Tags are shared across lists and contacts. Owner or admin creates them on Settings → Tags, then anyone who can edit a list or contact can apply those tags.
Create a tag
The page says "Ask an owner or admin to create or delete tags." when you cannot mutate.
Sign in as Owner or admin.
Open Settings → Tags.
Enter Name. The placeholder is "Client name, segment...".
Optionally enter Color as a 6-digit hex, such as #73d8e8.
Select Create tag. The page flashes "Tag created."
Empty state is "No tags yet." Search uses "Filter tags...". Columns are Tag, Color, and Actions. Color shows "None" when empty.
Apply or delete a tag
Open a list or a contact and use the tag picker. The picker says "Tags are shared across lists and contacts." and links to Manage tags.
Delete lives on Settings → Tags. The dialog is Delete tag and says Delete tag "{name}"? Lists and contacts keep their other tags. The page then flashes "Tag deleted."
Tags are not a campaign setting. They do not license a seat and they do not spend a token.