Associate Contacts with Custom Labels

Some relationships matter more than a tag can capture — a spouse, a manager and direct report, a referrer and the person they referred. Custom label associations build that kind of link directly between contact records.

How it works

Two ways to structure a label:

• Single label — both contacts get the same label (e.g., "Colleague").
• Pair label — each side gets a different role (e.g., "Manager" / "Employee").

Associations can be many-to-many or many-to-one.

Setting one up

1. Open a contact's profile and find the associations section.
2. Choose or create the custom label.
3. Select the other contact.
4. Save — the association appears on both profiles automatically.

Limits to keep in mind

A contact can carry up to 10 associations; any one label can connect up to 1,000 contacts.

How this differs from other associations

This is specifically for linking people to other people, not to opportunities, companies, or custom objects. It's purely organizational — it doesn't currently trigger automation on its own.