diff --git a/api/src/chat/controllers/subscriber.controller.spec.ts b/api/src/chat/controllers/subscriber.controller.spec.ts
index 32361be8..9c514302 100644
--- a/api/src/chat/controllers/subscriber.controller.spec.ts
+++ b/api/src/chat/controllers/subscriber.controller.spec.ts
@@ -128,6 +128,7 @@ describe('SubscriberController', () => {
         ),
         labels: labelIDs,
         assignedTo: allUsers.find(({ id }) => subscriber.assignedTo === id)?.id,
+        context: undefined,
       });
     });
 
@@ -148,6 +149,7 @@ describe('SubscriberController', () => {
           subscriber.labels.includes(label.id),
         ),
         assignedTo: allUsers.find(({ id }) => subscriber.assignedTo === id),
+        context: undefined,
       });
     });
   });
diff --git a/api/src/chat/repositories/subscriber.repository.spec.ts b/api/src/chat/repositories/subscriber.repository.spec.ts
index b034ae4a..e34dee65 100644
--- a/api/src/chat/repositories/subscriber.repository.spec.ts
+++ b/api/src/chat/repositories/subscriber.repository.spec.ts
@@ -119,6 +119,7 @@ describe('SubscriberRepository', () => {
           subscriber.labels.includes(label.id),
         ),
         assignedTo: allUsers.find(({ id }) => subscriber.assignedTo === id),
+        context: undefined,
       };
 
