Contact and Company Association Labels Added in HighLevel

TL;DR

HighLevel added association labels to define roles and relationship limits between Contacts and Companies. You can test it by enabling the new toggles in Labs.

Who this affects

HighLevel has not confirmed specific plan gating or tier requirements for this feature. Agencies running B2B sub-accounts where individual contacts hold distinct roles across organizations should evaluate it. If your sub-accounts only manage direct-to-consumer contacts with no company hierarchy, you can ignore it.

What changed

• Added single or paired association labels for Companies and Contacts in object settings.
• Added relationship limit configuration for each direction of paired labels.
• Added the ability to choose association labels when linking records and edit labels on existing links.
• Enabled linking the same Contact and Company under multiple labels.
• Added association label filtering when emailing directly from a Company record, complete with automatic contact deduplication.
• Added "Association Labels" and "Multiple Companies for Contacts" feature toggles in Labs.

HighLevel has not confirmed overall rollout status, plan limits, or whether this replaces or breaks existing record linkages.

Where to find it

To configure labels, navigate to Settings > Objects > Companies or Contacts > Associations.

To turn on the underlying features, go to Labs inside your sub-account settings and enable the toggles for "Association Labels" and "Multiple Companies for Contacts".

How agencies will use this

An agency setting up a B2B sub-account can define paired labels like "Primary Contact" or "Billing Contact" between Contacts and Companies.

When linking a Contact to a Company, staff select the relevant label and enforce configured relationship limits, such as restricting a Company to one primary contact while allowing multiple general contacts. If that same person also serves as an external advisor, the team can link the same Contact and Company again under a secondary label.

When sending an update from the Company record, the user filters recipients using the specific association label, and HighLevel automatically deduplicates any contacts tied to multiple matching roles before the email sends.

Our take

This is a major update for anyone using HighLevel as a serious B2B CRM. Without association labels, managing multi-role contacts across organizations required messy custom fields or manual workarounds. Because the functionality is currently tucked behind Labs toggles, test the relationship limits in an internal sub-account before standardizing them across client setups.