Customer operations for restaurants, stores and service teams

Every conversation,handled to the end.

Sela is a customer operations workspace for restaurants, stores and service teams: one inbox for WhatsApp, Instagram, Messenger, Telegram, website chat, email and SMS, an AI assistant that answers customers in Arabic, Kurdish and English, and the customer records, orders, team work and automations behind every chat.

Start freeTour the platform
Meta Business Partner

AI replies in Arabic, Kurdish (Sorani and Badini) and English. Dashboard in Arabic and English, right-to-left throughout. No credit card required.

7
messaging channels
3
AI reply languages
1
record for the customer
S

Sara Kareem

WhatsApp

Handled
  1. Is the 6:00 reservation still open?18:02
  2. AI
    I can pass your request to the team. How many people are coming?18:02
    Booking request for the team
  3. Four people, same name as last time.18:03

  4. Ali took over the conversation

  5. Ali
    Booked for four at 6:00. See you tonight, Sara.18:04
  6. ReservationTable 12 · Tonight 18:00

01It arrives

Every conversation arrives in the same place

Website chat, WhatsApp, Messenger, Instagram, Telegram, email and SMS. Human WhatsApp and Telegram audio calls are available on supported connections, and the AI phone agent can answer WhatsApp calls on Growth and above.

  • Website widget
  • WhatsApp
  • Messenger
  • Instagram
  • Telegram
  • Email
  • SMS

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
usesela.com

03It gets answered

The AI works the way you would.

The assistant answers in your customer's language, from your business information and permitted tools, with handoff to your team. Review answer quality and keep the sources current; turns and tool usage are traceable and metered.

  1. 01

    Answers with your business context

    Use your documents and published catalog to help answer customer questions, with your team available for cases that need review.

  2. 02

    It can act, within limits

    Check the menu, prices and the delivery fee for an area, prepare an order the customer confirms with a simple yes, collect details or escalate through permitted tools. Appointments are confirmed by your team.

  3. 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.

  4. 04

    It speaks your customers' language

    Arabic in the customer's own dialect, Kurdish in Sorani or Badini, English, or whatever language they write in, and it stays in that language for the whole chat. It also listens to Arabic and English voice notes and reads the photos customers send.

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. Sela connects customer records, conversations and team work so staff can follow the same context across those views.

  1. ContactOne customer record, whatever channel they arrive on
  2. ConversationAssigned, tagged, and tracked against your SLA
  3. Work itemThe job, task or approval the conversation created
  4. Order & invoicePriced from your catalog, paid, receipted
  5. ReportingEvery step above, measurable

The same record model drives the widget, the mobile app and the API.

05Rules keep it moving

Set a rule for events the workspace emits.

Use supported events such as an escalated conversation, a created appointment, an approved request or a confirmed payment. Contract events without a live emitter cannot run a rule yet.

17
live 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

    Web

    Everything, 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 & Android

    Push 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

    Widget

    One 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

    API

    Scoped 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.

7messaging channels
Web, WhatsApp, Messenger, Instagram, Telegram, email and SMS. Supported human calls are separate; the AI phone agent answers WhatsApp calls on Growth and above.
64workspace screens
Inbox, contacts, work, automation, reporting and settings.
17live automation triggers
Combined with six action types, across the whole workspace.
57permissions
Grouped into 21 families, across eight role presets.
14conversation states
Lifecycle and AI-handling states, tracked separately.
3languages the AI answers in
Arabic in the customer's dialect, Kurdish (Sorani and Badini) and English, plus any language the customer writes. The dashboard is Arabic and English, right-to-left included.

Product facts from the code; measured production results follow below.

Measured results

Numbers from real use, not a sales deck.

From Sela's production data, 9 October – 7 November 2026, across all workspaces.

7,154
customer conversations
in 30 days
44,970
customer messages
WhatsApp, Instagram, Messenger, Telegram and web
5,767
AI replies
in 30 days
86%
of AI replies needed no staff step-in
staff replied within 10 minutes after only 807

KUDO KUDO, a restaurant in Baghdad

At KUDO KUDO, 83% of the conversations the AI answered ended without a staff reply
414 of 499 conversations, 2 – 7 November 2026: menu, price, delivery and order questions. A conversation counts as resolved when no staff member replied, it was not escalated or handed to the team, and 24 hours have passed.

Computed from production records with a repeatable script, and updated with each new measurement.

What's in the box

Everything Sela already does, in one list.

One inbox for every channel, an AI that speaks Arabic, Kurdish and English, and the orders, delivery, marketing and controls behind it. All of it ships today.

The same question, answered in the customer's language

  • Iraqi Arabic

    اكو توصيل للكرادة؟

    إي نوصل للكرادة، التوصيل ١٬٥٠٠ دينار.

  • Kurdish · Sorani

    گەیاندنتان هەیە بۆ کەرادە؟

    بەڵێ، گەیاندنمان هەیە بۆ کەرادە؛ کرێی گەیاندن ١٬٥٠٠ دینارە.

  • Kurdish · Badini

    Hûn gihandinê dikin bo Karrada?

    Erê, em gihandinê dikin bo Karrada; mesrefa gihandinê 1,500 IQD e.

  • English

    Do you deliver to Karrada?

