## Overview

The **audience** defines **who receives** a campaign. In ConversaLabs you can target by **labels**
(applied to contacts **or to conversations**), **specific contacts**, a **saved segment** (of contacts,
conversations or companies), a **CRM pipeline**, **companies**, or **everyone**.

In the campaign composer the audience picker shows, in **real time**, how many **contacts with a phone
number** would be reached — before you save — and, when a template and category are set, the **cost
estimate**.

> **The distinction that trips people up:** a label applied to a **conversation** does not land on the
> **contact**. They are two different places. That is why the **Labels** mode asks **where the label was
> applied** — picking the wrong source is the most common cause of an audience that comes back **zero**.

## Prerequisites

- Access to **Campaigns** and a connected **inbox** (WhatsApp, SMS or API).
- **Contacts with a phone number** — on phone-dispatch channels only those enter the count and the send.
  The exception is **WhatsApp Cloud**: a contact who hides the number behind a username and has already
  chatted with the inbox is reached through their **business-scoped WhatsApp ID (BSUID)**. An
  **authentication** template does not reach these contacts, because Meta does not accept it for a BSUID,
  and they show as skipped in the results. The platform's operations team turns this reach on after validating
  a test send. Until then, these contacts are left out of the campaign, as they always were.
- Depending on the audience type:
  - **Labels**: labels applied to contacts and/or to conversations.
  - **Saved segment**: a segment/folder already saved (see **Where segments are created**, below).
  - **CRM pipeline**: a pipeline with **open** deals.
  - **Companies**: companies registered under **Companies**.

## Step by step

1. Open **Campaigns**, create or edit a campaign and go to the **Audience** field.
2. Pick the **audience type**: **Labels**, **Specific contacts**, **Saved segment**, **CRM pipeline**,
   **Companies** or **All contacts**.
3. Fill it in according to the type:
   - **Labels**: choose **where the label was applied** (On contacts · On conversations · On both).
     When conversations are included, a **conversation status** picker appears (All · Open · Pending ·
     Snoozed · Resolved). Then select one or more labels.
   - **Specific contacts**: type at least **2 characters** to search and click to add; the chosen ones
     become removable **chips**.
   - **Saved segment**: choose the **source** (Contact segments · Conversation folders · Company
     segments) and tick one or more.
   - **CRM pipeline**: choose the **pipeline** and, optionally, a **stage**.
   - **Companies**: choose between a company **saved segment** or **specific companies** (search by
     name, 2 characters minimum).
   - **All contacts**: no further selection.
4. Check the **live count** (and the **cost estimate**, where applicable).
5. Finish the campaign and **save**.

## Settings & options

The audience types:

| Type | Who is included |
|---|---|
| Labels | Contacts carrying **any** of the labels, read on **contacts**, on **conversations**, or both |
| Specific contacts | The contacts hand-picked in the search |
| Saved segment | Whoever satisfies a **contact** segment, a **conversation folder** or a **company** segment |
| CRM pipeline | Contacts of the pipeline's **open** deals (optionally a single stage) |
| Companies | Everyone linked to the chosen companies |
| All contacts | The whole account |

