Auto response rule

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An Auto Response rule is a set of conditions for sending automatic email responses
to lead or case submissions based on the attributes of the submitted record.
Applicable leads include those captured through a Web-to-Lead form. Auto Response
rules can be created for the following,

Self-Service portal
Customer Portal
Web-to-Case form
Email-to-Case message
On-Demand Email-to-Case message

You can create as many response rules as you like based on any attribute of the
incoming lead or case, but only one rule for leads and one for cases can be active
at a time

Go Setup
–> Build
–> Customize
–> Leads
–> Auto-Response Rules