Multi-Channel Communication

Reply to customers through their preferred channel—all from one unified inbox. This guide explains how multi-channel communication works in Relay.

Overview

Customers reach out through various channels:

• Email
• Chat widget
• SMS
• Slack
• WhatsApp
• Messenger

Relay unifies all these into a single conversation, and your replies go back through the appropriate channel automatically.

How Channel Routing Works

Inbound Messages

When a customer contacts you:

1. Message arrives through a channel
2. Relay identifies/creates the customer
3. Message added to existing ticket or new ticket created
4. Ticket shows in your unified inbox

Outbound Replies

When you reply:

1. You type your response in Relay
2. Click Send
3. Relay routes to the original channel
4. Customer receives on their preferred platform

Channel Indicator

Each message shows its channel:

Channel-Specific Behaviors

Email

Inbound:

• Email converted to ticket
• Attachments preserved
• HTML formatting maintained
• Thread history preserved

Outbound:

• Reply sent as email
• Your reply template applied
• Signature added automatically
• HTML formatting supported

Threading:

• Uses email headers for matching
• Subject line helps identify conversation

Chat Widget

Inbound:

• Real-time chat messages
• Visitor info from pre-chat form
• Session tracked

Outbound:

• Appears in widget immediately
• Also sent as email if widget closed
• Includes unread notifications

Behavior:

• Customer sees typing indicator
• Real-time delivery
• Falls back to email if offline

SMS

Inbound:

• Text messages via Twilio
• Phone number identified
• Matched to customer by phone

Outbound:

• Sent as SMS
• Character limits apply (160 chars)
• Long messages split automatically
• No formatting (plain text)

Considerations:

• Carrier fees may apply
• No attachments (MMS limited)
• Keep messages concise

Slack

Inbound:

• Messages from connected Slack workspace
• User mapped to customer/agent
• Channel context preserved

Outbound:

• Sent to Slack channel/DM
• Supports basic formatting
• Mentions converted appropriately

WhatsApp

Inbound:

• Messages via WhatsApp Business
• Media supported
• 24-hour conversation windows

Outbound:

• Within 24 hours: Free-form response
• Outside 24 hours: Must use template
• Templates require pre-approval

Important:

• 24-hour window from last customer message
• Templates for proactive outreach
• See WhatsApp Integration

Messenger

Inbound:

• Facebook Messenger messages
• User profile info available
• Media supported

Outbound:

• Replies to Messenger thread
• Some formatting supported
• Platform policies apply

Channel Selection

Automatic Selection

By default, replies go through the channel the ticket was created from. This is usually the right choice.

Manual Channel Override

Sometimes you need to switch channels:

1. Click the channel selector in composer
2. Choose desired channel
3. Write and send your message

Use cases:

• Customer requested different channel
• Original channel not working
• Need to send SMS for urgency

Channel Availability

Override only shows channels where:

• Customer has contact info (email, phone, etc.)
• Integration is configured and active

Unified Customer View

Customer Profile

Each customer profile shows:

• All contact methods (email, phone, social)
• Conversation history across all channels
• Unified timeline

Merging Customers

If the same person has multiple records:

1. Go to customer profile
2. Click Actions → Merge
3. Select duplicate profiles
4. Confirm merge
5. All history unified

Multi-Channel Scenarios

Customer Switches Channels

Customer emails, then chats:

1. Email creates ticket
2. Chat matched to same customer
3. Chat added to existing ticket (if recent) or new ticket
4. You see unified conversation

Agent Needs to Escalate to Phone

1. Add internal note: "Calling customer"
2. After call, add note with summary
3. If needed, follow up via original channel

Customer Prefers Different Response Channel

Customer: "Can you text me instead?"

1. Verify phone number on customer profile
2. Select SMS in channel selector
3. Send reply via SMS
4. Future messages continue on SMS (or original)

Channel Limitations

By Channel

Character Limits

Best Practices

Channel Consistency

1. Stick to original channel when possible
2. Match urgency to channel: SMS for urgent, email for detailed
3. Consider customer preference: Some prefer text, others email

Formatting for Channels

1. Rich formatting → Email, Widget
2. Basic formatting → Slack, WhatsApp
3. Plain text → SMS

Response Times by Channel

Customer expectations vary:

Troubleshooting

"Reply didn't reach customer"

Check:

• Customer contact info is valid
• Integration is connected
• No delivery errors in activity log

"Customer says they replied but I don't see it"

Check:

• Message in spam/filtered
• Channel integration active
• Customer replied to right address

"Can't select a channel"

• Customer missing contact info for that channel
• Integration not configured
• Verify in customer profile

"WhatsApp reply says 'template required'"

• 24-hour window expired
• Must use approved template
• See WhatsApp templates guide

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