The Add tag and Remove tag actions — how a tag is stored, why it is never duplicated, how it triggers global rules and how to keep your tag scheme tidy.
You need to remember that a customer took a coupon, that someone asked about prices or that a person missed an appointment — long after the flow has ended. Tag actions set that memory up: they put a one-word marker on the person or take an old one off. This article covers two actions — Add tag and Remove tag — and helps you build a tag scheme that survives the long run.
💡 What a tag is and how it differs from a field is covered in . This article deals with the of the actions.
The Add tag action puts a tag on the person. If the tag does not exist on your account yet, it is created there and then; you do not have to define it anywhere first.
In the action step, press Add action.
Choose Add tag as the kind.
Type the tag into the Tag box. When you tap the box, the tags already in use on your account appear as suggestions; picking from the list removes typos at the source.
The tag is lowercased according to the account's language when it is saved. On a Turkish account "IŞIK" is stored as "ışık"; on an English account "VIP" is stored as "vip". This stops the same tag splitting into two spellings.
If the person already has that tag, it is not added a second time. Because the comparison ignores case and accents, "VIP", "vip" and "vıp" are one tag: the same flow can run a hundred times and the contact card still holds a single row.
Remove tag
The Remove tag action takes a tag off the person.
Choose Remove tag as the kind.
Type the tag to remove into the Tag box, or pick it from the suggestions.
If the person does not have that tag, the action passes quietly; there is no error and the flow does not stop. The same accent-insensitive comparison applies here too, so typing "VIP" removes the "vip" tag.
A tag change triggers global rules
This is the most overlooked side of these two actions: when a tag is added or removed, global rules are notified.
If a rule under Automations › Rules is bound to the Tag added or Tag removed event, the tag your flow sets runs that rule. That builds a powerful arrangement: the flow only says "this person is a hot lead" and the rule decides what to do about it. Set up carelessly, though, the chain surprises you — a flow adds a tag, a rule starts another automation, and the person receives a message you did not expect.
Before you start using a new tag, check the Automations › Rules list for a rule bound to it.
Keeping your tags tidy
Tags multiply over time; a few habits keep them readable.
Use status tags in pairs. If the person moves from waiting to called, put Remove tag (waiting) first and Add tag (called) second in the same step. Leave the old one on and the person carries two states at once, and your filters go wrong.
Use prefixes. Grouping related tags under a prefix makes the list sort itself: source-ad, source-comment, source-story.
Know when a field is needed instead. A tag carries no value. Information like city, amount and date is kept with field actions.
Tag the permanent, store the temporary. "Took a coupon" is permanent; "third attempt" is temporary and belongs in a counter field.
A concrete example: a dental clinic marks its appointment flow like this. Anyone who books gets the has-appointment tag. The scheduled automation that runs a day before the appointment sends the reminder. When the appointment is done, the team removes has-appointment from the inbox and adds patient. The clinic can see "everyone with an appointment" at any moment with a single filter.
Where you see your tags
A tag you add is useful in three places:
On the Contacts screen, the All tags filter narrows the list.
In the Inbox, it appears under Tags on the conversation's contact card.
In Condition steps, "Tag · has / doesn't have" splits the flow.
Tags also come out as their own column when you export contacts.
Limits and known issues
A tag name is at most 60 characters.
A contact holds at most 50 tags. Once the limit is reached, a new tag is not added and the flow continues without stopping.
If the tag box is left empty, the pre-publish check raises "An action is incomplete".
A placeholder cannot be written into a tag name: the text you typed becomes the tag verbatim. Placeholders are only filled in the value box of the Write to field action.
Add tag and Remove tag are separate plan features; if your plan does not cover one, the session stops at that step.
Tags belong to the person, not the conversation. If the person has two channels, the tag shows on both.
Common mistakes
Worrying about spelling. Tags are compared without accents and without case; "VIP" and "vip" are one tag.
Leaving the old status tag on. With status tags, removing the old one is mandatory.
Mixing up tags and fields. Information that carries a value goes in a field.
Setting up a tag chain without checking. Adding a tag can run a global rule; do not start using a new tag without looking at the list.
Hitting the 50-tag limit. If your automations add a tag on every trigger, the contact card fills up over time; add actions that remove the tags you no longer need.