diff --git a/cmd/attachment.go b/cmd/attachment.go
index 044bcfdb..fc98ac32 100644
--- a/cmd/attachment.go
+++ b/cmd/attachment.go
@@ -38,7 +38,7 @@ func handleAttachmentUpload(r *fastglue.Request) error {
 	file, err := form.File["files"][0].Open()
 	srcFileName := form.File["files"][0].Filename
 	srcContentType := form.File["files"][0].Header.Get("Content-Type")
-	srcFileSize := form.File["files"][0].Size
+	srcFileSize := strconv.FormatInt(form.File["files"][0].Size, 10)
 	srcDisposition := form.Value["disposition"][0]
 	if err != nil {
 		app.lo.Error("reading file into the memory", "error", err)
@@ -57,7 +57,7 @@ func handleAttachmentUpload(r *fastglue.Request) error {
 
 	// Reset the ptr.
 	file.Seek(0, 0)
-	url, mediaUUID, _, err := app.attachmentMgr.Upload("" /**message uuid**/, srcFileName, srcContentType, srcDisposition, strconv.FormatInt(srcFileSize, 10), file)
+	url, mediaUUID, _, err := app.attachmentMgr.Upload("" /**message uuid**/, srcFileName, srcContentType, srcDisposition, srcFileSize, file)
 	if err != nil {
 		app.lo.Error("error uploading file", "error", err)
 		return r.SendErrorEnvelope(http.StatusInternalServerError, "Error uploading file", nil, "GeneralException")
@@ -68,7 +68,7 @@ func handleAttachmentUpload(r *fastglue.Request) error {
 		"uuid":         mediaUUID,
 		"content_type": srcContentType,
 		"name":         srcFileName,
-		"size":         strconv.FormatInt(srcFileSize, 10),
+		"size":         srcFileSize,
 	})
 }
 
diff --git a/cmd/conversation.go b/cmd/conversation.go
index 3938bf4e..4b792046 100644
--- a/cmd/conversation.go
+++ b/cmd/conversation.go
@@ -125,16 +125,16 @@ func handleUpdateAssignee(r *fastglue.Request) error {
 		userUUID     = r.RequestCtx.UserValue("user_uuid").(string)
 	)
 
-	if err := app.conversationMgr.UpdateAssignee(convUUID, assigneeUUID, assigneeType); err != nil {
-		return r.SendErrorEnvelope(http.StatusInternalServerError, err.Error(), nil, "")
-	}
-
-	if assigneeType == "agent" {
-		app.msgMgr.RecordAssigneeUserChange(string(assigneeUUID), convUUID, userUUID)
-	}
-
-	if assigneeType == "team" {
-		app.msgMgr.RecordAssigneeTeamChange(string(assigneeUUID), convUUID, userUUID)
+	if assigneeType == "user" {
+		if err := app.conversationMgr.UpdateUserAssignee(convUUID, assigneeUUID); err != nil {
+			return r.SendErrorEnvelope(http.StatusInternalServerError, err.Error(), nil, "")
+		}
+		app.msgMgr.RecordAssigneeUserChange(convUUID, string(assigneeUUID), userUUID)
+	} else if assigneeType == "team" {
+		if err := app.conversationMgr.UpdateTeamAssignee(convUUID, assigneeUUID); err != nil {
+			return r.SendErrorEnvelope(http.StatusInternalServerError, err.Error(), nil, "")
+		}
+		app.msgMgr.RecordAssigneeTeamChange(convUUID, string(assigneeUUID), userUUID)
 	}
 
 	return r.SendEnvelope("ok")
@@ -188,7 +188,7 @@ func handlAddConversationTags(r *fastglue.Request) error {
 		return r.SendErrorEnvelope(http.StatusInternalServerError, "error adding tags", nil, "")
 	}
 
-	if err := app.conversationTagsMgr.AddTags(uuid, tagIDs); err != nil {
+	if err := app.conversationMgr.AddTags(uuid, tagIDs); err != nil {
 		return r.SendErrorEnvelope(http.StatusInternalServerError, err.Error(), nil, "")
 	}
 	return r.SendEnvelope("ok")
diff --git a/cmd/handlers.go b/cmd/handlers.go
index b1bd62ee..677c7b7c 100644
--- a/cmd/handlers.go
+++ b/cmd/handlers.go
@@ -28,7 +28,6 @@ func initHandlers(g *fastglue.Fastglue, hub *ws.Hub) {
 	g.GET("/api/canned-responses", auth(handleGetCannedResponses))
 	g.GET("/api/attachment/{conversation_uuid}", auth(handleGetAttachment))
 	g.GET("/api/users/me", auth(handleGetCurrentUser))
-	g.GET("/api/users/filters/{page}", auth(handleGetUserFilters))
 	g.GET("/api/users", auth(handleGetUsers))
 	g.GET("/api/teams", auth(handleGetTeams))
 	g.GET("/api/tags", auth(handleGetTags))
diff --git a/cmd/init.go b/cmd/init.go
index 61135396..3e222534 100644
--- a/cmd/init.go
+++ b/cmd/init.go
@@ -8,21 +8,22 @@ import (
 
 	"github.com/abhinavxd/artemis/internal/attachment"
 	"github.com/abhinavxd/artemis/internal/attachment/stores/s3"
+	uauth "github.com/abhinavxd/artemis/internal/auth"
 	"github.com/abhinavxd/artemis/internal/autoassigner"
 	"github.com/abhinavxd/artemis/internal/automation"
 	"github.com/abhinavxd/artemis/internal/cannedresp"
 	"github.com/abhinavxd/artemis/internal/contact"
 	"github.com/abhinavxd/artemis/internal/conversation"
-	convtag "github.com/abhinavxd/artemis/internal/conversation/tag"
 	"github.com/abhinavxd/artemis/internal/inbox"
 	"github.com/abhinavxd/artemis/internal/inbox/channel/email"
 	"github.com/abhinavxd/artemis/internal/initz"
 	"github.com/abhinavxd/artemis/internal/message"
-	"github.com/abhinavxd/artemis/internal/rbac"
+	notifier "github.com/abhinavxd/artemis/internal/notification"
+	emailnotifier "github.com/abhinavxd/artemis/internal/notification/providers/email"
 	"github.com/abhinavxd/artemis/internal/tag"
 	"github.com/abhinavxd/artemis/internal/team"
+	"github.com/abhinavxd/artemis/internal/template"
 	"github.com/abhinavxd/artemis/internal/user"
-	"github.com/abhinavxd/artemis/internal/user/filterstore"
 	"github.com/abhinavxd/artemis/internal/ws"
 	"github.com/go-redis/redis/v8"
 	"github.com/jmoiron/sqlx"
@@ -112,8 +113,8 @@ func initUserDB(DB *sqlx.DB, lo *logf.Logger) *user.Manager {
 	return mgr
 }
 
-func initConversations(db *sqlx.DB, lo *logf.Logger) *conversation.Manager {
-	c, err := conversation.New(conversation.Opts{
+func initConversations(hub *ws.Hub, db *sqlx.DB, lo *logf.Logger) *conversation.Manager {
+	c, err := conversation.New(hub, conversation.Opts{
 		DB:                  db,
 		Lo:                  lo,
 		ReferenceNumPattern: ko.String("app.constants.conversation_reference_number_pattern"),
@@ -124,17 +125,6 @@ func initConversations(db *sqlx.DB, lo *logf.Logger) *conversation.Manager {
 	return c
 }
 
-func initConversationTags(db *sqlx.DB, lo *logf.Logger) *convtag.Manager {
-	mgr, err := convtag.New(convtag.Opts{
-		DB: db,
-		Lo: lo,
-	})
-	if err != nil {
-		log.Fatalf("error initializing conversation tags: %v", err)
-	}
-	return mgr
-}
-
 func initTags(db *sqlx.DB, lo *logf.Logger) *tag.Manager {
 	mgr, err := tag.New(tag.Opts{
 		DB: db,
@@ -168,6 +158,14 @@ func initContactManager(db *sqlx.DB, lo *logf.Logger) *contact.Manager {
 	return m
 }
 
+func initTemplateMgr(db *sqlx.DB) *template.Manager {
+	m, err := template.New(db)
+	if err != nil {
+		log.Fatalf("error initializing template manager: %v", err)
+	}
+	return m
+}
+
 func initMessages(db *sqlx.DB,
 	lo *logf.Logger,
 	wsHub *ws.Hub,
@@ -177,7 +175,9 @@ func initMessages(db *sqlx.DB,
 	attachmentMgr *attachment.Manager,
 	conversationMgr *conversation.Manager,
 	inboxMgr *inbox.Manager,
-	automationEngine *automation.Engine) *message.Manager {
+	automationEngine *automation.Engine,
+	templateManager *template.Manager,
+) *message.Manager {
 	mgr, err := message.New(
 		wsHub,
 		userMgr,
@@ -187,6 +187,7 @@ func initMessages(db *sqlx.DB,
 		inboxMgr,
 		conversationMgr,
 		automationEngine,
+		templateManager,
 		message.Opts{
 			DB:                   db,
 			Lo:                   lo,
@@ -268,28 +269,36 @@ func initAutomationEngine(db *sqlx.DB, lo *logf.Logger) *automation.Engine {
 	return engine
 }
 
-func initAutoAssignmentEngine(teamMgr *team.Manager, convMgr *conversation.Manager, msgMgr *message.Manager, lo *logf.Logger) *autoassigner.Engine {
-	engine, err := autoassigner.New(teamMgr, convMgr, msgMgr, lo)
+func initAutoAssignmentEngine(teamMgr *team.Manager, convMgr *conversation.Manager, msgMgr *message.Manager,
+	notifier notifier.Notifier, hub *ws.Hub, lo *logf.Logger) *autoassigner.Engine {
+	engine, err := autoassigner.New(teamMgr, convMgr, msgMgr, notifier, hub, lo)
 	if err != nil {
 		log.Fatalf("error initializing auto assignment engine: %v", err)
 	}
 	return engine
 }
 
-func initRBACEngine(db *sqlx.DB) *rbac.Engine {
-	engine, err := rbac.New(db)
+func initRBACEngine(db *sqlx.DB) *uauth.Engine {
+	engine, err := uauth.New(db, &logf.Logger{})
 	if err != nil {
 		log.Fatalf("error initializing rbac enginer: %v", err)
 	}
 	return engine
 }
 
-func initUserFilterMgr(db *sqlx.DB) *filterstore.Manager {
-	filterMgr, err := filterstore.New(db)
-	if err != nil {
-		log.Fatalf("error initializing user filter manager: %v", err)
+func initNotifier(userStore notifier.UserStore, templateRenderer notifier.TemplateRenderer) notifier.Notifier {
+	var smtpCfg email.SMTPConfig
+	if err := ko.UnmarshalWithConf("notification.provider.email", &smtpCfg, koanf.UnmarshalConf{Tag: "json"}); err != nil {
+		log.Fatalf("error unmarshalling email notification provider config: %v", err)
 	}
-	return filterMgr
+	notifier, err := emailnotifier.New([]email.SMTPConfig{smtpCfg}, userStore, templateRenderer, emailnotifier.Opts{
+		Lo:        initz.Logger(ko.MustString("app.log_level"), ko.MustString("app.env"), "email-notifier"),
+		FromEmail: ko.String("notification.provider.email.email_address"),
+	})
+	if err != nil {
+		log.Fatalf("error initializing email notifier: %v", err)
+	}
+	return notifier
 }
 
 // initEmailInbox initializes the email inbox.
@@ -327,7 +336,7 @@ func initEmailInbox(inboxRecord inbox.InboxRecord, store inbox.MessageStore) (in
 		return nil, err
 	}
 
-	log.Printf("`%s` inbox: `%s` successfully initalized. %d smtp servers. %d imap clients.", inboxRecord.Channel, inboxRecord.Name, len(config.SMTP), len(config.IMAP))
+	log.Printf("`%s` inbox successfully initalized. %d smtp servers. %d imap clients.", inboxRecord.Name, len(config.SMTP), len(config.IMAP))
 
 	return inbox, nil
 }
diff --git a/cmd/main.go b/cmd/main.go
index 6e797ba3..89a7c54b 100644
--- a/cmd/main.go
+++ b/cmd/main.go
@@ -9,18 +9,16 @@ import (
 	"time"
 
 	"github.com/abhinavxd/artemis/internal/attachment"
+	uauth "github.com/abhinavxd/artemis/internal/auth"
 	"github.com/abhinavxd/artemis/internal/cannedresp"
 	"github.com/abhinavxd/artemis/internal/contact"
 	"github.com/abhinavxd/artemis/internal/conversation"
-	convtag "github.com/abhinavxd/artemis/internal/conversation/tag"
 	"github.com/abhinavxd/artemis/internal/inbox"
 	"github.com/abhinavxd/artemis/internal/initz"
 	"github.com/abhinavxd/artemis/internal/message"
-	"github.com/abhinavxd/artemis/internal/rbac"
 	"github.com/abhinavxd/artemis/internal/tag"
 	"github.com/abhinavxd/artemis/internal/team"
 	"github.com/abhinavxd/artemis/internal/user"
-	"github.com/abhinavxd/artemis/internal/user/filterstore"
 	"github.com/abhinavxd/artemis/internal/ws"
 	"github.com/knadh/koanf/v2"
 	"github.com/valyala/fasthttp"
@@ -29,25 +27,31 @@ import (
 	"github.com/zerodha/logf"
 )
 
-var ko = koanf.New(".")
+var (
+	ko = koanf.New(".")
+)
+
+const (
+	// ANSI escape colour codes.
+	colourRed   = "\x1b[31m"
+	colourGreen = "\x1b[32m"
+)
 
 // App is the global app context which is passed and injected in the http handlers.
 type App struct {
-	constants           consts
-	lo                  *logf.Logger
-	cntctMgr            *contact.Manager
-	userMgr             *user.Manager
-	teamMgr             *team.Manager
-	sessMgr             *simplesessions.Manager
-	tagMgr              *tag.Manager
-	msgMgr              *message.Manager
-	rbac                *rbac.Engine
-	userFilterMgr       *filterstore.Manager
-	inboxMgr            *inbox.Manager
-	attachmentMgr       *attachment.Manager
-	cannedRespMgr       *cannedresp.Manager
-	conversationMgr     *conversation.Manager
-	conversationTagsMgr *convtag.Manager
+	constants       consts
+	lo              *logf.Logger
+	cntctMgr        *contact.Manager
+	userMgr         *user.Manager
+	teamMgr         *team.Manager
+	sessMgr         *simplesessions.Manager
+	tagMgr          *tag.Manager
+	msgMgr          *message.Manager
+	rbac            *uauth.Engine
+	inboxMgr        *inbox.Manager
+	attachmentMgr   *attachment.Manager
+	cannedRespMgr   *cannedresp.Manager
+	conversationMgr *conversation.Manager
 }
 
 func main() {
@@ -58,62 +62,65 @@ func main() {
 	initz.Config(ko)
 
 	var (
-		shutdownCh = make(chan struct{})
-		ctx, stop  = signal.NotifyContext(context.Background(), os.Interrupt, syscall.SIGINT, syscall.SIGTERM)
-		lo         = initz.Logger(ko.MustString("app.log_level"), ko.MustString("app.env"), "artemis")
-		rd         = initz.Redis(ko)
-		db         = initz.DB(ko)
-
+		shutdownCh         = make(chan struct{})
+		ctx, stop          = signal.NotifyContext(context.Background(), os.Interrupt, syscall.SIGINT, syscall.SIGTERM)
+		lo                 = initz.Logger(ko.MustString("app.log_level"), ko.MustString("app.env"), "artemis")
+		rd                 = initz.Redis(ko)
+		db                 = initz.DB(ko)
 		wsHub              = ws.NewHub()
+		templateMgr        = initTemplateMgr(db)
 		attachmentMgr      = initAttachmentsManager(db, lo)
 		cntctMgr           = initContactManager(db, lo)
 		inboxMgr           = initInboxManager(db, lo)
 		teamMgr            = initTeamMgr(db, lo)
 		userMgr            = initUserDB(db, lo)
-		conversationMgr    = initConversations(db, lo)
+		notifier           = initNotifier(userMgr, templateMgr)
+		conversationMgr    = initConversations(wsHub, db, lo)
 		automationEngine   = initAutomationEngine(db, lo)
-		msgMgr             = initMessages(db, lo, wsHub, userMgr, teamMgr, cntctMgr, attachmentMgr, conversationMgr, inboxMgr, automationEngine)
-		autoAssignerEngine = initAutoAssignmentEngine(teamMgr, conversationMgr, msgMgr, lo)
+		msgMgr             = initMessages(db, lo, wsHub, userMgr, teamMgr, cntctMgr, attachmentMgr, conversationMgr, inboxMgr, automationEngine, templateMgr)
+		autoAssignerEngine = initAutoAssignmentEngine(teamMgr, conversationMgr, msgMgr, notifier, wsHub, lo)
 	)
 
-	// Init the app
-	var app = &App{
-		lo:                  lo,
-		cntctMgr:            cntctMgr,
-		inboxMgr:            inboxMgr,
-		userMgr:             userMgr,
-		teamMgr:             teamMgr,
-		attachmentMgr:       attachmentMgr,
-		conversationMgr:     conversationMgr,
-		msgMgr:              msgMgr,
-		constants:           initConstants(),
-		rbac:                initRBACEngine(db),
-		tagMgr:              initTags(db, lo),
-		userFilterMgr:       initUserFilterMgr(db),
-		sessMgr:             initSessionManager(rd),
-		cannedRespMgr:       initCannedResponse(db, lo),
-		conversationTagsMgr: initConversationTags(db, lo),
-	}
-
 	// Register all inboxes with the inbox manager.
 	registerInboxes(inboxMgr, msgMgr)
 
-	automationEngine.SetMsgRecorder(msgMgr)
-	automationEngine.SetConvUpdater(conversationMgr)
+	// Set conversation store for the websocket hub.
+	wsHub.SetConversationStore(conversationMgr)
+
+	// Set stores for the automation engine.
+	automationEngine.SetMessageStore(msgMgr)
+	automationEngine.SetConversationStore(conversationMgr)
 
 	// Start receivers for all active inboxes.
 	inboxMgr.Receive(ctx)
 
-	// Start inserting incoming msgs and dispatch pending outgoing messages.
-	go app.msgMgr.StartDBInserts(ctx, ko.MustInt("message.reader_concurrency"))
-	go app.msgMgr.StartDispatcher(ctx, ko.MustInt("message.dispatch_concurrency"), ko.MustDuration("message.dispatch_read_interval"))
-
-	// Start automation rule engine.
+	// Start automation rule evaluation engine.
 	go automationEngine.Serve(ctx)
 
 	// Start conversation auto assigner engine.
 	go autoAssignerEngine.Serve(ctx, ko.MustDuration("autoassigner.assign_interval"))
 
+	// Start inserting incoming messages from all active inboxes and dispatch pending outgoing messages.
+	go msgMgr.StartDBInserts(ctx, ko.MustInt("message.reader_concurrency"))
+	go msgMgr.StartDispatcher(ctx, ko.MustInt("message.dispatch_concurrency"), ko.MustDuration("message.dispatch_read_interval"))
+
+	// Init the app
+	var app = &App{
+		lo:              lo,
+		cntctMgr:        cntctMgr,
+		inboxMgr:        inboxMgr,
+		userMgr:         userMgr,
+		teamMgr:         teamMgr,
+		attachmentMgr:   attachmentMgr,
+		conversationMgr: conversationMgr,
+		msgMgr:          msgMgr,
+		constants:       initConstants(),
+		rbac:            initRBACEngine(db),
+		tagMgr:          initTags(db, lo),
+		sessMgr:         initSessionManager(rd),
+		cannedRespMgr:   initCannedResponse(db, lo),
+	}
+
 	// Init fastglue http server.
 	g := fastglue.NewGlue()
 
