Field notes

How brands actually automate WhatsApp, and what they learn about their customers when they do.

Written by the team building plum. No theory we have not shipped.

Meta bills per message now, not per conversation. Here is what you actually pay for, what is free, and the four line items nobody warns you about.

Why MENA Shopify stores sell in WhatsApp instead of the checkout, what breaks when you automate it, and what a working setup looks like.

There are four kinds of WhatsApp tool and most comparisons mix them up. Here is what each category is actually for, and where each one stops working.

Dialect, Arabizi and code switching break most Arabic automation. What works for Gulf and Levant brands, and why templates are a separate job.

A practical walkthrough of WhatsApp automation for commerce brands, from the free Business app to the Cloud API, and how to pick the right level.