Labels: organize customers and set label-specific guidance

Labels help your team recognize and find customers. A label can be added by hand, or have a rule that adds and removes it automatically. For example, you could label customers with several conversations or customers whose last store order was more than 90 days ago.

How it works

A label can also be a reusable kind of customer in Who is this for. Choose it on the item you want to restrict. Only confirmed rule membership or a manual addition counts for access; label instructions alone never grant permission.

A label is not a customer group. Adding the same label to two people does not link their customer profiles or give them access to each other’s information. Labels can also be used in saved Inbox views and automations.

The list shows the label, whether it is applied By hand or Automatic, its rule, the number of customers who currently have it, and its Assistant setting. For a label with a rule, the customer count also shows how many people were added or removed by hand. Click a label to edit it.

Viewing labels, managing label definitions, and assigning labels to customers are separate permissions. If the page is read-only or an action is missing, ask your workspace owner to check your access.

Where to find it

Customers → Labels.

Set it up

1. Choose New label.
2. Enter a Name that is not already used by another label.
3. Wait for the name to save.

Entering a non-empty name creates the label. There is no separate Create button. Before the name is saved, you cannot preview or apply a rule.

Settings

The editor has Label, Assistant, Rules and, after the label is saved, Used by sections.

Setting	What it does	Starting value for a new label
Name	The label’s name for your team. Names must be unique in the workspace, even if only the letter case differs.	Empty; required to create the label.
Colour	Chooses one of the eight colour swatches for the label.	No colour selected.
Choose icon	Opens the optional icon picker beside the name. The icon is shown beside customer names on supported screens, in the label’s colour.	No icon.
Assistant knows about this label	Makes eligible label information available as context for replies. Turning it off hides this label from the bot.	On, with private use, when your plan includes bot awareness. It has no effect without that plan feature.
Who they are to you	Optional guidance for customers with this label, up to 600 characters. Appears while Assistant knows about this label is on.	Empty.
May mention it to the customer	Allows acknowledging the customer’s status rather than keeping it private. Available only while the first switch is on.	Off.
Conditions	Defines who gets the label automatically.	Empty: the label is added only by hand.

Name, Colour, the icon, both bot switches and the instruction save automatically. Watch the save status at the top of the page and correct any field error. Conditions are different: rule changes need Apply.

Who the bot counts

In Assistant, the order is Assistant knows about this label, the confirmed/unconfirmed explanation, Who they are to you, then May mention it to the customer.

The explanation appears only while Assistant knows about this label is on. A solid label is Confirmed: the facts the rule needs are proven. A dashed label is Unconfirmed: staff can see it, but the bot does not count it. This is the same for every label; there is no switch here to count unconfirmed people.

Use Who they are to you to explain who these people are to your business and how the bot should treat them. The field holds up to 600 characters. Turning the first switch off hides this field and the explanation, and disables May mention it to the customer.

Choose or remove an icon

1. Choose Choose icon beside Name.
2. Browse Recognition, Lifecycle, Attention, Relationship, Logistics or Contact.
3. Select an icon, or choose No icon to remove it.

Choosing an icon saves and closes the picker. On a phone, the picker opens from the bottom of the screen. Icon choice is unavailable on plans without automatic labels. Beside a customer’s name, only the first two labels with icons appear, in display order. Additional labels with icons are represented by a +N count. This does not change who receives a label.

Private versus mentionable guidance

With Assistant knows about this label on and May mention it to the customer off, the label is private context. Turning the second switch on permits referring to the status. The guidance keeps the label’s name and rule internal; it is not permission to quote your segmentation rule to the customer.

The bot receives only the first eight eligible labels with Assistant knows about this label on, in display order. If a customer has more than eight such labels, later labels and their instructions are not included. Reordering decides which eight reach the bot; it does not change label membership.

Use Who they are to you for a short, clear preference, such as “Keep explanations concise and offer more detail if requested.” This is guidance, not a setting that grants a discount, changes messaging consent, or replaces action approval rules.

Build an automatic rule

1. Open the label’s Rules section.
2. Under Conditions, choose Add condition.
3. Choose the Attribute: the customer fact to check.
4. Choose the Comparison.
5. Enter or select the Value.
6. Add more conditions or a group if needed.
7. Read the In plain words summary.
8. Check Preview before choosing Apply.

