Conversations & CRM
Contacts
Every person you've messaged or imported, with the fields, tags, and custom data your CRM needs.
What's on a contact
A contact needs at least one way to reach them — a phone number, an Instagram id, or a Messenger id — everything else is optional:
| Field | Type | Description |
|---|---|---|
| Name, email, company | Free text — the basics. | |
| Phone | Stored alongside a normalized, digits-only version used for matching and deduplication. | |
| Date of birth | ISO date. | |
| Marital status / spouse name | Spouse name only applies when marital status is set to Married. | |
| Address | Street, locality, city, state, and PIN code as separate fields. | |
| Marketing opt-out | When set, excludes the contact from campaign targeting — see Segments below. | |
| Spam / muted / blocked | Flags you can set from the contact panel to quiet a contact down without deleting them. |
Custom fields
Beyond the built-in fields, an admin can define custom fields for your account — under Settings → Customization — each with its own name and type. Every contact then carries one value per custom field. Custom fields also show up as filterable options when building a segment, with a smaller set of operators (equals, contains, is set/not set) since their values are stored as text.
Tags
Tags are a many-to-many label you attach to contacts — the same tag can sit on any number of contacts, and a contact can carry several tags. Tags are usable both as an inbox filter and as a segment rule.
Duplicate handling
Instant matches phone numbers by their normalized, digits-only form (tolerant of a missing or extra leading trunk digit, e.g. a leading 0), so the same person can't quietly end up as two separate contacts just because a number was typed with or without a country/trunk prefix.
- Creating a contact by hand blocks an exact duplicate phone number outright.
- A close-but-not-exact match (a likely duplicate) shows a warninginstead of blocking you, in case it's genuinely a different person.
Importing contacts by CSV
From the Contacts page, import a CSV with a required phone column, plus any of name, email, company, and tags as optional columns. On import, wacrm:
- De-duplicates rows within the file itself by phone number.
- Skips numbers that already exist in your account.
- Checks the new rows against your plan's contact limit before importing.
- Creates any tag named in the
tagscolumn that doesn't already exist — only when the person importing has admin access; otherwise unrecognized tag names are left off. - Imports in batches; if one batch fails, it retries row-by-row so a single bad row doesn't block the rest of the file.
Need to remove several contacts at once? Select them from the Contacts page and use bulk delete.