@@ -137,20 +144,18 @@ func main() {
 		// Wait for the interruption signal
 		<-ctx.Done()
 
-		log.Printf("\x1b[%dm%s\x1b[0m", 31, "Shutting down the server please wait...")
+		log.Printf("%sShutting down the server. Please wait.\x1b[0m", colourRed)
 
-		// Additional grace period before triggering shutdown
-		time.Sleep(7 * time.Second)
+		time.Sleep(5 * time.Second)
 
 		// Signal to shutdown the server
 		shutdownCh <- struct{}{}
 		stop()
 	}()
 
-	// Starting the server and waiting for the shutdown signal
-	log.Printf("🚀 server listening on %s %s", ko.String("app.server.address"), ko.String("app.server.socket"))
+	log.Printf("%s🚀 server listening on %s %s\x1b[0m", colourGreen, ko.String("app.server.address"), ko.String("app.server.socket"))
+
 	if err := g.ListenServeAndWaitGracefully(ko.String("app.server.address"), ko.String("server.socket"), s, shutdownCh); err != nil {
 		log.Fatalf("error starting frontend server: %v", err)
 	}
-	log.Println("Server shutdown completed")
 }
diff --git a/cmd/messages.go b/cmd/messages.go
index 67022bc9..eeadcaa7 100644
--- a/cmd/messages.go
+++ b/cmd/messages.go
@@ -3,7 +3,6 @@ package main
 import (
 	"encoding/json"
 	"net/http"
-	"time"
 
 	"github.com/abhinavxd/artemis/internal/attachment/models"
 	"github.com/abhinavxd/artemis/internal/message"
@@ -108,13 +107,10 @@ func handleSendMessage(r *fastglue.Request) error {
 
 	// Update conversation meta with the last message details.
 	trimmedMessage := app.msgMgr.TrimMsg(msg.Content)
-	app.conversationMgr.UpdateMeta(0, conversationUUID, map[string]string{
-		"last_message":    trimmedMessage,
-		"last_message_at": msg.CreatedAt.Format(time.RFC3339),
-	})
+	app.conversationMgr.UpdateLastMessage(0, conversationUUID, trimmedMessage, msg.CreatedAt)
 
 	// Send WS update.
-	app.msgMgr.BroadcastNewMsg(msg, trimmedMessage)
+	app.msgMgr.BroadcastNewConversationMessage(msg, trimmedMessage)
 
 	return r.SendEnvelope("Message sent")
 }
diff --git a/cmd/users.go b/cmd/users.go
index cdb0766e..9885dc18 100644
--- a/cmd/users.go
+++ b/cmd/users.go
@@ -28,16 +28,3 @@ func handleGetCurrentUser(r *fastglue.Request) error {
 	}
 	return r.SendEnvelope(u)
 }
-
-func handleGetUserFilters(r *fastglue.Request) error {
-	var (
-		app    = r.Context.(*App)
-		userID = r.RequestCtx.UserValue("user_id").(int)
-		page   = r.RequestCtx.UserValue("page").(string)
-	)
-	filters, err := app.userFilterMgr.GetFilters(userID, page)
-	if err != nil {
-		return r.SendErrorEnvelope(http.StatusInternalServerError, err.Error(), nil, "")
-	}
-	return r.SendEnvelope(filters)
-}
diff --git a/cmd/websocket.go b/cmd/websocket.go
index e81d4f82..808bd556 100644
--- a/cmd/websocket.go
+++ b/cmd/websocket.go
@@ -34,23 +34,9 @@ func handleWS(r *fastglue.Request, hub *ws.Hub) error {
 			ID:   userID,
 			Hub:  hub,
 			Conn: conn,
-			Send: make(chan ws.Message, 100000),
+			Send: make(chan ws.Message, 10000),
 		}
-
-		// Sub this client to all assigned conversations.
-		convs, err := app.conversationMgr.GetAssignedConversations(userID)
-		if err != nil {
-			return
-		}
-		// Extract  uuids.
-		uuids := make([]string, len(convs))
-		for i, conv := range convs {
-			uuids[i] = conv.UUID
-		}
-		c.SubConv(userID, uuids...)
-
 		hub.AddClient(&c)
-
 		go c.Listen()
 		c.Serve(2 * time.Second)
 	})
diff --git a/frontend/bun.lockb b/frontend/bun.lockb
new file mode 100755
index 00000000..50353a5f
Binary files /dev/null and b/frontend/bun.lockb differ
diff --git a/frontend/package.json b/frontend/package.json
index 2d74a39e..7b4aeb36 100644
--- a/frontend/package.json
+++ b/frontend/package.json
@@ -45,6 +45,7 @@
     "tailwindcss-animate": "^1.0.7",
     "tiptap-extension-resize-image": "^1.1.5",
     "vue": "^3.4.15",
+    "vue-draggable-resizable": "^3.0.0",
     "vue-i18n": "9",
     "vue-letter": "^0.2.0",
     "vue-router": "^4.2.5"
diff --git a/frontend/src/App.vue b/frontend/src/App.vue
index 99ca1bae..f12cd5f0 100644
--- a/frontend/src/App.vue
+++ b/frontend/src/App.vue
@@ -29,10 +29,10 @@ import { ref, onMounted } from "vue"
 import { RouterView, useRouter } from 'vue-router'
 import { cn } from '@/lib/utils'
 import { useUserStore } from '@/stores/user'
-import { initWS } from "./websocket.js"
+import { initWS } from "@/websocket.js"
 
 import { Toaster } from '@/components/ui/toast'
-import NavBar from './components/NavBar.vue'
+import NavBar from '@/components/NavBar.vue'
 import {
   ResizableHandle,
   ResizablePanel,
@@ -43,7 +43,6 @@ import {
 } from '@/components/ui/tooltip'
 
 
-
 const isCollapsed = ref(false)
 const navLinks = [
   {
diff --git a/frontend/src/assets/styles/main.scss b/frontend/src/assets/styles/main.scss
index f03f712c..4aae2c0f 100644
--- a/frontend/src/assets/styles/main.scss
+++ b/frontend/src/assets/styles/main.scss
@@ -174,10 +174,9 @@ $editorContainerId: 'editor-container';
   }
 }
 
-.tiptap-editor-image {
-  width: 100px;
-  height: 200px;
-}
+// .tiptap-editor-image {
+//   width: 60%;
+// }
 
 .box {
   box-shadow: rgb(243, 243, 243) 1px 1px 0px 0px;
diff --git a/frontend/src/components/conversation/Conversation.vue b/frontend/src/components/conversation/Conversation.vue
index c5a51c61..9887127b 100644
--- a/frontend/src/components/conversation/Conversation.vue
+++ b/frontend/src/components/conversation/Conversation.vue
@@ -1,8 +1,8 @@
 <template>
-    <div class="h-screen" v-if="conversationStore.messages.data">
+    <div class="relative" v-if="conversationStore.messages.data">
         <!-- Header -->
-        <div class="h-12 px-4 box relative">
-            <div class="flex flex-row justify-between items-center pt-1">
+        <div class="h-10 px-4 box">
+            <div class="flex flex-row justify-between items-center">
                 <div class="flex h-5 items-center space-x-4 text-sm">
                     <Tooltip>
                         <TooltipTrigger>#{{ conversationStore.conversation.data.reference_number }}
@@ -45,12 +45,11 @@
                 </div>
             </div>
         </div>
-        <!-- Body -->
         <Error class="sticky" :error-message="conversationStore.messages.errorMessage"></Error>
         <div class="flex flex-col h-screen">
-            <!-- Messages -->
+            <!-- flex-1-->
             <MessageList :messages="conversationStore.sortedMessages" class="flex-1 bg-[#f8f9fa41]" />
-            <ReplyBox />
+            <ReplyBox class="h-max mb-10"/>
         </div>
     </div>
 </template>
diff --git a/frontend/src/components/conversation/ConversationSideBar.vue b/frontend/src/components/conversation/ConversationSideBar.vue
index f8d04563..eb703ee8 100644
--- a/frontend/src/components/conversation/ConversationSideBar.vue
+++ b/frontend/src/components/conversation/ConversationSideBar.vue
@@ -315,7 +315,7 @@ onMounted(() => {
 })
 
 const handleAssignedAgentChange = (v) => {
-  conversationStore.updateAssignee("agent", {
+  conversationStore.updateAssignee("user", {
     "assignee_uuid": v.split(":")[0]
   })
 }
diff --git a/frontend/src/components/conversation/ReplyBox.vue b/frontend/src/components/conversation/ReplyBox.vue
index a95bf459..6ff8bb3d 100644
--- a/frontend/src/components/conversation/ReplyBox.vue
+++ b/frontend/src/components/conversation/ReplyBox.vue
@@ -1,5 +1,6 @@
 <template>
-    <!-- <div v-if="cannedResponsesStore.responses.length === 0" class="w-full drop-shadow-sm overflow-hidden p-2 border-t">
+    <div>
+        <!-- <div v-if="cannedResponsesStore.responses.length === 0" class="w-full drop-shadow-sm overflow-hidden p-2 border-t">
         <ul class="space-y-2 max-h-96">
             <li v-for="(response, index) in filteredCannedResponses" :key="response.id"
                 @click="selectResponse(response.content)" class="cursor-pointer rounded p-1 hover:bg-secondary"
@@ -8,7 +9,9 @@
             </li>
         </ul>
     </div> -->
-    <TextEditor @send="sendMessage" :conversationuuid="conversationStore.conversation.data.uuid" class="mb-[40px]" />
+
+        <TextEditor @send="sendMessage" :conversationuuid="conversationStore.conversation.data.uuid" />
+    </div>
 </template>
 
 <script setup>
diff --git a/frontend/src/components/conversation/TextEditor.vue b/frontend/src/components/conversation/TextEditor.vue
index ea007fb3..6b5d7ca5 100644
--- a/frontend/src/components/conversation/TextEditor.vue
+++ b/frontend/src/components/conversation/TextEditor.vue
@@ -40,8 +40,6 @@ import { Button } from '@/components/ui/button'
 import { useEditor, EditorContent } from '@tiptap/vue-3'
 import Placeholder from "@tiptap/extension-placeholder"
 import StarterKit from '@tiptap/starter-kit'
-import Image from '@tiptap/extension-image'
-import ImageResize from 'tiptap-extension-resize-image';
 import { Toggle } from '@/components/ui/toggle'
 import { Paperclip, Bold, Italic } from "lucide-vue-next"
 import AttachmentsPreview from "@/components/attachment/AttachmentsPreview.vue"
@@ -78,7 +76,6 @@ const inputText = ref('')
 const isBold = ref(false)
 const isItalic = ref(false)
 const attachmentInput = ref(null)
-const imageInput = ref(null)
 const cannedResponseIndex = ref(0)
 const uploadedFiles = ref([])
 
@@ -94,13 +91,6 @@ const editor = ref(useEditor({
                 'Control-i': () => applyItalic(),
             }
         }),
-        Image.configure({
-            inline: false,
-            HTMLAttributes: {
-                class: 'tiptap-editor-image',
-            },
-        }),
-        ImageResize,
     ],
     autofocus: true,
     editorProps: {
@@ -174,6 +164,7 @@ onMounted(async () => {
             editor.value.commands.setTextSelection(editor.value.state.doc.content.size)
         })
     }
+    await nextTick()
 })
 
 // Cleanup.
@@ -259,4 +250,6 @@ const handleOnFileDelete = uuid => {
     overflow: scroll;
     padding: 10px 10px;
 }
+
+@import "vue-draggable-resizable/style.css";
 </style>
diff --git a/frontend/src/components/conversationlist/ConversationList.vue b/frontend/src/components/conversationlist/ConversationList.vue
index 23ce267a..6097db63 100644
--- a/frontend/src/components/conversationlist/ConversationList.vue
+++ b/frontend/src/components/conversationlist/ConversationList.vue
@@ -2,7 +2,7 @@
     <div class="h-screen">
         <div class="px-3 pb-2 border-b-2 rounded-b-lg shadow-md">
             <div class="flex justify-between mt-3">
-                <h3 class="scroll-m-20 text-2xl font-semibold tracking-tight flex gap-x-2">
+                <h3 class="scroll-m-20 text-2xl font-medium flex gap-x-2">
                     Conversations
                 </h3>
                 <div class="w-[8rem]">
@@ -12,7 +12,10 @@
                         </SelectTrigger>
                         <SelectContent>
                             <SelectGroup>
-                                <SelectLabel>Status</SelectLabel>
+                                <!-- <SelectLabel>Status</SelectLabel> -->
+                                <SelectItem value="status_all">
+                                    All
+                                </SelectItem>
                                 <SelectItem value="status_open">
                                     Open
                                 </SelectItem>
@@ -98,8 +101,9 @@
 </template>
 
 <script setup>
-import { onMounted, ref, watch, computed } from 'vue'
+import { onMounted, ref, watch, computed, onUnmounted } from 'vue'
 import { useConversationStore } from '@/stores/conversation'
+import { subscribeConversations } from "@/websocket.js"
 import { CONVERSATION_LIST_TYPE, CONVERSATION_PRE_DEFINED_FILTERS } from '@/constants/conversation'
 
 import { Error } from '@/components/ui/error'
@@ -122,7 +126,6 @@ import {
     SelectContent,
     SelectGroup,
     SelectItem,
-    SelectLabel,
     SelectTrigger,
     SelectValue,
 } from '@/components/ui/select'
@@ -132,17 +135,38 @@ import ConversationListItem from '@/components/conversationlist/ConversationList
 
 
 const conversationStore = useConversationStore()
-const predefinedFilter = ref(CONVERSATION_PRE_DEFINED_FILTERS.STATUS_OPEN)
+const predefinedFilter = ref(CONVERSATION_PRE_DEFINED_FILTERS.ALL)
 const conversationType = ref(CONVERSATION_LIST_TYPE.ASSIGNED)
+let listRefreshInterval = null
 
 onMounted(() => {
     conversationStore.fetchConversations(conversationType.value, predefinedFilter.value)
+    subscribeConversations(conversationType.value, predefinedFilter.value)
+    // Refesh list every 1 minute to sync any missed changes.
+    listRefreshInterval = setInterval(() => {
+        conversationStore.fetchConversations(conversationType.value, predefinedFilter.value)
+    }, 60000)
+})
+
+onUnmounted(() => {
+    clearInterval(listRefreshInterval)
 })
 
 watch(conversationType, (newType) => {
     conversationStore.fetchConversations(newType, predefinedFilter.value)
+    subscribeConversations(newType, predefinedFilter.value)
 });
 
+const handleFilterChange = (filter) => {
+    predefinedFilter.value = filter
+    conversationStore.fetchConversations(conversationType.value, filter)
+    subscribeConversations(conversationType.value, predefinedFilter.value)
+}
+
+const loadNextPage = () => {
+    conversationStore.fetchNextConversations(conversationType.value, predefinedFilter.value)
+};
+
 const hasConversations = computed(() => {
     return conversationStore.sortedConversations.length !== 0 && !conversationStore.conversations.errorMessage && !conversationStore.conversations.loading
 })
@@ -159,13 +183,5 @@ const conversationsLoading = computed(() => {
     return conversationStore.conversations.loading
 })
 
-const handleFilterChange = (filter) => {
-    predefinedFilter.value = filter
-    conversationStore.fetchConversations(conversationType.value, filter)
-}
-
-const loadNextPage = () => {
-    conversationStore.fetchNextConversations(conversationType.value, predefinedFilter.value)
-};
 
 </script>
diff --git a/frontend/src/constants/conversation.js b/frontend/src/constants/conversation.js
index b3f0e110..9dbb7703 100644
--- a/frontend/src/constants/conversation.js
+++ b/frontend/src/constants/conversation.js
@@ -1,4 +1,5 @@
 export const CONVERSATION_PRE_DEFINED_FILTERS = {
+    ALL: "status_all",
     STATUS_OPEN: 'status_open',
     STATUS_PROCESSING: 'status_processing',
     STATUS_SPAM: 'status_spam',
diff --git a/frontend/src/stores/conversation.js b/frontend/src/stores/conversation.js
index cd705c4c..fd72ffd4 100644
--- a/frontend/src/stores/conversation.js
+++ b/frontend/src/stores/conversation.js
@@ -266,22 +266,39 @@ export const useConversationStore = defineStore('conversation', () => {
             }
         }
     }
-    function updateMessageList (msg) {
+
+    function updateConversationProp (update) {
+        if (conversation?.data?.uuid === update.uuid) {
+            conversation.data[update.prop] = update.val
+        }
+    }
+
+    function addNewConversation (conv) {
+        if (!conversationUUIDExists(conv.uuid)) {
+            conversations.data.push(conv)
+        }
+    }
+
+    function conversationUUIDExists (uuid) {
+        return conversations.data?.find(c => c.uuid === uuid) ? true : false
+    }
+
+    function updateMessageList (message) {
         // Check if this conversation is selected and then update messages list.
-        if (conversation?.data?.uuid === msg.conversation_uuid) {
-            // Fetch entire msg if the give msg does not exist in the msg list.
-            if (!messages.data.some(message => message.uuid === msg.uuid)) {
-                fetchParticipants(msg.conversation_uuid)
-                fetchMessage(msg.uuid)
-                updateAssigneeLastSeen(msg.conversation_uuid)
+        if (conversation?.data?.uuid === message.conversation_uuid) {
+            // Fetch entire message if the give msg does not exist in the msg list.
+            if (!messages.data.some(msg => msg.uuid === message.uuid)) {
+                fetchParticipants(message.conversation_uuid)
+                fetchMessage(message.uuid)
+                updateAssigneeLastSeen(message.conversation_uuid)
             }
         }
     }
 
-    function updateMessageStatus (uuid, status) {
-        const message = messages.data.find(m => m.uuid === uuid)
-        if (message) {
-            message.status = status
+    function updateMessageProp (message) {
+        const existingMessage = messages.data.find(m => m.uuid === message.uuid)
+        if (existingMessage) {
+            existingMessage[message.prop] = message.val
         }
     }
 
@@ -305,5 +322,5 @@ export const useConversationStore = defineStore('conversation', () => {
         messages.errorMessage = ""
     }
 
-    return { conversations, conversation, messages, sortedConversations, sortedMessages, getContactFullName, fetchParticipants, fetchNextConversations, updateMessageStatus, updateAssigneeLastSeen, updateMessageList, fetchConversation, fetchConversations, fetchMessages, upsertTags, updateAssignee, updatePriority, updateStatus, updateConversationList, $reset };
+    return { conversations, conversation, messages, sortedConversations, sortedMessages, conversationUUIDExists, updateConversationProp, addNewConversation, getContactFullName, fetchParticipants, fetchNextConversations, updateMessageProp, updateAssigneeLastSeen, updateMessageList, fetchConversation, fetchConversations, fetchMessages, upsertTags, updateAssignee, updatePriority, updateStatus, updateConversationList, $reset };
 })
diff --git a/frontend/src/views/ConversationView.vue b/frontend/src/views/ConversationView.vue
index 5cd35748..e4ebd0e9 100644
--- a/frontend/src/views/ConversationView.vue
+++ b/frontend/src/views/ConversationView.vue
@@ -18,6 +18,8 @@
 
 <script setup>
 import { onMounted, watch } from "vue"
+import { subscribeConversation } from "@/websocket.js"
+
 import {
   ResizableHandle,
   ResizablePanel,
@@ -35,21 +37,29 @@ const props = defineProps({
 const conversationStore = useConversationStore();
 
 onMounted(() => {
-  if (props.uuid) {
-    fetchConversation(props.uuid)
+  fetchConversation(props.uuid)
+});
+
+watch(() => props.uuid, (newUUID, oldUUID) => {
+  if (newUUID !== oldUUID) {
+    fetchConversation(newUUID)
   }
 });
 
