Contact reasons are an AI-detected field on every conversation. AI picks the best fit from your list of reasons, and you get a dedicated report tied to it.
You already have auto-labels, so what's the difference? Auto-labels are general-purpose tags that can also trigger automations (assign agents, resolve, snooze). Contact reasons are a single classification field per conversation, with a built-in two-level hierarchy and its own report.
We recommend using both. Contact reasons are a powerful tool for understanding trends across your conversations, and a great indicator of what to automate with your AI agent.
Finding the settings
Go to Settings → Contact reasons.
You'll see a tree of categories with sub-reasons beneath them. New accounts start with a sensible default list (Shipping, Returns & exchanges, Product question, Order issue, Billing & payments, Subscription).
Adding and organizing reasons
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Add reason: top-right button, creates a new top-level category
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Add sub-reason: appears when you hover a category, creates a child under it
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Edit / Replace / Archive: three-dot menu on any row
Two levels of nesting, no deeper. Names need to be unique within the same parent.
Replace is a merge. Pick a target reason and every conversation under the source moves to it. The source itself is archived.
How AI fills it in
When a new conversation comes in, AI reads the first message and picks a matching reason from your list. If nothing fits, it suggests a new reason instead of forcing a bad match.
Reviewing suggestions
When AI proposes a new reason, it goes into a queue (not added live). Open Settings → Contact reasons and click Review suggestions to flip through them.
For each card:
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Approve to add it to your active list
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Reject to archive it
This keeps your reason list clean as new issue types show up.
Where the reason appears
On every conversation, in the right sidebar under "Contact reason." Hover the reason to see its parent category and description.
Today the reason is set by AI and not editable from the conversation.
Filtering by reason
In the conversation list, add a filter for Contact reason to narrow down. Save it as a view if you'll come back to it.
Reports
Every reason gets counted with a treemap or bar chart, period comparison, and CSV export.