    Yes, we deliver to Karrada. Delivery is 1,500 IQD.

An AI that speaks your customers' language

  • Arabic in the customer's dialect

    Natural Iraqi Arabic by default, and it follows customers who write Gulf, Levantine, Egyptian or formal Arabic.

  • Kurdish: Sorani and Badini

    A customer who writes Kurdish gets Kurdish back for the whole chat, in their own script: Arabic letters for Sorani, Latin for Badini.

  • English and other languages

    The assistant replies in the language the customer writes in and doesn't drift back to yours.

  • Voice notes and photos

    It listens to Arabic and English voice notes, reads the photos customers send and finds the matching item in your catalog.

  • AI phone agent

    Answers WhatsApp calls in Iraqi Arabic, Kurdish, Turkmen or English, takes the order after a spoken yes and passes the caller to your team. Growth plan and above.

  • One-tap translation for your team

    Translate any customer message into Arabic or English inside the inbox.

One inbox for every channel

  • WhatsApp Business API, with coexistence

    Keep the WhatsApp Business app on your phone while the team answers from Sela; past chats are imported.

  • Instagram, Messenger and Telegram

    Direct messages, story replies and Telegram Business in the same queue as WhatsApp.

  • Website chat, email and SMS

    A one-line chat widget for your site, with signed-in visitors verified by HMAC.

  • Facebook comments to private chats

    Reply to a comment on your post with a private message, by hand or with an automation.

  • Calls in the browser and the app

    Answer WhatsApp and Telegram audio calls from the dashboard or your phone.

  • Mobile app for iOS and Android

    The full inbox with push notifications, photos, voice notes and the AI companion.

Sell and deliver from the chat

  • Orders taken in the chat

    The AI prices the order from your menu and delivery fees, and the customer confirms it with a simple yes.

  • Your own online store

    A store page at your link with its own chat, customer sign-in and order status.

  • Order desk for calls and walk-ins

    Staff key in phone orders with the right prices and delivery fees, and print 80 mm receipts.

  • Drivers and live delivery

    Assign orders to drivers, follow the delivery live and settle cash handovers.

  • Offers and combos

    Special prices, combos and free delivery that the AI quotes correctly. Paste an Instagram post to draft offers from it.

  • Loyalty cards in Apple and Google Wallet

    Stamp cards customers keep on their phone, scanned at the cashier. An add-on for restaurants and stores.

Bring customers back

  • Smart Groups

    Audiences that update themselves, such as lapsed buyers or birthdays this week, with an optional daily send.

  • WhatsApp campaigns and templates

    Build templates, track Meta's approval, and send campaigns from your own number.

  • Know which ad or link brought the chat

    Click-to-WhatsApp ads, influencer links and campaign codes are tracked to the chats and orders they brought.

  • Automations and workflows

    Ask a question, wait for the reply, send the menu, assign round-robin or follow up with AI, on a visual canvas.

  • Invoices, payments and Zoho Books

    Quotes, invoices and receipts from a conversation, with work linked to Zoho Books invoices.

Stay in control

  • Your team decides

    Pause the AI on any chat, take it over in one tap, and see the sources and tools behind every AI reply.

  • Roles and permissions

    Seven role presets, fine-grained permissions and customer phone numbers masked until someone may see them.

  • Several branches, one account

    A workspace per branch with shared billing and a merged view for the owner.

  • Connect Claude or ChatGPT

    Ask your business questions from your own AI app; any change it prepares waits for your approval in Sela.

  • API, webhooks and exports

    Orders and contacts out as CSV, Excel or JSON, or pushed to your POS or ERP as they happen.

Plans decide how much of each you get. The pricing page lists what every plan includes.

Priced to start small.

Business and service plans start at $19. Restaurant and store plans start at $39 with a storefront included. Compare every business type on the pricing page.

  • Starter$19/month30,020 IQD

    Bring customer messages, contacts and team tasks together.

    • 100 AI credits each month
    • 2 staff accounts and 2 GB storage
    • 2 connected channel accounts
    • Inbox, contacts and companies, with no storefront required
  • Growth$49/month77,420 IQD

    Organize daily work, follow-ups, approvals and automation.

    • 300 AI credits each month
    • 5 staff accounts and 10 GB storage
    • 5 connected channel accounts
    • Inbox, contacts and companies, with no storefront required
  • Business$99/month156,420 IQD

    More team capacity and supported connections to your other systems.

    • 600 AI credits each month
    • 15 staff accounts and 25 GB storage
    • 10 connected channel accounts
    • Inbox, contacts and companies, with no storefront required
Compare all plans

Prices in USD for one location. Wayl shows your final payment amount. Annual bundles include one month free, with monthly allowances.

Questions before rollout?

The model is simple: start with the hub, layer AI only where it improves speed, and keep risky actions visible.

Yes. Your team can reply manually and keep the AI assistant paused. Starter, Growth and Business plans include AI for when you want to use it. Custom agreements can omit AI.

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.

Start freeTalk to us

Optional Google connections

Businesses can connect Google Calendar to check appointment availability and create events, and Gmail to send configured follow-ups and reminders. The Sela team can connect a separate Calendar for platform calls with Google Meet. These permissions are granted through Google consent.

How we handle Google data