-watch(() => props.uuid, (uuid) => {
-  if (uuid) {
-    fetchConversation(uuid)
-  }
-});
-
-const fetchConversation = (uuid) => {  
+const fetchConversation = (uuid) => {
+  if (!uuid) return
   conversationStore.fetchParticipants(uuid)
   conversationStore.fetchConversation(uuid)
+  subscribeCurrentConversation(uuid)
   conversationStore.fetchMessages(uuid)
   conversationStore.updateAssigneeLastSeen(uuid)
 }
+
+// subscribes user to the conversation.
+const subscribeCurrentConversation = async (uuid) => {
+  if (!conversationStore.conversationUUIDExists(uuid)) {
+    subscribeConversation(uuid)
+  }
+}
+
 </script>
diff --git a/frontend/src/views/UserLoginView.vue b/frontend/src/views/UserLoginView.vue
index f4562256..d72b3a61 100644
--- a/frontend/src/views/UserLoginView.vue
+++ b/frontend/src/views/UserLoginView.vue
@@ -9,7 +9,7 @@
                         </CardTitle>
                     </CardHeader>
                     <CardContent class="grid gap-4">
-                        <div class="grid grid-cols-1 gap-6">
+                        <!-- <div class="grid grid-cols-1 gap-6">
                             <Button variant="outline">
                                 <svg role="img" viewBox="0 0 24 24" class="mr-2 h-4 w-4">
                                     <path fill="currentColor"
@@ -27,14 +27,15 @@
                                     Or continue with
                                 </span>
                             </div>
-                        </div>
+                        </div> -->
                         <div class="grid gap-2">
                             <Label for="email">Email</Label>
-                            <Input id="email" type="email" placeholder="m@example.com" v-model.trim="loginForm.email" />
+                            <Input id="email" type="email" placeholder="Enter your email address"
+                                v-model.trim="loginForm.email" />
                         </div>
                         <div class="grid gap-2">
                             <Label for="password">Password</Label>
-                            <Input id="password" type="password" v-model="loginForm.password" />
+                            <Input id="password" type="password" placeholder="Password" v-model="loginForm.password" />
                         </div>
                     </CardContent>
                     <CardFooter class="flex flex-col gap-5">
@@ -43,7 +44,7 @@
                         </Button>
                         <Error :errorMessage="errorMessage" :border="true"></Error>
                         <div>
-                            <a href="#" class="text-xs">Forgot ID or Password?</a>
+                            <a href="#" class="text-xs">Forgot Email or Password?</a>
                         </div>
                     </CardFooter>
                 </Card>
diff --git a/frontend/src/websocket.js b/frontend/src/websocket.js
index ce3c2afb..876e38ba 100644
--- a/frontend/src/websocket.js
+++ b/frontend/src/websocket.js
@@ -1,52 +1,145 @@
-import { useConversationStore } from "./stores/conversation";
+import { useConversationStore } from './stores/conversation'
 
-export function initWS () {
+let socket
+let reconnectInterval = 1000 // Initial reconnection interval
+let maxReconnectInterval = 30000 // Maximum reconnection interval
+let reconnectTimeout
+let isReconnecting = false
+let manualClose = false
+
+export function initWS() {
     let convStore = useConversationStore()
 
-    // Create a new WebSocket connection to the specified WebSocket URL
-    const socket = new WebSocket('ws://localhost:9009/api/ws');
+    // Initialize the WebSocket connection
+    function initializeWebSocket() {
+        socket = new WebSocket('ws://localhost:9009/api/ws')
 
-    // Connection opened event
-    socket.addEventListener('open', function (event) {
-        // Send a message to the server once the connection is opened
-        socket.send('Hello, server!!');
-    });
-
-    // Listen for messages from the server
-    socket.addEventListener('message', function (e) {
-        console.log('Message from server !', e.data);
-        if (e.data) {
-            let event = JSON.parse(e.data)
-            switch (event.ev) {
-                case "new_msg":
-                    convStore.updateConversationList(event.d)
-                    convStore.updateMessageList(event.d)
-                    break
-                case "msg_status_update":
-                    convStore.updateMessageStatus(event.d.uuid, event.d.status)
-                    break
-                default:
-                    console.log(`Unknown event ${event.ev}`);
+        // Connection opened event
+        socket.addEventListener('open', function () {
+            console.log('WebSocket connection established')
+            reconnectInterval = 1000 // Reset the reconnection interval
+            if (reconnectTimeout) {
+                clearTimeout(reconnectTimeout) // Clear any existing reconnection timeout
+                reconnectTimeout = null
             }
+        })
+
+        // Listen for messages from the server
+        socket.addEventListener('message', function (e) {
+            console.log('Message from server:', e.data)
+            if (e.data) {
+                let event = JSON.parse(e.data)
+                // TODO: move event type to consts.
+                switch (event.typ) {
+                    case 'new_msg':
+                        convStore.updateConversationList(event.d)
+                        convStore.updateMessageList(event.d)
+                        break
+                    case 'msg_prop_update':
+                        convStore.updateMessageProp(event.d)
+                        break
+                    case 'new_conv':
+                        convStore.addNewConversation(event.d)
+                        break
+                    case 'conv_prop_update':
+                        convStore.updateConversationProp(event.d)
+                        break
+                    default:
+                        console.log(`Unknown event ${event.ev}`)
+                }
+            }
+        })
+
+        // Handle possible errors
+        socket.addEventListener('error', function (event) {
+            console.error('WebSocket error observed:', event)
+        })
+
+        // Handle the connection close event
+        socket.addEventListener('close', function (event) {
+            console.log('WebSocket connection closed:', event)
+            if (!manualClose) {
+                reconnect()
+            }
+        })
+    }
+
+    // Start the initial WebSocket connection
+    initializeWebSocket()
+
+    // Reconnect logic
+    function reconnect() {
+        if (isReconnecting) return
+        isReconnecting = true
+        reconnectTimeout = setTimeout(() => {
+            initializeWebSocket()
+            reconnectInterval = Math.min(reconnectInterval * 2, maxReconnectInterval)
+            isReconnecting = false
+        }, reconnectInterval)
+    }
+
+    // Detect network status and handle reconnection
+    window.addEventListener('online', () => {
+        if (!isReconnecting && socket.readyState !== WebSocket.OPEN) {
+            reconnectInterval = 1000 // Reset reconnection interval
+            reconnect()
         }
-    });
+    })
+}
 
-    // Handle possible errors
-    socket.addEventListener('error', function (event) {
-        console.error('WebSocket error observed:', event);
-        console.log('WebSocket readyState:', socket.readyState); // Log the state of the WebSocket
-    });
+function waitForWebSocketOpen(socket, callback) {
+    if (socket.readyState === WebSocket.OPEN) {
+        callback()
+    } else {
+        socket.addEventListener('open', function handler() {
+            socket.removeEventListener('open', handler)
+            callback()
+        })
+    }
+}
 
+export function sendMessage(message) {
+    waitForWebSocketOpen(socket, () => {
+        socket.send(JSON.stringify(message))
+    })
+}
 
-    // Handle the connection close event
-    socket.addEventListener('close', function (event) {
-        console.log('WebSocket connection closed!:', event);
-    });
+export function subscribeConversations(type, preDefinedFilter) {
+    let message = {
+        a: 'conversations_sub',
+        t: type,
+        pf: preDefinedFilter
+    }
 
-    socket.onerror = function (event) {
-        console.error("WebSocket error:", event);
-    };
-    socket.onclose = function (event) {
-        console.log("WebSocket connection closed:", event);
-    };
-}
\ No newline at end of file
+    waitForWebSocketOpen(socket, () => {
+        socket.send(JSON.stringify(message))
+    })
+}
+
+export function subscribeConversation(uuid) {
+    if (!uuid) {
+        return
+    }
+    let message = {
+        a: 'conversation_sub',
+        uuid: uuid
+    }
+
+    waitForWebSocketOpen(socket, () => {
+        socket.send(JSON.stringify(message))
+    })
+}
+
+export function unsubscribeConversation(uuid) {
+    if (!uuid) {
+        return
+    }
+    let message = {
+        a: 'conversation_unsub',
+        uuid: uuid
+    }
+
+    waitForWebSocketOpen(socket, () => {
+        socket.send(JSON.stringify(message))
+    })
+}
diff --git a/internal/attachment/attachment.go b/internal/attachment/attachment.go
index fe64744b..61510f0c 100644
--- a/internal/attachment/attachment.go
+++ b/internal/attachment/attachment.go
@@ -8,7 +8,7 @@ import (
 	"net/textproto"
 
 	"github.com/abhinavxd/artemis/internal/attachment/models"
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	"github.com/jmoiron/sqlx"
 	"github.com/zerodha/logf"
 )
@@ -56,7 +56,7 @@ func New(opt Opts) (*Manager, error) {
 
 	// Scan SQL file
 
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opt.DB, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opt.DB, efs); err != nil {
 		return nil, err
 	}
 	return &Manager{
diff --git a/internal/auditlog/auditlog.go b/internal/auditlog/auditlog.go
deleted file mode 100644
index 7fd2171e..00000000
--- a/internal/auditlog/auditlog.go
+++ /dev/null
@@ -1 +0,0 @@
-package auditlog
\ No newline at end of file
diff --git a/internal/rbac/rbac.go b/internal/auth/auth.go
similarity index 57%
rename from internal/rbac/rbac.go
rename to internal/auth/auth.go
index 217036c6..0e17cb9a 100644
--- a/internal/rbac/rbac.go
+++ b/internal/auth/auth.go
@@ -1,10 +1,11 @@
-package rbac
+package auth
 
 import (
 	"embed"
 
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	"github.com/jmoiron/sqlx"
+	"github.com/zerodha/logf"
 )
 
 var (
@@ -13,31 +14,30 @@ var (
 )
 
 type Engine struct {
-	q queries
+	q  queries
+	lo *logf.Logger
 }
 
 type queries struct {
 	HasPermission *sqlx.Stmt `query:"has-permission"`
 }
 
-func New(db *sqlx.DB) (*Engine, error) {
+func New(db *sqlx.DB, lo *logf.Logger) (*Engine, error) {
 	var q queries
-
-	if err := dbutils.ScanSQLFile("queries.sql", &q, db, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, db, efs); err != nil {
 		return nil, err
 	}
-
 	return &Engine{
-		q: q,
+		q:  q,
+		lo: lo,
 	}, nil
 }
 
 func (e *Engine) HasPermission(userID int, perm string) (bool, error) {
 	var hasPerm bool
-
 	if err := e.q.HasPermission.Get(&hasPerm, userID, perm); err != nil {
+		e.lo.Error("error fetching user permissions", "user_id", userID, "error", err)
 		return hasPerm, err
 	}
-
 	return hasPerm, nil
 }
diff --git a/internal/rbac/queries.sql b/internal/auth/queries.sql
similarity index 100%
rename from internal/rbac/queries.sql
rename to internal/auth/queries.sql
diff --git a/internal/autoassigner/autoassigner.go b/internal/autoassigner/autoassigner.go
index f65fd5d2..fa312f85 100644
--- a/internal/autoassigner/autoassigner.go
+++ b/internal/autoassigner/autoassigner.go
@@ -8,8 +8,10 @@ import (
 	"github.com/abhinavxd/artemis/internal/conversation"
 	"github.com/abhinavxd/artemis/internal/conversation/models"
 	"github.com/abhinavxd/artemis/internal/message"
+	notifier "github.com/abhinavxd/artemis/internal/notification"
 	"github.com/abhinavxd/artemis/internal/systeminfo"
 	"github.com/abhinavxd/artemis/internal/team"
+	"github.com/abhinavxd/artemis/internal/ws"
 	"github.com/mr-karan/balance"
 	"github.com/zerodha/logf"
 )
@@ -17,71 +19,48 @@ import (
 const (
 	roundRobinDefaultWeight = 1
 	strategyRoundRobin      = "round_robin"
-	strategyLoadBalances    = "load_balanced"
 )
 
-// Engine handles the assignment of unassigned conversations to agents using a round-robin strategy.
+// Engine handles the assignment of unassigned conversations to agents of a tean using a round-robin strategy.
 type Engine struct {
 	teamRoundRobinBalancer map[int]*balance.Balance
-	mu                     sync.Mutex // Mutex to protect the balancer map
-	convMgr                *conversation.Manager
-	teamMgr                *team.Manager
-	msgMgr                 *message.Manager
-	lo                     *logf.Logger
-	strategy               string
+	userIDs                map[string]int
+	// Mutex to protect the balancer map
+	mu       sync.Mutex
+	convMgr  *conversation.Manager
+	teamMgr  *team.Manager
+	msgMgr   *message.Manager
+	lo       *logf.Logger
+	hub      *ws.Hub
+	notifier notifier.Notifier
+	strategy string
 }
 
 // New creates a new instance of the Engine.
-func New(teamMgr *team.Manager, convMgr *conversation.Manager, msgMgr *message.Manager, lo *logf.Logger) (*Engine, error) {
-	balance, err := populateBalancerPool(teamMgr)
+func New(teamMgr *team.Manager, convMgr *conversation.Manager, msgMgr *message.Manager,
+	notifier notifier.Notifier, hub *ws.Hub, lo *logf.Logger) (*Engine, error) {
+	var e = Engine{
+		notifier: notifier,
+		strategy: strategyRoundRobin,
+		convMgr:  convMgr,
+		teamMgr:  teamMgr,
+		msgMgr:   msgMgr,
+		lo:       lo,
+		hub:      hub,
+		mu:       sync.Mutex{},
+		userIDs:  map[string]int{},
+	}
+	balancer, err := e.populateBalancerPool()
 	if err != nil {
 		return nil, err
 	}
-	return &Engine{
-		teamRoundRobinBalancer: balance,
-		strategy:               strategyRoundRobin,
-		convMgr:                convMgr,
-		teamMgr:                teamMgr,
-		msgMgr:                 msgMgr,
-		lo:                     lo,
-		mu:                     sync.Mutex{},
-	}, nil
-}
-
-func populateBalancerPool(teamMgr *team.Manager) (map[int]*balance.Balance, error) {
-	var (
-		balancer   = make(map[int]*balance.Balance)
-		teams, err = teamMgr.GetAll()
-	)
-
-	if err != nil {
-		return nil, err
-	}
-
-	for _, team := range teams {
-		users, err := teamMgr.GetTeamMembers(team.Name)
-		if err != nil {
-			return nil, err
-		}
-
-		// Now add the users to team balance map.
-		for _, user := range users {
-			if _, ok := balancer[team.ID]; !ok {
-				balancer[team.ID] = balance.NewBalance()
-			}
-			balancer[team.ID].Add(user.UUID, roundRobinDefaultWeight)
-		}
-	}
-	return balancer, nil
+	e.teamRoundRobinBalancer = balancer
+	return &e, nil
 }
 
 func (e *Engine) Serve(ctx context.Context, interval time.Duration) {
-	// Start updating the balancer pool periodically in a separate goroutine
-	go e.refreshBalancerPeriodically(ctx, 1*time.Minute)
-
 	ticker := time.NewTicker(interval)
 	defer ticker.Stop()
-
 	for {
 		select {
 		case <-ctx.Done():
@@ -94,67 +73,11 @@ func (e *Engine) Serve(ctx context.Context, interval time.Duration) {
 	}
 }
 
-// assignConversations fetches unassigned conversations and assigns them.
-func (e *Engine) assignConversations() error {
-	unassignedConv, err := e.convMgr.GetUnassigned()
-	if err != nil {
-		return err
-	}
-
-	if len(unassignedConv) > 0 {
-		e.lo.Debug("found unassigned conversations", "count", len(unassignedConv))
-	}
-
-	for _, conv := range unassignedConv {
-		if e.strategy == strategyRoundRobin {
-			e.roundRobin(conv)
-		}
-	}
-	return nil
-}
-
-// roundRobin fetches an user from the team balancer pool and assigns the conversation to that user.
-func (e *Engine) roundRobin(conv models.Conversation) {
-	pool, ok := e.teamRoundRobinBalancer[conv.AssignedTeamID.Int]
-	if !ok {
-		e.lo.Warn("team not found in balancer", "id", conv.AssignedTeamID.Int)
-	}
-	userUUID := pool.Get()
-	e.lo.Debug("fetched user from rr pool for assignment", "user_uuid", userUUID)
-	if userUUID == "" {
-		e.lo.Warn("empty user returned from rr pool")
-		return
-	}
-	if err := e.convMgr.UpdateAssignee(conv.UUID, []byte(userUUID), "agent"); err != nil {
-		e.lo.Error("error updating conversation assignee", "error", err, "conv_uuid", conv.UUID, "user_uuid", userUUID)
-		return
-	}
-	if err := e.msgMgr.RecordAssigneeUserChange(userUUID, conv.UUID, systeminfo.SystemUserUUID); err != nil {
-		e.lo.Error("error recording conversation user change msg", "error", err, "conv_uuid", conv.UUID, "user_uuid", userUUID)
-	}
-}
-
-func (e *Engine) refreshBalancerPeriodically(ctx context.Context, updateInterval time.Duration) {
-	ticker := time.NewTicker(updateInterval)
-	defer ticker.Stop()
-
-	for {
-		select {
-		case <-ctx.Done():
-			return
-		case <-ticker.C:
-			if err := e.refreshBalancer(); err != nil {
-				e.lo.Error("Error updating team balancer pool", "error", err)
-			}
-		}
-	}
-}
-
-func (e *Engine) refreshBalancer() error {
+func (e *Engine) RefreshBalancer() error {
 	e.mu.Lock()
 	defer e.mu.Unlock()
 
-	balancer, err := populateBalancerPool(e.teamMgr)
+	balancer, err := e.populateBalancerPool()
 	if err != nil {
 		e.lo.Error("Error updating team balancer pool", "error", err)
 		return err
@@ -162,3 +85,79 @@ func (e *Engine) refreshBalancer() error {
 	e.teamRoundRobinBalancer = balancer
 	return nil
 }
+
+// populateBalancerPool populates the team balancer bool with the team members.
+func (e *Engine) populateBalancerPool() (map[int]*balance.Balance, error) {
+	var (
+		balancer   = make(map[int]*balance.Balance)
+		teams, err = e.teamMgr.GetAll()
+	)
+
+	if err != nil {
+		return nil, err
+	}
+
+	for _, team := range teams {
+		users, err := e.teamMgr.GetTeamMembers(team.Name)
+		if err != nil {
+			return nil, err
+		}
+
+		// Add the users to team balance map.
+		for _, user := range users {
+			if _, ok := balancer[team.ID]; !ok {
+				balancer[team.ID] = balance.NewBalance()
+			}
+			// FIXME: Balancer only supports strings.
+			balancer[team.ID].Add(user.UUID, roundRobinDefaultWeight)
+			e.userIDs[user.UUID] = user.ID
+		}
+	}
+	return balancer, nil
+}
+
+// assignConversations fetches unassigned conversations and assigns them.
+func (e *Engine) assignConversations() error {
+	unassignedConversations, err := e.convMgr.GetUnassigned()
+	if err != nil {
+		return err
+	}
+
+	if len(unassignedConversations) > 0 {
+		e.lo.Debug("found unassigned conversations", "count", len(unassignedConversations))
+	}
+
+	for _, conversation := range unassignedConversations {
+		if e.strategy == strategyRoundRobin {
+			userUUID := e.getUser(conversation)
+			if userUUID == "" {
+				e.lo.Warn("user uuid not found for round robin assignment", "team_id", conversation.AssignedTeamID.Int)
+				continue
+			}
+
+			// Update assignee and record the assigne change message.
+			if err := e.convMgr.UpdateUserAssignee(conversation.UUID, []byte(userUUID)); err != nil {
+				continue
+			}
+
+			// Fixme: maybe move to messages?
+			e.hub.BroadcastConversationAssignment(e.userIDs[userUUID], conversation.UUID, conversation.AvatarURL.String, conversation.FirstName, conversation.LastName, conversation.LastMessage, conversation.InboxName, conversation.LastMessageAt.Time, 1)
+
+			e.msgMgr.RecordAssigneeUserChange(conversation.UUID, userUUID, systeminfo.SystemUserUUID)
+
+			// Send notification to the assignee.
+			e.notifier.SendAssignedConversationNotification([]string{userUUID}, conversation.UUID)
+		}
+	}
+	return nil
+}
+
+// getUser returns user uuid from the team balancer pool.
+func (e *Engine) getUser(conversation models.Conversation) string {
+	pool, ok := e.teamRoundRobinBalancer[conversation.AssignedTeamID.Int]
+	if !ok {
+		e.lo.Warn("team not found in balancer", "id", conversation.AssignedTeamID.Int)
+		return ""
+	}
+	return pool.Get()
+}
diff --git a/internal/automation/automation.go b/internal/automation/automation.go
index 0b05f6b2..3529ac8f 100644
--- a/internal/automation/automation.go
+++ b/internal/automation/automation.go
@@ -3,11 +3,11 @@ package automation
 import (
 	"context"
 	"embed"
-	"fmt"
+	"encoding/json"
 
