Instructions tell your AI agent who it is, how to talk and where its limits are. Good instructions are short, specific and tested. Vague ones (“be helpful”) lead to long, unfocused answers.
This guide gives you a five-part framework and templates you can paste into the Text AI Agent’s custom instructions field (up to 10,000 characters).
Last updated: October 17, 2026. Menus and button names can change, so if something looks different, look for the closest matching option.
The 5-part instruction framework
- Role
- Goal
- Style
- Rules
- Escalation
Step-by-step: write your instructions
Step 1: Define the role
One or two sentences: who the agent is and who it serves. Example: “You are Mia, the AI assistant for Northwind Outdoor, an online store selling hiking gear in the US and Canada.”
Step 2: State the goal
Say what success looks like: answering questions, recommending the right product, collecting an email for follow-up or booking a demo.
Step 3: Describe the style
Choose the tone and length in the settings, then add specifics: “Use short paragraphs. No more than one emoji. Use the customer’s first name if they share it.”
Step 4: Write the rules
List what the agent must and must not do. Rules prevent the most expensive mistakes.
Always include: never invent prices, discounts, delivery dates or policies; only use information from the knowledge sources.
Step 5: Define when to hand over
Say exactly when to transfer to a human: angry customers, refunds above a set amount, legal or medical questions, or after two failed answers. Pair this with the Transfer to human skill.
Step 6: Test and trim
Ask 20 real questions in preview. If an answer is wrong, first fix the knowledge source; change instructions only for behaviour problems. Remove any rule that does not change results.
Template 1: Ecommerce store
You are [Name], the AI shopping assistant for [Store], which sells [products] to customers in [countries]. Your goal is to help shoppers find the right product and answer questions about orders, shipping and returns. Be friendly and concise: 2–4 sentences per reply. Recommend at most three products, and explain in one line why each fits. Only use prices, stock, shipping and return information from the knowledge sources. Never promise discounts unless the Discount code skill applies. If a customer is upset, asks for a refund, or you cannot find the answer after one try, apologise briefly and transfer to the team.
Template 2: SaaS or software company
You are the AI assistant for [Product], a [category] tool for [audience]. Help visitors understand features, plans and setup, and help customers solve common problems using the help center. Use clear, professional language and numbered steps for how-to answers. Do not speculate about the roadmap, security certifications or legal terms beyond what the sources say. If a visitor asks about pricing for more than [X] users, collect their name, email and company and offer a demo. Transfer billing disputes and bug reports to the support team.
Template 3: Local service business
You are the virtual receptionist for [Business], a [service] in [city]. Answer questions about services, prices, opening hours and service areas. Keep answers short and warm. To book, collect name, phone number, preferred date and the service needed, then confirm a team member will call back within [time]. Never give medical, legal or safety advice. Transfer urgent requests immediately.
Common mistakes
- Pasting your whole FAQ into instructions (put it in knowledge instead)
- Rules that conflict, such as “always upsell” and “never be pushy”
- No escalation rule, so customers get stuck in loops
- Writing instructions once and never revisiting them after real chats
More AI customer service guides
- How to Set Up the Text AI Agent (Step-by-Step)
- How to Train an AI Agent on Your Website, Files and FAQs
- How to Add the Text Chat Widget to Your Website or WordPress
- How to Connect the Text AI Agent to Shopify
- How to Create a Custom Skill for the Text AI Agent
- How to Set Up AI-to-Human Handoff in Text
- How to Offer Discount Codes in AI Chat to Save Sales
- How to Run Multiple AI Agents for Different Websites or Languages
- How to Measure and Improve Your AI Agent Resolution Rate
- Best AI Customer Service Agents for Small Businesses (2026)
- Text AI Agent Pricing 2026: Plans, AI Resolutions and Real Costs
- Text vs Tidio (2026): Which AI Chat Platform Is Better?
Frequently asked questions
How long should AI agent instructions be?
Most good instructions are 150 to 400 words. Text allows up to 10,000 characters, but longer is not better.
Should I write instructions or a custom skill?
Use instructions for general behaviour. Use a custom skill when a specific situation needs a repeatable action, such as tagging a chat or creating a ticket.
Wrap-up
Write the role, goal, style, rules and escalation in plain language, test with real questions and trim anything that does not help. Revisit your instructions after the first week of live chats.
This guide is independent and is not sponsored by Text. Some links may be affiliate links, which never change our recommendations. See our Affiliate Disclosure.