Status Quo
The routing of alerts to different receivers is based on hard-coded severity rules. For example, strictly critical alerts are routed to PagerDuty (see https://github.com/redhat-developer/observability-operator/blob/main/controllers/reconcilers/configuration/alertmanager.go#L190). Customized routing rules based on other labels or label values are not supported.
Proposal
Receivers are freely configurable by their Alertmanager route CR. In particular, the receiver matching supports configurable labels and label values.