Choose Language / भाषा चुनें
Sell on WhatsApp without a website. Behaf gives Indian D2C brands a real storefront and an autonomous AI sales agent that turns chats into paid orders.
One conversation. Two products sold. Nobody typed a word.
Animated demonstration of an automated WhatsApp conversation: a customer asks about an olive t-shirt, the Behaf AI sales agent confirms the size and fabric, recommends the matching chinos at a discount, sends a photo of the two worn together, and the customer buys both. Payment is taken and the courier pickup is booked automatically.
No website to build. Nothing for anyone to download.
Photos, prices, sizes. You do this once and it takes about ten minutes.
In your Instagram bio, in your ads, in a story. Anywhere you already post.
It chats to the buyer, shows them what goes with what, takes the money and books the courier.
You pack the box. That is the only part left for you.
How it works
Today one order costs you an afternoon of typing, screenshots and courier bookings. Here is where that afternoon goes instead.
Still yours
About ten minutes of uploading, then whatever your marketing takes.
Handled for you
Zero minutes of your day.
Pan-India shipping · 29,000+ pin codes
You could be weaving linen in Kanyakumari, block-printing in Jaipur, or blending spices in Munnar. Behaf turns any workshop in India into a nationwide storefront. The AI answers buyer questions at 2 AM, confirms their address, collects UPI, and automatically schedules the Shiprocket pickup right from your doorstep to their pin code.
Buyer enters Rajbagh, Srinagar address and pays ₹1,899 via UPI in chat. Order is locked.
Shiprocket label generated automatically. Courier picks up package from seller's workshop. WhatsApp tracking link sent to buyer.
The AI sales agent
A chatbot answers the question it was asked and stops. A good shop assistant reads what the person actually wants, shows them something better, and asks for the bigger order at the right moment. That is what is standing in your store.
Someone buys the olive tee, it offers the chinos that nine out of ten other buyers took with it, at a price worth saying yes to. Not a random product grid. The thing that actually pairs, offered after they have committed, which is the only moment an upsell ever works.
Fabric weight, fit, what to size up for, how it washes, when it lands in Aizawl. Product knowledge is the difference between a sale and "let me think about it", and this is the part you currently do yourself at eleven at night.
Buyer goes quiet halfway through checkout, it follows up once, politely, with their cart still open where they left it. No coupon spam, no five reminders. One nudge from someone who was already helping them.
What it actually costs
Fees are the easy part to compare. But running an ecommerce website or marketplace piles on software apps, WhatsApp API costs, return losses, and support staff payroll. Behaf replaces all of that with 24/7 AI. Move the sliders to see your monthly savings.
That’s ₹0 extra cash in your bank every single month.
more saved in your pocket with Behaf than selling on marketplaces (with zero staff to hire, zero app fees, and zero lost hours).
Marketplace commissions run 25% to 35% by category (averaging 28% once closing fees, listing fees, and returns are included). For your own website, fixed running expenses include the ecommerce store plan (₹2,499/mo with taxes, scaling with volume), essential apps like reviews, upsell, and COD OTP (₹2,500+/mo), WhatsApp API platforms like Interakt/WATI with Meta conversation fees (₹2,000+/mo), payment gateway fees (2% + GST), plus unverified COD RTO courier losses (~5% of orders at ₹180 forward+reverse). Crucially, running a website requires hiring customer support staff or virtual assistants (₹8,000 to ₹42,000+/mo) to answer sizing questions, DMs, verify COD addresses, and chase courier NDRs. In contrast, Behaf’s AI sales agent handles 100% of customer conversations, recommendations, COD confirmation, and courier booking 24/7 with zero added staff or software subscriptions.
No onboarding call to schedule, no developer, no theme to pick. Registration and verification first, then ten minutes of uploading, then you are trading.
Minute 0
One tap from this page takes you to the seller registration. Your brand details and the documents we need to verify you, all in one go.
Then we check
We check the documents and activate your account. This is the one step that is not instant, and it is deliberate: buyers are handing over money, so we know who every brand on Behaf actually is.
10 minutes
Photos, names, prices, sizes, variants, stock, straight into your Behaf dashboard. Hit save and the storefront builds itself. Product pages, variants, cart and checkout, all inside WhatsApp. This is the only real work in the whole process.
Same day
Place an order as if you were a customer. Push it, ask it awkward questions, see how it upsells. Tell us what sounds wrong and we tune it that day.
Tonight
Instagram bio, Meta ads, story stickers, WhatsApp status, your email signature, the QR on your packaging insert. One link, and every click lands in a chat that can take the order. Ad traffic stops bouncing off a landing page and starts talking to a salesperson instead.
Your customer & brand data
100% yours. You don’t have to wait weeks for Meta Business verification, pay ₹30,000 in developer fees, or manage complex WhatsApp Cloud API servers. Behaf’s sales infrastructure is pre-connected so you can launch and take orders today. Everything that matters stays yours.
Your store, your voice, your data. Not a static catalog — your buyer opens a real webview storefront right inside WhatsApp, with your products, prices, variants, packaging, and brand voice. The buyer’s phone number, order history, and repeat purchase patterns land directly in your dashboard on day one. Not behind our login. Not held hostage. Export the whole thing whenever you want, including the day you leave.
Seamless upgrade to your own dedicated number. Start instantly with zero friction. When you want your own dedicated WhatsApp number with an official Green Tick, connect it seamlessly. The exact same AI sales agent runs quietly underneath.
Payments are processed by PayU. Seller settlements are paid out of a dedicated escrow account rather than our operating account, so your money is not sitting in the same place as our runway.
