Labels let you file contacts into your own named, coloured groups, such as "Hot buyers", "Past clients" or "Open house sign-ins". You choose who goes in each label by hand, so a label is always exactly the people you put there.
Labels, tags and filters: what is the difference?
Labels are groups you fill by hand. A contact stays in a label until you take them out.
Tags are applied by forms, automations and integrations, and are often added for you.
Filters (previously called saved lists) are saved searches. Their contacts change as your data changes.
Create a label
Go to Contacts.
Open the left panel, where your filters live.
Click + and choose New label.
Type a name, pick one of the eight colours, and save.
Your new label appears in the panel beside your filters, with its colour and a live count of the contacts in it. You can also create a label straight from the label picker (see below) by typing a name that does not exist yet.
Add a contact to a label
On the Contacts list, hover over a contact's row.
Click + Label.
Search for the label, or create a new one, and click it to add the contact.
The contact's labels show on its row as coloured dots. Hover over the dots to see the label names.
Label many contacts at once
Tick the contacts you want on the Contacts list.
Click Label in the bar that appears.
Click a label to add it to everyone you selected. The picker shows whether each label is on all, some or none of the selected contacts, and clicking again removes it.
See everyone in a label
Click a label in the left panel. The Contacts list shows only the contacts in that label.
Manage your labels
From the left panel you can rename a label, change its colour, move it into one of your folders, or delete it. Deleting a label removes the group only; the contacts themselves are not deleted.