> 📍 **Where to find it:** Reach your customers → Flows → (open a Flow) → "+" → step palette

Actions are what the Flow does to each contact: send an SMS, send an email, trigger a call, add a tag, change the pipeline stage, assign to an agent, set a reminder task, or call an external tool.

## How it works

Every message send (SMS, email) goes through a mandatory consent checkpoint (anti-ban): a blocked contact, one with no number/email, or one who has unsubscribed (STOP) is never contacted, and every skipped action is logged with its reason (never a silent failure). SMS messages go out from your Twilio number, emails from your connected email inbox. Variables like {{contact.name}} are replaced at send time.

## Step by step

1. In the editor, click the "+" where you want to insert the action.
2. Choose the step: Send an SMS · Send an email · Automatic call · Reminder task · Add a tag · Change lead stage · Assign to an agent · Webhook.
3. For an SMS, write the message (use {{contact.name}} to personalize).
4. For an email, enter the subject and body; you can save it as a reusable template.
5. For "Change lead stage" or "Assign", choose the stage or agent from the list.
6. Make sure the required channel is connected (the editor flags a missing SMS or email channel in red).

## Good to know

- A channel that isn't connected blocks publishing: first connect an SMS number or an email inbox in Inboxes.
- The "reminder", "assignment" and "AI" actions only work if the Flow starts with a conversation.
- An opt-out (STOP) received by SMS unsubscribes the contact for life from all your automatic sends.