Common questions answered
Not the questions that make us look good. The ones that come up on every single call.
Payment clears through PayU at checkout. Your settlement lands on a fixed cycle after the order ships, minus the 5% + ₹5 + GST. You see every pending and settled payout in your dashboard, per order, with nothing to reconcile by hand.
Yes. UPI, cards, netbanking, wallets and cash on delivery, all of it. Your buyer picks whatever they are comfortable with inside the chat, which matters in India where a first-time buyer often will not prepay to a brand they have just found.
A website waits. The agent works: it answers the moment someone asks, knows your whole range, and offers the thing that pairs with what they picked. It only ever speaks about products, prices and policies you have loaded, and you can read every conversation in your dashboard and step into any chat yourself whenever you want.
Stock decrements the moment a payment succeeds, not when the chat starts. The second buyer is told it just sold, offered the closest thing you have, and asked whether to notify them when it is back. You are not the one sending the apology.
The AI takes the message, logs it against the order and routes it to you with the full history attached. It will not approve a refund on your behalf. Money decisions stay yours, because a bot issuing refunds is how a good month turns bad.
Export your customers, orders and history and go. No notice period, no lock-in, no fee for leaving, no clause that keeps your contact list here. If we have to trap you to keep you, we have not built anything worth staying for.
It cannot. Unlike unconstrained chat models that hallucinate, Behaf is an execution engine hard-locked to your verified catalog. It only quotes prices and bundle discounts you have explicitly loaded, and only sells stock that is physically available. If a customer asks a complex bespoke question or submits an edge-case complaint, it does not guess: it immediately alerts your personal WhatsApp with the customer's cart and conversation history attached.
No. Traditional sellers lose money every week to edited payment screenshots. Behaf never relies on screenshots: orders are confirmed only when your payment gateway returns a real-time banking webhook confirming real money landed in your account.
How Behaf compares
The difference shows up on the day you want to sell to the same person a second time.
| Question | Instagram DMs | Website builder | Marketplace | Behaf |
|---|---|---|---|---|
| The buyer's phone number | Buried in chats | Only if they sign up | You never see it | Yours on day one |
| Selling to them again next month | Manual, painful | Needs an email tool | Blocked | WhatsApp, email or SMS |
| Who sets your price | You, by hand | You | The algorithm | You |
| Who answers at 11pm | You | Nobody | Nobody | The AI |
| Time from interest to paid | Hours of back and forth | Depends on the funnel | Minutes, their customer | Minutes, your customer |
| What it costs | Your evenings | ₹1,999+ a month, always | 20-35% a sale | 5% + ₹5, shipped orders only |
| If it all goes wrong | Meta can restrict you | You own the site | One email and you are gone | You keep the customer list |
No, and this is the part people get wrong. Behaf is not a chat catalog. Your buyer opens a real storefront inside WhatsApp: product pages, photos, variants, sizes, a cart and a checkout, the same as any e-commerce site. It just happens to live in the app they already have open. Nothing to host, nothing to maintain, no plugin that breaks at midnight.
No. Unconstrained chatbots hallucinate because they are trained to generate open-ended conversation without business rules. Behaf is a commercial execution engine with strict guardrails: it only quotes prices and bundle rules you have loaded, checks live stock before every transaction, and immediately hands off edge cases directly to your phone. You keep 100% control over your brand, money and reputation.
WhatsApp's own catalog is a shop window: a grid of pictures with nobody behind it. You still answer every message, verify each payment by hand, book the courier and chase people with tracking. Behaf gives your buyer a full storefront and puts a sales agent in front of it. One is a window. The other is a shop with someone in it.
5% of the order value plus ₹5, plus 18% GST on that fee, charged only on orders that actually ship. A ₹1,000 order leaves you with ₹935. No setup fee, no monthly subscription, and nothing at all in a month where you sell nothing.
Anything physical that you can ship: jewellery, fashion, skincare, wellness, food, pet care, home décor, handcrafts, kidswear. It works best where buyers ask questions before they buy, because that is the part the AI takes off you.
If you are already doing thousands of orders a month on a tuned Shopify stack with a team running it, you do not need us yet. If you want the chat to carry your own WhatsApp number from day one, that comes later, not now. And if you sell services rather than something you can put in a box, this is not built for you. We would rather say this here than on your second week.
We are in invite-only beta, onboarding the first hundred brands now. You should expect the rough edges that come with being early, and you get a rate and a level of access that nobody after you will.
The AI speaks in your brand's voice, about your products, with your policies. The chat header shows Behaf while you are on the shared number, and we do not hide that from buyers. Everything inside the conversation is yours.
Yes, all of it, from the first order. Contacts, order history, repeat patterns, exportable on demand. We do not sell your customers to other brands on the platform and we do not market to them ourselves.
Register at in.behaf.co and send us your documents. Once you are verified, uploading your products and going live takes about ten minutes. The verification step is the only part that depends on us rather than you.
While we are at this size, you get Jerish and the founding team on WhatsApp directly. Not a ticket, not a chatbot about our chatbot. That will have to change as we grow, which is part of why the first hundred is worth being in.
I've built businesses in India for twelve years. I got tired of watching good small brands hand their customers to marketplaces and their weekends to DM chaos. Behaf is the chat store I wanted and could never buy. If you join now you are dealing with me, not a support desk.
Jerish Jacob, co-founder
Founding 100 cohort
12 brands in, out of 100.
Behaf takes the chats, the payments and the shipping. You keep the brand and the customer.
Two minutes to apply. Ten minutes of uploading once you are verified.
