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If you run multiple brands from one workspace, keeping SMS on-brand used to mean remembering which number belonged to which brand and picking it manually on every send. Now you assign your SMS numbers to a brand once, and Intercom sends from the matching number automatically whenever you pick that brand in the Inbox or Outbound composer.
Replies to a branded number are tagged with that brand automatically. And when Fin responds, it answers from the right brand’s Help Center — not your workspace default.