Computer-implemented method and apparatus for placing a request for an Internet chat session between a visitor and a chat persona. A client device displays to the visitor (i) a plurality of chat personas, and (ii) a plurality of chat actions determined by a visitor-identifier associated with the visitor. In response to visitor selections, a chat system server selects (i) at least one chat persona and (ii) at least one chat action. The client device sends to the chat system server (i) a chat request to begin a chat session, and (ii) the visitor-identifier. The chat system server receives the chat request and the visitor identifier. The chat system server retrieves from memory additional information corresponding to the received visitor-identifier. The chat system server generates a personalized chat session between the identified visitor on the client device and the selected persona on the chat system server, using the retrieved additional information.