unreliable). An "ads only" filter focuses moderation on ad comments while leaving organic discussions untouched. Auto-hide for comments with attachments blocks competitor links and inappropriate media.

How replies work: Before generating a response, the AI analyzes the post's text, images, and linked URLs — so if your ad links to a product page, the AI understands what's being sold without you manually entering every product detail. Each agent draws from its own knowledge base: FAQs, documents, uploaded files, auto-crawled web pages on a schedule, and even real-time web search on approved domains for fast-changing information like inventory or pricing.

Confidence-based publishing: The AI rates its own certainty on each reply. You set a threshold — permissive (50%), balanced (65%), cautious (80%), or strict (95%) — and replies below that threshold go to a draft queue for human review instead of publishing automatically. This gives you a dial between full automation and full human control.

Additional capabilities: Multi-connection rotation spreads replies across multiple Facebook accounts to avoid rate limits at high volume. Auto-language detection replies in the commenter's language. Variable instructions let you A/B test reply strategies. A feedback system (thumbs up/down on replies) trains the AI over time.

Where it falls short: Meta platforms only — no TikTok, LinkedIn, or YouTube. No social listening, scheduling, or analytics. If you need a broader social media suite, you'll need another tool alongside it.

Best for: E-commerce brands, media buyers, and agencies running Facebook and Instagram ads at scale who need context-aware moderation and replies with per-client agent separation and confidence controls.

Quick Comparison

When You Outgrow Basic Moderation

Most teams start with native Facebook tools or their existing social media suite. That works until one of these happens:

• Ad spend increases. More budget means more reach means more comments. A high-spend campaign can easily generate 200+ comments daily — and Facebook's native Moderation Assist doesn't cover ads at all.
• You run multiple pages. Agencies managing 10-20 client pages can't maintain separate keyword lists and knowledge bases for each one.
• Keyword lists stop working. You're maintaining hundreds of blocked terms and spam still gets through because people misspell words, use slang, or express negativity without using any flagged terms.
• Generic replies hurt more than they help. An auto-reply that doesn't understand what your ad is selling can confuse potential buyers or look obviously robotic.
• Response time matters. Faster replies on ad comments improve conversion rates. Manual moderation can't keep up overnight or on weekends.

The shift from basic to dedicated moderation usually happens when the cost of missed or slow moderation exceeds the cost of a tool. For ad-heavy businesses, that threshold comes earlier than most expect.

Frequently Asked Questions

Does Facebook's Moderation Assist work on ads?

No. Moderation Assist only applies to organic posts. Ad comments are not covered by any of Facebook's native moderation tools, which is why most advertisers need a third-party solution.

Should I hide or delete negative Facebook comments?

Hiding is generally safer. Hidden comments remain visible to the commenter and their friends, which avoids "why was my comment deleted?" complaints. Deleting is permanent and best reserved for clear spam or policy violations. On Instagram, comment deletion through the API can be unreliable — some tools automatically fall back to hiding when deletion fails.

What's the difference between keyword-based and AI-based moderation?

Keyword-based moderation matches exact words or phrases: if "competitor" is on your list, any comment containing that word gets hidden. This catches false positives ("your product is better than any competitor") and misses creative spellings. AI-based moderation with natural language rules understands meaning: "hide comments mentioning competitor products" works even when the competitor's name is misspelled or the mention is indirect.

Do any of these tools auto-reply to comments without human approval?

CommentGuard and ReplyZen can auto-publish AI replies without human review. BrandBastion defaults to batch human approval but supports auto-send for predictable scenarios. NapoleonCat's AI reply is beta and Enterprise-only with manual approval. Agorapulse's AI suggestions are enterprise-only. Reply200 claims auto-reply but with no visible controls over quality or what gets published.

Can I use different settings for different pages or clients?

Most tools apply one global configuration across all connected pages. ReplyZen uses a per-page agent architecture where each agent has its own knowledge base, moderation rules, tone, and settings — useful for agencies managing multiple brands with different products and voice.