Actions: what a workflow can do
Actions are the things the workflow actually does. There are dozens of action types; most automations use a handful repeatedly.
Communication actions
Send SMS — outbound SMS to the contact (with merge tags and snippets)
Send Email — templated or one-off email
Send Internal Email — alert a team member by email
Send Internal SMS — alert a team member by text
Make Voice Call — trigger an outbound call (often used with AI voice agents)
Send WhatsApp — outbound WhatsApp message (template required)
Contact data actions
Add tag / Remove tag
Update contact field (any standard or custom field)
Add note (internal, on the contact timeline)
Assign to user / Reassign
Set DND status (per channel)
Workflow control actions
Wait (delay before next step)
If/Else branch (condition)
Goto another workflow
End workflow (terminate this contact's path)
Pipeline & opportunity actions
Create opportunity
Move opportunity to stage
Update opportunity field
Create task (assigned to a user with due date)
Premium actions ($0.02 per run )
AI agent calls
Email verification
HTTP request (webhook out)
Custom AI prompt response
Slack message
TIP — Use merge tags everywhere
Every action that sends text accepts merge tags. Type { to bring up the picker. Common: {contact.first_name}, {contact.email}, {appointment.start_time}, {custom_values.booking_link}. Personalized messages outperform generic ones by 2–3x in response rate.