 	"github.com/abhinavxd/artemis/internal/automation/models"
 	cmodels "github.com/abhinavxd/artemis/internal/conversation/models"
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	"github.com/jmoiron/sqlx"
 	"github.com/zerodha/logf"
 )
@@ -17,29 +17,13 @@ var (
 	efs embed.FS
 )
 
-type queries struct {
-	GetNewConversationRules *sqlx.Stmt `query:"get-rules"`
-	GetRuleActions          *sqlx.Stmt `query:"get-rule-actions"`
-}
-
 type Engine struct {
-	q             queries
-	lo            *logf.Logger
-	convUpdater   ConversationUpdater
-	msgRecorder   MessageRecorder
-	conversationQ chan cmodels.Conversation
-	rules         []models.Rule
-	actions       []models.Action
-}
-
-type ConversationUpdater interface {
-	UpdateAssignee(uuid string, assigneeUUID []byte, assigneeType string) error
-	UpdateStatus(uuid string, status []byte) error
-}
-
-type MessageRecorder interface {
-	RecordAssigneeUserChange(updatedValue, convUUID, actorUUID string) error
-	RecordStatusChange(updatedValue, convUUID, actorUUID string) error
+	q                 queries
+	lo                *logf.Logger
+	conversationStore ConversationStore
+	messageStore      MessageStore
+	rules             []models.Rule
+	conversationQ     chan cmodels.Conversation
 }
 
 type Opts struct {
@@ -47,6 +31,20 @@ type Opts struct {
 	Lo *logf.Logger
 }
 
+type ConversationStore interface {
+	UpdateTeamAssignee(uuid string, assigneeUUID []byte) error
+	UpdateStatus(uuid string, status []byte) error
+}
+
+type MessageStore interface {
+	RecordAssigneeTeamChange(convUUID, value, actorUUID string) error
+	RecordStatusChange(updatedValue, convUUID, actorUUID string) error
+}
+
+type queries struct {
+	GetRules *sqlx.Stmt `query:"get-rules"`
+}
+
 func New(opt Opts) (*Engine, error) {
 	var (
 		q queries
@@ -55,29 +53,24 @@ func New(opt Opts) (*Engine, error) {
 			conversationQ: make(chan cmodels.Conversation, 10000),
 		}
 	)
-
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opt.DB, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opt.DB, efs); err != nil {
 		return nil, err
 	}
-
-	// Fetch rules and actions from the DB.
-	if err := q.GetNewConversationRules.Select(&e.rules); err != nil {
-		return nil, fmt.Errorf("fetching rules: %w", err)
-	}
-	if err := q.GetRuleActions.Select(&e.actions); err != nil {
-		return nil, fmt.Errorf("fetching rule actions: %w", err)
-	}
 	e.q = q
-
+	e.rules = e.getRules()
 	return e, nil
 }
 
-func (e *Engine) SetMsgRecorder(msgRecorder MessageRecorder) {
-	e.msgRecorder = msgRecorder
+func (e *Engine) ReloadRules() {
+	e.rules = e.getRules()
 }
 
-func (e *Engine) SetConvUpdater(convUpdater ConversationUpdater) {
-	e.convUpdater = convUpdater
+func (e *Engine) SetMessageStore(messageStore MessageStore) {
+	e.messageStore = messageStore
+}
+
+func (e *Engine) SetConversationStore(conversationStore ConversationStore) {
+	e.conversationStore = conversationStore
 }
 
 func (e *Engine) Serve(ctx context.Context) {
@@ -85,12 +78,39 @@ func (e *Engine) Serve(ctx context.Context) {
 		select {
 		case <-ctx.Done():
 			return
-		case conv := <-e.conversationQ:
-			e.processConversations(conv)
+		case conversation := <-e.conversationQ:
+			e.processConversations(conversation)
 		}
 	}
 }
 
 func (e *Engine) EvaluateRules(c cmodels.Conversation) {
-	e.conversationQ <- c
+	select {
+	case e.conversationQ <- c:
+	default:
+		// Queue is full.
+		e.lo.Warn("EvaluateRules: conversationQ is full, unable to enqueue conversation")
+	}
+}
+
+func (e *Engine) getRules() []models.Rule {
+	var rulesJSON []string
+	err := e.q.GetRules.Select(&rulesJSON)
+	if err != nil {
+		e.lo.Error("error fetching automation rules", "error", err)
+		return nil
+	}
+
+	var rules []models.Rule
+	for _, ruleJSON := range rulesJSON {
+		var rulesBatch []models.Rule
+		if err := json.Unmarshal([]byte(ruleJSON), &rulesBatch); err != nil {
+			e.lo.Error("error unmarshalling rule JSON", "error", err)
+			continue
+		}
+		rules = append(rules, rulesBatch...)
+	}
+
+	e.lo.Debug("fetched rules", "num", len(rules), "rules", rules)
+	return rules
 }
diff --git a/internal/automation/models/models.go b/internal/automation/models/models.go
index e691e278..48cddfb4 100644
--- a/internal/automation/models/models.go
+++ b/internal/automation/models/models.go
@@ -3,22 +3,28 @@ package models
 const (
 	ActionAssignTeam  = "assign_team"
 	ActionAssignAgent = "assign_agent"
-
-	RuleTypeNewConversation = "new_conversation"
+	OperatorAnd       = "AND"
+	OperatorOR        = "OR"
 )
 
 type Rule struct {
-	ID        int    `db:"id"`
-	Type      string `db:"type"`
-	Field     string `db:"field"`
-	Operator  string `db:"operator"`
-	Value     string `db:"value"`
-	GroupID   int    `db:"group_id"`
-	LogicalOp string `db:"logical_op"`
+	GroupOperator string       `json:"group_operator" db:"group_operator"`
+	Groups        []RuleGroup  `json:"groups" db:"groups"`
+	Actions       []RuleAction `json:"actions" db:"actions"`
 }
 
-type Action struct {
-	RuleID int    `db:"rule_id"`
-	Type   string `db:"action_type"`
-	Action string `db:"action"`
+type RuleGroup struct {
+	LogicalOp string       `json:"logical_op" db:"logical_op"`
+	Rules     []RuleDetail `json:"rules" db:"rules"`
+}
+
+type RuleDetail struct {
+	Field    string `json:"field" db:"field"`
+	Operator string `json:"operator" db:"operator"`
+	Value    string `json:"value" db:"value"`
+}
+
+type RuleAction struct {
+	Type   string `json:"action_type" db:"action_type"`
+	Action string `json:"action" db:"action"`
 }
diff --git a/internal/automation/preprocessor.go b/internal/automation/preprocessor.go
deleted file mode 100644
index 93f3bc4c..00000000
--- a/internal/automation/preprocessor.go
+++ /dev/null
@@ -1,142 +0,0 @@
-package automation
-
-import (
-	"fmt"
-	"strings"
-
-	"github.com/abhinavxd/artemis/internal/automation/models"
-	cmodels "github.com/abhinavxd/artemis/internal/conversation/models"
-	"github.com/abhinavxd/artemis/internal/systeminfo"
-)
-
-func (e *Engine) processConversations(conv cmodels.Conversation) {
-	var (
-		groupRules    = make(map[int][]models.Rule)
-		groupOperator = make(map[int]string)
-	)
-
-	// Group rules by RuleID and their logical operators.
-	for _, rule := range e.rules {
-		groupRules[rule.GroupID] = append(groupRules[rule.GroupID], rule)
-		groupOperator[rule.GroupID] = rule.LogicalOp
-	}
-
-	fmt.Printf("%+v \n", e.actions)
-	fmt.Printf("%+v \n", e.rules)
-
-	// Evaluate rules grouped by RuleID
-	for groupID, rules := range groupRules {
-		e.lo.Debug("evaluating group rule", "group_id", groupID, "operator", groupOperator[groupID])
-		if e.evaluateGroup(rules, groupOperator[groupID], conv) {
-			for _, action := range e.actions {
-				if action.RuleID == rules[0].ID {
-					e.executeActions(conv)
-				}
-			}
-		}
-	}
-}
-
-// Helper function to evaluate a group of rules
-func (e *Engine) evaluateGroup(rules []models.Rule, operator string, conv cmodels.Conversation) bool {
-	switch operator {
-	case "AND":
-		// All conditions within the group must be true
-		for _, rule := range rules {
-			if !e.evaluateRule(rule, conv) {
-				e.lo.Debug("rule evaluation was not success", "id", rule.ID)
-				return false
-			}
-		}
-		e.lo.Debug("all AND rules are success")
-		return true
-	case "OR":
-		// At least one condition within the group must be true
-		for _, rule := range rules {
-			if e.evaluateRule(rule, conv) {
-				e.lo.Debug("OR rules are success", "id", rule.ID)
-				return true
-			}
-		}
-		return false
-	default:
-		e.lo.Error("invalid group operator", "operator", operator)
-	}
-	return false
-}
-
-func (e *Engine) evaluateRule(rule models.Rule, conv cmodels.Conversation) bool {
-	var (
-		conversationValue string
-		conditionMet      bool
-	)
-
-	// Extract the value from the conversation based on the rule's field
-	switch rule.Field {
-	case "subject":
-		conversationValue = conv.Subject
-	case "content":
-		conversationValue = conv.FirstMessage
-	case "status":
-		conversationValue = conv.Status.String
-	case "priority":
-		conversationValue = conv.Priority.String
-	default:
-		e.lo.Error("rule field not recognized", "field", rule.Field)
-		return false
-	}
-
-	// Lower case the value.
-	conversationValue = strings.ToLower(conversationValue)
-
-	// Compare the conversation value with the rule's value based on the operator
-	switch rule.Operator {
-	case "equals":
-		conditionMet = conversationValue == rule.Value
-	case "not equal":
-		conditionMet = conversationValue != rule.Value
-	case "contains":
-		e.lo.Debug("eval rule", "field", rule.Field, "conv_val", conversationValue, "rule_val", rule.Value)
-		conditionMet = strings.Contains(conversationValue, rule.Value)
-	case "startsWith":
-		conditionMet = strings.HasPrefix(conversationValue, rule.Value)
-	case "endsWith":
-		conditionMet = strings.HasSuffix(conversationValue, rule.Value)
-	default:
-		e.lo.Error("logical operator not recognized for evaluating rules", "operator", rule.Operator)
-		return false
-	}
-
-	return conditionMet
-}
-
-func (e *Engine) executeActions(conv cmodels.Conversation) {
-	for _, action := range e.actions {
-		err := e.processAction(action, conv)
-		if err != nil {
-			e.lo.Error("error executing rule action", "action", action.Action, "error", err)
-		}
-	}
-}
-
-func (e *Engine) processAction(action models.Action, conv cmodels.Conversation) error {
-	switch action.Type {
-	case models.ActionAssignTeam:
-		if err := e.convUpdater.UpdateAssignee(conv.UUID, []byte(action.Action), "team"); err != nil {
-			return err
-		}
-		if err := e.msgRecorder.RecordAssigneeUserChange(action.Action, conv.UUID, systeminfo.SystemUserUUID); err != nil {
-			return err
-		}
-	case models.ActionAssignAgent:
-		if err := e.convUpdater.UpdateStatus(conv.UUID, []byte(action.Action)); err != nil {
-			return err
-		}
-		if err := e.msgRecorder.RecordStatusChange(action.Action, conv.UUID, systeminfo.SystemUserUUID); err != nil {
-			return err
-		}
-	default:
-		return fmt.Errorf("rule action not recognized: %s", action.Type)
-	}
-	return nil
-}
diff --git a/internal/automation/processor.go b/internal/automation/processor.go
new file mode 100644
index 00000000..befeccb1
--- /dev/null
+++ b/internal/automation/processor.go
@@ -0,0 +1,153 @@
+package automation
+
+import (
+	"fmt"
+	"strings"
+
+	"github.com/abhinavxd/artemis/internal/automation/models"
+	cmodels "github.com/abhinavxd/artemis/internal/conversation/models"
+	"github.com/abhinavxd/artemis/internal/systeminfo"
+)
+
+func (e *Engine) processConversations(conversation cmodels.Conversation) {
+	e.lo.Debug("num rules", "rules", len(e.rules))
+	for _, rule := range e.rules {
+		e.lo.Debug("eval rule", "groups", len(rule.Groups), "rule", rule)
+		if len(rule.Groups) > 2 {
+			continue
+		}
+		var results []bool
+		for _, group := range rule.Groups {
+			e.lo.Debug("evaluating group rule", "logical_op", group.LogicalOp)
+			result := e.evaluateGroup(group.Rules, group.LogicalOp, conversation)
+			e.lo.Debug("group evaluation status", "status", result)
+			results = append(results, result)
+		}
+		if evaluateFinalResult(results, rule.GroupOperator) {
+			e.lo.Debug("rule fully evalauted, executing actions")
+			// All group rule evaluations successful, execute the actions.
+			for _, action := range rule.Actions {
+				e.executeActions(conversation, action)
+			}
+		}
+	}
+}
+
+// evaluateFinalResult
+func evaluateFinalResult(results []bool, operator string) bool {
+	if operator == models.OperatorAnd {
+		for _, result := range results {
+			if !result {
+				return false
+			}
+		}
+		return true
+	}
+	if operator == models.OperatorOR {
+		for _, result := range results {
+			if result {
+				return true
+			}
+		}
+		return false
+	}
+	return false
+}
+
+// evaluateGroup
+func (e *Engine) evaluateGroup(rules []models.RuleDetail, operator string, conversation cmodels.Conversation) bool {
+	switch operator {
+	case models.OperatorAnd:
+		// All conditions within the group must be true
+		for _, rule := range rules {
+			if !e.evaluateRule(rule, conversation) {
+				return false
+			}
+		}
+		return true
+	case models.OperatorOR:
+		// At least one condition within the group must be true
+		for _, rule := range rules {
+			if e.evaluateRule(rule, conversation) {
+				return true
+			}
+		}
+		return false
+	default:
+		e.lo.Error("invalid group operator", "operator", operator)
+	}
+	return false
+}
+
+func (e *Engine) evaluateRule(rule models.RuleDetail, conversation cmodels.Conversation) bool {
+	var (
+		conversationValue string
+		conditionMet      bool
+	)
+
+	// Extract the value from the conversation based on the rule's field
+	switch rule.Field {
+	case "subject":
+		conversationValue = conversation.Subject
+	case "content":
+		conversationValue = conversation.FirstMessage
+	case "status":
+		conversationValue = conversation.Status.String
+	case "priority":
+		conversationValue = conversation.Priority.String
+	default:
+		e.lo.Error("rule field not recognized", "field", rule.Field)
+		return false
+	}
+
+	// Lower case the value.
+	conversationValue = strings.ToLower(conversationValue)
+
+	// Compare the conversation value with the rule's value based on the operator
+	switch rule.Operator {
+	case "equals":
+		conditionMet = conversationValue == rule.Value
+	case "not equal":
+		conditionMet = conversationValue != rule.Value
+	case "contains":
+		conditionMet = strings.Contains(conversationValue, rule.Value)
+	case "startsWith":
+		conditionMet = strings.HasPrefix(conversationValue, rule.Value)
+	case "endsWith":
+		conditionMet = strings.HasSuffix(conversationValue, rule.Value)
+	default:
+		e.lo.Error("logical operator not recognized for evaluating rules", "operator", rule.Operator)
+		return false
+	}
+
+	return conditionMet
+}
+
+func (e *Engine) executeActions(conversation cmodels.Conversation, action models.RuleAction) {
+	err := e.applyAction(action, conversation)
+	if err != nil {
+		e.lo.Error("error executing rule action", "action", action.Action, "error", err)
+	}
+}
+
+func (e *Engine) applyAction(action models.RuleAction, conversation cmodels.Conversation) error {
+	switch action.Type {
+	case models.ActionAssignTeam:
+		if err := e.conversationStore.UpdateTeamAssignee(conversation.UUID, []byte(action.Action)); err != nil {
+			return err
+		}
+		if err := e.messageStore.RecordAssigneeTeamChange(conversation.UUID, action.Action, systeminfo.SystemUserUUID); err != nil {
+			return err
+		}
+	case models.ActionAssignAgent:
+		if err := e.conversationStore.UpdateStatus(conversation.UUID, []byte(action.Action)); err != nil {
+			return err
+		}
+		if err := e.messageStore.RecordStatusChange(action.Action, conversation.UUID, systeminfo.SystemUserUUID); err != nil {
+			return err
+		}
+	default:
+		return fmt.Errorf("unrecognized rule action: %s", action.Type)
+	}
+	return nil
+}
diff --git a/internal/automation/queries.sql b/internal/automation/queries.sql
index 3d2768a7..b509615f 100644
--- a/internal/automation/queries.sql
+++ b/internal/automation/queries.sql
@@ -1,6 +1,3 @@
 -- name: get-rules
-select er.id, er.type, ec.field, ec."operator", ec.value, ec.group_id, ecg.logical_op from engine_rules er inner join engine_conditions ec on ec.rule_id = er.id  
-inner join engine_condition_groups ecg on ecg.id = ec.group_id;
-
--- name: get-rule-actions
-select rule_id, action_type, action from engine_actions;
\ No newline at end of file
+select rules
+from automation_rules;
\ No newline at end of file
diff --git a/internal/cannedresp/cannedresp.go b/internal/cannedresp/cannedresp.go
index 506f573d..97f1c083 100644
--- a/internal/cannedresp/cannedresp.go
+++ b/internal/cannedresp/cannedresp.go
@@ -4,7 +4,7 @@ import (
 	"embed"
 	"fmt"
 
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	"github.com/jmoiron/sqlx"
 	"github.com/zerodha/logf"
 )
@@ -37,7 +37,7 @@ type queries struct {
 func New(opts Opts) (*Manager, error) {
 	var q queries
 
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
 		return nil, err
 	}
 
diff --git a/internal/contact/contact.go b/internal/contact/contact.go
index 711794fc..e2caef47 100644
--- a/internal/contact/contact.go
+++ b/internal/contact/contact.go
@@ -4,7 +4,7 @@ import (
 	"embed"
 
