Conversation labels and contact labels
Juno has one list of label names you can put in two places — on a conversation or on a contact. Here's what each one is for, how it gets applied, and which features read which.
On this page
A label is a short tag you choose — "refund", "VIP", "wholesale", "Q4 leads". Juno keeps one list of label names for your workspace, and a label from that list can be put in two different places: on a conversation, or on a contact.
They look the same, but they're read by different features. Most label confusion comes from putting one where the other was expected.
The short version
- A conversation label describes this thread: what it's about, what it needs. "Refund", "complaint", "billing".
- A contact label describes this person, across every conversation they'll ever have. "VIP", "wholesale", "Q4 leads".
Suppose a wholesale customer asks for a refund. "Refund" belongs on the conversation — once it's handled, it's finished. "Wholesale" belongs on the contact — it's still true next month.
How each one gets applied
Conversation labels are applied:
- by an automation rule with the Add label action — for example, "when a message contains refund, add the refund label";
- by hand, on the conversation's Conversation tab in the Inbox — Add label, or the ✕ on a label to remove it;
- in bulk from the Inbox list — tick conversations, then Label → Add label or Remove label;
- by a macro an agent applies from the conversation (Apply macro);
- by the AI agent, if you've allowed its Set labels action.
Contact labels are applied:
- on the contact's profile, under Labels — pick one, or type a new name and click Create label;
- in bulk from the Contacts list — tick contacts, then Add label or Remove label;
- on import, with Label these contacts.
A label created in either place joins the one shared list, so "VIP" only needs creating once.
Which features read which
| Feature | Reads |
|---|---|
| Conversation list and side panel in the Inbox | Conversation labels |
| Automation rule condition Label | Conversation labels |
| Broadcast audience Labels | Contact labels |
| Segment condition Label | Contact labels |
| Journey trigger Label added to contact | Either — it fires when the label is added to the contact or to one of their conversations |
That table explains the most common surprise. You put "VIP" on a conversation, then build a broadcast for label "VIP" — and that customer isn't in it. Broadcasts and segments only count contact labels. If a label describes the person, put it on the person.
Labels and status do different jobs
Labels say what a conversation or person is. Status says what has to happen next — Open, Pending, Snoozed, Resolved. Keep them apart: a label called "done" or "waiting" is a status in disguise, and it won't reopen when the customer writes back the way a real status does. See conversation status.
Keeping the list tidy
- Name labels for the question you'll ask later. "Refund" answers "how many refund requests this month?". "Misc" answers nothing.
- Write the same thing the same way. Automation matches a label by name, ignoring upper and lower case — so "VIP" and "vip" are one label to a rule, but "VIP" and "V.I.P." are two.
- Label an import on the way in. It's the simplest way to reach exactly that list again.
Rename or delete a label
On the Contacts page, click Manage labels.
- Rename changes the name everywhere at once. Conversations, contacts, segments, journeys and broadcasts that use the label keep using it under the new name.
- Delete first shows what the label is attached to, then asks you to confirm with Delete label:
- it is removed from the conversations and contacts that carry it — the conversations and contacts themselves stay;
- a segment with a Label condition on it keeps the condition, which then matches no one;
- a journey triggered by Label added to contact for it can never start again;
- a scheduled or draft broadcast aimed at it loses those contacts from its audience.
Deleting can't be undone. If a label is still in use, it is often better to rename it.
Where to go next
- Automation rules — labelling conversations automatically
- Contacts and segments — filtering on contact labels
- Send a broadcast — sending to a label