Product updates
Intercom adds brand selection to SMS, linking replies to Fin’s brand context
Vendor-reportedChecked: [release]
Editorial attribution: Gosia Madej
Prepared with AI assistance. Editorial attribution does not imply personal product testing or manual review of every story.
Published: · Event date:
What changes for users
Before switching a customer between brands, test the sender number and Fin’s answer context separately. A changed Brand label should not be treated as proof that the next SMS comes from the other brand’s number. Confirm the unmatched-country behavior before a campaign. These are proposed checks, not measured results.
The October 13 announcement applies to SMS sent from the Inbox or Outbound composer. After numbers are assigned to brands, selecting a brand chooses its active number for each recipient’s country. Intercom says incoming replies carry that brand and Fin answers using its Help Center rather than the workspace default.
Number assignment itself predates this release. Intercom’s April 22 announcement already described assigning calling and SMS numbers to brands and automatically tagging inbound conversations. The new announcement focuses on selecting the brand when composing an SMS; it is not the first introduction of branded phone numbers.
The brand-management guide draws a boundary around existing threads: editing the Brand attribute updates workflows, routing and reports, but replies keep the original SMS number. To use another brand’s number, the guide instructs teams to start a new conversation with that brand selected.
Vendor-reportedChecked: [brands]
Intercom lists multi-brand workspaces as available on Expert or legacy Scale. Its SMS guide requires each additional number to complete verification before sending and warns that more numbers may affect costs. These prerequisites are separate from the announcement’s description of automatic number selection.
Checked against sources
AI-assisted source check
How this was checked
AI-assisted checking compared the October and April announcements with both linked help guides. All are vendor sources. We did not test account availability, message delivery or Fin’s answers; no human review is claimed. Source screenshots could not be captured because executor access was blocked.
Editorial assessmentChecked: [release][earlier][sms][brands]
The SMS guide gives inconsistent guidance for countries without a selected number: one section excludes those recipients, while another describes default sending. We could not resolve that edge case from the documentation.
Editorial assessmentChecked: [sms]
Source evidence
Original source excerpt. This shows what the source says; it does not establish product performance.
Changing a conversation's brand doesn't change the number replies are sent from.
Sources
- [release] Intercom: Text customers from the right brand, automaticallyVendor-reportedPublished: 13 October 2026 · Checked: 13 October 2026
- [sms] Intercom: Use multiple SMS phone numbers per countryVendor-reportedSource publication date not stated · Checked: 13 October 2026
- [brands] Intercom: Manage multiple brandsVendor-reportedSource publication date not stated · Checked: 13 October 2026
- [earlier] Intercom: Assign phone numbers to your brandsVendor-reportedPublished: 22 April 2026 · Checked: 13 October 2026