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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.
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.
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.
Use Chat routing rules to decide where incoming chats should go based on the conditions you set.
To create a new rule:
Go to Automations → Chat routing
Click + New chat 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.
Each rule must have at least one condition, but you can add more if needed.
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.
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.
Use this condition to match visitors by country. Choose Is exactly, then select a country from the list.
Each rule must have one action.
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.
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.
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 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.
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
Disable chat on login page
Condition: URL is exactly /login
Action: Turn chat off
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.