 	"github.com/abhinavxd/artemis/internal/contact/models"
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	"github.com/jmoiron/sqlx"
 	"github.com/zerodha/logf"
 )
@@ -31,7 +31,7 @@ type queries struct {
 func New(opts Opts) (*Manager, error) {
 	var q queries
 
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
 		return nil, err
 	}
 
diff --git a/internal/contact/models/models.go b/internal/contact/models/models.go
index fe308d05..ef989a48 100644
--- a/internal/contact/models/models.go
+++ b/internal/contact/models/models.go
@@ -1,16 +1,20 @@
 package models
 
-import "time"
+import (
+	"time"
+
+	"github.com/volatiletech/null/v9"
+)
 
 type Contact struct {
-	ID          int     `db:"id" json:"id"`
-	CreatedAt   time.Time `db:"created_at" json:"created_at"`
-	FirstName   string    `db:"first_name" json:"first_name"`
-	LastName    string    `db:"last_name" json:"last_name"`
-	Email       string    `db:"email" json:"email"`
-	PhoneNumber *string   `db:"phone_number" json:"phone_number"`
-	AvatarURL   *string   `db:"avatar_url" json:"avatar_url"`
-	InboxID     int       `db:"inbox_id" json:"inbox_id"`
-	Source      string    `db:"source" json:"source"`
-	SourceID    string    `db:"source_id" json:"source_id"`
+	ID          int         `db:"id" json:"id"`
+	CreatedAt   time.Time   `db:"created_at" json:"created_at"`
+	FirstName   string      `db:"first_name" json:"first_name"`
+	LastName    string      `db:"last_name" json:"last_name"`
+	Email       string      `db:"email" json:"email"`
+	PhoneNumber *string     `db:"phone_number" json:"phone_number"`
+	AvatarURL   null.String `db:"avatar_url" json:"avatar_url"`
+	InboxID     int         `db:"inbox_id" json:"inbox_id"`
+	Source      string      `db:"source" json:"source"`
+	SourceID    string      `db:"source_id" json:"source_id"`
 }
diff --git a/internal/conversation/conversations.go b/internal/conversation/conversations.go
index 19629ff1..0c2d9ad1 100644
--- a/internal/conversation/conversations.go
+++ b/internal/conversation/conversations.go
@@ -11,8 +11,9 @@ import (
 	"time"
 
 	"github.com/abhinavxd/artemis/internal/conversation/models"
-	"github.com/abhinavxd/artemis/internal/dbutils"
-	"github.com/abhinavxd/artemis/internal/stringutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
+	"github.com/abhinavxd/artemis/internal/stringutil"
+	"github.com/abhinavxd/artemis/internal/ws"
 	"github.com/jmoiron/sqlx"
 	"github.com/lib/pq"
 	"github.com/zerodha/logf"
@@ -43,11 +44,23 @@ var (
 		PriortiyMedium,
 		PriorityHigh,
 	}
+
+	preDefinedFilters = map[string]string{
+		"status_open":       " c.status = 'Open'",
+		"status_processing": " c.status = 'Processing'",
+		"status_spam":       " c.status = 'Spam'",
+		"status_resolved":   " c.status = 'Resolved'",
+		"status_all":        " 1=1  ",
+	}
+
+	assigneeTypeTeam = "team"
+	assigneeTypeUser = "user"
 )
 
 type Manager struct {
 	lo                  *logf.Logger
 	db                  *sqlx.DB
+	hub                 *ws.Hub
 	q                   queries
 	ReferenceNumPattern string
 }
@@ -66,6 +79,7 @@ type queries struct {
 	GetUnassigned                *sqlx.Stmt `query:"get-unassigned"`
 	GetConversationParticipants  *sqlx.Stmt `query:"get-conversation-participants"`
 	GetConversations             string     `query:"get-conversations"`
+	GetConversationsUUIDs        string     `query:"get-conversations-uuids"`
 	GetAssignedConversations     *sqlx.Stmt `query:"get-assigned-conversations"`
 	GetAssigneeStats             *sqlx.Stmt `query:"get-assignee-stats"`
 	InsertConverstionParticipant *sqlx.Stmt `query:"insert-conversation-participant"`
@@ -77,15 +91,18 @@ type queries struct {
 	UpdatePriority               *sqlx.Stmt `query:"update-priority"`
 	UpdateStatus                 *sqlx.Stmt `query:"update-status"`
 	UpdateMeta                   *sqlx.Stmt `query:"update-meta"`
+	AddTag                       *sqlx.Stmt `query:"add-tag"`
+	DeleteTags                   *sqlx.Stmt `query:"delete-tags"`
 }
 
-func New(opts Opts) (*Manager, error) {
+func New(hub *ws.Hub, opts Opts) (*Manager, error) {
 	var q queries
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
 		return nil, err
 	}
 	c := &Manager{
 		q:                   q,
+		hub:                 hub,
 		db:                  opts.DB,
 		lo:                  opts.Lo,
 		ReferenceNumPattern: opts.ReferenceNumPattern,
@@ -93,16 +110,17 @@ func New(opts Opts) (*Manager, error) {
 	return c, nil
 }
 
-func (c *Manager) Create(contactID int, inboxID int, meta []byte) (int, error) {
+func (c *Manager) Create(contactID int, inboxID int, meta []byte) (int, string, error) {
 	var (
 		id        int
+		uuid      string
 		refNum, _ = c.generateRefNum(c.ReferenceNumPattern)
 	)
-	if err := c.q.InsertConversation.QueryRow(refNum, contactID, StatusOpen, inboxID, meta).Scan(&id); err != nil {
+	if err := c.q.InsertConversation.QueryRow(refNum, contactID, StatusOpen, inboxID, meta).Scan(&id, &uuid); err != nil {
 		c.lo.Error("inserting new conversation into the DB", "error", err)
-		return id, err
+		return id, uuid, err
 	}
-	return id, nil
+	return id, uuid, nil
 }
 
 func (c *Manager) Get(uuid string) (models.Conversation, error) {
@@ -144,24 +162,33 @@ func (c *Manager) AddParticipant(userID int, convUUID string) error {
 	return nil
 }
 
-func (c *Manager) UpdateMeta(convID int, convUUID string, meta map[string]string) error {
+func (c *Manager) UpdateMeta(conversationID int, conversationUUID string, meta map[string]string) error {
 	metaJSON, err := json.Marshal(meta)
 	if err != nil {
 		c.lo.Error("error marshalling meta", "error", err)
 		return err
 	}
-	if _, err := c.q.UpdateMeta.Exec(convID, convUUID, metaJSON); err != nil {
+	if _, err := c.q.UpdateMeta.Exec(conversationID, conversationUUID, metaJSON); err != nil {
 		c.lo.Error("error updating conversation meta", "error", "error")
 		return err
 	}
 	return nil
 }
 
-func (c *Manager) UpdateFirstReplyAt(convID int, at time.Time) error {
-	if _, err := c.q.UpdateFirstReplyAt.Exec(convID, at); err != nil {
+func (c *Manager) UpdateLastMessage(conversationID int, conversationUUID, lastMessage string, lastMessageAt time.Time) error {
+	return c.UpdateMeta(conversationID, conversationUUID, map[string]string{
+		"last_message":    lastMessage,
+		"last_message_at": lastMessageAt.Format(time.RFC3339),
+	})
+}
+
+func (c *Manager) UpdateFirstReplyAt(conversationUUID string, conversationID int, at time.Time) error {
+	if _, err := c.q.UpdateFirstReplyAt.Exec(conversationID, at); err != nil {
 		c.lo.Error("error updating conversation first reply at", "error", err)
 		return err
 	}
+	// Send ws update.
+	c.hub.BroadcastConversationPropertyUpdate(conversationUUID, "first_reply_at", time.Now().Format(time.RFC3339))
 	return nil
 }
 
@@ -217,24 +244,10 @@ func (c *Manager) GetConversations(userID int, typ, order, orderBy, predefinedFi
 		qArgs         []interface{}
 		cond          string
 		// TODO: Remove these hardcoded values.
-		validOrderBy      = map[string]bool{"created_at": true, "priority": true, "status": true, "last_message_at": true}
-		validOrder        = []string{"ASC", "DESC"}
-		preDefinedFilters = map[string]string{
-			"status_open":       " c.status = 'Open'",
-			"status_processing": " c.status = 'Processing'",
-			"status_spam":       " c.status = 'Spam'",
-			"status_resolved":   " c.status = 'Resolved'",
-		}
+		validOrderBy = map[string]bool{"created_at": true, "priority": true, "status": true, "last_message_at": true}
+		validOrder   = []string{"ASC", "DESC"}
 	)
 
-	if page <= 0 {
-		page = 1
-	}
-
-	if pageSize <= 0 {
-		pageSize = 20
-	}
-
 	switch typ {
 	case "assigned":
 		cond = "AND c.assigned_user_id = $1"
@@ -251,11 +264,7 @@ func (c *Manager) GetConversations(userID int, typ, order, orderBy, predefinedFi
 		cond += " AND " + filterClause
 	}
 
-	// Calculate offset based on page number and page size
-	offset := (page - 1) * pageSize
-	qArgs = append(qArgs, pageSize, offset)
-
-	// Ensure orderBy is valid to prevent SQL injection
+	// Ensure orderBy is valid.
 	orderByClause := ""
 	if _, ok := validOrderBy[orderBy]; ok {
 		orderByClause = fmt.Sprintf(" ORDER BY %s", orderBy)
@@ -269,6 +278,16 @@ func (c *Manager) GetConversations(userID int, typ, order, orderBy, predefinedFi
 		orderByClause += " DESC "
 	}
 
+	// Calculate offset based on page number and page size.
+	if page <= 0 {
+		page = 1
+	}
+	if pageSize <= 0 || pageSize > 20 {
+		pageSize = 20
+	}
+	offset := (page - 1) * pageSize
+	qArgs = append(qArgs, pageSize, offset)
+
 	tx, err := c.db.BeginTxx(context.Background(), nil)
 	defer tx.Rollback()
 	if err != nil {
@@ -276,7 +295,7 @@ func (c *Manager) GetConversations(userID int, typ, order, orderBy, predefinedFi
 		return conversations, err
 	}
 
-	// Include LIMIT, OFFSET, and ORDER BY in the SQL query
+	// Include LIMIT, OFFSET, and ORDER BY in the SQL query.
 	sqlQuery := fmt.Sprintf("%s %s LIMIT $%d OFFSET $%d", fmt.Sprintf(c.q.GetConversations, cond), orderByClause, len(qArgs)-1, len(qArgs))
 	if err := tx.Select(&conversations, sqlQuery, qArgs...); err != nil {
 		c.lo.Error("Error fetching conversations", "error", err)
@@ -286,6 +305,54 @@ func (c *Manager) GetConversations(userID int, typ, order, orderBy, predefinedFi
 	return conversations, nil
 }
 
+func (c *Manager) GetConversationUUIDs(userID, page, pageSize int, typ, predefinedFilter string) ([]string, error) {
+	var (
+		conversationUUIDs []string
+		qArgs             []interface{}
+		cond              string
+	)
+	switch typ {
+	case "assigned":
+		cond = "AND c.assigned_user_id = $1"
+		qArgs = append(qArgs, userID)
+	case "unassigned":
+		cond = "AND c.assigned_user_id IS NULL AND c.assigned_team_id IN (SELECT team_id FROM team_members WHERE user_id = $1)"
+		qArgs = append(qArgs, userID)
+	case "all":
+	default:
+		return conversationUUIDs, errors.New("invalid type")
+	}
+
+	if filterClause, ok := preDefinedFilters[predefinedFilter]; ok {
+		cond += " AND " + filterClause
+	}
+
+	tx, err := c.db.BeginTxx(context.Background(), nil)
+	defer tx.Rollback()
+	if err != nil {
+		c.lo.Error("Error preparing get conversation ids query", "error", err)
+		return conversationUUIDs, err
+	}
+
+	// Calculate offset based on page number and page size.
+	if page <= 0 {
+		page = 1
+	}
+	if pageSize <= 0 || pageSize > 20 {
+		pageSize = 20
+	}
+	offset := (page - 1) * pageSize
+	qArgs = append(qArgs, pageSize, offset)
+
+	// Include LIMIT, OFFSET, and ORDER BY in the SQL query.
+	sqlQuery := fmt.Sprintf("%s LIMIT $%d OFFSET $%d", fmt.Sprintf(c.q.GetConversationsUUIDs, cond), len(qArgs)-1, len(qArgs))
+	if err := tx.Select(&conversationUUIDs, sqlQuery, qArgs...); err != nil {
+		c.lo.Error("Error fetching conversations", "error", err)
+		return conversationUUIDs, err
+	}
+	return conversationUUIDs, nil
+}
+
 func (c *Manager) GetAssignedConversations(userID int) ([]models.Conversation, error) {
 	var conversations []models.Conversation
 	if err := c.q.GetAssignedConversations.Select(&conversations, userID); err != nil {
@@ -295,18 +362,28 @@ func (c *Manager) GetAssignedConversations(userID int) ([]models.Conversation, e
 	return conversations, nil
 }
 
+func (c *Manager) UpdateTeamAssignee(uuid string, assigneeUUID []byte) error {
+	return c.UpdateAssignee(uuid, assigneeUUID, assigneeTypeTeam)
+}
+
+func (c *Manager) UpdateUserAssignee(uuid string, assigneeUUID []byte) error {
+	return c.UpdateAssignee(uuid, assigneeUUID, assigneeTypeUser)
+}
+
 func (c *Manager) UpdateAssignee(uuid string, assigneeUUID []byte, assigneeType string) error {
 	switch assigneeType {
-	case "agent":
+	case assigneeTypeUser:
 		if _, err := c.q.UpdateAssignedUser.Exec(uuid, assigneeUUID); err != nil {
 			c.lo.Error("updating conversation assignee", "error", err)
 			return fmt.Errorf("error updating assignee")
 		}
-	case "team":
+		c.hub.BroadcastConversationPropertyUpdate(uuid, "assigned_user_uuid", string(assigneeUUID))
+	case assigneeTypeTeam:
 		if _, err := c.q.UpdateAssignedTeam.Exec(uuid, assigneeUUID); err != nil {
 			c.lo.Error("updating conversation assignee", "error", err)
 			return fmt.Errorf("error updating assignee")
 		}
+		c.hub.BroadcastConversationPropertyUpdate(uuid, "assigned_team_uuid", string(assigneeUUID))
 	default:
 		return errors.New("invalid assignee type")
 	}
@@ -314,13 +391,15 @@ func (c *Manager) UpdateAssignee(uuid string, assigneeUUID []byte, assigneeType
 }
 
 func (c *Manager) UpdatePriority(uuid string, priority []byte) error {
-	if !slices.Contains(priorities, string(priority)) {
-		return fmt.Errorf("invalid `priority` value %s", priority)
+	var priorityStr = string(priority)
+	if !slices.Contains(priorities, string(priorityStr)) {
+		return fmt.Errorf("invalid `priority` value %s", priorityStr)
 	}
 	if _, err := c.q.UpdatePriority.Exec(uuid, priority); err != nil {
 		c.lo.Error("updating conversation priority", "error", err)
 		return fmt.Errorf("error updating priority")
 	}
+	c.hub.BroadcastConversationPropertyUpdate(uuid, "priority", priorityStr)
 	return nil
 }
 
@@ -332,6 +411,7 @@ func (c *Manager) UpdateStatus(uuid string, status []byte) error {
 		c.lo.Error("updating conversation status", "error", err)
 		return fmt.Errorf("error updating status")
 	}
+	c.hub.BroadcastConversationPropertyUpdate(uuid, "status", string(status))
 	return nil
 }
 
@@ -347,11 +427,26 @@ func (c *Manager) GetAssigneeStats(userID int) (models.ConversationCounts, error
 	return counts, nil
 }
 
+func (t *Manager) AddTags(convUUID string, tagIDs []int) error {
+	// Delete tags that have been removed.
+	if _, err := t.q.DeleteTags.Exec(convUUID, pq.Array(tagIDs)); err != nil {
+		t.lo.Error("error deleting conversation tags", "error", err)
+	}
+
+	// Add new tags.
+	for _, tagID := range tagIDs {
+		if _, err := t.q.AddTag.Exec(convUUID, tagID); err != nil {
+			t.lo.Error("error adding tags to conversation", "error", err)
+		}
+	}
+	return nil
+}
+
 func (c *Manager) generateRefNum(pattern string) (string, error) {
 	if len(pattern) <= 5 {
 		pattern = "01234567890"
 	}
-	randomNumbers, err := stringutils.RandomNumericString(len(pattern))
+	randomNumbers, err := stringutil.RandomNumericString(len(pattern))
 	if err != nil {
 		return "", err
 	}
diff --git a/internal/conversation/models/models.go b/internal/conversation/models/models.go
index 971f5583..1a2936b6 100644
--- a/internal/conversation/models/models.go
+++ b/internal/conversation/models/models.go
@@ -18,7 +18,7 @@ type Conversation struct {
 	ReferenceNumber    null.String `db:"reference_number" json:"reference_number,omitempty"`
 	Priority           null.String `db:"priority" json:"priority"`
 	Status             null.String `db:"status" json:"status"`
-	FirstReplyAt       *time.Time  `db:"first_reply_at" json:"first_reply_at"`
+	FirstReplyAt       null.Time   `db:"first_reply_at" json:"first_reply_at"`
 	AssignedUserID     null.Int    `db:"assigned_user_id" json:"-"`
 	AssignedTeamID     null.Int    `db:"assigned_team_id" json:"-"`
 	AssigneeLastSeenAt *time.Time  `db:"assignee_last_seen_at" json:"assignee_last_seen_at"`
@@ -32,7 +32,7 @@ type Conversation struct {
 	ContactAvatarURL   *string          `db:"contact_avatar_url" json:"contact_avatar_url"`
 	AssignedTeamUUID   *string          `db:"assigned_team_uuid" json:"assigned_team_uuid"`
 	AssignedAgentUUID  *string          `db:"assigned_user_uuid" json:"assigned_user_uuid"`
-	LastMessageAt      *time.Time       `db:"last_message_at" json:"last_message_at"`
+	LastMessageAt      null.Time        `db:"last_message_at" json:"last_message_at"`
 	LastMessage        string           `db:"last_message" json:"last_message"`
 	FirstMessage       string           `json:"-"`
 }
diff --git a/internal/conversation/queries.sql b/internal/conversation/queries.sql
index b22d5566..21e6fe27 100644
--- a/internal/conversation/queries.sql
+++ b/internal/conversation/queries.sql
@@ -2,7 +2,7 @@
 INSERT INTO conversations
 (reference_number, contact_id, status, inbox_id, meta)
 VALUES($1, $2, $3, $4, $5)
-returning id;
+returning id, uuid;
 
 
 -- name: get-conversations
@@ -28,6 +28,12 @@ FROM conversations c
     JOIN inboxes inb on c.inbox_id = inb.id
 WHERE 1=1 %s
 
+-- name: get-conversations-uuids
+SELECT
+    c.uuid
+FROM conversations c
+WHERE 1=1 %s
+
 -- name: get-assigned-conversations
 SELECT uuid from conversations where assigned_user_id = $1;
 
@@ -131,7 +137,27 @@ VALUES($1, (select id from conversations where uuid = $2));
 select uuids from conversations where assigned_user_id = $1;
 
