Introduction

Sela is an AI-powered customer operations platform, built Arabic-first for businesses that talk to customers all day. It puts every customer conversation in one shared inbox, lets an AI assistant answer from the knowledge you give it, and gives your team the tools to follow each conversation through to a result: contacts, tasks, approvals, automations and reports.

This documentation explains how to set Sela up, run it every day, and connect it to your own systems. Every page describes behavior that exists in the product today, and says which plan or permission a feature needs.

What Sela does#

• One shared inbox for every channel. Customers reach you on your website chat, WhatsApp, Facebook Messenger, Instagram, Telegram, email and SMS. Every message lands in the same inbox, with assignment, internal notes, statuses and search. Calls are covered separately on the Calls page.
• An AI assistant grounded in your knowledge. The assistant answers only from what your business has told it: the knowledge base, your catalog, your branches and hours. It checks its own draft against the evidence, and hands the conversation to a person when it cannot help. See How the AI works.
• Contacts and CRM. Each customer becomes a contact with fields, tags, lifecycle stage and history across channels. See Contacts and CRM.
• Work and approvals. Turn a conversation into a task, a card on a board, an appointment or an approval request. See Tasks, work items and approvals.
• Automations. Rules that assign, tag, notify or send messages without the AI. See Automations and proactive messages.
• A mobile app for your team. Operators answer chats, claim escalations and receive push alerts from a phone, in Arabic with right-to-left layout or in English. See Mobile app.
• An API and webhooks for developers. A server-to-server REST API, outbound webhooks and a JavaScript API for the chat widget. See REST API.

Who this documentation is for#

Where to start#

Business owner#

You want customers to reach a working assistant as fast as possible.

1. Follow the Quick start. It takes you from sign-up to a tested conversation in about 30 minutes.
2. Read Plans and billing to choose a plan or use the 7-day trial.
3. Set up your assistant identity and scope, then add your knowledge base.
4. Connect a channel: the web chat widget or WhatsApp.
5. Invite your team from Team, roles and permissions.

Operator or agent#

You answer customers every day and need to know what you can do and what the AI is doing.

1. Learn the screen in Inbox and conversations.
2. Read AI control and takeover to pause the assistant, take a conversation over and hand it back.
3. Install the mobile app and turn on push notifications.
4. Use Contacts and CRM and Tasks, work items and approvals to follow up.

Administrator#

You keep the workspace healthy and secure.

1. Review Team, roles and permissions and Notifications, SLA and escalations.
2. Learn where settings live in Settings and white-label.
3. Watch usage with Credits and usage and Reports and analytics.
4. Read Security and privacy for data handling, exports and deletion.

Developer#

You want to embed the widget or connect your own systems.

1. Start with the Widget JavaScript API.
2. Identify logged-in customers with Identity verification (HMAC).
3. Call the REST API and receive events through Webhooks. Both need the Business or Scale plan, or Scale or Enterprise on an earlier platform agreement.

How the docs are organized#

• Get started: this page, the quick start, a tour of the dashboard and the core concepts.
• Daily operations: inbox, AI control, contacts, work, automations, reports, team, notifications and the mobile app.
• AI assistant: how the assistant decides to answer, its identity, knowledge, tools, credits and how to improve answers.
• Commerce: catalog and products, your storefront, orders and payment links, bookings and appointments.
• Channels: one page per channel, plus delivery troubleshooting.
• Account and billing: plans, branches, settings, partners and security.
• Developers: widget API, identity verification, REST API, webhooks and integrations.
• Help: troubleshooting, the FAQ and the glossary.

Conventions used in these pages#

• Bold text is a label you can see on screen, such as Save or Integrations. Menu paths are written Settings, then People, then Team, or with arrows where a page uses them.
• Every page states the plan a feature needs. Features stack: each plan includes everything in the plan below it.
• A screen that says a feature is "not enabled for this workspace" means a Sela administrator has not yet switched that feature on for your workspace. It is not a plan problem. Ask support.
• Dashboard labels appear in Arabic and English. This documentation uses the English label.

Getting help#

If something does not work, start with Troubleshooting. If a message does not reach a customer, use Delivery troubleshooting. For anything else, use Support under Settings in the dashboard.