       expect(subscriberModel.findById).toHaveBeenCalledWith(
diff --git a/api/src/chat/services/conversation.service.spec.ts b/api/src/chat/services/conversation.service.spec.ts
new file mode 100644
index 00000000..e3a8ebc5
--- /dev/null
+++ b/api/src/chat/services/conversation.service.spec.ts
@@ -0,0 +1,354 @@
+/*
+ * Copyright © 2025 Hexastack. All rights reserved.
+ *
+ * Licensed under the GNU Affero General Public License v3.0 (AGPLv3) with the following additional terms:
+ * 1. The name "Hexabot" is a trademark of Hexastack. You may not use this name in derivative works without express written permission.
+ * 2. All derivative works must include clear attribution to the original creator and software, Hexastack and Hexabot, in a prominent location (e.g., in the software's "About" section, documentation, and README file).
+ */
+
+import { MongooseModule } from '@nestjs/mongoose';
+
+import { AttachmentRepository } from '@/attachment/repositories/attachment.repository';
+import { AttachmentModel } from '@/attachment/schemas/attachment.schema';
+import { AttachmentService } from '@/attachment/services/attachment.service';
+import EventWrapper from '@/channel/lib/EventWrapper';
+import { installContextVarFixtures } from '@/utils/test/fixtures/contextvar';
+import { installConversationTypeFixtures } from '@/utils/test/fixtures/conversation';
+import {
+  closeInMongodConnection,
+  rootMongooseTestModule,
+} from '@/utils/test/test';
+import { buildTestingMocks } from '@/utils/test/utils';
+
+import { VIEW_MORE_PAYLOAD } from '../helpers/constants';
+import { ContextVarRepository } from '../repositories/context-var.repository';
+import { ConversationRepository } from '../repositories/conversation.repository';
+import { SubscriberRepository } from '../repositories/subscriber.repository';
+import { Block } from '../schemas/block.schema';
+import { ContextVarModel } from '../schemas/context-var.schema';
+import { ConversationModel } from '../schemas/conversation.schema';
+import { SubscriberModel } from '../schemas/subscriber.schema';
+import { OutgoingMessageFormat } from '../schemas/types/message';
+
+import { ContextVarService } from './context-var.service';
+import { ConversationService } from './conversation.service';
+import { SubscriberService } from './subscriber.service';
+
+describe('ConversationService', () => {
+  let conversationService: ConversationService;
+  let subscriberService: SubscriberService;
+  // let labelService: LabelService;
+  // let subscriberRepository: SubscriberRepository;
+  // let allSubscribers: Subscriber[];
+  // let allLabels: Label[];
+  // let labelsWithUsers: LabelFull[];
+
+  beforeAll(async () => {
+    const { getMocks } = await buildTestingMocks({
+      imports: [
+        rootMongooseTestModule(async () => {
+          await installContextVarFixtures();
+          await installConversationTypeFixtures();
+        }),
+        MongooseModule.forFeature([
+          // LabelModel,
+          SubscriberModel,
+          ConversationModel,
+          AttachmentModel,
+          ContextVarModel,
+        ]),
+      ],
+      providers: [
+        // LabelService,
+        // LabelRepository,
+        AttachmentService,
+        SubscriberService,
+        ConversationService,
+        ContextVarService,
+        AttachmentRepository,
+        SubscriberRepository,
+        ConversationRepository,
+        ContextVarRepository,
+      ],
+    });
+    [conversationService, subscriberService] = await getMocks([
+      ConversationService,
+      SubscriberService,
+    ]);
+    // allSubscribers = await subscriberRepository.findAll();
+    // allLabels = await labelRepository.findAll();
+    // labelsWithUsers = allLabels.map((label) => ({
+    //   ...label,
+    //   users: allSubscribers,
+    // }));
+  });
+
+  afterEach(jest.clearAllMocks);
+  afterAll(closeInMongodConnection);
+
+  describe('ConversationService.storeContextData', () => {
+    it('should enrich the conversation context and persist conversation + subscriber (permanent)', async () => {
+      const subscriber = (await subscriberService.findOne({
+        foreign_id: 'foreign-id-messenger',
+      }))!;
+      const conversation = (await conversationService.findOne({
+        sender: subscriber.id,
+      }))!;
+
+      const next = {
+        id: 'block-1',
+        capture_vars: [{ entity: -1, context_var: 'phone' }],
+      } as Block;
+
+      const mockPhone = '+1 514 678 9873';
+
+      const event = {
+        getMessageType: jest.fn().mockReturnValue('message'),
+        getText: jest.fn().mockReturnValue(mockPhone),
+        getPayload: jest.fn().mockReturnValue(undefined),
+        getNLP: jest.fn().mockReturnValue(undefined),
+        getMessage: jest.fn().mockReturnValue({
+          text: mockPhone,
+        }),
+        getHandler: jest.fn().mockReturnValue({
+          getName: jest.fn().mockReturnValue('messenger-channel'),
+        }),
+        getSender: jest.fn().mockReturnValue({
+          id: subscriber.id,
+          first_name: subscriber.first_name,
+          last_name: subscriber.last_name,
+          language: subscriber.language,
+          context: {
+            vars: {
+              email: 'john.doe@mail.com',
+            },
+          },
+        }),
+        setSender: jest.fn(),
+      } as unknown as EventWrapper<any, any>;
+
+      const result = await conversationService.storeContextData(
+        conversation!,
+        next,
+        event,
+        true,
+      );
+
+      // ---- Assertions ------------------------------------------------------
+      expect(result.context.channel).toBe('messenger-channel');
+      expect(result.context.text).toBe(mockPhone);
+      expect(result.context.vars.phone).toBe(mockPhone);
+      expect(result.context.user).toEqual({
+        id: subscriber.id,
+        first_name: subscriber.first_name,
+        last_name: subscriber.last_name,
+        language: subscriber.language,
+      });
+
+      const updatedSubscriber = (await subscriberService.findOne({
+        foreign_id: 'foreign-id-messenger',
+      }))!;
+
+      expect(updatedSubscriber.context.vars?.phone).toBe(mockPhone);
+
+      // expect(event.setSender).toHaveBeenCalledWith(updatedSubscriber);
+    });
+
+    it('should capture an NLP entity value into context vars (non-permanent)', async () => {
+      const subscriber = (await subscriberService.findOne({
+        foreign_id: 'foreign-id-messenger',
+      }))!;
+      const conversation = (await conversationService.findOne({
+        sender: subscriber.id,
+      }))!;
+
+      const next = {
+        id: 'block-1',
+        capture_vars: [{ entity: 'country_code', context_var: 'country' }],
+      } as Block;
+
+      const mockMessage = 'Are you from the US?';
