Contact attributes

Named fields stored on a contact, such as city, account number or plan, used to personalise messages and build segments.

Attributes are the details you keep about each contact beyond a name and number: city, language, customer ID, policy number, preferred branch, last order date. Each attribute has a name and a value per contact.

Attributes make messaging personal and automation possible. They fill template variables, decide which segment a contact belongs to, and let a chatbot skip questions it already knows the answer to.

Decide on a small, consistent set of attribute names and stick to them, so 'city' does not also appear as 'town' and 'location'. Fill them from your own records when importing contacts, and let conversations add to them over time. In Marichi Talks you import contacts from CSV with their attributes, and Flow Builder questions can save a customer's answer straight to an attribute.