Wasel
A multi-tenant WhatsApp platform for Saudi and GCC businesses: a shared team inbox, an AI assistant that answers only from the business's own documents, bookings, campaigns, and Salla and Zid integration.
Role
- Product Designer
Year
- 2026
Type
- SaaS product
Website
- wasel.24tech.sa
Results
22
Tables isolated per business
No business can see another's data
2
Store integrations
Salla and Zid
3
Team roles
Owner, agent and viewer
The challenge
Online stores in Saudi Arabia and the Gulf sell and support customers on WhatsApp, often from one shared phone with no inbox, no way to pass a chat to a colleague, and bots that guess prices. Wasel also entered a market with an established local platform, WhatsLoop, starting at 49 SAR a month.
What I designed
- 01An AI that doesn't guessThe assistant answers only from the business's own documents and price lists, checks its answer, and hands the chat to a person when it isn't sure.
- 02A real team inboxShared WhatsApp conversations with assignment, takeover, internal notes and saved replies, for owners, agents and viewers.
- 03Built for Saudi storesOrder status and abandoned carts from Salla and Zid, and sign-in with a code sent over WhatsApp instead of SMS.
- 04Each business kept apartAll 22 tables are isolated per business.
The pivot
The first version was a single-job AI bot with no dashboard. On 29 July 2026 it became a full platform, because a cheaper inbox with fewer integrations than WhatsLoop wasn't a business. The positioning became: the WhatsApp platform where the AI actually resolves conversations, and someone sets it up for you. It sells the resolution rate, not the number of seats.
Process
- 01
Customer asks
The WhatsApp message lands in a shared inbox the whole team can see.
- 02
Assistant drafts
It answers only from documents the business uploaded, in Gulf Arabic.
- 03
Guardrail checks
A reply with a price, date or figure that has no source is rejected.
- 04
Human handoff
When the assistant is unsure, an agent takes over with full context.
- 05
Customers
Every customer with tags, when they were last seen, and whether they asked to stop messages.
- 06
Campaigns
Bulk messages use Meta-approved templates and skip customers who opted out.
Tools & tech