Routing rules used to stop at web chat. Now they cover Messenger and Twilio SMS too, so a conversation from either channel reaches the team that should handle it instead of dropping into one shared pile.
Routing by Page and by number
Two new routing options.
For Messenger, conversations route by the Facebook Page the customer messaged. A store running separate Pages for separate brands or regions can send each one to its own team.
For Twilio SMS, conversations route by the phone number the customer texted. A sales line and a support line can go to different teams automatically.
Two smaller details make the setup cleaner. Routing tabs only show up for channels a customer has actually connected, so you don't scroll past empty options for channels you haven't connected. And every channel keeps a catch-all fallback, so a conversation that does not match a specific rule still goes somewhere while the team is juggling several rules at once.
Why a shared queue costs you
Chat routing rules already let teams send web conversations to the right place by topic, customer type, or page. But a growing share of conversations comes in through Messenger and SMS, and those were landing in a single undifferentiated queue. A sales question texted to the store sat in the same place as a shipping complaint from Messenger, and someone had to sort it by hand.
Routing by Page and by number removes that manual triage. The conversation arrives where the right people already are, with the right context, ready to be answered rather than reassigned first. For a team running more than one brand, region, or line, that is the difference between a clean inbox and a constant sorting job.
Why routing is a revenue feature here
Routing decides how fast the right person sees a high-intent message. A sales question that texts in and lands directly with the sales team gets a faster, sharper answer than one that waits in a general queue for someone to notice and forward it. On channels like SMS and Messenger, where customers expect a quick reply, that speed is often what decides whether a conversation turns into an order.
It also keeps the people closest to revenue on the conversations that carry it. Sales conversations reach the sales team across every connected channel, not only on the website. The AI agent can still handle first-line triage on all of them, so the routing applies whether a human or the agent picks up first.
WhatsApp routing is on the way
Routing for WhatsApp is on the way, so the newest channel in Text joins the same rules as the rest.
Available now
Live for all Text App customers with Messenger or Twilio SMS connected. Routing tabs for those channels appear automatically once they are connected. Read more in our help center.
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