Overview
An automation rule runs actions automatically when an event happens and the conditions you set are met. It's the most direct way to remove repetitive work: assigning conversations, adding labels, sending messages, resolving conversations, moving CRM deals, or notifying external systems via webhook.
Every rule follows the structure trigger → conditions → actions:
- Trigger: the event that starts the evaluation (for example, "conversation created").
- Conditions: filters that must be true for the rule to act.
- Actions: what the platform does when the trigger fires and the conditions pass.
Prerequisites
- Admin permission to access the Automation area under Settings.
- At least one inbox with conversations, so triggers have something to evaluate.
- For actions that depend on other modules (CRM, Catalog, Tasks, Follow-ups), the matching module must be enabled on the account.
Step by step
- Under Settings, open the Automation area and create a new rule.
- Give the rule a clear name and description.
- Choose the trigger (event). The main ones are:
- Conversation created, Conversation updated, Conversation resolved, Conversation opened;
- Message created (incoming or outgoing);
- CRM, Catalog, and Task events when those modules are active.
- Add conditions. Combine fields (status, priority, inbox, labels, browser language, contact/conversation attributes, CRM fields) with operators such as equal to, not equal to, contains, or does not contain.
- Define one or more actions (see the list below).
- Save and activate the rule. Test with a real conversation to confirm the behavior.
Settings & options
Available actions (they vary by trigger and active modules):
| Action | What it does |
|---|---|
| Assign agent | Routes the conversation to a specific agent. |
| Assign team | Routes the conversation to a team. |
| Add label | Tags the conversation with one or more labels. |
| Send message | Sends a message to the contact. |
| Send email to team | Notifies the team by email. |
| Send transcript by email | Emails the conversation history. |
| Mute conversation | Mutes the conversation. |
| Resolve conversation | Closes the conversation automatically. |
| Send attachment | Attaches a file to the conversation. |
| Fire webhook | Sends the event to an external endpoint. |
When the modules are active, module-specific actions appear: move a deal between stages, assign and set value/priority in the CRM, add a product to a deal in the Catalog, create tasks, and enroll the contact in a Follow-ups sequence.
- "AND" conditions: every condition must be true for the rule to act.
- Order: actions run in the order they appear in the rule.
- Enable/disable: you can pause a rule without deleting it.
Use cases
- Channel routing: conversations created on the sales WhatsApp go to the Sales team.
- Keyword triage: if the message contains "invoice", add the "billing" label.
- After hours: when a conversation is created outside business hours, send an automatic message.
- Queue hygiene: resolve conversations with no reply for a long time and notify the team.
- CRM: when a lead's conversation is created, create a deal and assign it to the right rep.
Tips, limits & best practices
- Use descriptive names and keep each rule focused on a single goal.
- Avoid conflicting rules that try to do opposite things on the same conversation.
- For actions that send automatic messages, respect channel limits (WhatsApp anti-ban best practices).
- Test in a sandbox inbox before applying the rule to production.
- Document for the team what each rule does — it makes future maintenance easier.
Troubleshooting
- The rule didn't fire: confirm the trigger and that all conditions are true; check the rule is active.
- The action didn't run: verify the referenced agent, team, or label still exists; and that the action's module (CRM, Catalog, etc.) is enabled.
- The rule acted on the wrong conversation: the conditions are too broad. Refine the filters.
- The webhook didn't arrive: check the endpoint URL and that it responds successfully.