What is the Form Builder

The Form Builder lets you create branded, multilingual web forms hosted by Atender. You drag fields onto a canvas, customize the look, pick what each submission should do — create a conversation, create a CRM entry, request a callback, or just log it — and Atender gives you a hosted URL plus an embed snippet.

It’s the way to turn web traffic into work without writing any of the front-end.

What kind of forms

Anything that’s structured intake:

• Support request forms (“Tell us what’s wrong”)
• Callback request forms (“Leave your number, we’ll call you”)
• Lead capture forms (“Get in touch”)
• Returns and refunds intake
• Sign-up or waitlist forms

Each form is a list of fields with a hosted public URL. Embed it on your website, link to it from emails, or share the URL directly.

What each submission can do

When someone submits a form, Atender runs one of these actions:

• Create a conversation — opens a new conversation in your inbox, with form fields mapped to the conversation body and subject. Routing can send the conversation to a default team or to an Agent Stack. The conversation behaves like any other inbound — automations fire, SLAs apply, agents respond. These conversations usually arrive as email; to give them their own response targets, pick Form under Assign to Channels on an SLA policy (see Set up channel-specific SLAs).
• Create a CRM entry — creates a contact or an organization in your CRM, with form fields mapped to standard and custom CRM fields.
• Attach to Case — appends the submission to an existing case as a case comment.
• Store in log — just records the submission as data. Useful for forms you want to view in bulk later without creating individual conversations.
• Create a callback — books a callback request against a specific phone number, with a default language for the callback.

You pick the action per form. Field mappings — which form field fills which target field — are configured alongside.

For conversation forms, Agent Stack routing is configured from the Routing tab, not from field mappings. Submissions routed to an Agent Stack are handled by AI first and appear as AI-fronted conversations. They can still hand over to human agents if the stack stands down.

Fields available

The palette includes the standard form-field types: name, email, phone, text, multi-line, numeric, dropdown, nested dropdown, country, checkbox, attachment, terms, and time slot. Each field has its own properties — required/optional, placeholder text, validation, default value.

A few field types are unusual enough to call out:

• Nested dropdown — a multi-level dropdown where each level’s options depend on the selection above it. Useful for Country → State or Category → Subcategory.
• Attachment — lets visitors pick and upload files on the public form. Submitted files appear as downloadable links in the generated submission or conversation content. Upload is disabled in form preview; test it from the hosted public form URL.

Branding and design

Every form has a design tab where you set the primary color, background color, text color, button color, and button text color. You can add a header image, custom header links, social links, and footer text. The hosted form respects all of this — no extra CSS needed.

Forms support multiple languages: pick the active languages, set the default, and translate each field’s label, placeholder, and options in the field’s Translations tab. The hosted URL accepts a ?lang= parameter to render in any active language.

Hosting and embedding

Each form has:

• A hosted URL — Atender serves the form at a public URL you can share or link to
• An embed snippet — paste it into your website to render the form inline; the same code handles localization via the embed config

Both are managed from the form’s actions menu.

Templates

The form list’s Add form button opens a dialog with a blank form and a Callback Request template. Start from a template if you want a reasonable default; tweak from there.

Who can manage forms

The Form Builder requires the Form Builder module permission. Admins typically have it by default. Once a form is built, anyone with the link can submit it — forms are public by design.

See also

• Create a form
• Custom fields — for mapping form fields to conversation or CRM custom fields