Concepts

Conversations

A conversation is a thread between your team and a contact. It can originate from any channel — a phone call, chat message, SMS, or email.

Statuses:

• Open — Active, needs attention
• Pending — Waiting for customer response
• Resolved — Issue addressed, can be reopened
• Closed — Archived, no longer active

Priority: Low, Normal, High, Urgent. Phone calls default to High.

Contacts

Contacts are automatically created from incoming interactions. They progress through types:

• Visitor — Anonymous website visitor (chat widget)
• Lead — Provided name, email, or phone
• Customer — Known, recurring contact

Channels

Channels are communication endpoints:

Type	Provider	Examples
Voice	SignalWire	Phone numbers for calls
SMS	SignalWire	Same numbers, SMS-enabled
Web Chat	Varda Widget	Embeddable chat on your site
Email	AWS SES	Support email addresses

Each account gets its own isolated SignalWire sub-account with dedicated phone numbers and credentials.

AI Handling

Varda’s AI handles conversations automatically:

1. Voice — OpenAI Realtime API answers calls, converses naturally, escalates when confidence drops below threshold
2. Chat — AI auto-replies to web chat messages with configurable delay
3. Escalation — AI requests human handoff when it can’t help (confidence < 30%, customer requests agent, or DTMF “0”)

Agents can take over, barge in (3-way call), or whisper instructions to the AI without the customer hearing.

Attribution

Attribution tracks where conversations come from. Every interaction can carry:

• Source — google_ads, facebook, organic, direct, etc.
• Medium — cpc, organic, social, referral, offline
• Campaign — UTM campaign name
• Landing page — First page the visitor saw
• Click IDs — gclid (Google), fbclid (Meta), msclkid (Microsoft)

Attribution flows from the first website visit through calls, chats, and all downstream conversations.