The first condition starts as Conversations, more than, 0. Change it to the rule you actually want. There is no separate switch between manual and automatic labels: an applied, non-empty rule makes a label automatic.

Describe it to the Coach opens the Coach from this label. Naming the label first is required to use that button. Opening the Coach is not the same as applying a rule.

Match all, any, and nested groups

• all means every condition must be true. This is the starting choice.
• any means at least one condition must be true.
• On a phone, these choices are All conditions and Any condition.
• Add group puts a set of conditions inside the main rule. The group has its own all/any choice and starts with all. The main choice then combines that group with the other conditions.
• Use Add condition to group for another condition inside it. On a phone, tap a collapsed group’s summary to edit it.
• Remove condition removes one condition. Remove group removes the whole group.

For example, require all of: at least three conversations; and a group matching any of two selected languages. This means “three conversations AND either language,” not “any of all three conditions.”

A rule supports up to 10 conditions, including conditions inside groups. Only one level of nested groups is allowed. A rule may check another label, but labels cannot depend on each other in a loop.

Comparisons and value inputs

Only comparisons suited to the chosen attribute are offered.

Kind of fact	Available comparisons and how to enter the value
Counts, such as conversations or orders	more than, at least, fewer than, at most, exactly, between. Enter whole numbers. between includes both the From and To values.
Amounts of money	more than, at least, fewer than, at most, between. Choose Currency and enter an amount with at most two decimal places. For between, enter both ends of the range; both are included.
Dates	within the last … days, more than … days ago, before, after. Enter a whole number of days or pick a date. Relative-date inputs start at 7 days; fixed dates start empty.
Language	is or is not. Select one or more offered languages.
Channels	includes any of or includes none of. Select one or more channels.
In any customer group	is, with Yes or No.
Consent	is, with Yes, No or Unknown.
Another label	has or does not have, then choose the other label.

New numeric inputs start at zero; Yes/No inputs start at Yes; language and channel selections start empty. Changing an attribute resets its comparison and value. Changing between a single value and a range, or between days and a fixed date, also resets the input. Check it again before applying.

Amounts are checked in the selected currency, not converted or combined across currencies. The menu uses your store’s available currencies and currencies already present in customer data. The first offered currency is selected initially; if none are available yet, the fallback list is ILS, USD, EUR and GBP, with ILS first. If store currencies have only just been connected, reopen the page after they load.

Relative dates move with time, so customers can join or leave without a new message or order. Updates happen in the background, not exactly at the boundary. A fixed date is read at the start of that date in the business’s time zone; before and after are strict comparisons with that point in time. See business time and locations.

Which customer attributes can a rule use?

These attributes are available without a connected store:

Attribute on screen	Meaning
Conversations	Number of the customer’s conversations.
Tickets	Number of the customer’s tickets, not only open tickets.
Complaints	Number of recorded complaints.
Compensations	Number of recorded allowances.
Last message from the customer	Time of the customer’s most recent incoming message, not the last staff reply.
First seen	Earliest contact creation time for this customer and safely linked profiles.
Channels	Channels represented by the customer’s contact profiles, including imported history where present.
Language	The recorded language from this customer’s most recently seen contact that has a language.
In any customer group	Whether the customer belongs to an active customer group; a membership still held for review does not count.
In customer group	Checks membership of the named customer groups you choose. The menu shows their names.
User source reports role	Checks roles reported by a connected user source. Each role shows its source name, so identical roles from different sources stay distinguishable.
WhatsApp consent, Telegram consent, Instagram consent	Recorded consent for that channel.
Label	Whether the customer has another label.

Counts and activity can include safely linked customer profiles. Language uses this customer’s own contact records. A shared label itself does not link anyone.

When Shopify is connected, the menu also offers:

Attribute on screen	Meaning
Revenue from chat orders	Recorded revenue from orders attributed to the customer’s chats, after recorded refunds, separated by currency.
Chat orders	Number of qualifying orders attributed to the customer’s chats.
Store lifetime spend	The customer’s recorded total spend in the connected store.
Store orders	The customer’s recorded number of store orders.
Average store order	Recorded store lifetime spend divided by store order count. Unavailable when there are no orders.
Last store order	Time of the most recent recorded store order.

