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HoopAI is built around a two-tier hierarchy: the agency level and the sub-account level. Understanding how these two layers relate to each other is foundational to using the platform effectively, especially if you manage multiple clients or locations.

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The two-tier model

Agency (top level)
├── Sub-account A (Client 1 / Location 1)
├── Sub-account B (Client 2 / Location 2)
├── Sub-account C (Client 3 / Location 3)
└── Sub-account D (Client 4 / Location 4)
The agency is the master account. It owns billing, white-label settings, user governance, and the template library (snapshots). The agency does not itself contain contacts or operational data. Each sub-account (sometimes called a location, client account, or workspace) is a fully independent CRM and marketing environment. All contacts, conversations, automations, phone numbers, funnels, and reporting live at the sub-account level. Think of the agency as a management console and sub-accounts as the actual products your clients or locations use day to day.

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What you do at the agency level

The agency view is where you manage the platform itself, not where you do day-to-day CRM work. Tasks performed at the agency level include:

Create sub-accounts

Provision new client accounts or location workspaces from the Sub-accounts list.

Manage billing

View aggregate usage, configure rebilling, and manage subscription details for the agency and all sub-accounts.

Apply snapshots

Push pre-built workflow and funnel templates to new or existing sub-accounts.

White-label branding

Set the logo, colors, custom domain, and email identity that all sub-accounts inherit.

Aggregate reporting

View cross-account performance dashboards (on plans that support this).

Agency user management

Add and remove agency-level admin users who can switch into any sub-account.

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What you do at the sub-account level

The sub-account is where all the actual work happens. Each sub-account operates entirely independently and contains its own:

Contacts and CRM

The contact database, custom fields, tags, and smart lists for this client or location.

Conversations

The unified inbox for all inbound and outbound SMS, email, calls, and social messages.

Pipelines and opportunities

Sales stages, deal tracking, and opportunity management.

Automations

Workflows, triggers, and drip campaigns specific to this account.

Phone numbers

Numbers purchased for this sub-account, call routing, and voicemail settings.

Funnels and websites

Landing pages, lead forms, and websites for this client’s brand.

Calendars and appointments

Booking pages and appointment management for this location.

Payments

Invoices, products, and transactions for this client.

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Switching between levels

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From sub-account to agency view

If you are inside a sub-account and need to return to the agency level, look for the agency name or a “back to agency” button in the top-left of the navigation. In some views, clicking the logo or the breadcrumb at the top of the page returns you to the agency dashboard.

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From agency to a sub-account

In the agency view, go to Sub-accounts and click the name of the account you want to enter. This switches your view entirely into that sub-account — the sidebar changes to show the sub-account’s features.
Your browser URL changes when you switch levels. The agency view URL contains /agency/. Sub-account URLs contain the specific account identifier. You can bookmark sub-account URLs for direct access.

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Who sees what

User typeAgency view accessSub-account access
Agency adminFull agency view — all sub-accountsCan switch into any sub-account
Agency userLimited agency view — can view sub-accountsCan switch into assigned sub-accounts
Sub-account adminNo agency view accessFull access to their sub-account
Sub-account userNo agency view accessScoped access to their sub-account based on permissions
A person can have different roles in different sub-accounts. For example, someone might be a User in one sub-account and an Admin in another, depending on their responsibilities.

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Common setups

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Agency managing multiple clients

An agency uses the agency level to provision and configure each client’s sub-account. Each client is completely isolated — they can only see their own data. The agency team works inside each client’s sub-account when they need to manage that client’s CRM, campaigns, or automations.

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Franchise or multi-location business

A parent organisation uses the agency level to maintain brand standards (white-label) and push standard workflows (snapshots) to each franchise location. Each location manages its own contacts and campaigns independently within its sub-account.

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Solo operator on a single account

Many HoopAI users operate a single sub-account and never need to visit the agency view at all. If you are a solo user or a small team focused on one business, your day-to-day work happens entirely within your sub-account. The agency level is available but rarely needed.

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Internal teams and departments

Larger organisations use sub-accounts to separate business units, brands, or departments. Each department has its own CRM, automations, and reporting — without the risk of data crossing between departments.

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Frequently asked questions

Yes, for agency-level tasks (billing, white-label, user management, snapshots). But you cannot access contacts, conversations, or operational data from the agency view — those only exist inside individual sub-accounts.
Yes. An existing sub-account user can be invited as an agency-level user by an agency admin. They will need to use the same email address. Note that agency admins gain visibility into all sub-accounts, so this is a significant privilege escalation.
The master subscription is billed at the agency level. Usage costs (SMS, calls, email) roll up per sub-account. With rebilling enabled, individual sub-accounts can be charged separately for their usage. See Rebilling setup.
No. Applying a snapshot adds assets (workflows, funnels, etc.) to a sub-account without deleting existing data. However, if a snapshot includes an asset with the same name as one that already exists, you may be prompted to skip or overwrite that specific asset.
There is no built-in merge tool. You can export contacts from one sub-account as a CSV and import them into another. Operational data (conversations, automations, appointments) cannot be transferred and would need to be manually recreated.
Last modified on March 5, 2026