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Behaf

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Behaf gives Indian D2C brands a real storefront inside WhatsApp with an AI sales agent that answers questions, upsells, takes payment and books shipping. Our line: you do the marketing, Behaf does the sales. How it works: a brand uploads its logo, products and prices, and its store goes live inside WhatsApp on Behaf's verified number. There is no WhatsApp Business API application, no chatbot flows to build and no developer work. The brand shares its store link on Instagram, on packaging and in WhatsApp status. When a buyer messages, the AI sales agent answers product questions, recommends the right size or product, and suggests add-ons. It sends a PayU payment link for UPI and cards inside the chat. Cash-on-delivery orders are confirmed with the buyer on WhatsApp before dispatch, which helps cut fake orders and returns. The Shiprocket pickup is booked automatically and tracking updates are sent in the same chat. Every buyer is saved with what they asked and bought, and abandoned carts get one follow-up message. When the agent does not know an answer, it hands the chat to the brand. Pricing: no setup fee and no monthly fee. Brands pay 5% of the order value + ₹5 + 18% GST per shipped order (Founding 100 rate, locked for life for the first 100 brands), and 10% + ₹5 + GST after that. Buyer payments are paid out to the brand's bank account after delivery, minus the fee. Who it is for: founder-led Indian D2C brands in fashion, jewellery, beauty, wellness, food and home that sell through Instagram DMs and WhatsApp, and new brands testing a first product line. It is a weaker fit for catalogues with more than 500 variants or B2B wholesale. Behaf is built in Chennai, India.

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