Store-wide figures are not the same as orders attributed to chat. These rules use the customer/store data omotto has already received; opening the editor does not guarantee a fresh store lookup. Disconnected integration attributes are not offered for new conditions, and a saved rule cannot be reapplied while it uses an unavailable integration attribute.

What happens when…

Add or remove a label by hand

1. Open a customer profile, or the customer’s details in the Inbox.
2. In Labels, choose + to see available labels. A profile may also offer Add label.
3. Choose the label to add it.

To remove a held label, open its label chip and choose Remove from this customer. These changes take effect without applying the label’s rule.

For a label with no conditions, this is ordinary manual tagging. For a label with a rule, a hand addition or removal is an exception and wins over the rule:

• A hand-added customer keeps the label even when they do not match the rule.
• A hand-removed customer stays without it even when they match the rule.
• Applying a changed rule does not erase these exceptions.

Automation label actions can add or remove manual labels. These actions offer labels without rules. An explicit assignment is not something a later automatic rule necessarily undoes.

What if a value is unknown?

Missing information is not automatically zero, No, or a known language.

• A missing count, amount or date does not meet its comparison, even “fewer than.” An amount in another currency does not meet the selected-currency comparison.
• An unknown language can meet is not a selected language.
• Missing channel values can meet includes none of the selected channels.
• Unknown consent means no definite recorded consent outcome is available. Yes requires recorded opt-in without suppression. No reflects suppression, not merely the lack of opt-in.
• A label condition tests whether the other label is currently held, including its manual exceptions.

A group or role that is no longer available stays visible in a saved condition with an Unavailable mark. Replace or remove it deliberately; it is not silently removed from the rule.

Use negative conditions carefully if you intend to target only people with positively known details.

Preview, Matches, Join, Leave, Apply and Discard

Preview updates automatically as you edit. It does not change customer labels.

• have it now counts current holders.
• would join counts customers who would gain the label.
• would leave counts customers who would lose it.
• Matches shows the proposed holders after manual exceptions, not just people matching the raw conditions.
• Join shows proposed additions.
• Leave shows proposed removals.

The preview also splits the proposed holders into three separate counts:

• confirmed: people whose rule membership is proven, excluding hand additions.
• unconfirmed, staff only: people who match for staff but are not confirmed for the bot, excluding hand additions.
• added by hand: people added manually, even if they also match the rule.

Hand removals are excluded from all three counts. The counts add up to the proposed holders. If calculating the split takes too long, only the split shows a warning; the other preview details and Apply readiness keep their existing behavior.

Each tab shows up to five example customers, with the facts behind the result. Open an example to inspect the profile. See current holders in Customers opens the directory filtered to the label’s current holders, not the draft’s proposed holders.

When Rule changed — not applied yet appears:

1. Check the current preview and examples.
2. Check the number of additions and removals.
3. Choose Apply or Apply to … customers to save the rule.

The button waits for a complete preview of the current draft. Membership updates then run in the background; a rule save is not a promise that every customer chip updates immediately. The new rule also follows later customer activity and date changes.

Choose Discard to restore the saved rule. This discards only rule edits: it does not undo the name, colour, icon, bot settings or instruction that already autosaved. A rule draft may be recovered after reloading; it still needs Apply.

Exceptions: let the rule decide again

The label editor’s Exceptions section lists recent hand additions and removals. It shows the customer and, when available, who made the change. Up to 50 recent exceptions are shown there.

1. Find the customer under Exceptions.
2. Choose Clear.

Clearing removes the exception, not the rule. The customer gets or loses the label according to the saved rule. This acts immediately and does not wait for an unrelated draft rule to be applied.

You can also open a label chip on the customer profile or in Inbox details and choose Let the rule decide again. For a hand-removed label, look under Removed by hand. Add to this customer is different: it makes a hand addition rather than returning control to the rule.

Why does this customer have a label?

Open the label chip on a customer profile or in Inbox details. It can show the Rule, Matched on facts, Matched since, Last checked, the staff member who added it by hand, and whether the bot sees it privately, may mention the status, or does not see it. Edit rule opens the label editor when you have permission.

