Textra features, organised by what they do
Textra brings contact segmentation, sending over WhatsApp, SMS and email, scheduling, an AI agent for replies, consent and reports into one platform. This page describes each capability. To see a capability applied to a full case, open the page for your audience.
Platform capabilities
Segmentation
You build hierarchical audiences, with segments and sub-segments, combining conditions with and, or, not and the operators =, !=, <, >, <=, >= and in. Before sending you see a count and a sample of who is in it.
Contacts and custom attributes
Contacts are loaded from a CSV with a phone or an email column. You can add custom attributes of text, number or yes/no type, and the name comes from the name or full_name column.
Channels
Textra sends over WhatsApp, using Meta's official API, over SMS and over email. SMS and email go out through Twilio.
Scheduling
Each campaign is sent right away or scheduled for a future date and time. Until it has gone out, you can change the schedule or cancel it.
Personalisation by attributes
A template's variables take the value of an attribute of each contact. That covers the text, the header image and the cards of a carousel.
AI agent on WhatsApp
An AI agent answers the replies that come in to a campaign. When needed, it hands the conversation over to a person and notifies you by webhook, and your team can take it.
Conversation flows
Flows are versioned and combine send, question, branch and agent nodes. They are defined in JSON and shown in a diagram.
Customer-provided MCP tools
The agent can call tools on an MCP server that you register, located at a public address. Authentication by token or header is optional, and each agent works with its own allowed-tools list.
Consent
Opt-in and opt-out are recorded by hand or from the contact's reply, for example SI, ACEPTO or YES to opt in and STOP, BAJA or CANCELAR to opt out. A marketing campaign does not go out to anyone who has not given consent.
Reports and delivery status
Each campaign shows the delivery status of every recipient and has its own reports.
Web app, API and command line
It can be used from the web app, a REST API and the textra command-line tool.
Roles and data separation
Access is split into three roles, admin, editor and viewer. Each customer's data is separated in every query, and message retention is configured per customer.
Features in concrete cases
Tell us what you need to solve
We will show you which Textra features apply to your operation and which do not.