Hi — is the 6:00 reservation still open?
Every customer conversation,and whatever comes after it.
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.
Customer Support• 8 Unified Channels
Sales Acceleration• Smart Lead Follow-up
Work & Operations• Tasks, Bookings & Billing
Unified AI Co-pilot• Trained on your knowledge
usesela.com/inbox
ChatsCalls
All, newest first
5 conversations
Sara Kareem
WhatsAppOpenToday
Yes, 6:00 is open for a table of four. Shall I hold it under your name?
Yes please, under the same name as last time.
And could we get the corner table?
Reply to customerInternal note
Write a reply to the customer…
Send reply
EnterSendShift+EnterNew line#Canned replies
Contact
Sara KareemRepeat customer
VIPDine-in
Contact details
- Stage
- Repeat customer
- Last order
- Aug 12 · $84.00
- Preferred
Conversation
- Company
- Zaytoon Group
- Assignee
- Unassigned
Every conversation arrives in the same place
- Website widget
- Messenger
- Telegram
- SMS
- Voice
One system
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.
- 01ContactOne customer record, whatever channel they arrive onUnified CRM
- 02ConversationAssigned, tagged, and tracked against your SLAInstant Response
- 03Work itemThe job, task or approval the conversation createdKanban & Tasks
- 04Order & invoicePriced from your catalog, paid, receiptedInvoices & Billing
- 05ReportingEvery step above, measurableLive Analytics
The same record model drives the widget, the mobile app and the API.
The workspace
What your team actually opens every day.
Six modules, one workspace, one permission model. Each one is a real screen, not a roadmap item.
Inbox
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
ChatsCalls
All, newest first
5 conversations
Sara Kareem
WhatsAppOpenToday
Hi — is the 6:00 reservation still open?
Yes, 6:00 is open for a table of four. Shall I hold it under your name?
Yes please, under the same name as last time.
And could we get the corner table?
Reply to customerInternal note
Write a reply to the customer…
Send reply
EnterSendShift+EnterNew line#Canned replies
Contact
Sara KareemRepeat customer
VIPDine-in
Contact details
- Stage
- Repeat customer
- Last order
- Aug 12 · $84.00
- Preferred
Conversation
- Company
- Zaytoon Group
- Assignee
- Unassigned
Contacts
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
usesela.com
Work
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
usesela.com
Automations
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
usesela.com
AI
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
usesela.com
Reporting
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
usesela.com
AI
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.
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.
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.
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.
Automation
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.
Everywhere
Wherever the work happens.
The same workspace, the same permissions, the same data — on the surface that fits the moment.
- Web
The full workspace
Everything, in the browser. Keyboard-first, dark mode, and laid out right-to-left in Arabic rather than mirrored as an afterthought.
- iOS & Android
A native app for agents
Push notifications, the queue, full conversations with photos, documents, audio and video, and an AI copilot — built with Expo for both platforms.
- Widget
Chat on your own site
One script tag. Themed to your brand, with signed identity verification so a logged-in customer is provably who they claim to be.
- API
Wired into everything else
Scoped API keys, outbound webhooks with delivery history, and a versioned backend contract so integrations do not break underneath you.
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.
Verifiable
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.
- 51workspace 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.
Pricing
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
- Most PopularOperations$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
Compare all plans
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. Service Hub is built for teams that want one place to manage customer communication across channels without turning on AI. Your team can handle conversations manually, assign ownership, and work from a shared inbox.
AI Assist adds knowledge-powered replies, AI identity, memory, and approval-aware automation on top of Service Hub. The base inbox and team workflow stay the same; you are adding faster resolution and more automation, not replacing the hub.
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.