 -- name: get-unassigned
-SELECT id, uuid, assigned_team_id from conversations where assigned_user_id is NULL and assigned_team_id is not null;
+SELECT
+    c.updated_at,
+    c.uuid,
+    c.assignee_last_seen_at,
+    c.assigned_team_id,
+    inb.channel as inbox_channel,
+    inb.name as inbox_name,
+    ct.first_name,
+    ct.last_name,
+    ct.avatar_url,
+    COALESCE(c.meta->>'subject', '') as subject,
+    COALESCE(c.meta->>'last_message', '') as last_message,
+    COALESCE((c.meta->>'last_message_at')::timestamp, '1970-01-01 00:00:00'::timestamp) as last_message_at,
+    (
+        SELECT COUNT(*)
+        FROM messages m
+        WHERE m.conversation_id = c.id AND m.created_at > c.assignee_last_seen_at
+    ) AS unread_message_count
+FROM conversations c
+    JOIN contacts ct ON c.contact_id = ct.id
+    JOIN inboxes inb on c.inbox_id = inb.id where assigned_user_id is NULL and assigned_team_id is not null;
 
 -- name: get-assignee-stats
 SELECT 
@@ -148,4 +174,23 @@ WHERE
 -- name: update-first-reply-at
 UPDATE conversations
 SET first_reply_at = $2
-WHERE first_reply_at IS NULL AND id = $1;
\ No newline at end of file
+WHERE first_reply_at IS NULL AND id = $1;
+
+-- name: add-tag
+INSERT INTO conversation_tags (conversation_id, tag_id)
+VALUES(
+    (
+        SELECT id
+        from conversations
+        where uuid = $1
+    ),
+    $2
+) ON CONFLICT DO NOTHING
+
+-- name: delete-tags
+DELETE FROM conversation_tags
+WHERE conversation_id = (
+    SELECT id
+    from conversations
+    where uuid = $1
+) AND tag_id NOT IN (SELECT unnest($2::int[]));
diff --git a/internal/conversation/tag/queries.sql b/internal/conversation/tag/queries.sql
deleted file mode 100644
index db11d604..00000000
--- a/internal/conversation/tag/queries.sql
+++ /dev/null
@@ -1,18 +0,0 @@
--- name: add-tag
-INSERT INTO conversation_tags (conversation_id, tag_id)
-VALUES(
-    (
-        SELECT id
-        from conversations
-        where uuid = $1
-    ),
-    $2
-) ON CONFLICT DO NOTHING;
-
--- name: delete-tags
-DELETE FROM conversation_tags
-WHERE conversation_id = (
-    SELECT id
-    from conversations
-    where uuid = $1
-) AND tag_id NOT IN (SELECT unnest($2::int[]));
diff --git a/internal/conversation/tag/tag.go b/internal/conversation/tag/tag.go
deleted file mode 100644
index 1b47716c..00000000
--- a/internal/conversation/tag/tag.go
+++ /dev/null
@@ -1,58 +0,0 @@
-package tag
-
-import (
-	"embed"
-
-	"github.com/abhinavxd/artemis/internal/dbutils"
-	"github.com/jmoiron/sqlx"
-	"github.com/lib/pq"
-	"github.com/zerodha/logf"
-)
-
-var (
-	//go:embed queries.sql
-	efs embed.FS
-)
-
-type Manager struct {
-	q  queries
-	lo *logf.Logger
-}
-
-type Opts struct {
-	DB *sqlx.DB
-	Lo *logf.Logger
-}
-
-type queries struct {
-	AddTag     *sqlx.Stmt `query:"add-tag"`
-	DeleteTags *sqlx.Stmt `query:"delete-tags"`
-}
-
-func New(opts Opts) (*Manager, error) {
-	var q queries
-
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
-		return nil, err
-	}
-
-	return &Manager{
-		q:  q,
-		lo: opts.Lo,
-	}, nil
-}
-
-func (t *Manager) AddTags(convUUID string, tagIDs []int) error {
-	// Delete tags that have been removed.
-	if _, err := t.q.DeleteTags.Exec(convUUID, pq.Array(tagIDs)); err != nil {
-		t.lo.Error("inserting tag for conversation", "error", err, "converastion_uuid", convUUID, "tag_id", tagIDs)
-	}
-
-	// Add new tags one by one.
-	for _, tagID := range tagIDs {
-		if _, err := t.q.AddTag.Exec(convUUID, tagID); err != nil {
-			t.lo.Error("inserting tag for conversation", "error", err, "converastion_uuid", convUUID, "tag_id", tagID)
-		}
-	}
-	return nil
-}
diff --git a/internal/dbutils/query_loader.go b/internal/dbutil/query_loader.go
similarity index 97%
rename from internal/dbutils/query_loader.go
rename to internal/dbutil/query_loader.go
index 3423bfef..0345a086 100644
--- a/internal/dbutils/query_loader.go
+++ b/internal/dbutil/query_loader.go
@@ -1,4 +1,4 @@
-package dbutils
+package dbutil
 
 import (
 	"io/fs"
diff --git a/internal/inbox/channel/email/imap.go b/internal/inbox/channel/email/imap.go
index 707ef6c3..4de40f29 100644
--- a/internal/inbox/channel/email/imap.go
+++ b/internal/inbox/channel/email/imap.go
@@ -122,7 +122,6 @@ func (e *Email) processEnvelope(c *imapclient.Client, env *imap.Envelope, seqNum
 
 	exists, err := e.msgStore.MessageExists(env.MessageID)
 	if exists || err != nil {
-		e.lo.Debug("email message already exists, skipping", "message_id", env.MessageID)
 		return nil
 	}
 
diff --git a/internal/inbox/channel/email/smtp.go b/internal/inbox/channel/email/smtp.go
index 0d514dc9..6ed8be60 100644
--- a/internal/inbox/channel/email/smtp.go
+++ b/internal/inbox/channel/email/smtp.go
@@ -13,10 +13,11 @@ import (
 )
 
 const (
-	headerReturnPath = "Return-Path"
-	headerMessageID  = "Message-ID"
-	headerReferences = "References"
-	headerInReplyTo  = "In-Reply-To"
+	headerReturnPath  = "Return-Path"
+	headerMessageID   = "Message-ID"
+	headerReferences  = "References"
+	headerInReplyTo   = "In-Reply-To"
+	dispositionInline = "inline"
 )
 
 // New returns an SMTP e-mail channels from the given SMTP server configcfg.
diff --git a/internal/inbox/inbox.go b/internal/inbox/inbox.go
index 9705c99d..1ccae633 100644
--- a/internal/inbox/inbox.go
+++ b/internal/inbox/inbox.go
@@ -6,7 +6,7 @@ import (
 	"encoding/json"
 	"errors"
 
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	"github.com/abhinavxd/artemis/internal/message/models"
 	"github.com/jmoiron/sqlx"
 	"github.com/zerodha/logf"
@@ -20,7 +20,7 @@ var (
 	ErrInboxNotFound = errors.New("inbox not found")
 )
 
-// Closer provides function for closing a channel.
+// Closer provides function for closing an inbox.
 type Closer interface {
 	Close() error
 }
@@ -83,7 +83,7 @@ func New(lo *logf.Logger, db *sqlx.DB) (*Manager, error) {
 	var q queries
 
 	// Scan the sql	file into the queries struct.
-	if err := dbutils.ScanSQLFile("queries.sql", &q, db, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, db, efs); err != nil {
 		return nil, err
 	}
 
diff --git a/internal/message/messages.go b/internal/message/messages.go
index 47688986..8c50e9a2 100644
--- a/internal/message/messages.go
+++ b/internal/message/messages.go
@@ -16,13 +16,13 @@ import (
 	"github.com/abhinavxd/artemis/internal/automation"
 	"github.com/abhinavxd/artemis/internal/contact"
 	"github.com/abhinavxd/artemis/internal/conversation"
-	"github.com/abhinavxd/artemis/internal/team"
-	"github.com/abhinavxd/artemis/internal/user"
-
 	cmodels "github.com/abhinavxd/artemis/internal/conversation/models"
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	"github.com/abhinavxd/artemis/internal/inbox"
 	"github.com/abhinavxd/artemis/internal/message/models"
+	"github.com/abhinavxd/artemis/internal/team"
+	"github.com/abhinavxd/artemis/internal/template"
+	"github.com/abhinavxd/artemis/internal/user"
 	"github.com/abhinavxd/artemis/internal/ws"
 	"github.com/jmoiron/sqlx"
 	"github.com/k3a/html2text"
@@ -66,19 +66,20 @@ const (
 )
 
 type Manager struct {
-	q                      queries
-	lo                     *logf.Logger
-	contactMgr             *contact.Manager
-	attachmentMgr          *attachment.Manager
-	conversationMgr        *conversation.Manager
-	inboxMgr               *inbox.Manager
-	userMgr                *user.Manager
-	teamMgr                *team.Manager
-	automationEngine       *automation.Engine
-	wsHub                  *ws.Hub
-	incomingMsgQ           chan models.IncomingMessage
-	outgoingMsgQ           chan models.Message
-	outgoingProcessingMsgs sync.Map
+	q                          queries
+	lo                         *logf.Logger
+	contactMgr                 *contact.Manager
+	attachmentMgr              *attachment.Manager
+	conversationMgr            *conversation.Manager
+	inboxMgr                   *inbox.Manager
+	userMgr                    *user.Manager
+	teamMgr                    *team.Manager
+	automationEngine           *automation.Engine
+	wsHub                      *ws.Hub
+	templateManager            *template.Manager
+	incomingMsgQ               chan models.IncomingMessage
+	outgoingMessageQueue       chan models.Message
+	outgoingProcessingMessages sync.Map
 }
 
 type Opts struct {
@@ -109,26 +110,29 @@ func New(
 	inboxMgr *inbox.Manager,
 	conversationMgr *conversation.Manager,
 	automationEngine *automation.Engine,
-	opts Opts) (*Manager, error) {
+	templateManager *template.Manager,
+	opts Opts,
+) (*Manager, error) {
 	var q queries
 
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
 		return nil, err
 	}
 	return &Manager{
-		q:                      q,
-		lo:                     opts.Lo,
-		wsHub:                  wsHub,
-		userMgr:                userMgr,
-		teamMgr:                teamMgr,
-		contactMgr:             contactMgr,
-		attachmentMgr:          attachmentMgr,
-		conversationMgr:        conversationMgr,
-		inboxMgr:               inboxMgr,
-		automationEngine:       automationEngine,
-		incomingMsgQ:           make(chan models.IncomingMessage, opts.IncomingMsgQueueSize),
-		outgoingMsgQ:           make(chan models.Message, opts.OutgoingMsgQueueSize),
-		outgoingProcessingMsgs: sync.Map{},
+		q:                          q,
+		lo:                         opts.Lo,
+		wsHub:                      wsHub,
+		userMgr:                    userMgr,
+		teamMgr:                    teamMgr,
+		contactMgr:                 contactMgr,
+		attachmentMgr:              attachmentMgr,
+		conversationMgr:            conversationMgr,
+		inboxMgr:                   inboxMgr,
+		automationEngine:           automationEngine,
+		templateManager:            templateManager,
+		incomingMsgQ:               make(chan models.IncomingMessage, opts.IncomingMsgQueueSize),
+		outgoingMessageQueue:       make(chan models.Message, opts.OutgoingMsgQueueSize),
+		outgoingProcessingMessages: sync.Map{},
 	}, nil
 }
 
@@ -208,70 +212,74 @@ func (m *Manager) StartDispatcher(ctx context.Context, concurrency int, readInte
 
 			// Prepare and push the message to the outgoing queue.
 			for _, msg := range pendingMsgs {
-				m.outgoingProcessingMsgs.Store(msg.ID, msg.ID)
-				m.outgoingMsgQ <- msg
+				var err error
+				msg.Content, _, err = m.templateManager.RenderDefault(map[string]string{
+					"Content": msg.Content,
+				})
+				if err != nil {
+					m.lo.Error("error rendering message template", "error", err)
+					m.UpdateMessageStatus(msg.UUID, StatusFailed)
+					continue
+				}
+				m.outgoingProcessingMessages.Store(msg.ID, msg.ID)
+				m.outgoingMessageQueue <- msg
 			}
 		}
 	}
 }
 
 func (m *Manager) DispatchWorker() {
-	for msg := range m.outgoingMsgQ {
-		inbox, err := m.inboxMgr.GetInbox(msg.InboxID)
+	for message := range m.outgoingMessageQueue {
+		inbox, err := m.inboxMgr.GetInbox(message.InboxID)
 		if err != nil {
-			m.lo.Error("error fetching inbox", "error", err, "inbox_id", msg.InboxID)
-			m.outgoingProcessingMsgs.Delete(msg.ID)
+			m.lo.Error("error fetching inbox", "error", err, "inbox_id", message.InboxID)
+			m.outgoingProcessingMessages.Delete(message.ID)
 			continue
 		}
 
-		msg.From = inbox.FromAddress()
+		message.From = inbox.FromAddress()
 
-		if err := m.attachAttachments(&msg); err != nil {
-			m.lo.Error("error attaching attachments to msg", "error", err)
-			m.outgoingProcessingMsgs.Delete(msg.ID)
+		if err := m.attachAttachments(&message); err != nil {
+			m.lo.Error("error attaching attachments to message", "error", err)
+			m.outgoingProcessingMessages.Delete(message.ID)
 			continue
 		}
 
-		msg.To, _ = m.GetToAddress(msg.ConversationID, inbox.Channel())
+		message.To, _ = m.GetToAddress(message.ConversationID, inbox.Channel())
 
 		if inbox.Channel() == "email" {
-			msg.InReplyTo, _ = m.GetInReplyTo(msg.ConversationID)
-			m.lo.Debug("set in reply to for outgoing email message", "in_reply_to", msg.InReplyTo)
+			message.InReplyTo, _ = m.GetInReplyTo(message.ConversationID)
 		}
 
-		err = inbox.Send(msg)
+		err = inbox.Send(message)
 
 		var newStatus = StatusSent
 		if err != nil {
 			newStatus = StatusFailed
-			m.lo.Error("error sending message", "error", err, "inbox_id", msg.InboxID)
+			m.lo.Error("error sending message", "error", err, "inbox_id", message.InboxID)
 		}
 
-		if _, err := m.q.UpdateMessageStatus.Exec(newStatus, msg.UUID); err != nil {
-			m.lo.Error("error updating message status in DB", "error", err, "inbox_id", msg.InboxID)
+		if _, err := m.q.UpdateMessageStatus.Exec(newStatus, message.UUID); err != nil {
+			m.lo.Error("error updating message status in DB", "error", err, "inbox_id", message.InboxID)
 		}
 
 		switch newStatus {
 		case StatusSent:
-			m.lo.Debug("updating first reply at", "conv_id", msg.ConversationID, "at", msg.CreatedAt)
-			m.conversationMgr.UpdateFirstReplyAt(msg.ConversationID, msg.CreatedAt)
+			m.conversationMgr.UpdateFirstReplyAt(message.ConversationUUID, message.ConversationID, message.CreatedAt)
 		}
 
-		// Broadcast the new message status.
-		m.wsHub.BroadcastMsgStatus(msg.ConversationUUID, map[string]interface{}{
-			"uuid":              msg.UUID,
-			"conversation_uuid": msg.ConversationUUID,
-			"status":            newStatus,
-		})
+		// Broadcast message status update to the subscribers.
+		m.wsHub.BroadcastMessagePropUpdate(message.ConversationUUID, message.UUID, "status" /*message field*/, newStatus)
 
-		m.outgoingProcessingMsgs.Delete(msg.ID)
+		// Remove message from the processing list.
+		m.outgoingProcessingMessages.Delete(message.ID)
 	}
 }
 
 func (m *Manager) GetToAddress(convID int, channel string) ([]string, error) {
 	var addr []string
 	if err := m.q.GetToAddress.Select(&addr, convID, channel); err != nil {
-		m.lo.Error("error fetching to address for msg", "error", err, "conv_id", convID)
+		m.lo.Error("error fetching to address for msg", "error", err, "conversation_id", convID)
 		return addr, err
 	}
 	return addr, nil
@@ -281,10 +289,10 @@ func (m *Manager) GetInReplyTo(convID int) (string, error) {
 	var out string
 	if err := m.q.GetInReplyTo.Get(&out, convID); err != nil {
 		if err == sql.ErrNoRows {
-			m.lo.Error("in reply to not found", "error", err, "conv_id", convID)
+			m.lo.Error("in reply to not found", "error", err, "conversation_id", convID)
 			return out, nil
 		}
-		m.lo.Error("error fetching in reply to", "error", err, "conv_id", convID)
+		m.lo.Error("error fetching in reply to", "error", err, "conversation_id", convID)
 		return out, err
 	}
 	return out, nil
@@ -311,37 +319,36 @@ func (m *Manager) InsertWorker(ctx context.Context) {
 	}
 }
 
-func (m *Manager) RecordAssigneeUserChange(updatedValue, convUUID, actorUUID string) error {
-	if updatedValue == actorUUID {
-		return m.RecordActivity(ActivitySelfAssign, updatedValue, convUUID, actorUUID)
+func (m *Manager) RecordAssigneeUserChange(conversationUUID, assigneeUUID, actorUUID string) error {
+	// Self assign.
+	if assigneeUUID == actorUUID {
+		return m.RecordActivity(ActivitySelfAssign, assigneeUUID, conversationUUID, actorUUID)
 	}
-	assignee, err := m.userMgr.GetUser(0, updatedValue)
+	assignee, err := m.userMgr.GetUser(0, assigneeUUID)
 	if err != nil {
-		m.lo.Error("Error fetching user to record assignee change", "error", err)
+		m.lo.Error("Error fetching user to record assignee change", "conversation_uuid", conversationUUID, "actor_uuid", actorUUID, "error", err)
 		return err
 	}
-	updatedValue = assignee.FullName()
-	return m.RecordActivity(ActivityAssignedUserChange, updatedValue, convUUID, actorUUID)
+	return m.RecordActivity(ActivityAssignedUserChange, assignee.FullName() /*new_value*/, conversationUUID, actorUUID)
 }
 
-func (m *Manager) RecordAssigneeTeamChange(updatedValue, convUUID, actorUUID string) error {
-	team, err := m.teamMgr.GetTeam(updatedValue)
+func (m *Manager) RecordAssigneeTeamChange(conversationUUID, value, actorUUID string) error {
+	team, err := m.teamMgr.GetTeam(value)
 	if err != nil {
 		return err
 	}
-	updatedValue = team.Name
-	return m.RecordActivity(ActivityAssignedTeamChange, updatedValue, convUUID, actorUUID)
+	return m.RecordActivity(ActivityAssignedTeamChange, team.Name /*new_value*/, conversationUUID, actorUUID)
 }
 
-func (m *Manager) RecordPriorityChange(updatedValue, convUUID, actorUUID string) error {
-	return m.RecordActivity(ActivityPriorityChange, updatedValue, convUUID, actorUUID)
+func (m *Manager) RecordPriorityChange(updatedValue, conversationUUID, actorUUID string) error {
+	return m.RecordActivity(ActivityPriorityChange, updatedValue, conversationUUID, actorUUID)
 }
 
-func (m *Manager) RecordStatusChange(updatedValue, convUUID, actorUUID string) error {
-	return m.RecordActivity(ActivityStatusChange, updatedValue, convUUID, actorUUID)
+func (m *Manager) RecordStatusChange(updatedValue, conversationUUID, actorUUID string) error {
+	return m.RecordActivity(ActivityStatusChange, updatedValue, conversationUUID, actorUUID)
 }
 
-func (m *Manager) RecordActivity(activityType, updatedValue, conversationUUID, actorUUID string) error {
+func (m *Manager) RecordActivity(activityType, newValue, conversationUUID, actorUUID string) error {
 	var (
 		actor, err = m.userMgr.GetUser(0, actorUUID)
 	)
@@ -350,7 +357,7 @@ func (m *Manager) RecordActivity(activityType, updatedValue, conversationUUID, a
 		return err
 	}
 
