Send SMS Action Added to Custom Object and Company Workflows

TL;DR

HighLevel added a Send SMS action to Custom Object and Company workflows with recipient targeting via association labels. You must enable the feature in Labs before you can use it in your workflows.

Who this affects

HighLevel has not confirmed which specific subscription tiers or plan levels this applies to.

Agencies building automations around Companies or Custom Objects that need to message associated Contacts will use this. Accounts running purely standard Contact-based workflows can ignore it.

What changed

HighLevel added the following capabilities to Custom Object and Company workflows:

• Added the Send SMS action to both Custom Object and Company workflows.
• Allowed recipient targeting based on association labels, including all associated Contacts, the most recently associated Contact, or the earliest associated Contact.
• Enabled merging enrolled Custom Object or Company fields with recipient Contact fields via the custom value picker.
• Added options to either select an existing SMS template or compose a custom text message.
• Built in action-level delivery statistics and recipient results reporting.
• Added message deduplication so Contacts matching multiple selected labels receive only one SMS per action execution.
• Requires enabling the Send SMS action in Labs before it can be used.

HighLevel has not confirmed rollout status, plan gating, or whether this replaces or breaks existing workflow setups.

Where to find it

Go to Automation > Workflows inside your sub-account.

Before the action is visible in the workflow builder, you must first enable the Send SMS action under Labs.

How agencies will use this

An operator can create a workflow enrolled at the Company or Custom Object level and insert the Send SMS action.

In the action settings, the operator chooses recipients using association labels, designating whether the message should go to all associated Contacts, the earliest associated Contact, or only the most recently associated Contact.

Using the custom value picker, the text message can combine fields from the enrolled Company or Custom Object record with standard recipient Contact fields, using either an existing SMS template or manual copy.

If an individual Contact holds multiple association labels targeted by the action, the workflow automatically deduplicates the send so the recipient only receives a single SMS.

After execution, the operator can review action-level delivery statistics and recipient results reporting directly within the workflow interface.

Our take

This is a standard functional update that removes friction for accounts managing data in Companies and Custom Objects.

Previously, messaging Contacts from non-Contact records required manual workarounds. It is a solid utility fix, but because it currently requires enabling in Labs, test it inside a single sub-account before introducing it to critical client automations.