Send a mass reply

Mass reply lets you write one message and send it as a real reply on every conversation you’ve selected. The customers receive it as a normal reply on whichever channel they originally used — email, chat, SMS, WhatsApp — and it lands on the conversation’s timeline like any other agent message. Use it when one event has affected many conversations and you want to close the loop on all of them at once.

Read this first

Mass reply is high-blast-radius. Every selected conversation receives a real, customer-visible message. Before you click Send:

• You cannot recall it. Once dispatched, replies go out per-channel and there is no batch undo. If you sent to the wrong selection, the only remedy is a follow-up message and an apology.
• Each conversation is billed and counted like a normal reply. Channel fees (SMS segments, WhatsApp template costs) apply per conversation, not per send. A 500-conversation SMS mass reply is 500 SMS messages.
• It is not for marketing or outreach. Mass reply replies inside existing conversations. Customers who are not in an active or recent conversation with you should not be reached this way. Sending unsolicited content via existing support threads will look like spam and damage trust.
• The selection is exactly what gets the message. “All matching” in the bulk bar selects every conversation that matches your current filter — including rows you haven’t scrolled to. Always verify the count in the action bar before sending.
• Channel mismatch is silent. If a selected conversation’s original channel can’t carry your message (an SMS thread but your message has an image attachment, for example), that specific delivery may be dropped or degraded without stopping the batch. See Channel-by-channel behaviour below.

If any of the above gives you pause, send to a smaller sample first.

When to use mass reply

Legitimate uses are narrow:

• Incident-end status note — “Our payments provider is back up — sorry for the disruption.”
• Resolved-issue follow-up — A fix shipped; everyone tagged with the issue gets a note.
• Single mistake that hit many — A bad shipping email went out; one apology covers the affected segment.
• Known-affected segment after a change — Pricing change rolling out — everyone with an open billing question gets the update.

When NOT to use mass reply

• For people who didn’t write in. Use a marketing or transactional channel instead — mass reply is not a broadcast tool.
• To “speed up” a backlog of unrelated conversations. One message can’t resolve different questions.
• To send promotional content. Customers experience promo material on a support thread as spam.
• When the affected segment isn’t clearly identifiable. If you can’t filter cleanly to “the right people,” the wrong people will receive it.

Before you start

• A role that can reply to conversations.
• A filter that isolates the exact conversations you want to message. The filter is your record of what was sent, so make it specific (a tag, a date range, a channel, an assigned team).
• The exact message text, ideally reviewed by someone else. There is no draft-and-approve workflow — what you paste in the editor is what goes out.

Steps

1. Open the conversation list and apply a filter that narrows the list to your intended segment. A purpose-built tag (for example payment-issue-2026-05) is the cleanest record.
2. Select the conversations:
   Tick individual rows for a small, hand-picked set, or
   Use Select all in the list header to grab the visible page, then click All matching in the bulk action bar to extend selection to every row that matches the current filter.
3. In the bulk action bar at the top of the list, click Mass reply.
4. The Mass Reply dialog opens. Confirm the count at the top — it shows exactly how many conversations will receive the message.
5. Compose the message in the editor. Snippets and merge tags work the same as in a normal reply — /snippet expands inline and merge tags resolve per conversation when sending.
6. (Optional) Tick Mark as Done to also flip every recipient’s status to Done in the same call.
7. Click Send mass reply.

The dialog closes and the send runs server-side. You can navigate away — the batch keeps going.

What happens when you send

For each conversation in the selection:

• The message is posted as a real outbound reply on the conversation’s timeline, attributed to you.
• It is delivered via the conversation’s own channel (email reply, chat message, SMS, etc.).
• The conversation flips to Engaged (the ball is back in the customer’s court). See engagement state.
• If you ticked Mark as Done, the status also flips to Done. Customer replies still reopen it automatically.
• Any active automation rules that key off outbound messages run as they normally would.

A system note records that the message was sent as part of a mass reply, so a teammate reading the thread later can see it wasn’t a hand-written one-to-one response.

Channel-by-channel behaviour

• Email — Sent as a reply on the email thread, threaded under the customer’s last message. Subject is preserved.
• Web chat — Posted into the chat session. If the visitor is offline, it queues for next open.
• SMS — Sent as a new SMS to the contact number on the conversation. Each message counts as one SMS (or multiple segments if long). No attachments.
• WhatsApp — Sent inside the existing WhatsApp thread. If the 24-hour customer-care window has expired, delivery may require a pre-approved template — non-template messages will fail silently on those conversations.
• Voice — Mass reply does not apply. Voice conversations are skipped from the batch even if selected.
• Meta (Facebook / Instagram) — Sent inside the existing message thread. Platform messaging windows apply, similar to WhatsApp.

Attachments included in the mass reply follow per-channel rules: large files are fine on email, blocked on SMS, and size-limited on chat platforms. If a channel can’t carry the attachment, the message body still goes — minus the file.

Verify it worked

• The bulk action bar shows a confirmation with the number of conversations the message was dispatched to.
• Spot-check a handful of conversations from the selection — each should show your message as the most recent outbound reply, attributed to you, with the mass-reply system note alongside it.
• If you ticked Mark as Done, those conversations are now in the Done tab. Filter to your segment and confirm the count matches.
• Engagement state on the spot-checked conversations should be Engaged.

Troubleshooting

• Symptom: Mass reply button is missing from the bulk action bar. Fix: Your role doesn’t include reply permissions, or no conversations are selected. Tick at least one row and check your role in Settings → Roles.

• Symptom: The count in the dialog is bigger than I expected. Fix: You probably clicked All matching instead of staying with the visible page. Close the dialog, re-check the filter, and re-select. Always trust the number shown in the Mass Reply dialog over the number of rows you see on screen.

• Symptom: Some recipients say they never got the message. Fix: The likely culprits are channel windows (WhatsApp / Meta 24-hour rule) or hard bounces (invalid email, deactivated phone number). Open the individual conversation — a failed delivery shows as a system error on the thread.

• Symptom: I sent to the wrong segment. Fix: There is no undo. Send a follow-up clarification mass reply to the same selection acknowledging the mistake. Don’t try to “delete” the messages from individual conversations — they were really delivered.

• Symptom: Voice conversations in my selection didn’t receive the message. Fix: Expected. Voice is excluded from mass reply. If you need to contact those customers, handle them individually (a callback or a separate channel).

See also

• Use bulk actions on conversations
• Reply to a conversation
• Engagement state
• Mark Done or reopen