-	var content = m.getActivityContent(activityType, updatedValue, actor.FullName())
+	var content = m.getActivityContent(activityType, newValue, actor.FullName())
 	if content == "" {
 		m.lo.Error("Error invalid activity for recording activity", "activity", activityType)
 		return errors.New("invalid activity type for recording activity")
@@ -369,8 +376,8 @@ func (m *Manager) RecordActivity(activityType, updatedValue, conversationUUID, a
 	}
 
 	m.RecordMessage(&msg)
-	m.BroadcastNewMsg(msg, "")
-
+	m.BroadcastNewConversationMessage(msg, content)
+	m.conversationMgr.UpdateLastMessage(0, conversationUUID, content, msg.CreatedAt)
 	return nil
 }
 
@@ -425,28 +432,33 @@ func (m *Manager) processIncomingMessage(in models.IncomingMessage) error {
 		return nil
 	}
 
-	if err = m.findOrCreateConversation(&in.Message, in.InboxID, senderID, convMetaJSON); err != nil {
-		m.lo.Error("error creating conversation", "error", err)
+	isNewConversation, err := m.findOrCreateConversation(&in.Message, in.InboxID, senderID, convMetaJSON)
+	if err != nil {
 		return err
 	}
 
 	if err = m.RecordMessage(&in.Message); err != nil {
-		m.lo.Error("error inserting conversation message", "error", err)
 		return fmt.Errorf("inserting conversation message: %w", err)
 	}
 
 	if err := m.uploadAttachments(&in.Message); err != nil {
-		m.lo.Error("error uploading message attachments", "msg_uuid", in.Message.UUID, "error", err)
 		return fmt.Errorf("uploading message attachments: %w", err)
 	}
 
 	// Send WS update.
 	if in.Message.ConversationUUID > "" {
-		m.BroadcastNewMsg(in.Message, "")
+		var content = ""
+		if isNewConversation {
+			content = m.TrimMsg(in.Message.Subject)
+		} else {
+			content = m.TrimMsg(in.Message.Content)
+		}
+		m.BroadcastNewConversationMessage(in.Message, content)
+		m.conversationMgr.UpdateLastMessage(in.Message.ConversationID, in.Message.ConversationUUID, content, in.Message.CreatedAt)
 	}
 
-	// Evaluate automation rules for this conversation.
-	if in.Message.NewConversation {
+	// Evaluate automation rules for this new conversation.
+	if isNewConversation {
 		m.automationEngine.EvaluateRules(cmodels.Conversation{
 			UUID:         in.Message.ConversationUUID,
 			FirstMessage: in.Message.Content,
@@ -518,52 +530,53 @@ func (m *Manager) uploadAttachments(in *models.Message) error {
 	return nil
 }
 
-func (m *Manager) findOrCreateConversation(in *models.Message, inboxID int, contactID int, meta []byte) error {
+func (m *Manager) findOrCreateConversation(in *models.Message, inboxID int, contactID int, meta []byte) (bool, error) {
 	var (
+		new              bool
+		err              error
 		conversationID   int
 		conversationUUID string
-		newConv          bool
-		err              error
 	)
 
 	// Search for existing conversation.
-	if conversationID == 0 && in.InReplyTo > "" {
-		conversationID, err = m.findConversationID([]string{in.InReplyTo})
-		if err != nil && err != ErrConversationNotFound {
-			return err
-		}
+	sourceIDs := in.References
+	if in.InReplyTo > "" {
+		sourceIDs = append(sourceIDs, in.InReplyTo)
 	}
-	if conversationID == 0 && len(in.References) > 0 {
-		conversationID, err = m.findConversationID(in.References)
-		if err != nil && err != ErrConversationNotFound {
-			return err
-		}
+	conversationID, err = m.findConversationID(sourceIDs)
+	if err != nil && err != ErrConversationNotFound {
+		return new, err
 	}
 
 	// Conversation not found, create one.
 	if conversationID == 0 {
-		newConv = true
-		conversationID, err = m.conversationMgr.Create(contactID, inboxID, meta)
+		new = true
+		conversationID, conversationUUID, err = m.conversationMgr.Create(contactID, inboxID, meta)
 		if err != nil || conversationID == 0 {
-			return fmt.Errorf("inserting conversation: %w", err)
+			return new, err
+		}
+		in.ConversationID = conversationID
+		in.ConversationUUID = conversationUUID
+		return new, nil
+	}
+
+	// Set UUID if not available.
+	if conversationUUID == "" {
+		conversationUUID, err = m.conversationMgr.GetUUID(conversationID)
+		if err != nil {
+			return new, err
 		}
 	}
-
-	// Fetch & return the UUID of the conversation for UI updates.
-	conversationUUID, err = m.conversationMgr.GetUUID(conversationID)
-	if err != nil {
-		m.lo.Error("Error fetching conversation UUID from id", err)
-	}
-
 	in.ConversationID = conversationID
 	in.ConversationUUID = conversationUUID
-	in.NewConversation = newConv
-
-	return nil
+	return new, nil
 }
 
 // findConversationID finds the conversation ID from the message source ID.
 func (m *Manager) findConversationID(sourceIDs []string) (int, error) {
+	if len(sourceIDs) == 0 {
+		return 0, ErrConversationNotFound
+	}
 	var conversationID int
 	if err := m.q.MessageExists.QueryRow(pq.Array(sourceIDs)).Scan(&conversationID); err != nil {
 		if err == sql.ErrNoRows {
@@ -583,6 +596,11 @@ func (m *Manager) attachAttachments(msg *models.Message) error {
 		return err
 	}
 
+	// TODO: set attachment headers and replace the inline image src url w
+	// src="cid:ii_lxxsfhtp0"
+	// a.Header.Set("Content-Disposition", "inline")
+	// a.Header.Set("Content-ID", "<"+f.CID+">")
+
 	// Fetch the blobs and attach the attachments to the message.
 	for i, att := range attachments {
 		attachments[i].Content, err = m.attachmentMgr.Store.GetBlob(att.UUID)
@@ -599,7 +617,7 @@ func (m *Manager) attachAttachments(msg *models.Message) error {
 // getOutgoingProcessingMsgIDs returns outgoing msg ids currently being processed.
 func (m *Manager) getOutgoingProcessingMsgIDs() []int {
 	var out = make([]int, 0)
-	m.outgoingProcessingMsgs.Range(func(key, _ any) bool {
+	m.outgoingProcessingMessages.Range(func(key, _ any) bool {
 		if k, ok := key.(int); ok {
 			out = append(out, k)
 		}
@@ -608,21 +626,6 @@ func (m *Manager) getOutgoingProcessingMsgIDs() []int {
 	return out
 }
 
-func (m *Manager) BroadcastNewMsg(msg models.Message, trimmedContent string) {
-	if trimmedContent == "" {
-		var content = ""
-		if msg.NewConversation {
-			content = m.TrimMsg(msg.Subject)
-		} else {
-			content = m.TrimMsg(msg.Content)
-		}
-		trimmedContent = content
-	}
-	m.wsHub.BroadcastNewMsg(msg.ConversationUUID, map[string]interface{}{
-		"conversation_uuid": msg.ConversationUUID,
-		"uuid":              msg.UUID,
-		"last_message":      trimmedContent,
-		"last_message_at":   time.Now().Format(time.DateTime),
-		"private":           msg.Private,
-	})
+func (m *Manager) BroadcastNewConversationMessage(message models.Message, trimmedContent string) {
+	m.wsHub.BroadcastNewConversationMessage(message.ConversationUUID, trimmedContent, message.UUID, time.Now().Format(time.RFC3339), message.Private)
 }
diff --git a/internal/message/models/models.go b/internal/message/models/models.go
index 50491fc9..05beb04d 100644
--- a/internal/message/models/models.go
+++ b/internal/message/models/models.go
@@ -41,7 +41,6 @@ type Message struct {
 	References       []string             `json:"-"`
 	InReplyTo        string               `json:"-"`
 	Headers          textproto.MIMEHeader `json:"-"`
-	NewConversation  bool                 `json:"-"`
 }
 
 // IncomingMessage links a message with the contact information and inbox id.
diff --git a/internal/notification/notification.go b/internal/notification/notification.go
new file mode 100644
index 00000000..0c3a94d9
--- /dev/null
+++ b/internal/notification/notification.go
@@ -0,0 +1,22 @@
+package notifier
+
+// Notifier defines the interface for sending notifications.
+type Notifier interface {
+	SendMessage(userUUIDs []string, subject, content string) error
+	SendAssignedConversationNotification(userUUIDs []string, convUUID string) error
+}
+
+// TemplateRenderer defines the interface for rendering templates.
+type TemplateRenderer interface {
+	RenderDefault(data interface{}) (subject, content string, err error)
+}
+
+// UserEmailFetcher defines the interfaces for fetchign user email address.
+type UserEmailFetcher interface {
+	GetEmail(id int, uuid string) (string, error)
+}
+
+// UserStore defines the interface for the user store.
+type UserStore interface {
+	UserEmailFetcher
+}
diff --git a/internal/notification/providers/email/email.go b/internal/notification/providers/email/email.go
new file mode 100644
index 00000000..7bafa4f2
--- /dev/null
+++ b/internal/notification/providers/email/email.go
@@ -0,0 +1,138 @@
+package email
+
+import (
+	"fmt"
+	"math/rand"
+	"net/textproto"
+
+	"github.com/abhinavxd/artemis/internal/inbox/channel/email"
+	"github.com/abhinavxd/artemis/internal/message/models"
+	notifier "github.com/abhinavxd/artemis/internal/notification"
+	"github.com/knadh/smtppool"
+	"github.com/zerodha/logf"
+)
+
+// Notifier handles email notifications.
+type Notifier struct {
+	lo               *logf.Logger
+	from             string
+	smtpPools        []*smtppool.Pool
+	userStore        notifier.UserStore
+	TemplateRenderer notifier.TemplateRenderer
+}
+
+type Opts struct {
+	Lo        *logf.Logger
+	FromEmail string
+}
+
+// New creates a new instance of email Notifier.
+func New(smtpConfig []email.SMTPConfig, userStore notifier.UserStore, TemplateRenderer notifier.TemplateRenderer, opts Opts) (*Notifier, error) {
+	pools, err := email.NewSmtpPool(smtpConfig)
+	if err != nil {
+		return nil, err
+	}
+	return &Notifier{
+		lo:               opts.Lo,
+		smtpPools:        pools,
+		from:             opts.FromEmail,
+		userStore:        userStore,
+		TemplateRenderer: TemplateRenderer,
+	}, nil
+}
+
+// SendMessage sends an email using the default template to multiple users.
+func (e *Notifier) SendMessage(userUUIDs []string, subject, content string) error {
+	var recipientEmails []string
+	for i := 0; i < len(userUUIDs); i++ {
+		userEmail, err := e.userStore.GetEmail(0, userUUIDs[i])
+		if err != nil {
+			e.lo.Error("error fetching user email for user uuid", "error", err)
+			return err
+		}
+		recipientEmails = append(recipientEmails, userEmail)
+	}
+
+	// Render with default template.
+	templateBody, templateSubject, err := e.TemplateRenderer.RenderDefault(map[string]string{
+		"Content": content,
+	})
+	if err != nil {
+		return err
+	}
+
+	if subject == "" {
+		subject = templateSubject
+	}
+
+	m := models.Message{
+		Subject: subject,
+		Content: templateBody,
+		From:    e.from,
+		To:      recipientEmails,
+	}
+
+	err = e.Send(m)
+	if err != nil {
+		e.lo.Error("error sending email notification", "error", err)
+		return err
+	}
+	return nil
+}
+
+func (e *Notifier) SendAssignedConversationNotification(userUUIDs []string, convUUID string) error {
+	subject := "New conversation assigned to you"
+	link := fmt.Sprintf("http://localhost:5173/conversations/%s", convUUID)
+	content := fmt.Sprintf("A new conversation has been assigned to you. <br>Please review the details and take necessary action by following this link: %s", link)
+	return e.SendMessage(userUUIDs, subject, content)
+}
+
+// Send sends an email message using one of the SMTP pools.
+func (e *Notifier) Send(m models.Message) error {
+	var (
+		ln  = len(e.smtpPools)
+		srv *smtppool.Pool
+	)
+	if ln > 1 {
+		srv = e.smtpPools[rand.Intn(ln)]
+	} else {
+		srv = e.smtpPools[0]
+	}
+
+	var files []smtppool.Attachment
+	if m.Attachments != nil {
+		files = make([]smtppool.Attachment, 0, len(m.Attachments))
+		for _, f := range m.Attachments {
+			a := smtppool.Attachment{
+				Filename: f.Filename,
+				Header:   f.Header,
+				Content:  make([]byte, len(f.Content)),
+			}
+			copy(a.Content, f.Content)
+			files = append(files, a)
+		}
+	}
+
+	em := smtppool.Email{
+		From:        m.From,
+		To:          m.To,
+		Subject:     m.Subject,
+		Attachments: files,
+		Headers:     textproto.MIMEHeader{},
+	}
+
+	for k, v := range m.Headers {
+		em.Headers.Set(k, v[0])
+	}
+
+	switch m.ContentType {
+	case "plain":
+		em.Text = []byte(m.Content)
+	default:
+		em.HTML = []byte(m.Content)
+		if len(m.AltContent) > 0 {
+			em.Text = []byte(m.AltContent)
+		}
+	}
+	return srv.Send(em)
+}
diff --git a/internal/rbac/models/models.go b/internal/rbac/models/models.go
deleted file mode 100644
index 2640e7f9..00000000
--- a/internal/rbac/models/models.go
+++ /dev/null
@@ -1 +0,0 @@
-package models
diff --git a/internal/stringutils/strings.go b/internal/stringutil/stringutil.go
similarity index 88%
rename from internal/stringutils/strings.go
rename to internal/stringutil/stringutil.go
index d303a016..3a9af1fe 100644
--- a/internal/stringutils/strings.go
+++ b/internal/stringutil/stringutil.go
@@ -1,4 +1,4 @@
-package stringutils
+package stringutil
 
 import (
 	"crypto/rand"
@@ -23,7 +23,7 @@ func RandomAlNumString(n int) (string, error) {
 	return string(bytes), nil
 }
 
-// RandomNumericString generates a random digit string of length n.
+// RandomNumericString generates a random digit numeric string of length n.
 func RandomNumericString(n int) (string, error) {
 	const (
 		dictionary = "0123456789"
diff --git a/internal/tag/tag.go b/internal/tag/tag.go
index e38693d4..8af09cef 100644
--- a/internal/tag/tag.go
+++ b/internal/tag/tag.go
@@ -5,7 +5,7 @@ import (
 	"fmt"
 	"time"
 
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	"github.com/jmoiron/sqlx"
 	"github.com/zerodha/logf"
 )
@@ -16,7 +16,7 @@ var (
 )
 
 type Tag struct {
-	ID        int     `db:"id" json:"id"`
+	ID        int       `db:"id" json:"id"`
 	CreatedAt time.Time `db:"created_at" json:"created_at"`
 	Name      string    `db:"name" json:"name"`
 }
@@ -40,7 +40,7 @@ type queries struct {
 func New(opts Opts) (*Manager, error) {
 	var q queries
 
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
 		return nil, err
 	}
 
diff --git a/internal/team/team.go b/internal/team/team.go
index 72c32c42..07f17dc7 100644
--- a/internal/team/team.go
+++ b/internal/team/team.go
@@ -6,7 +6,7 @@ import (
 	"errors"
 	"fmt"
 
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	umodels "github.com/abhinavxd/artemis/internal/user/models"
 	"github.com/jmoiron/sqlx"
 	"github.com/zerodha/logf"
@@ -42,7 +42,7 @@ type queries struct {
 func New(opts Opts) (*Manager, error) {
 	var q queries
 
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
 		return nil, err
 	}
 
diff --git a/internal/template/models/models.go b/internal/template/models/models.go
new file mode 100644
index 00000000..5939006d
--- /dev/null
+++ b/internal/template/models/models.go
@@ -0,0 +1,6 @@
+package models
+
+type Template struct {
+	Body    string `db:"body"`
+	Subject string `db:"subject"`
+}
diff --git a/internal/template/queries.sql b/internal/template/queries.sql
new file mode 100644
index 00000000..f37565d7
--- /dev/null
+++ b/internal/template/queries.sql
@@ -0,0 +1,10 @@
+-- name: insert-template
+INSERT INTO templates
+("name", subject, body, is_default)
+VALUES($1, $2, $3, $4);
+
+-- name: get-template
+select id, name, subject, body from templates where name = $1;
+
+-- name: get-default-template
+select id, name, subject, body from templates where is_default is true;
\ No newline at end of file
diff --git a/internal/template/renderer.go b/internal/template/renderer.go
new file mode 100644
index 00000000..d8c09de6
--- /dev/null
+++ b/internal/template/renderer.go
@@ -0,0 +1,26 @@
+package template
+
+import (
+	"bytes"
+	"text/template"
+)
+
+// RenderDefault renders the system default template with the data.
+func (m *Manager) RenderDefault(data interface{}) (string, string, error) {
+	templ, err := m.GetDefaultTemplate()
+	if err != nil {
+		return "", "", err
+	}
+
+	tmpl, err := template.New("").Parse(templ.Body)
+	if err != nil {
+		return "", "", err
+	}
+
+	var rendered bytes.Buffer
+	if err := tmpl.Execute(&rendered, data); err != nil {
+		return "", "", err
+	}
+
+	return rendered.String(), templ.Subject, nil
+}
diff --git a/internal/template/template.go b/internal/template/template.go
new file mode 100644
index 00000000..c5bba087
--- /dev/null
+++ b/internal/template/template.go
@@ -0,0 +1,57 @@
+package template
+
+import (
+	"embed"
+
+	"github.com/abhinavxd/artemis/internal/dbutil"
+	"github.com/abhinavxd/artemis/internal/template/models"
+	"github.com/jmoiron/sqlx"
+)
+
+var (
+	//go:embed queries.sql
+	efs embed.FS
+)
+
+type Manager struct {
+	q queries
+}
+
+type queries struct {
+	InsertTemplate     *sqlx.Stmt `query:"insert-template"`
+	GetTemplate        *sqlx.Stmt `query:"get-template"`
+	GetDefaultTemplate *sqlx.Stmt `query:"get-default-template"`
+}
+
+func New(db *sqlx.DB) (*Manager, error) {
+	var q queries
+
+	if err := dbutil.ScanSQLFile("queries.sql", &q, db, efs); err != nil {
+		return nil, err
+	}
+
+	return &Manager{q}, nil
+}
+
+func (m *Manager) InsertTemplate(name, subject, body string) error {
+	if _, err := m.q.InsertTemplate.Exec(name, subject, body); err != nil {
+		return err
+	}
+	return nil
+}
+
+func (m *Manager) GetTemplate(name string) (models.Template, error) {
+	var template models.Template
+	if err := m.q.GetTemplate.Get(&template, name); err != nil {
+		return template, err
+	}
+	return template, nil
+}
+
+func (m *Manager) GetDefaultTemplate() (models.Template, error) {
+	var template models.Template
+	if err := m.q.GetDefaultTemplate.Get(&template); err != nil {
+		return template, err
+	}
+	return template, nil
+}
diff --git a/internal/user/filterstore/filterstore.go b/internal/user/filterstore/filterstore.go
deleted file mode 100644
index db8b2eba..00000000
--- a/internal/user/filterstore/filterstore.go
+++ /dev/null
@@ -1,42 +0,0 @@
-package filterstore
-
-import (
-	"embed"
-
-	"github.com/abhinavxd/artemis/internal/dbutils"
-	"github.com/abhinavxd/artemis/internal/user/filterstore/models"
-	"github.com/jmoiron/sqlx"
-)
-
-var (
-	//go:embed queries.sql
-	efs embed.FS
-)
-
-type Manager struct {
-	q queries
-}
-
-type queries struct {
-	GetFilters *sqlx.Stmt `query:"get-user-filters"`
-}
-
-func New(db *sqlx.DB) (*Manager, error) {
-	var q queries
-
-	if err := dbutils.ScanSQLFile("queries.sql", &q, db, efs); err != nil {
-		return nil, err
-	}
-
-	return &Manager{
-		q: q,
-	}, nil
-}
-
-func (m *Manager) GetFilters(userID int, page string) ([]models.Filter, error) {
-	var filters []models.Filter
-	if err := m.q.GetFilters.Select(&filters, userID, page); err != nil {
-		return filters, err
-	}
-	return filters, nil
-}
diff --git a/internal/user/filterstore/models/models.go b/internal/user/filterstore/models/models.go
deleted file mode 100644
index 1e8b0f11..00000000
--- a/internal/user/filterstore/models/models.go
+++ /dev/null
@@ -1,10 +0,0 @@
-package models
-
-import "encoding/json"
-
-type Filter struct {
-	ID      int             `db:"id" json:"id"`
-	UserID  int             `db:"user_id" json:"user_id"`
-	Page    string          `db:"page" json:"page"`
-	Filters json.RawMessage `db:"filters" json:"filters"`
-}
diff --git a/internal/user/filterstore/queries.sql b/internal/user/filterstore/queries.sql
deleted file mode 100644
index af1e88d0..00000000
--- a/internal/user/filterstore/queries.sql
+++ /dev/null
@@ -1,2 +0,0 @@
--- name: get-user-filters
-SELECT * from user_filters where user_id = $1 and page = $2;
\ No newline at end of file
diff --git a/internal/user/queries.sql b/internal/user/queries.sql
index 695a1ecc..479ee037 100644
--- a/internal/user/queries.sql
+++ b/internal/user/queries.sql
@@ -1,6 +1,9 @@
 -- name: get-users
 SELECT first_name, last_name, uuid, disabled from users;
 
