Brand Voice and Instructions

Two settings shape how a Rypl agent sounds: its tone and its instructions. Both live on the agent, so each brand or client can sound different.

Tone

Tone	Description	Example reply to “How much?”
Neutral	Clear and professional	“It starts at $39. Want me to send the details?”
Seller	Nudges toward buying	“Just $39, and it’s our most popular option. Want to grab a spot today?”
Positive	Warm and upbeat	“Great question! It’s only $39. Happy to send you all the details 😊”
Direct	Short and assertive	“$39. Details in DM.”

Instructions

Instructions are plain-language guidance for the agent, up to 4,000 characters. Write them the way you would brief a new team member.

Instructions that work:

“Answer in two sentences at most, then give the product link.”
“Call our products ‘pieces’, never ‘items’.”
“Mention free shipping over $50 when someone asks about price.”
“Never promise a delivery date; give the range from the shipping page.”
“If you don’t know, say a teammate will reply, and stop.”
“Use formal address (Sie, vous) in German and French.”

Too vague to help: “Be nice”, “Sound human”, “Be helpful”.

Add examples

A few example answers teach the agent your style faster than adjectives. Put them in the instructions, or add them as Q&A in the knowledge base, which is better for exact answers you want repeated.

Comment	The reply you want
“Does this come in blue?”	“Yes, in navy and sky blue, both in stock right now.”
“Looks cheap”	“Fair question. It’s full-grain leather with a 2-year warranty; happy to share more.”
“When’s the restock?”	“In about two weeks. Message us and we’ll let you know when it’s back.”

Emojis

Emojis in replies is a channel setting: when on, the agent adds an emoji now and then, when it fits.

Where the agent replies

Option	What it does
Comments and messages (default)	Replies to comments and to Messenger and Instagram DMs
Comments only	Leaves DMs to you
Messages only	Leaves comments to you (moderation still runs)

How soon

Option	When replies go out
Immediately (default)	Within seconds; 97% of Facebook replies within a minute (RYPL’s own measurement)
Within a few minutes	After a short delay, so replies feel less instant
Within an hour	Up to an hour after the comment
Within a day	Up to a day after the comment

Check the result

Save your changes.
Read the next replies in the inbox.
Adjust the instructions, not individual replies, until it sounds right.

Suggest improvements on the agent screen also proposes edits to the instructions, based on the questions your customers actually asked.

Next Steps

Knowledge base.