Chat routing rules let you automatically direct incoming chats to the right team based on where the customer is and what they’re viewing. This helps you reduce manual triage and ensure every conversation reaches the right agents from the start.
How you can use Chat routing rules
With Chat routing rules, you can:
Route chats to specific teams based on:
Page URL
Website domain
Customer location (country)
Automatically assign chats to specialized teams (for example, Sales, Support, Marketing)
Route chats to the right language team based on the customer’s location
Turn off the website widget on selected pages
Set the order in which Chat routing rules are applied
You can easily manage your rules by dragging and dropping them to reorder, or by using quick actions to move, duplicate, edit, or delete them.
How Chat routing works
Chat routing rules are evaluated from top to bottom.
The first matching rule is applied.
If no rules match, the chat is routed to the Fallback team. The Fallback team catches all chats that don’t match any other rule, and you can change it to any existing team.
The Fallback team is always last and can’t be removed or reordered.
Place more specific rules above broader ones, since Chat routing rules are applied from top to bottom. Use the Fallback team for any chats that don’t match the other rules.
Create a chat routing rule
Use Chat routing rules to decide where incoming chats should go based on the conditions you set.
To create a new rule:
Go to Settings → Chat routing
Click + New routing rule
Add at least one condition:
Customer visits URL
Customer visits domain
Customer’s location
Choose an action:
Route to team
Turn chat off
Add a name in the Describe rule field
Click Create rule
Chat routing rules are available on Growth and Enterprise plans. If you’re on the Essential plan, upgrade your plan to start using this feature.
Rule conditions
Each rule must have at least one condition, but you can add more if needed.
Page URL
Use this condition to match visitors based on the page they’re viewing. Choose Contains to match any URL that includes specific text, or Is exactly to match one specific URL.
Customer’s domain
Use this condition to match visitors based on their website domain. Choose Contains to match domains that include specific text, or Is exactly to match one exact domain.
Customer’s location
Use this condition to match visitors by country. Choose Is exactly, then select a country from the list.
Rule actions
Each rule must have one action.
Route to team
Send chats to a selected team.
Customers will start conversations with agents assigned to that team.
Ideal for distributing chats across Sales, Support, or regional teams.
Turn chat off
Hide the chat widget based on matching conditions such as URL, domain, or customer location.
The chat widget won’t be shown to customers.
Chats from those pages or countries won’t appear in Real-time.
Use multiple AI agents and Custom skills for smarter routing
Multiple AI agents
On Growth and Enterprise plans, you can create multiple AI agents. Each agent can:
Belong to a specific Team
Have its own knowledge base
Use different Skills configurations
Have unique settings (name, tone of voice, response length, supported languages)
Custom Skills for intent-based routing
Custom Skills allow your AI agent to take actions automatically based on customer context, such as:
Who they are
Where they are
What they’re viewing
What they’re asking about
This enables more dynamic, intent-based routing beyond simple rules.
Examples
Instant Transfer — automatically transfers the chat as soon as predefined visitor variables are recognized, such as location, time of day, or visited page. The customer does not need to send a message, and the AI agent does not interact before the transfer, though it can inform the customer about the upcoming transfer if desired. An exception applies when the variable is language, as identifying it may require the customer to send a message first.
Advanced Transfer — transfers the chat based on the customer’s intent. Unlike Instant Transfer, the AI agent can interact with the customer first to better understand the context of the inquiry and then route the chat to the right team. For example, product-related inquiries can be directed to the appropriate team for faster resolution.
See the Custom Skills article for more details, and visit the pricing page to learn how many AI agents are included in your plan.
Route chats based on channel
You can also route incoming chats based on the external channel they're coming from. If you have Twilio, Messenger, or WhatsApp integrated, you can automatically direct conversations from each channel to the right team without any manual sorting.
To add a channel as a condition when creating or editing a routing rule, select Customer's channel from the list of available conditions and choose the channel you want to target.
Example use cases
Route pricing page visitors to Sales
Condition: URL contains /pricing
Action: Route to Sales team
Send German users to a German-speaking team
Condition: Location is Germany
Action: Route to DE Support team
Send WhatsApp users to a dedicated WhatsApp team
Condition: channel is WhatsApp
Action: Route to WhatsApp team
Disable chat on login page
Condition: URL is exactly /login
Action: Turn chat off
Tips for effective Chat routing
Start with broad rules, then refine with specific ones
Use Contains for groups of pages, Is exactly for single pages
Always review rule order after adding new rules
Keep naming consistent in Describe rule for easier management
Chat routing rules help you deliver faster, more relevant support by instantly connecting customers with the right team, without manual assignment.