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Reply to WhatsApp in the Messages inbox: owner, salesperson, or AI agent

Updated 2026-09-30

In two lines: in CRM > Messages you see and reply to all the conversations of your lines. Each thread has an Owner (a person or an AI role) and you reply with free text within 24 hours, or with a template outside them.

How do I reply to a conversation?

  • Go to CRM > Messages and open the conversation.
  • If the contact wrote less than 24 hours ago, write your reply and send it: it's free text.
  • If more than 24 hours have passed, the inbox asks you to use an approved template. How to have them ready: WhatsApp templates: create, categories, and Meta approval.

If you handle several numbers, use the line selector in the inbox header —the chip that shows the active line— to move between each one's conversations. You can also start a new chat with a contact or a standalone number.

If your team turned on Sales rep scope, each sales rep sees here the conversations they own and, for WhatsApp, the ones of the lines they work — and over WhatsApp they only write from those lines or in the conversations they own. A sales rep who doesn't work any line sees a notice saying so, and keeps seeing the conversations they own. Managers and CRM Admins see everything. See CRM roles and permissions: what each sales rep can see and do.
This inbox used to be called WhatsApp. In the CRM menu it's now Messages, and it lives at /crm/messages. Old links and pinned shortcuts to /crm/whatsapp keep working: they take you to the same place, with the conversation you had open.
Messages also gathers your Instagram, Messenger and TikTok conversations once they move to the CRM from the Inbox. There you reply with text and see the photos, videos, audio messages and files people send you, just like on WhatsApp. How they get here: Send a conversation to the CRM: from a social message to a prospect.
If the contact left a detail in the chat, the conversation header lets you know with a badge such as 1 detail for the record: a phone number, an email or a website they wrote and their record doesn't have yet. One click opens the record, where you add it or dismiss it; nothing is saved on its own. If that message is deleted or edited, its suggestion goes with it. How it works: Details your contacts leave in the chat: add them to the record with one click.

Who handles each chat? The owner

Each conversation has an Owner, so the team knows whose chat each one is without stepping on each other. The owner can be:

  • A person on the team (a salesperson).
  • An AI role (AI), when you let an agent handle that line.

You can reassign a thread's owner whenever needed, and filter by Salesperson to see only one person's conversations (or the ones the AI handles).

The thread's owner also travels to the template: if you use the Assigned rep variable, the message goes out signed by whoever handles that chat.

How do I organize the inbox with my team?

  • Tag conversations to classify them (by topic, priority, or status). You can select several and tag them together.
  • Incoming messages can create prospects on their own if that line is set as a lead source, so each conversation is tied to its contact and its deal in the CRM.

Next step: each conversation is saved on the contact's record, grouped by day, under the Messages tab of their history. How it combines with the rest: Manage a deal: history, activities, and agenda.

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.