Automate work with rules: event, conditions, actions

Automation rules let Messello handle routine work for you. Each rule follows one pattern: an event triggers it, conditions decide whether it applies, and actions run when everything matches. Set them once and every matching conversation is handled the same way, day or night.

Create your first rule

1. Go to Settings → Automation and click Add automation rule.
2. Name the rule and pick an event — for example Conversation created, Conversation updated, or Message created.
3. Add one or more conditions. Combine them with AND (all must match) or OR (any can match).
4. Add the actions to run when conditions are met.
5. Click Save. The rule applies to new events immediately.

What you can trigger on

• Events: conversation created, conversation updated, message created.
• Conditions: channel (WhatsApp, Telegram, Instagram, email, web chat, SMS), inbox, message content, contact attributes, business hours, priority, status, and more.
• Actions: assign an agent or team, add labels, set priority, send a reply or an email to the team, mute, snooze, or resolve.

Example rules

Route VIP customers instantly

Event: Conversation created. Condition: contact attribute Plan = Premium. Actions: assign to the Priority team and set priority to Urgent.

Tag and greet billing questions

Event: Message created. Condition: message content contains invoice or refund. Actions: add label Billing and send an auto-reply pointing to your billing FAQ.

Escalate after hours

Event: Conversation created. Condition: outside business hours. Actions: send an auto-reply setting expectations and notify the on-call team by email.

Tip: Keep conditions tight. A rule that matches everything will act on everything — start narrow, then widen once you trust it.

Test and refine

Send yourself a test message that matches the conditions and confirm the actions run as expected. Rules execute top to bottom, so order matters when two rules could touch the same conversation. You can pause any rule without deleting it while you tune it.

Want to fire several actions with one click instead of on a trigger? See how to create macros. To keep every conversation owned, read auto-assign and routing. Try it live in the demo workspace.