Roles and what each one can do
Owner, admin, manager, moderator and client: what each role can see and change in a brand.
Updated
Each person has one role in each brand. Someone can be an admin in Wildermere and a moderator in another brand you run.
The five roles
| Role | In short |
|---|---|
| Owner | Everything, including billing and deleting the brand. |
| Admin | Everything except deleting the brand. |
| Manager | Setup, rules, replies and connected accounts. Not people or billing. Can be limited to specific accounts, and then changes only those accounts. |
| Moderator | Works Activity: hiding, allowing and replying to comments. Can be limited to specific accounts. |
| Client | Reads reports and the comments on their accounts. Changes nothing. |
What each role can do
| Owner | Admin | Manager | Moderator | Client | |
|---|---|---|---|---|---|
| Hide, allow, delete and reply to comments | Yes | Yes | Yes | Yes | No |
| Work Messages and Needs you | Yes | Yes | Yes | Yes | No |
| Change brand-wide settings (see below) | Yes | Yes | Yes, unless limited to some accounts | No | No |
| Change rules, and one account’s own settings | Yes | Yes | Yes | No | No |
| Add and edit saved replies | Yes | Yes | Yes | Yes | No |
| Schedule client reports | Yes | Yes | Yes | No | No |
| Connect and remove accounts | Yes | Yes | Yes | No | No |
| Invite people and change roles | Yes | Yes | No | No | No |
| Brand-wide sign-in rules, audit log and white label | Yes | Yes | No | No | No |
| Manage a brand’s separate plan | Yes | Yes | No | No | No |
| Choose who pays for the brand | Yes | No | No | No | No |
| Delete the brand | Yes | No | No | No | No |
| Read reports | Yes | Yes | Yes | Yes | Yes, in the client portal |
A few details:
- Only owners can invite, change or remove another owner, and every brand keeps at least one owner.
- Managers and moderators can be limited to some of the brand’s accounts. They then see only those accounts’ comments, messages and reports. See Limit someone to certain accounts.
- Brand-wide settings change what happens on every account, so only owners, admins and managers with every account can change them: About the brand and the brand voice, the Setup switches and guidance, Always ask me about, Happy comments, When someone messages you, alerts, integrations (Klaviyo, Meta Events Manager and your product catalog), import and WhatsApp templates. Billing, API keys, members, sign-in and security, and white label stay with owners and admins. Anyone else sees these settings with the line “Only owners, admins and managers with every account can change this.” (or “Only owners and admins can change this.”) and cannot change them.
- A manager limited to some accounts still edits rules and uses Customize for one account on Setup for their own accounts.
- Clients stay clients. To make a client part of your team, invite them again with a team role.
- Your plan belongs to you, not to the brand. Teammates never see or change it. See One plan for several brands.
Change a role
Owners and admins change roles on Settings, then Members, from the menu in each person’s row. It applies right away, and the change is recorded in the audit log.
Which role to pick
- Your support team or a virtual assistant who answers comments: Moderator.
- Someone who runs your ads and tunes what gets hidden: Manager.
- A partner who helps run the whole account: Admin.
- An agency client who wants to see results: Client.
Related
- Invite your team Send someone a link to join your brand, choose their role, and add them to your other brands in one go.
- Limit someone to certain accounts Let a moderator or manager work only on the accounts you choose, such as one store’s Instagram and TikTok.
- The client portal and white label Give an agency client a read-only view of their reports and comments, and show your agency’s name, logo and colour instead of ours.
- One plan for several brands, or a separate plan per client Your plan covers every brand you own with one shared allowance. An agency can bill a client’s brand separately instead.
Still stuck?
Tell us what you were trying to do and what happened. A person replies, usually within one business day.