Understanding Active Tags and Phone Numbers in Your AI Builder

Active tags and phone numbers are two foundational—but separate—components in your AI builder platform. Understanding how they work (and how they don’t connect by default) is key for managing, troubleshooting, and optimizing your messaging and voice flows.

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What Are Active Tags?

• Active tags are unique identifiers that “activate” your AI assistant for a contact in your CRM.
  
  

• When an active tag is attached to a contact, the AI knows to handle chat, SMS, Facebook DM, or other written messages for that person.
  
  

• The tag is managed entirely within your CRM.
  When a new lead comes in (say, from a Facebook form), your workflow can automatically add the active tag, activating the AI response for that channel.
  
  

💡 Tip: Attach active tags in your CRM workflow to instantly turn on the AI for new leads—across all written channels, except email.

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What About Phone Numbers?

• The phone number you connect in your AI builder is for voice calls only (inbound and outbound).
  
  

• This number is not automatically linked to your messaging/SMS flows.
  Voice calls are routed through the phone number connected to your assistant, but text messages run through your CRM’s phone number/channel settings.
  
  

📞 Note: By default, your SMS and call flows will come from different numbers unless you’ve specifically set up an external telephony system (like Twilio) to unify them.

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Why Are They Separate?

• Separation is intentional:
  It allows more flexibility and control. Written (chat/SMS/DM) flows are managed by your CRM’s integration with the AI builder, while calls are handled directly via the phone number you connect.
  
  

• Troubleshooting:
  Many common issues come from not realizing this separation—messages and calls can use different numbers. Messages will come through your CRM phone numbers and the call from your AI Connected phone number.  

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When to Connect Them

If you need both text and calls to come from the same number:

• Use an external telephony solution (like Twilio) to connect to your CRM (agency help may be needed) and your AI Assistant through a single number.
  
  

• Carefully follow the documentation for importing numbers and managing unified flows, as this requires additional setup and consideration.
  
  

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Quick Reference: What Goes Where?