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Custom values (also called merge tags or variables) let you insert dynamic data into messages, email templates, automation workflows, and more. Instead of writing each message manually, you reference a variable like {{contact.first_name}} and the platform fills it in automatically with the correct value for each recipient.
Custom values

Custom values picker — browse categories and insert merge tags into any message or template

There are eleven categories of custom values available across the platform.
Pulls information stored on the contact record.
Pulls information about the team member assigned to the contact, useful for personalizing outreach with a rep’s details.
Pulls details about a scheduled appointment — useful in confirmation and reminder messages.
  • Start and end date/time
  • Timezone
  • Cancellation link
  • Reschedule link
  • Meeting location
  • Notes
  • Google Calendar and iCal/Outlook add-to-calendar links
Provides event date and time variables associated with a campaign.
Pulls your business’s location and contact details — useful for footers, signatures, and general communications.
  • Business name
  • Full address (street, city, state, country, postal code)
  • Phone number
  • Email
  • Website URL
  • Logo URL
Inserts the current date and time at the moment the message is sent. Available in multiple formats — seconds, minutes, hours, full dates — useful for time-sensitive automation messages.
Pulls data about how the contact originally found you.
  • First and last session source
  • Landing page URL
  • Campaign name
  • UTM parameters (source, medium, campaign, term, content)
  • Referrer URL
  • Ad click IDs (Google, Facebook)
Pulls billing details for invoice-related messages — customer name, invoice number, amounts due, line items, due date, and payment links.
Custom values in conversation

Custom values in a conversation — click the merge tag icon to insert contact and appointment data

Custom values in workflow

Insert custom values in workflows — use merge tags in SMS and email action steps for personalized automation

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How to use custom values

Custom values can be inserted anywhere you compose a message or template — in conversations, email campaigns, SMS, automation workflows, and more.
1

Open a message or template

Navigate to a conversation, email campaign, SMS template, or automation workflow where you want to insert dynamic content.
2

Click the custom values icon

Look for the merge tag or variable icon in the message toolbar (often represented by {} or a person icon). Click it to open the custom values picker.
3

Choose a category and variable

Browse the eleven categories and select the variable you want to insert. The tag is added to your message at the cursor position.
4

Preview before sending

Use the preview feature to verify that variables resolve correctly before sending or activating an automation.
You can also type the variable directly — for example {{contact.first_name}} — if you already know the tag syntax. The platform will resolve it automatically at send time.
If a contact record is missing the data for a variable (for example, no company name is stored), the variable will render as blank in the message. Always check that your contact records are complete for the fields you intend to use.
Last modified on March 4, 2026