Summary
Profile signals help you create more targeted customer segments based on engagement activity already tracked in Wati. Instead of relying only on contact data, you can segment contacts based on actions such as campaign reads, link clicks, replies, and message activity.
You can use profile signals in both Active segments, which update automatically as customer behavior changes, and Static segments, which capture a fixed group of contacts at the time the segment is created. By combining profile signals with contact attributes, you can build more relevant audiences and improve campaign performance.
Note:
Custom segments feature - including profile signals is available on Pro and Business Wati plans.
You can create up to 10 custom segments in your Wati account. If you reach this limit, you can delete any unused segments to create new ones.
This feature is being rolled out gradually across regions and accounts. If you'd like early access, please contact us via the help widget available in your Wati Team Inbox.
Instructions
Before you begin
Keep the following in mind:
You may see a New label next to Profile signals in the segment builder.
Available operators vary depending on the selected signal.
For example, date-based signals use date operators, while count-based signals use numeric operators.
Why use profile signals?
Contact attributes are values that you or your integrations add to a contact profile, such as location, plan type, or customer ID.
Profile signals are engagement metrics automatically tracked by Wati based on how contacts interact with your business.
Profile signals help you answer questions such as:
Which contacts clicked a link in the last 7 days?
Which contacts received a campaign but did not read it?
Which contacts have not sent an inbound message for a long time?
Which contacts frequently engage with campaigns?
Because profile signals reflect customer behavior, they can help you create more effective audiences for campaigns and automations.
Active vs Static segments
When creating a custom segment, you can choose between Active and Static segments depending on how you want the audience to behave.
Active segments
Update automatically based on the conditions you define.
Contacts are automatically added to or removed from the segment as their data and engagement change.
Best suited for ongoing campaigns and automations.
Example: "New Purchasers".
Static segments
Capture a fixed snapshot of contacts when the segment is created.
Membership remains unchanged after the segment is saved.
Do not update automatically, even if customer data changes later.
Best suited for one-time campaigns or events.
Example: "Diwali 2025 Webinar Attendees".
How to add profile signals to a custom segment
Log into your Wati account.
Go to Contacts > Segments and click Add Segment.
Enter a Segment name.
Select either:
Active (updates automatically), or
Static
Click Next.
Select Use Filters.
In Filter conditions, open the first dropdown and select Profile signals.
Choose the profile signal you want to use.
Select an operator.
Enter the required value.
Use:
+ and to add additional AND conditions.
+ Add another group to create OR conditions.
Click Preview contacts to review matching contacts.
Click Create segment.
After creating a segment
Once saved, the segment can be reused in:
Broadcasts or Campaigns
Automations
This allows you to use the same audience without recreating the filtering rules.
Example use cases
Find contacts who clicked a link in the last 7 days
You can achieve this using either a count-based signal or a date-based signal.
Option 1: Use a click count
Configure the following:
Signal: Total links clicked (last 7 days)
Operator: Greater than or equal to
Value: 1
This returns contacts who clicked at least one link during the last 7 days.
Option 2: Use the last click date
Configure the following:
Signal: Last link clicked
Operator: Is in the last
Value: 7 days
This returns contacts whose most recent link click occurred within the last 7 days.
Understanding date operators
Date-based profile signals support different types of operators. Some operators evaluate a specific date, while others focus on recurring day and month patterns.
Operator type | Operators | When to use |
Full date operators | Before, After, On | Use these when you need to evaluate an exact date. These operators consider the complete date, including the day, month, and year. |
Day and month operators | Day is in the last, Day is in this month, Day is in the month of | Use these when you want to identify recurring dates or seasonal patterns. These operators focus on the day and/or month rather than a specific year. |
Example
If you want to find contacts associated with a recurring event every March, use Day is in the month of and select March.
If you need to find contacts based on a specific historical date, such as contacts who clicked a link after March 15, 2025, use Before, After, or On instead.
Available profile signals
The following profile signals are currently available:
Contact last updated
Contact source
Channel type
First conversation date
Last message from contact
Last message read by contact
Last reply from contact
Last link clicked
Last message from business
Last campaign received
Last inbound call
Last outbound call
Last answered inbound call
Last answered outbound call
Total campaigns received (last 7 days)
Total campaigns received (last 30 days)
Total campaigns received (last 90 days)
Total campaigns read (last 7 days)
Total campaigns read (last 30 days)
Total campaigns read (last 90 days)
Total campaigns replied (last 7 days)
Total campaigns replied (last 30 days)
Total campaigns replied (last 90 days)
Total links clicked (last 7 days)
Total links clicked (last 30 days)
Total links clicked (last 90 days)
Last template used
Last template type
Last template sent date
Last CTWA Ad source URL
First business reply to the last CTWA message
Last CTWA message date
Date and time operators
Date-based profile signals support the following operators:
Is in the last
Day is in the last
Day is in this month
Day is in the month of
Before
After
On
Other signal types, such as counts and lists, will display different operators based on the selected signal.
Frequently Asked Questions
General
1. What are profile signals?
Profile signals are engagement metrics automatically tracked by Wati based on how contacts interact with your business. You can use them to create customer segments based on activities such as campaign reads, link clicks, replies, messages, and other engagement events.
2. Which Wati plans support profile signals?
Profile signals are available as part of the custom segments feature on Wati's Pro and Business plans. Each Wati account can create up to 10 custom segments.
3. What is the difference between contact attributes and profile signals?
Contact attributes are data points that you or your integrations store on a contact profile, such as location, plan type, or customer ID.
Profile signals are engagement metrics automatically tracked by Wati based on interactions between your contacts and your business.
Segments
4. What is the difference between Active and Static segments?
Active segments automatically update based on the conditions you define. Contacts are added to or removed from the segment as their data and engagement change, making them suitable for ongoing campaigns and automations.
Static segments capture a fixed snapshot of contacts when the segment is created. Membership does not change after the segment is saved, making them suitable for one-time campaigns or events.
5. Can I use profile signals in Static segments?
Yes. When you create a Static segment, profile signals are evaluated at the time the segment is created. After the segment is saved, membership remains fixed even if customer behavior changes later.
6. Can I use segments created with profile signals in automations?
Yes. Segments created using profile signals can be used in both Campaigns and Automations.
Filters and operators
7. How do operators work with profile signals?
Available operators depend on the selected profile signal. For example, date-based signals use date operators, while count-based signals use numeric operators. Other signal types may display different operators based on the type of data being filtered.
8. How can I find contacts who clicked a link in the last 7 days?
You can use either of the following approaches:
Count-based approach
Signal: Total links clicked (last 7 days)
Operator: Greater than or equal to
Value: 1
This returns contacts who clicked at least one link during the last 7 days.
Date-based approach
Signal: Last link clicked
Operator: Is in the last
Value: 7 days
This returns contacts whose most recent link click occurred within the last 7 days.