+-- name: get-email
+SELECT email from users where CASE WHEN $1 > 0 THEN id = $1 ELSE uuid = $2 END; 
+
 -- name: get-user-by-email
 select id, email, password, avatar_url, first_name, last_name, uuid from users where email = $1;
 
diff --git a/internal/user/user.go b/internal/user/user.go
index c5b20366..6603a4e0 100644
--- a/internal/user/user.go
+++ b/internal/user/user.go
@@ -7,7 +7,7 @@ import (
 	"errors"
 	"fmt"
 
-	"github.com/abhinavxd/artemis/internal/dbutils"
+	"github.com/abhinavxd/artemis/internal/dbutil"
 	"github.com/abhinavxd/artemis/internal/user/models"
 	"github.com/jmoiron/sqlx"
 	"github.com/zerodha/logf"
@@ -39,6 +39,7 @@ type Opts struct {
 type queries struct {
 	GetUsers        *sqlx.Stmt `query:"get-users"`
 	GetUser         *sqlx.Stmt `query:"get-user"`
+	GetEmail        *sqlx.Stmt `query:"get-email"`
 	GetUserByEmail  *sqlx.Stmt `query:"get-user-by-email"`
 	SetUserPassword *sqlx.Stmt `query:"set-user-password"`
 }
@@ -46,7 +47,7 @@ type queries struct {
 func New(opts Opts) (*Manager, error) {
 	var q queries
 
-	if err := dbutils.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
+	if err := dbutil.ScanSQLFile("queries.sql", &q, opts.DB, efs); err != nil {
 		return nil, err
 	}
 
@@ -110,6 +111,23 @@ func (u *Manager) GetUser(id int, uuid string) (models.User, error) {
 	return user, nil
 }
 
+func (u *Manager) GetEmail(id int, uuid string) (string, error) {
+	var uu interface{}
+	if uuid != "" {
+		uu = uuid
+	}
+
+	var email string
+	if err := u.q.GetEmail.Get(&email, id, uu); err != nil {
+		if errors.Is(err, sql.ErrNoRows) {
+			return email, fmt.Errorf("user not found")
+		}
+		u.lo.Error("error fetching user from db", "error", err)
+		return email, fmt.Errorf("fetching user: %w", err)
+	}
+	return email, nil
+}
+
 func (u *Manager) verifyPassword(pwd []byte, pwdHash string) error {
 	err := bcrypt.CompareHashAndPassword([]byte(pwdHash), pwd)
 	if err != nil {
diff --git a/internal/ws/client.go b/internal/ws/client.go
index 421eb6cc..3287922b 100644
--- a/internal/ws/client.go
+++ b/internal/ws/client.go
@@ -3,6 +3,7 @@ package ws
 import (
 	"encoding/json"
 	"fmt"
+	"log"
 	"sync"
 	"time"
 
@@ -10,6 +11,13 @@ import (
 	"github.com/fasthttp/websocket"
 )
 
+const (
+	// SubscribeConversations to last 1000 conversations.
+	// TODO: Move to config.
+	maxConversationsPagesToSub = 10
+	maxConversationsPageSize   = 100
+)
+
 type SafeBool struct {
 	flag bool
 	mu   sync.Mutex
@@ -58,8 +66,6 @@ Loop:
 			}
 		case o, ok := <-c.Send:
 			if !ok {
-				// Disconnected.
-				fmt.Println("Client disconnected, breaking serve lop.")
 				break Loop
 			}
 			c.Conn.WriteMessage(o.messageType, o.data)
@@ -84,8 +90,6 @@ func (c *Client) Listen() {
 			return
 		}
 	}
-
-	fmt.Println("loop broke closing")
 	c.Hub.RemoveClient(c)
 	c.close()
 }
@@ -99,66 +103,95 @@ func (c *Client) processIncomingMessage(b []byte) {
 	}
 
 	switch r.Action {
-	// Sub to conversation updates.
-	case models.ActionConvSub:
-		var subR = models.ConvSubUnsubReq{}
-		if err := json.Unmarshal(b, &subR); err != nil {
+	case models.ActionConversationsSub:
+		var req = models.ConversationsSubscribe{}
+		if err := json.Unmarshal(b, &req); err != nil {
 			return
 		}
-		c.SubConv(int(c.ID), subR.UUIDs...)
-	case models.ActionConvUnsub:
-		var subR = models.ConvSubUnsubReq{}
-		if err := json.Unmarshal(b, &subR); err != nil {
+
+		// First remove all user conversation subscriptions.
+		c.RemoveAllUserConversationSubscriptions(c.ID)
+
+		// Add the new subcriptions.
+		for page := range maxConversationsPagesToSub {
+			page++
+			conversationUUIDs, err := c.Hub.conversationStore.GetConversationUUIDs(c.ID, page, maxConversationsPageSize, req.Type, req.PreDefinedFilter)
+			if err != nil {
+				log.Println("error fetching convesation ids", err)
+				continue
+			}
+			c.SubscribeConversations(c.ID, conversationUUIDs)
+		}
+	case models.ActionConversationSub:
+		var req = models.ConversationSubscribe{}
+		if err := json.Unmarshal(b, &req); err != nil {
 			return
 		}
-		c.UnsubConv(int(c.ID), subR.UUIDs...)
-	case models.ActionAssignedConvSub:
-		// Fetch all assigned conversation & sub.
-	case models.ActionAssignedConvUnSub:
-		// Fetch all unassigned conversation and sub.
+		c.SubscribeConversations(c.ID, []string{req.UUID})
+	case models.ActionConversationUnSub:
+		var req = models.ConversationUnsubscribe{}
+		if err := json.Unmarshal(b, &req); err != nil {
+			return
+		}
+		c.UnsubscribeConversation(c.ID, req.UUID)
+	default:
+		fmt.Println("new incoming ws msg ", string(b))
 	}
 }
 
 func (c *Client) close() {
+	c.RemoveAllUserConversationSubscriptions(c.ID)
 	c.Closed.Set(true)
 	close(c.Send)
 }
 
-func (c *Client) SubConv(userID int, uuids ...string) {
-	c.Hub.SubMut.Lock()
-	defer c.Hub.SubMut.Unlock()
-
-	for _, uuid := range uuids {
-		// Initialize the slice if this is the first subscription for this UUID
-		if _, ok := c.Hub.Csubs[uuid]; !ok {
-			c.Hub.Csubs[uuid] = []int{}
+func (c *Client) SubscribeConversations(userID int, conversationUUIDs []string) {
+	for _, conversationUUID := range conversationUUIDs {
+		// Initialize the slice if it doesn't exist
+		if c.Hub.ConversationSubs[conversationUUID] == nil {
+			c.Hub.ConversationSubs[conversationUUID] = []int{}
 		}
-		// Append the user ID to the slice of subscribed user IDs
-		c.Hub.Csubs[uuid] = append(c.Hub.Csubs[uuid], userID)
-	}
-}
 
-func (c *Client) UnsubConv(userID int, uuids ...string) {
-	c.Hub.SubMut.Lock()
-	defer c.Hub.SubMut.Unlock()
-
-	for _, uuid := range uuids {
-		currentSubs, ok := c.Hub.Csubs[uuid]
-		if !ok {
-			continue // No subscriptions for this UUID
-		}
-		j := 0
-		for _, sub := range currentSubs {
-			if sub != userID {
-				currentSubs[j] = sub
-				j++
+		// Check if userID already exists
+		exists := false
+		for _, id := range c.Hub.ConversationSubs[conversationUUID] {
+			if id == userID {
+				exists = true
+				break
 			}
 		}
-		currentSubs = currentSubs[:j] // Update the slice in-place
-		if len(currentSubs) == 0 {
-			delete(c.Hub.Csubs, uuid) // Remove key if no more subscriptions
-		} else {
-			c.Hub.Csubs[uuid] = currentSubs
+
+		// Add userID if it doesn't exist
+		if !exists {
+			c.Hub.ConversationSubs[conversationUUID] = append(c.Hub.ConversationSubs[conversationUUID], userID)
+		}
+	}
+}
+
+func (c *Client) UnsubscribeConversation(userID int, conversationUUID string) {
+	if userIDs, ok := c.Hub.ConversationSubs[conversationUUID]; ok {
+		for i, id := range userIDs {
+			if id == userID {
+				c.Hub.ConversationSubs[conversationUUID] = append(userIDs[:i], userIDs[i+1:]...)
+				break
+			}
+		}
+		if len(c.Hub.ConversationSubs[conversationUUID]) == 0 {
+			delete(c.Hub.ConversationSubs, conversationUUID)
+		}
+	}
+}
+
+func (c *Client) RemoveAllUserConversationSubscriptions(userID int) {
+	for conversationID, userIDs := range c.Hub.ConversationSubs {
+		for i, id := range userIDs {
+			if id == userID {
+				c.Hub.ConversationSubs[conversationID] = append(userIDs[:i], userIDs[i+1:]...)
+				break
+			}
+		}
+		if len(c.Hub.ConversationSubs[conversationID]) == 0 {
+			delete(c.Hub.ConversationSubs, conversationID)
 		}
 	}
 }
diff --git a/internal/ws/models/models.go b/internal/ws/models/models.go
index 0e7c7da5..8f6815b4 100644
--- a/internal/ws/models/models.go
+++ b/internal/ws/models/models.go
@@ -1,24 +1,36 @@
 package models
 
 const (
-	ActionConvSub           = "c_sub"
-	ActionConvUnsub         = "c_unsub"
-	ActionAssignedConvSub   = "a_c_sub"
-	ActionAssignedConvUnSub = "a_c_unsub"
-
-	EventNewMsg          = "new_msg"
-	EventMsgStatusUpdate = "msg_status_update"
+	ActionConversationsSub                = "conversations_sub"
+	ActionConversationSub                 = "conversation_sub"
+	ActionConversationUnSub               = "conversation_unsub"
+	MessageTypeNewMessage                 = "new_msg"
+	MessageTypeMessagePropUpdate          = "msg_prop_update"
+	MessageTypeNewConversation            = "new_conv"
+	MessageTypeConversationPropertyUpdate = "conv_prop_update"
 )
 
 type IncomingReq struct {
 	Action string `json:"a"`
 }
 
+type ConversationsSubscribe struct {
+	Type             string `json:"t"`
+	PreDefinedFilter string `json:"pf"`
+}
+
+type ConversationSubscribe struct {
+	UUID string `json:"uuid"`
+}
+type ConversationUnsubscribe struct {
+	UUID string `json:"uuid"`
+}
+
 type ConvSubUnsubReq struct {
 	UUIDs []string `json:"v"`
 }
 
-type Event struct {
-	Type string
-	Data string
+type Message struct {
+	Type string      `json:"typ"`
+	Data interface{} `json:"d"`
 }
diff --git a/internal/ws/ws.go b/internal/ws/ws.go
index 78a63dc5..d91ac5ee 100644
--- a/internal/ws/ws.go
+++ b/internal/ws/ws.go
@@ -4,27 +4,34 @@ import (
 	"encoding/json"
 	"fmt"
 	"sync"
+	"time"
 
 	"github.com/abhinavxd/artemis/internal/ws/models"
 	"github.com/fasthttp/websocket"
 )
 
-// Hub maintains the set of registered clients.
+// Hub maintains the set of registered clients and their subscriptions.
 type Hub struct {
 	clients      map[int][]*Client
 	clientsMutex sync.Mutex
 
-	// Map of conversation uuid to slice of subbed userids.
-	Csubs  map[string][]int
-	SubMut sync.Mutex
+	// Map of conversation uuid to a set of subscribed user IDs.
+	ConversationSubs map[string][]int
+
+	SubMut            sync.Mutex
+	conversationStore ConversationStore
+}
+
+type ConversationStore interface {
+	GetConversationUUIDs(userID, page, pageSize int, typ, predefinedFilter string) ([]string, error)
 }
 
 func NewHub() *Hub {
 	return &Hub{
-		clients:      make(map[int][]*Client, 100000),
-		clientsMutex: sync.Mutex{},
-		Csubs:        map[string][]int{},
-		SubMut:       sync.Mutex{},
+		clients:          make(map[int][]*Client, 10000),
+		clientsMutex:     sync.Mutex{},
+		ConversationSubs: make(map[string][]int),
+		SubMut:           sync.Mutex{},
 	}
 }
 
@@ -39,6 +46,10 @@ type PushMessage struct {
 	MaxUsers int    `json:"max_users"`
 }
 
+func (h *Hub) SetConversationStore(store ConversationStore) {
+	h.conversationStore = store
+}
+
 func (h *Hub) AddClient(c *Client) {
 	h.clientsMutex.Lock()
 	defer h.clientsMutex.Unlock()
@@ -59,7 +70,7 @@ func (h *Hub) RemoveClient(client *Client) {
 	}
 }
 
-// ClientAlreadyConnected checks if a user id is already connected or not.
+// ClientAlreadyConnected returns true if the client with this id is already connected else returns false.
 func (h *Hub) ClientAlreadyConnected(id int) bool {
 	h.clientsMutex.Lock()
 	defer h.clientsMutex.Unlock()
@@ -75,7 +86,6 @@ func (h *Hub) PushMessage(m PushMessage) {
 		h.clientsMutex.Lock()
 		for _, userID := range m.Users {
 			for _, c := range h.clients[userID] {
-				fmt.Printf("Pushing msg to %d", userID)
 				c.Conn.WriteMessage(websocket.TextMessage, m.Data)
 			}
 		}
@@ -97,52 +107,89 @@ func (h *Hub) PushMessage(m PushMessage) {
 	}
 }
 
-func (c *Hub) BroadcastNewMsg(convUUID string, msg map[string]interface{}) {
-	// clientIDs, ok := c.Csubs[convUUID]
-	// if !ok || len(clientIDs) == 0 {
-	// 	return
-	// }
-
-	clientIDs := []int{1, 2}
-
-	data := map[string]interface{}{
-		"ev": models.EventNewMsg,
-		"d":  msg,
+func (c *Hub) BroadcastNewConversationMessage(conversationUUID, trimmedMessage, messageUUID, lastMessageAt string, private bool) {
+	userIDs, ok := c.ConversationSubs[conversationUUID]
+	if !ok || len(userIDs) == 0 {
+		return
 	}
 
-	// Marshal.
-	dataB, err := json.Marshal(data)
+	message := models.Message{
+		Type: models.MessageTypeNewMessage,
+		Data: map[string]interface{}{
+			"conversation_uuid": conversationUUID,
+			"last_message":      trimmedMessage,
+			"uuid":              messageUUID,
+			"last_message_at":   lastMessageAt,
+			"private":           private,
+		},
+	}
+
+	c.marshalAndPush(message, userIDs)
+}
+
+func (c *Hub) BroadcastMessagePropUpdate(conversationUUID, messageUUID, prop, value string) {
+	userIDs, ok := c.ConversationSubs[conversationUUID]
+	if !ok || len(userIDs) == 0 {
+		return
+	}
+
+	message := models.Message{
+		Type: models.MessageTypeMessagePropUpdate,
+		Data: map[string]interface{}{
+			"uuid": messageUUID,
+			"prop": prop,
+			"val":  value,
+		},
+	}
+
+	c.marshalAndPush(message, userIDs)
+}
+
+func (c *Hub) BroadcastConversationAssignment(userID int, conversationUUID string, avatarUrl string, firstName, lastName, lastMessage, inboxName string, lastMessageAt time.Time, unreadMessageCount int) {
+	message := models.Message{
+		Type: models.MessageTypeNewConversation,
+		Data: map[string]interface{}{
+			"uuid":                 conversationUUID,
+			"avatar_url":           avatarUrl,
+			"first_name":           firstName,
+			"last_name":            lastName,
+			"last_message":         lastMessage,
+			"last_message_at":      time.Now().Format(time.RFC3339),
+			"inbox_name":           inboxName,
+			"unread_message_count": unreadMessageCount,
+		},
+	}
+	c.marshalAndPush(message, []int{userID})
+}
+
+func (c *Hub) BroadcastConversationPropertyUpdate(conversationUUID string, prop, val string) {
+	userIDs, ok := c.ConversationSubs[conversationUUID]
+	if !ok || len(userIDs) == 0 {
+		return
+	}
+
+	message := models.Message{
+		Type: models.MessageTypeConversationPropertyUpdate,
+		Data: map[string]interface{}{
+			"uuid": conversationUUID,
+			"prop": prop,
+			"val":  val,
+		},
+	}
+
+	c.marshalAndPush(message, userIDs)
+}
+
+func (c *Hub) marshalAndPush(message models.Message, userIDs []int) {
+	messageB, err := json.Marshal(message)
 	if err != nil {
 		return
 	}
 
-	c.PushMessage(PushMessage{
-		Data:  dataB,
-		Users: clientIDs,
-	})
-}
-
-func (c *Hub) BroadcastMsgStatus(convUUID string, msg map[string]interface{}) {
-	// clientIDs, ok := c.Csubs[convUUID]
-	// if !ok || len(clientIDs) == 0 {
-	// 	return
-	// }
-
-	clientIDs := []int{1, 2}
-
-	data := map[string]interface{}{
-		"ev": models.EventMsgStatusUpdate,
-		"d":  msg,
-	}
-
-	// Marshal.
-	dataB, err := json.Marshal(data)
-	if err != nil {
-		return
-	}
+	fmt.Println("pushing msg", string(messageB), "type", message.Type, "to_user_ids", userIDs, "connected_userIds", len(c.clients))
 
 	c.PushMessage(PushMessage{
-		Data:  dataB,
-		Users: clientIDs,
+		Data:  messageB,
+		Users: userIDs,
 	})
 }