Click into the lead/client record and you'll have the option to call, email & text. You will still need permission to text the person, but direct calls and emails are less regulated.
In order to text someone, the cell # must be in the cell field. So if you only have one number for the person, put it into both the phone and cell fields.
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Click on the phone or cell # to launch a call to them.
Click the blue button option for SEND TEXT or SEND EMAIL to communicate that way. You can select a template or type a fresh message.
If the person prefers texts to calls, hit the headset icon to the left of their number. It will allow you to block calls and enter the reason as PREFERS TEXT. You can always remove the block if you do need to call them.