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By default, a Keyword Replies flow in ChatSyncs (see How to Create a Keyword-Based WhatsApp Chatbot) only fires when a customer’s message matches one of its Trigger Keywords exactly (or partially, depending on the matching type). Anything else gets no reply — unless you set up a catch-all. That catch-all is the No Match action, not a special keyword you type in — see How to Set Up Quick Actions (No Match, Get Started, and More) for the full setup. Example: A customer types pizza, help me, or anything else with no matching flow. Instead of getting ignored, No Match catches it and replies with something like “I’m not sure I understood — type ‘menu’ to see what I can help with.”
Example No Match flow catching an unmatched message

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Frequently asked

Not as a keyword you type — instead, enable No Match under Quick Actions — see How to Set Up Quick Actions (No Match, Get Started, and More) — which catches every message that didn’t match a set trigger keyword.
Yes — the keyword matching type on a flow’s trigger can be set to match partially, not just an exact word. See How to Create a Keyword-Based WhatsApp Chatbot for the trigger setup.