diff --git a/app/javascript/dashboard/components/ChatList.vue b/app/javascript/dashboard/components/ChatList.vue
index dd9e353b8..990ea9e02 100644
--- a/app/javascript/dashboard/components/ChatList.vue
+++ b/app/javascript/dashboard/components/ChatList.vue
@@ -125,6 +125,7 @@
         @update-conversation-status="toggleConversationStatus"
         @context-menu-toggle="onContextMenuToggle"
         @mark-as-unread="markAsUnread"
+        @assign-priority="assignPriority"
       />
 
       <div v-if="chatListLoading" class="text-center">
@@ -670,6 +671,22 @@ export default {
         this.showAlert(this.$t('BULK_ACTION.ASSIGN_FAILED'));
       }
     },
+    async assignPriority(priority, conversationId = null) {
+      this.$store.dispatch('setCurrentChatPriority', {
+        priority,
+        conversationId,
+      });
+      this.$store
+        .dispatch('assignPriority', { conversationId, priority })
+        .then(() => {
+          this.showAlert(
+            this.$t('CONVERSATION.PRIORITY.CHANGE_PRIORITY.SUCCESSFUL', {
+              priority,
+              conversationId,
+            })
+          );
+        });
+    },
     async markAsUnread(conversationId) {
       try {
         await this.$store.dispatch('markMessagesUnread', {
diff --git a/app/javascript/dashboard/components/widgets/conversation/ConversationCard.vue b/app/javascript/dashboard/components/widgets/conversation/ConversationCard.vue
index 397928e75..d2d49580a 100644
--- a/app/javascript/dashboard/components/widgets/conversation/ConversationCard.vue
+++ b/app/javascript/dashboard/components/widgets/conversation/ConversationCard.vue
@@ -109,12 +109,14 @@
       <conversation-context-menu
         :status="chat.status"
         :inbox-id="inbox.id"
+        :priority="chat.priority"
         :has-unread-messages="hasUnread"
         @update-conversation="onUpdateConversation"
         @assign-agent="onAssignAgent"
         @assign-label="onAssignLabel"
         @assign-team="onAssignTeam"
         @mark-as-unread="markAsUnread"
+        @assign-priority="assignPriority"
       />
     </woot-context-menu>
   </div>
@@ -375,6 +377,10 @@ export default {
       this.$emit('mark-as-unread', this.chat.id);
       this.closeContextMenu();
     },
+    async assignPriority(priority) {
+      this.$emit('assign-priority', priority, this.chat.id);
+      this.closeContextMenu();
+    },
   },
 };
 </script>
diff --git a/app/javascript/dashboard/components/widgets/conversation/contextMenu/Index.vue b/app/javascript/dashboard/components/widgets/conversation/contextMenu/Index.vue
index acbfa5575..ca7117cfc 100644
--- a/app/javascript/dashboard/components/widgets/conversation/contextMenu/Index.vue
+++ b/app/javascript/dashboard/components/widgets/conversation/contextMenu/Index.vue
@@ -23,6 +23,14 @@
         @click="snoozeConversation(option.snoozedUntil)"
       />
     </menu-item-with-submenu>
+    <menu-item-with-submenu :option="priorityConfig">
+      <menu-item
+        v-for="(option, i) in priorityConfig.options"
+        :key="i"
+        :option="option"
+        @click="assignPriority(option.key)"
+      />
+    </menu-item-with-submenu>
     <menu-item-with-submenu
       :option="labelMenuConfig"
       :sub-menu-available="!!labels.length"
@@ -93,6 +101,10 @@ export default {
       type: Number,
       default: null,
     },
+    priority: {
+      type: String,
+      default: null,
+    },
   },
   data() {
     return {
@@ -140,6 +152,33 @@ export default {
           },
         ],
       },
+      priorityConfig: {
+        key: 'priority',
+        label: this.$t('CONVERSATION.PRIORITY.TITLE'),
+        icon: 'warning',
+        options: [
+          {
+            label: this.$t('CONVERSATION.PRIORITY.OPTIONS.NONE'),
+            key: null,
+          },
+          {
+            label: this.$t('CONVERSATION.PRIORITY.OPTIONS.URGENT'),
+            key: 'urgent',
+          },
+          {
+            label: this.$t('CONVERSATION.PRIORITY.OPTIONS.HIGH'),
+            key: 'high',
+          },
+          {
+            label: this.$t('CONVERSATION.PRIORITY.OPTIONS.MEDIUM'),
+            key: 'medium',
+          },
+          {
+            label: this.$t('CONVERSATION.PRIORITY.OPTIONS.LOW'),
+            key: 'low',
+          },
+        ].filter(item => item.key !== this.priority),
+      },
       labelMenuConfig: {
         key: 'label',
         icon: 'tag',
@@ -193,6 +232,9 @@ export default {
         this.snoozeTimes[snoozedUntil] || null
       );
     },
+    assignPriority(priority) {
+      this.$emit('assign-priority', priority);
+    },
     show(key) {
       // If the conversation status is same as the action, then don't display the option
       // i.e.: Don't show an option to resolve if the conversation is already resolved.