Activities is the table that delivers the user-facing promise: every prospect touchpoint, captured in one place. It is the most important table in the CRM.
Activity types
call— phone or video call. Auto-captured via AICA when you’re subscribed.email— sent or received email, threaded into the same activity.whatsapp— WhatsApp Business API thread. First-class — the AU / India competitive moat.sms— SMS message.meeting— calendar event, in-person or video.demo— a product demo. Tracked separately for L2 metrics.note— internal note from a rep, no external counterparty.
Direction
Where the activity has a counterparty, it carries a direction: inbound, outbound, or internal.
Source and deduplication
Every activity records a source (e.g. aica, whatsapp, manual) and a sourceId when the upstream system has one. A database-level unique index on (tenantId, clientId, source, sourceId) means the same AICA call can’t land twice even if the webhook fires twice.
What links to what
An activity can be linked to an Account, a Contact, and an Opportunity — independently. A call with a buyer about an existing deal links to all three. A cold inbound email might land with just an Account match and no opportunity yet.