Customer operations for service businesses
Every conversation,handled to the end.
Sela is the customer operations system for service businesses: a shared inbox across eight channels, the contacts and jobs attached to them, automations that push work forward, and an AI agent that works inside the same system your team does.
Arabic and English, right-to-left across every screen. No credit card required.
- 8
- channels in one inbox
- AR/EN
- right-to-left throughout
- 1
- record for the customer
Sara Kareem
- Is the 6:00 reservation still open?18:02
- AIYes, 6:00 is open for a table of four. Shall I hold it under your name?18:02Answered from reservations.pdf
- Yes please, same name as last time.18:03
Ali took over the conversation
- AliBooked for four at 6:00. See you tonight, Sara.18:04
- ReservationTable 12 · Tonight 18:00
01It arrives
Every conversation arrives in the same place
Website chat, WhatsApp, Messenger, Instagram, Telegram, email, SMS and voice. One queue and one customer record, whichever way they reach you.
- Website widget
- Messenger
- Telegram
- SMS
- Voice
02Someone owns it
What your team actually opens every day.
Six modules, one workspace, one permission model. Each one is a real screen, not a roadmap item.
A queue that knows who owns what
Assign to a person or a team, snooze until it matters, leave internal notes, and hand a thread between the AI and a human without losing a word of context.
- Assignment, teams, saved views and filters
- Internal notes, tags, shortcuts and canned replies
- Voice notes, attachments and in-conversation forms
The customer record behind the message
Contacts and companies with custom fields you define, lifecycle stages you control, and contact details masked until someone has permission to reveal them.
- Custom fields, lifecycle stages and segments
- Companies, with the people and conversations attached
- Masked personal data with an explicit reveal permission
What happens after the reply
Jobs, tasks, appointments and approvals live next to the conversation that created them, so the handoff from talking to doing is one click and not another tool.
- Boards and stages for jobs in flight
- Appointments, with Google Calendar connected
- Approvals, quotes, invoices and receipts
Rules that run whether or not anyone is watching
Listen for something happening anywhere in the workspace, check the conditions that matter, and act — notify, assign, tag, move a stage, open a job or call a webhook.
- Triggers across conversations, work, payments and files
- Execution history you can inspect and replay
- Proactive messages and follow-up on a schedule
An agent inside the CRM, not beside it
Grounded in your knowledge base, acting through tools you define and approve, escalating to a human the moment it should. It reads the same records your team does.
- Answers grounded in your own documents
- Tools that look things up and take real actions
- Approval gates and instant handoff to a person
Whether any of it is working
Volume, response and resolution times, team performance, AI quality review, and scheduled exports for the people who never open the dashboard.
- Conversation, team and lifecycle reporting
- AI performance and QA review
- Scheduled reports and full data export
03It gets answered
The AI works the way you would.
It does not improvise. It looks the answer up in your knowledge base, calls the tools you gave it, and stops for a human when the rules say stop — and every turn it takes is traceable and metered.
- 01
Grounded, not guessed
Answers are retrieved from your own documents and menus, reranked and synthesised. If it does not know, it says so and escalates.
- 02
It can act, within limits
Look up an order, collect fields, raise a request, take a payment, resolve or escalate — each tool set to run automatically, ask first, or never act alone.
- 03
Humans stay in charge
Pause the AI on a thread, claim it, or let a rule hand it over. The conversation state records exactly who is handling it right now.
04It becomes work
One system, not five tools stitched together.
Most teams run support in one app, customers in another, jobs in a spreadsheet and reporting nowhere. In Sela they are the same records, so context never has to be re-entered and nothing falls between the tools.
- ContactOne customer record, whatever channel they arrive on
- ConversationAssigned, tagged, and tracked against your SLA
- Work itemThe job, task or approval the conversation created
- Order & invoicePriced from your catalog, paid, receipted
- ReportingEvery step above, measurable
The same record model drives the widget, the mobile app and the API.
05Rules keep it moving
Describe the rule once. It runs forever.
Automations react to what actually happens in the workspace — a conversation escalating, a payment failing, an appointment approaching, a form coming back — and take it from there.