+      const event = {
+        getMessageType: jest.fn().mockReturnValue('message'),
+        getText: jest.fn().mockReturnValue(mockMessage),
+        getPayload: jest.fn().mockReturnValue(undefined),
+        getNLP: jest.fn().mockReturnValue({
+          entities: [
+            {
+              entity: 'country_code',
+              value: 'US',
+            },
+          ],
+        }),
+        getMessage: jest.fn().mockReturnValue({
+          text: mockMessage,
+        }),
+        getHandler: jest.fn().mockReturnValue({
+          getName: jest.fn().mockReturnValue('messenger-channel'),
+        }),
+        getSender: jest.fn().mockReturnValue({
+          id: subscriber.id,
+          first_name: subscriber.first_name,
+          last_name: subscriber.last_name,
+          language: subscriber.language,
+          context: {
+            vars: {
+              email: 'john.doe@mail.com',
+            },
+          },
+        }),
+        setSender: jest.fn(),
+      } as unknown as EventWrapper<any, any>;
+
+      const result = await conversationService.storeContextData(
+        conversation,
+        next,
+        event,
+        true,
+      );
+
+      expect(result.context.vars.country).toBe('US');
+      const updatedSubscriber = (await subscriberService.findOne({
+        foreign_id: 'foreign-id-messenger',
+      }))!;
+      expect(updatedSubscriber.context.vars?.country).toBe(undefined);
+    });
+
+    it('should capture user coordinates when message type is "location"', async () => {
+      const subscriber = (await subscriberService.findOne({
+        foreign_id: 'foreign-id-messenger',
+      }))!;
+      const conversation = (await conversationService.findOne({
+        sender: subscriber.id,
+      }))!;
+
+      const next = {
+        id: 'block-1',
+        capture_vars: [{ entity: 'country_code', context_var: 'country' }],
+      } as Block;
+
+      const event = {
+        getMessageType: jest.fn().mockReturnValue('location'),
+        getText: jest.fn().mockReturnValue(''),
+        getPayload: jest.fn().mockReturnValue(undefined),
+        getNLP: jest.fn(),
+        getMessage: jest.fn().mockReturnValue({
+          coordinates: { lat: 36.8065, lon: 10.1815 },
+        }),
+        getHandler: jest.fn().mockReturnValue({
+          getName: jest.fn().mockReturnValue('messenger-channel'),
+        }),
+        getSender: jest.fn().mockReturnValue({
+          id: subscriber.id,
+          first_name: subscriber.first_name,
+          last_name: subscriber.last_name,
+          language: subscriber.language,
+          context: {
+            vars: {
+              email: 'john.doe@mail.com',
+            },
+          },
+        }),
+        setSender: jest.fn(),
+      } as unknown as EventWrapper<any, any>;
+
+      const result = await conversationService.storeContextData(
+        conversation,
+        next,
+        event,
+      );
+
+      expect(result.context.user_location).toEqual({
+        lat: 36.8065,
+        lon: 10.1815,
+      });
+    });
+
+    it('should increment skip when VIEW_MORE payload is received for list/carousel blocks', async () => {
+      const subscriber = (await subscriberService.findOne({
+        foreign_id: 'foreign-id-messenger',
+      }))!;
+      const conversation = (await conversationService.findOne({
+        sender: subscriber.id,
+      }))!;
+
+      const next = {
+        id: 'block-1',
+        capture_vars: [],
+        options: {
+          content: {
+            display: OutgoingMessageFormat.list,
+            limit: 10,
+          },
+        },
+      } as unknown as Block;
+
+      const event = {
+        getMessageType: jest.fn().mockReturnValue('message'),
+        getText: jest.fn().mockReturnValue('I would like to see the products'),
+        getPayload: jest.fn().mockReturnValue(undefined),
+        getNLP: jest.fn(),
+        getMessage: jest.fn().mockReturnValue({
+          text: 'I would like to see the products',
+        }),
+        getHandler: jest.fn().mockReturnValue({
+          getName: jest.fn().mockReturnValue('messenger-channel'),
+        }),
+        getSender: jest.fn().mockReturnValue({
+          id: subscriber.id,
+          first_name: subscriber.first_name,
+          last_name: subscriber.last_name,
+          language: subscriber.language,
+          context: {
+            vars: {
+              email: 'john.doe@mail.com',
+            },
+          },
+        }),
+        setSender: jest.fn(),
+      } as unknown as EventWrapper<any, any>;
+
+      const result1 = await conversationService.storeContextData(
+        conversation,
+        next,
+        event,
+      );
+
+      expect(result1.context.skip['block-1']).toBe(0);
+
+      const event2 = {
+        getMessageType: jest.fn().mockReturnValue('postback'),
+        getText: jest.fn().mockReturnValue('View more'),
+        getPayload: jest.fn().mockReturnValue(VIEW_MORE_PAYLOAD),
+        getNLP: jest.fn(),
+        getMessage: jest.fn().mockReturnValue({
+          coordinates: { lat: 36.8065, lon: 10.1815 },
+        }),
+        getHandler: jest.fn().mockReturnValue({
+          getName: jest.fn().mockReturnValue('messenger-channel'),
+        }),
+        getSender: jest.fn().mockReturnValue({
+          id: subscriber.id,
+          first_name: subscriber.first_name,
+          last_name: subscriber.last_name,
+          language: subscriber.language,
+          context: {
+            vars: {
+              email: 'john.doe@mail.com',
+            },
+          },
+        }),
+        setSender: jest.fn(),
+      } as unknown as EventWrapper<any, any>;
+
+      // Second call to ensure the offset keeps growing
+      const result2 = await conversationService.storeContextData(
+        conversation,
+        next,
+        event2,
+      );
+
+      expect(result2.context.skip['block-1']).toBe(10);
+    });
+  });
+});
diff --git a/api/src/utils/test/fixtures/block.ts b/api/src/utils/test/fixtures/block.ts
index 5698f02f..06748a00 100644
--- a/api/src/utils/test/fixtures/block.ts
+++ b/api/src/utils/test/fixtures/block.ts
@@ -196,8 +196,10 @@ export const installBlockFixtures = async () => {
       category: defaultCategory.id,
     })),
   );
-  return await Block.updateOne(
+  await Block.updateOne(
     { name: 'hasNextBlocks' },
     { $set: { nextBlocks: blocks[1].id } },
   );
+
+  return blocks;
 };
diff --git a/api/src/utils/test/fixtures/contextvar.ts b/api/src/utils/test/fixtures/contextvar.ts
index 6cb188f9..536f5a3a 100644
--- a/api/src/utils/test/fixtures/contextvar.ts
+++ b/api/src/utils/test/fixtures/contextvar.ts
@@ -21,6 +21,16 @@ export const contentVarDefaultValues: TContentVarFixtures['defaultValues'] = {
 };
 
