Contacts, tags and the funnel
How the CRM builds itself from conversations, and how tags and funnel stages organise everyone.
You do not import a contact list to get started. The CRM fills itself out of the conversations you are already having.
Contacts
A contact carries a name, phone number, funnel stage, assigned agent, tags and notes. You can edit all of it from the customer sidebar inside a conversation, without leaving the inbox — which is where most of it actually gets filled in.
Search works on name and phone number.
Names arrive on their own
When someone messages you, WhatsApp tells us the profile name they have set for themselves, and the conversation is labelled with it straight away rather than showing a bare phone number. If they later change that profile name, the label follows. Anything you type yourself in the contact record takes precedence.
Contacts come from conversations
A contact always belongs to a conversation. There is no separate "add a contact" form and no CSV contact importer — save an unknown number from the chat sidebar and it becomes a CRM contact you can tag, stage and assign. Campaign audiences are a separate CSV upload; see Broadcast campaigns.
Tags
Tags are free-form labels — vip, wholesale, lusaka, follow-up-june.
A contact can have as many as you like.
They are shared across the inbox, the CRM and automations, so a tag you apply in a conversation can be used to filter the inbox, to target a campaign, or to narrow which contacts an automation flow triggers for. One organising system, not three.
Funnel stages
The funnel is your sales pipeline as a drag-and-drop Kanban board. Each conversation is a card; each column is a stage.
- Create, rename, reorder and delete stages to match how you actually sell — each can have an emoji.
- Drag a conversation between columns to move the deal along.
- Cards show the avatar, last message, an unread badge, and optionally how many days the deal has sat in its current stage.
A typical setup: New → Qualified → Quoted → Negotiating → Won / Lost.
Stages beat tags for pipeline
Use stages for where someone is in your process — a contact is in exactly one. Use tags for attributes that stack, like product interest or location.
Using them together
Once contacts are tagged and staged, the rest of the platform can act on it:
- Filter the inbox by stage, tag, assigned agent or WhatsApp number.
- Target automations — trigger a flow only for contacts in a given stage or carrying a given tag.
- Move stages automatically — an automation, or the AI agent, can advance a contact's stage when something happens in the conversation.