- 23
- trigger events
- 6
- action types
Every run is logged, and a failed run can be replayed once you have fixed the cause.
06It follows the team
Wherever the work happens.
The same workspace, the same permissions, the same data — on the surface that fits the moment.
The full workspace
WebEverything, in the browser. Keyboard-first, dark mode, and laid out right-to-left in Arabic rather than mirrored as an afterthought.
A native app for agents
iOS & AndroidPush notifications, the queue, full conversations with photos, documents, audio and video, and an AI copilot — built with Expo for both platforms.
Chat on your own site
WidgetOne script tag. Themed to your brand, with signed identity verification so a logged-in customer is provably who they claim to be.
Wired into everything else
APIScoped API keys, outbound webhooks with delivery history, and a versioned backend contract so integrations do not break underneath you.
07It stays under control
Built for a team, not a single admin.
Once more than two people touch customer data, who can see and do what stops being a detail. Sela treats it as part of the product.
Roles that fit real jobs
Seven presets from owner to viewer, each a set of granular permissions you can narrow further per member.
A record of what changed
A workspace timeline of who did what and when, plus an export you can take with you at any time.
Arabic as a first language
Not a translation layer. Right-to-left layout, Arabic typography and an AI that answers in the dialect your customers write in.
08It gets measured
What is actually in the box.
Every number here is read from the code that defines the product, not from a marketing deck.
- 8channels
- Web, WhatsApp, Messenger, Instagram, Telegram, email, SMS and voice.
- 52workspace screens
- Inbox, contacts, work, automation, reporting and settings.
- 23automation triggers
- Combined with six action types, across the whole workspace.
- 56permissions
- Grouped into 20 families, across seven role presets.
- 14conversation states
- Lifecycle and AI-handling states, tracked separately.
- AR / ENfully bilingual
- Interface, content and AI replies, right-to-left included.
No customer logos or testimonials here yet — we would rather show you the product than borrow someone else's credibility.
Priced to start small.
Begin with the inbox and your team. Add AI when you are ready for it, and pay for the capacity you actually use.
- Inbox$15/month
Run every customer channel from one shared inbox.
- 2 seats and 5 GB
- Every supported channel
- Unlimited conversations
- Assignment, notes and forms
- Operations$39/month
Move work from conversation to completion.
- 5 seats and 50 GB
- Boards, tasks and appointments
- 10 active automations
- Approvals, billing and advanced reports
- Scale$79/month
Add governance, capacity and full integrations.
- 15 seats and 250 GB
- 50 active automations
- API and webhooks
- Scheduled reports and priority support
Prices in USD. Annual billing available on every paid plan.
Questions before rollout?
The model is simple: start with the hub, layer AI only where it improves speed, and keep risky actions visible.
Yes. The Inbox and Operations plans run without AI: your team handles conversations manually, assigns ownership, and works from one shared inbox across every channel. AI is a layer you turn on when you are ready.
The AI agent answers from your knowledge base, calls the tools you allow, and hands off to a person when the rules say stop. The inbox and team workflow stay the same; you are adding faster resolution and more automation, not replacing the workspace.
Sela can ask follow-up questions, defer the action, or route the case into the ops inbox for a human review. The goal is to keep automation high while ensuring risky actions never run blindly.
Sela is packaged as one communications hub across web, WhatsApp, Instagram, Messenger, email, and SMS. Connector rollout can vary by implementation stage, but the product and pricing are designed around one shared workspace rather than per-channel add-ons.
Most teams can launch the first inbox and widget flow in under 30 minutes. Start with your channels and manual workflow, then layer in knowledge and AI once the team is comfortable.
Sela acts as an AI customer operations platform that automates customer service, schedules appointments, and runs WhatsApp/Meta marketing campaigns. Using the official WhatsApp Business API and Meta Business integrations, Sela qualifies leads and answers FAQs using Sara, our custom AI assistant.
Yes. Sela integrates directly with the Meta APIs to sync Instagram, Facebook Messenger, and WhatsApp Business API lines, providing a secure, compliant omnichannel inbox for your team.
Put the whole customer operation in one place.
Start with the free workspace, connect a channel, and see what your team's day looks like when nothing has to be re-typed.