 const contextVars: TContentVarFixtures['values'][] = [
+  {
+    label: 'Phone',
+    name: 'phone',
+    permanent: true,
+  },
+  {
+    label: 'Country',
+    name: 'country',
+    permanent: false,
+  },
   {
     label: 'test context var 1',
     name: 'test1',
diff --git a/api/src/utils/test/fixtures/conversation.ts b/api/src/utils/test/fixtures/conversation.ts
index 5550eeab..b2a15733 100644
--- a/api/src/utils/test/fixtures/conversation.ts
+++ b/api/src/utils/test/fixtures/conversation.ts
@@ -1,5 +1,5 @@
 /*
- * Copyright © 2024 Hexastack. All rights reserved.
+ * Copyright © 2025 Hexastack. All rights reserved.
  *
  * Licensed under the GNU Affero General Public License v3.0 (AGPLv3) with the following additional terms:
  * 1. The name "Hexabot" is a trademark of Hexastack. You may not use this name in derivative works without express written permission.
@@ -10,6 +10,7 @@ import mongoose from 'mongoose';
 
 import { ConversationCreateDto } from '@/chat/dto/conversation.dto';
 import { ConversationModel } from '@/chat/schemas/conversation.schema';
+import { Subscriber } from '@/chat/schemas/subscriber.schema';
 
 import { getFixturesWithDefaultValues } from '../defaultValues';
 import { TFixturesDefaultValues } from '../types';
@@ -45,23 +46,10 @@ const conversations: ConversationCreateDto[] = [
       },
       user: {
         id: '1',
-        createdAt: new Date(),
-        updatedAt: new Date(),
         first_name: 'Jhon',
         last_name: 'Doe',
         language: 'fr',
-        locale: 'en_EN',
-        timezone: 0,
-        gender: 'male',
-        country: 'FR',
-        foreign_id: '',
-        labels: [],
-        assignedTo: null,
-        channel: { name: 'messenger-channel' },
-        avatar: null,
-        context: {},
-        assignedAt: new Date(),
-      },
+      } as Subscriber,
       skip: {},
       attempt: 0,
     },
@@ -131,7 +119,7 @@ export const conversationFixtures =
   });
 
 export const installConversationTypeFixtures = async () => {
-  const subscribers = await installSubscriberFixtures();
+  const { subscribers } = await installSubscriberFixtures();
   const blocks = await installBlockFixtures();
 
   const Conversation = mongoose.model(
diff --git a/api/src/utils/test/fixtures/subscriber.ts b/api/src/utils/test/fixtures/subscriber.ts
index 0f11f32d..22caa4a3 100644
--- a/api/src/utils/test/fixtures/subscriber.ts
+++ b/api/src/utils/test/fixtures/subscriber.ts
@@ -26,6 +26,9 @@ export const subscriberDefaultValues: TSubscriberFixtures['defaultValues'] = {
   lastvisit: new Date(Date.now() + 7 * 24 * 60 * 60 * 1000),
   retainedFrom: new Date(Date.now() + 7 * 24 * 60 * 60 * 1000),
   avatar: null,
+  context: {
+    vars: {},
+  },
 };
 
 const subscribers: TSubscriberFixtures['values'][] = [