- **Label source**: **On contacts** is the historical behaviour (older campaigns keep resolving exactly
  as before). **On conversations** reaches the contacts behind the labeled conversations. **On both**
  unions the two readings.
- **Conversation status**: only shown when the source includes conversations. **All** is the default.
- **CRM — open deals only**: a pipeline targets the deals still in play. Won, lost and archived deals
  do **not** enter.
- **Companies — everyone, not just the primary**: includes the contact marked as primary as well as
  everyone else linked through a company membership.
- **Union of criteria**: a contact matching **more than one** criterion is included **once**. Picking
  several labels **widens** the reach (any of them), it does not narrow it.
- **Live count**: **green** when at least 1 contact is reachable, **amber** when it is **0**. On
  phone-dispatch channels it only counts contacts with a phone number.
- **Cost estimate**: with the template **category** and **provider** set, the preview also shows the
  **estimated cost in BRL**. It applies to **WhatsApp Cloud** only (billed by Meta); **WhatsApp Web**
  is not billed. Above **5,000** contacts on Cloud the estimate is skipped so the screen never stalls.
  Meta charges by the country of the recipient's phone number. For a contact reached only through the
  WhatsApp ID, the estimate uses the country shown in the ID itself, and that amount is an
  **approximation**.
- **Opt-out list**: whoever is on the account's campaign opt-out list never receives a campaign, of any category or
  channel, and the preview says how many were left out.
- **No WhatsApp (131026, WhatsApp Cloud)**: whoever had their last campaign message refused with 131026 in the last
  90 days, and has not written since, is left out by default. The preview shows how many, and **Include contacts
  without WhatsApp** adds them back.
- **Consent (LGPD)**: when the account requires consent, anyone who refused data processing is removed
  from the audience — and the preview says how many were excluded.
- **Who stopped marketing (WhatsApp Cloud)**: with a **marketing** template, the count and the cost estimate leave out
  the contacts who stopped receiving marketing from the inbox number, and the preview says how many they are.
- **Contacts without a phone number (WhatsApp Cloud)**: the preview says how many contacts without a phone number
  have a WhatsApp ID. Once this reach is turned on, they are reached through that ID, and the campaign results show
  how many recipients were sent that way. Before that, the preview says they are left out until the send is validated.

### Where segments are created

Each kind of segment is born on a different screen, and each has its own name in the interface. That is
why a segment created under Conversations does not show up in the Contacts list:

| Audience | Where to create it | What it is called |
|---|---|---|
| Contacts | **Contacts** → **Filter** → apply → **Save segment** | **Segments** |
| Conversations | **Conversations** → **Filter** → apply → save | **Folders** |
| Companies | **Companies** → filter → save | **Segments** |

Once saved, it shows up under the matching source in the audience picker.

## Use cases

- Reach whoever was helped and labeled during the conversation (e.g. `quote-sent`), without labeling
  contact by contact.
- Re-engage only the **resolved** conversations of a label, to ask for a review.
- Send to a **saved segment** of active customers.
- Notify every open deal in a specific **stage** of the pipeline.
- Communicate a contract change to **everyone** at a group of **companies**.
- Send to a one-off list of hand-picked contacts.

## Tips, limits & best practices

- Check the **live count** before saving — it prevents empty sends.
- Got **zero** with a label? Switch the **source** to **On conversations** and watch the number change.
- For precise filters (combined conditions), create a **segment** and use the **Saved segment** type.
  Several labels **add up** (any of them), they never intersect.
- Keep contact **phone numbers** filled in and valid.
- Use **All contacts** carefully on large bases, and pair it with the campaign's anti-ban **send rate**.
- The cost estimate is a **reference** (Cloud); the real cost is measured over the recipients actually
  billed.

## Troubleshooting

- **Count is 0 with a label**: almost always the wrong **source**. If you label conversations, pick
  **On conversations** (or **On both**).
- **Count is 0 with a conversation status**: the chosen status may hold no labeled conversation. Go
  back to **All** and check.
- **Segment missing from the list**: check the selected **source** — conversation folders never appear
  among contact segments, and vice versa. If it does not exist yet, create it on the screen listed in
  **Where segments are created**.
- **Segment resolves to nothing**: check the saved filter's **conditions**. A broken filter never
  **blocks** the campaign, it simply contributes **zero** contacts.
- **Empty pipeline**: the pipeline may hold no **open** deals — won and lost ones do not count.
- **Empty company**: check whether any contact is linked to that company.
- **No cost shown**: the estimate only appears with a **category** and **provider** set; WhatsApp Web
  is not billed.

## See also

- [WhatsApp campaign for contact lists](/hc/ajuda/articles/campaigns-whatsapp-campaign-en)
- [Campaign opt-outs](/hc/ajuda/articles/campaigns-campaign-opt-out-list-en)
- [Quality protection, warm-up and hygiene in WhatsApp campaigns](/hc/ajuda/articles/campaigns-campaign-quality-protection-en)
- [Campaigns overview](/hc/ajuda/articles/campaigns-overview-en)
- [Flow Builder mass runs](/hc/ajuda/articles/automation-flows-flow-builder-disparos-em-massa-en)