Understanding contacts

Contacts are the customers behind your conversations. Every person who messages you — on any channel — has a single Contact record in Zaapi, with their details, custom fields, notes, and full Ticket history in one place.

Where contacts fit

Zaapi's data model has three levels:

• Contact — the customer

• Conversation — the message thread on a single channel

• Ticket — the unit of work, with its own ID, owner, status, and resolution

Contact
 └── Conversation (one per channel — e.g. Facebook Messenger, LINE, Shopee Chat)
      └── Ticket
      └── Ticket ...

The Contact describes who the customer is — not what any specific issue is about (that's the Ticket), or which channel it came in on (that's the Conversation).

One customer, every channel

The same customer might message you on WhatsApp today and Facebook next week. In Zaapi, both Conversations belong to the same Contact — so when they reach out on a new channel, your team isn't starting from zero. Their details, notes, contact fields, and past Tickets are right there in the sidebar.

Zaapi links Conversations to a Contact automatically when the phone number or email matches, and you can also merge Contacts manually. See Merging contacts.

What's on a Contact

• Identity — first and last name, phone number, and email, plus secondary phone numbers and emails collected across channels.

• Channels — every channel this customer has used to reach you.

• Contact fields — structured data about the customer, both default fields and custom fields you define (see Creating contact fields).

• Notes — free-form context for your team.

• Conversation labels — the labels applied across this customer's Conversations.

• Ticket history — every Ticket this customer has ever opened, across all channels.

Why contacts matter

• Context follows the customer. No more asking a customer to repeat their order number because they switched from Shopee chat to WhatsApp.

• Track what your business cares about. Custom contact fields let you capture anything — customer status, industry, total sales, account owner — and keep it attached to the customer, not buried in a thread.

• Build segments. Filter the Contacts page by any field to find, say, every newsletter subscriber in retail with total sales over ฿10,000.

• Take your data with you. Export Contacts with all their fields for CRM imports, campaigns, or analysis.