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Automation

Automation turns repetitive conversations into reliable workflows. Define what should happen when activity occurs — from first replies and routing to data capture and Pipeline moves — and let the system handle the routine while your team focuses on the exceptions. Use Automation to:
Treat automations as production systems. A small, tested flow that does one job well is safer than a large flow that tries to own the entire customer journey.

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How automation is structured

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Channel-aware flows

Automations are tied to a channel type. The same workspace can run different logic for WhatsApp, Instagram, and Web Chat because the channel determines what triggers and actions are available and which conversations the flow will touch. Always confirm the active channel in Channels before building or activating a workflow.

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Trigger-driven execution

Every flow starts with a trigger — an Event that tells the workflow when to run. Common triggers include:
  • Inbound messages
  • New conversations
  • No-match responses (when the reply doesn’t match expected inputs)
  • Webhook-driven Events
  • Instagram-specific interaction Events
See Select a Trigger for choosing the right one.

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Builder, templates, and actions

The Automation builder supports:
  • Flow logic — questions (ask nodes), conditions, and branches
  • Actions — send a message, update a custom field, add a label, move a Pipeline record, assign a conversation, and map Contact data
  • Templates — reusable message content for approved or high-volume replies. See Use Templates.
Use Contact → Pipeline to take fields already stored on the contact and create or update a Pipeline record in one chain.

Create a Workflow

Build a focused automation from trigger to action.

Contact → Pipeline

Map contact data into pipelines automatically.

Events

Understand the Events that can trigger workflows.

Pipelines

Track where contacts move as workflows run.
1

Start with the business goal

Decide what the automation must do before you open the builder. Examples: qualify leads, route support tickets, send first responses, recover missed interactions.
2

Pick the right trigger

Match the trigger to the real starting Event. A wrong trigger causes duplicate runs or missed executions.
3

Build focused logic

Keep each flow narrow. One clear job per automation keeps testing and ownership simple.
4

Test on the correct channel before going live

Run controlled tests with realistic data and verify the outcome in Inbox, Event Studio, and Pipelines before marking the flow active.

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Good operating habits

  • Name clearly. Include channel, trigger, and purpose — e.g., WA - Lead Intake → Qualified (Contact→Pipeline).
  • Keep production flows active only when tested. Pause new or changed flows until a control run is verified.
  • Monitor execution counts and last-run behavior. If volume spikes or drops, check triggers first.
  • Remove outdated flows. Don’t leave ambiguous paused flows — archive or delete them so the active list stays trustworthy.
  • Pair with human context. For sensitive handoffs, have the automation add a Note explaining what was automated.

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In this section

  • Event Studio — the activity that starts automations
  • Inbox — where live conversations happen
  • Pipelines — where business progress is tracked
  • Notes — internal context that survives handoffs
  • Review — quality-checking automation outcomes
  • Contacts – Custom Fields — data collected and updated by workflows
Last modified on August 28, 2026