Labels
Create labels such as VIP, Billing, or Waiting on warehouse. Apply them from the contact sidebar. Broadcasts and bot branches can filter on labels.
Variables
Custom fields (order id, plan, city) live on the contact. Bots can capture them with a user-input node; the inbox can edit them by hand.
Merge tags
Insert #LEAD_NAME# and other variables into bot text and templates so messages stay personal.