diff --git a/bot/chorus_bot/ping.py b/bot/chorus_bot/ping.py
index e6ec946..8a1dd4f 100644
--- a/bot/chorus_bot/ping.py
+++ b/bot/chorus_bot/ping.py
@@ -9,6 +9,8 @@ MODALITY_LABELS = {
     "voice": "Voice",
     "fb_messenger": "FB Messenger",
     "nd_messenger": "ND Messenger",
+    "lead_found": "Found Lead",
+    "magpie_lead": "Magpie Lead",
 }
 
 # Discord's API rejects embed field values of length 0 (min 1, max 1024 chars).
@@ -34,7 +36,7 @@ def _safe_field_value(value: str) -> str:
 
 def build_ping_embed(
     *, modality: str, sender_id: str | None, snippet: str, raw_content: str,
-    captured_at: datetime,
+    captured_at: datetime, direction: str = "inbound",
 ) -> discord.Embed:
     label = MODALITY_LABELS.get(modality, modality)
     embed = discord.Embed(
@@ -42,6 +44,7 @@ def build_ping_embed(
         description=snippet,
     )
     embed.add_field(name="modality", value=_safe_field_value(modality), inline=True)
+    embed.add_field(name="direction", value=_safe_field_value(direction), inline=True)
     embed.add_field(name="sender_id", value=_safe_field_value(sender_id or ""), inline=True)
     embed.add_field(
         name="captured_at", value=_safe_field_value(captured_at.isoformat()), inline=True,
@@ -64,9 +67,12 @@ def parse_ping_embed(embed: discord.Embed) -> dict:
     if raw_content == _EMPTY_FIELD_SENTINEL:
         raw_content = ""
 
+    direction = values.get("direction") or "inbound"
+
     return {
         "modality": values["modality"],
         "sender_id": sender_id,
         "raw_content": raw_content,
         "captured_at": datetime.fromisoformat(values["captured_at"]),
+        "direction": direction,
     }
diff --git a/bot/tests/test_ping.py b/bot/tests/test_ping.py
index e668117..20c0289 100644
--- a/bot/tests/test_ping.py
+++ b/bot/tests/test_ping.py
@@ -1,4 +1,5 @@
 from datetime import datetime, timezone
+import discord
 from chorus_bot import ping
 
 
@@ -90,3 +91,36 @@ def test_build_ping_embed_truncates_long_raw_content():
     raw_content_field = next(f for f in embed.fields if f.name == "raw_content")
     assert len(raw_content_field.value) <= 1024
     assert "truncated" in raw_content_field.value
+
+
+def test_build_and_parse_round_trip_includes_direction():
+    captured_at = datetime(2026, 7, 13, 7, 0, 0, tzinfo=timezone.utc)
+    embed = ping.build_ping_embed(
+        modality="lead_found", sender_id=None, snippet="found post",
+        raw_content="Someone posted about donating books on Nextdoor",
+        captured_at=captured_at, direction="outbound",
+    )
+    parsed = ping.parse_ping_embed(embed)
+    assert parsed["direction"] == "outbound"
+
+
+def test_build_ping_embed_direction_defaults_to_inbound():
+    embed = ping.build_ping_embed(
+        modality="bh_email", sender_id="jane@example.com", snippet="hi",
+        raw_content="hi", captured_at=datetime(2026, 7, 13, 7, 0, 0, tzinfo=timezone.utc),
+    )
+    parsed = ping.parse_ping_embed(embed)
+    assert parsed["direction"] == "inbound"
+
+
+def test_parse_ping_embed_defaults_direction_when_field_missing():
+    """Regression guard: embeds built before this change have no direction
+    field at all -- parsing one must not raise and must default to inbound."""
+    embed = discord.Embed(title="bh_email", description="hi")
+    embed.add_field(name="modality", value="bh_email", inline=True)
+    embed.add_field(name="sender_id", value="jane@example.com", inline=True)
+    embed.add_field(name="captured_at", value="2026-07-13T07:00:00+00:00", inline=True)
+    embed.add_field(name="raw_content", value="hi", inline=False)
+
+    parsed = ping.parse_ping_embed(embed)
+    assert parsed["direction"] == "inbound"