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A tag is a label on a lead or a company. It is also the only thing a lead source, an import or a connected channel account shares with the agent that works whatever they find.
Where
Leads→Prospects
Your role needs
Read access to Prospects read-leads. Admin, Member and Viewer have it by default.
To create or change
create-leads to add one, update-leads to change one, on top of the permission above.
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One control does all of it. The same picker sits in a list’s filter bar, on a lead’s own page and inside the dialog that connects a channel account. Closed with nothing chosen it reads Select tags, or Select tag where only one is allowed, and it reads that whatever placeholder text the screen around it sets, because the picker ignores the placeholder entirely. The Inbox is the one place that empty state is different: there the picker collapses to a bare tag icon next to the search box, with a count beside it once you have picked something.

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How it behaves

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A tag is created inline, or gets created for you

The picker opens on a search box. Directly under it, above your existing tags, sits a pinned Create new tag action, for the roles that can create one. It opens a small dialog: type a name, pick a preset color or turn on Use a custom color for a hex value, watch the chip in the live preview, and choose Create tag. Type into the search box instead and, as long as no active tag already has that name, the list offers an inline option to create it there and then, with a random color. That option takes the name from the search box with its first letter capitalized, so typing enterprise creates Enterprise. Some tags are created without you opening this dialog at all. Building an agent creates its tag as the first of three steps, tag then lead source then agent, named after the agent itself, with a number appended if that name is already taken. If the wizard adopts a source you already have instead of building a new one, the new tag is added to that source rather than a source being created. Adding a source to an agent that has no tag yet works the same way: it creates one, named after the agent, and puts it on the agent before the new source is created.

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The tag is the join, wherever a lead enters your workspace

A lead source’s tag is what a company inherits the moment that source finds it, along with every person the source then finds at that company. It does not wait for you to save anything by hand. A source you add from inside an agent’s own page never asks you to pick a tag for it either: the form has no tag field, because the source is created carrying the agent’s own tag. Manual Search and importing a CSV work the other way around, and both refuse to move without a tag. Save on a Manual Search result with no tag chosen warns you and opens the picker instead of saving. The results header carries a reminder to choose one, and that reminder stays put whether or not you already have, next to an information bar above the table that disappears the moment you do. The CSV import’s own review step marks its tag field required and keeps the button that starts the import disabled until you pick one. Run either of them from inside an agent, through its Add leads action, and there is nothing to pick: the destination tag is the agent’s, fixed, and the tag field is hidden. Connecting a WhatsApp, Instagram or MercadoLibre account carries an optional tag field of its own. Pick a tag there and every lead that account’s conversations create is tagged with it automatically, with nothing further to do. The LinkedIn connect dialog has a Tag field that looks the same and does something different: the tag is stored on the account itself, and it is never put on the leads that account produces. None of this is permanent. A lead’s own page, and a company’s own page, each carry their own Tags field, and adding or removing a tag there takes effect on that record straight away, whatever put the first one on. Putting an existing tag on a lead needs the same permission that lets you edit anything else about that lead; on a company, the same permission that lets you edit the company. That is a different, narrower grant than the one that lets you create a new tag or archive one.

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An agent reaches only the companies wearing its tag, and a tagless agent is not the exception

This is the rule that makes a tag more load-bearing than it looks. An agent with a tag can only ever open a conversation with a company that carries at least one of the same tags. An agent with no tag at all is not unfiltered: it can only reach companies carrying no tags of their own, which is its own narrow segment, not a fallback for whatever else is left over. An untagged agent and a tagged company never see each other, in either direction. The same rule decides which people it can write to when there is no company involved at all, reading the tags on the lead instead. Change which tag an agent uses from : open the agent, its Settings tab, then Advanced, and find the Audience tags field (every field on that tab is covered in full on Agent settings reference). A warning sits right under it for a reason: changing this changes which leads the agent contacts. If a tag change would leave one of the agent’s own sources sharing no tag with it any more, saving stops and asks you first, source by source: Also add tag to lead source keeps it attached by adding the new tag to the ones it already has, or Detach lets it go. A detached source keeps running exactly as before; it just stops feeding this agent, and becomes available for a different agent to adopt instead.

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A tag is the filter every lead list shares

Open and its tag filter is the same picker, set to take more than one tag at once. Companies and the Campaigns Report carry the same control in their own filter bar, and the Inbox carries the collapsed version of it. Pick two or more tags and a list shows anything carrying at least one of them, not only the leads or companies carrying all of them. On the Prospects and Companies lists, each row also carries its own Tags column. It shows the first tag as a small colored chip, and, when the row has more than one, a “+2 more” counter next to it that lists the rest in a tooltip. Prospects draws that counter as a second chip and Companies as a line of text, but they say the same thing.

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Creating and archiving a tag are gated separately from selecting one

Anyone who can open a tag picker at all can select from your existing tags for whatever they are editing. Creating a tag and archiving one are two separate permissions on top of that: create-tags puts Create new tag and the inline create option in the list, and update-tags puts the Archive tag button on a tag’s row, which appears when you hover it. Admin and Member have both by default. Viewer has neither, and cannot edit a lead or a company either, so a Viewer sees every tag in every picker, can filter a list with them, and cannot change a tag or put one on a record.

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Archiving hides a tag rather than deleting it

Archiving sets a tag inactive. From then on it is tucked behind a Show archived tags toggle at the bottom of the picker, which appears once you have archived at least one, and it is still selectable from inside that expanded section. Archiving does not touch whatever already carries the tag: a lead, a company, a lead source or an agent that had it keeps it, and a list still prints its name in the Tags column. The picker is the one place that gets it wrong, because it looks names up only among active tags, so a record carrying a tag you have archived shows an unnamed chip in its Tags field. There is no delete action for a tag anywhere in the interface, and no way to rename one either. Archive tag and its opposite, Restore tag, are the only things you can do to a tag once it exists.

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Limits

Lead sources: add, edit limits, pause

Why adding a source can create a tag on the spot, and what an orphaned source actually is.

Manual Search (the lead picker)

The other tag picker that refuses to let you save without a choice, and why.

Working the Prospects list

Every column and filter on the list where a tag most often gets used, including the Tags column itself.

Campaigns Report

The report’s own filter bar takes a campaign, tags, or both before it runs.