Unconfirmed labels have a dashed border on the customer profile, in the Inbox header and in the customer directory. Hover over or focus a chip for the reason and, when available, what would confirm it. Open the chip for the same explanation and its evidence.

The reason can be an unverified store match, an unproven match from another user source, a customer group joined by the person’s own claim, or another label that is not confirmed. When the reason is not known, the chip says that at least one fact is unproven. Verification is not a promise of membership: the rule still has to qualify the person. Hand additions are solid; hand removals stay marked Removed by hand.

See what uses a label

Used by lists items whose audience includes this label, such as a skill, Expert or file. Each entry has a link to its settings and a mode: Visible, verify to use or Hidden until they qualify. You see only entries you are allowed to read. A count replaces items you cannot view. If there are none, it says Nothing uses this label yet.

Filter customers and change display order

In the customer directory, use the Labels filter to choose labels. Selecting several returns customers who have any of them, not necessarily all. Removed exceptions do not count as held labels. Inbox view conditions can use label rules for more specific combinations.

To reorder labels:

1. Open the Labels list.
2. Clear list filters and return to the default ascending display order if you changed the sort.
3. Drag a label by its reorder handle, or use its move-up/move-down controls.

The order saves automatically. New labels start at the end. Reordering changes which two name icons appear and, when a customer has more than eight eligible bot-visible labels, which eight reach the bot. It does not change rule membership. If labels were created or deleted elsewhere during the move, the list reloads and asks you to try again.

Remove a rule or delete the whole label

To keep the label but stop automatic assignment:

1. Remove all conditions from its rule.
2. Check the preview.
3. Choose Apply.

This returns it to manual use. Hand-added holders remain; rule-only holders lose it. On a plan without rule-based labels, an existing rule has a separate Remove rule action, so you can remove it without upgrading.

To delete the label itself:

1. Open the label editor.
2. Choose Delete label.
3. Read any listed dependencies and consequences.
4. Confirm Delete if it is offered.

Deletion removes the label from every customer and cannot be undone. Another label’s rule or a saved Inbox view still blocks deletion. The dialog links to dependents you may view; a count replaces any you cannot view. Change their rules first.

If only audiences use the label, the dialog asks you to confirm and explains each consequence. A single-label audience, or one requiring all selected labels, becomes available to no one until you choose a new audience. An audience accepting any selected label stays available through its other remaining labels. Deleting never changes those audience selections for you; open each affected item to choose its replacement.

…your plan changes or reaches a limit?

Manual labels work on every plan. Automatic rules, icons beside names and bot awareness require a plan with automatic labels. Your plan also limits the number of labels that can have rules. Editing or removing an existing rule does not use an additional slot. See plans and usage.

If the workspace moves to a plan without this feature, rule-based memberships, name marks and bot awareness stop being used. Manual label chips, assignment and filtering remain. Removing a rule and turning bot awareness off are still allowed. After the feature becomes available again, automatic labels are recalculated in the background.

Troubleshooting

What you see	What to do
Preparing customer data: … of …	Wait for preparation. The editor checks again automatically; Apply waits until the data is ready.
This rule takes too long to estimate. Simplify it before applying.	Use fewer or simpler conditions, then wait for a new preview.
An incomplete condition or missing currency error	Fill every value, choose the currency for each amount, and check ranges and dates.
A condition names an unavailable attribute or deleted label	Replace or remove that condition. Check the integration connection if relevant.
A label-dependency loop error	Change the rules so they do not ultimately refer back to the starting label.
Someone changed this rule meanwhile. Reload the page and try again.	Reload, inspect the saved rule, and review the intended edit and preview again. Do not assume the draft was applied.
A plan or rule-limit message	Review the plan, or remove a rule from a label that no longer needs automatic assignment.
A label is unexpectedly present or absent	Check manual exceptions, unknown values, store identity, current plan access and the chip’s last-check information.
A save, exception update or preview fails	Check your connection, then try again. Do not assume the change succeeded.

If preparation remains stuck, counts do not settle, or a save keeps failing after reloading, contact omotto support with the label name and the message shown on screen. Do not send customer information that is not needed to explain the problem.

Related

• Who is this for: audiences and verification

• Customer profiles

• Saved Inbox views

• Automations

• Plans and usage