Most businesses treat messaging as a support channel. We treat it as the operating system: WhatsApp, Instagram, Messenger, email and web, all one conversation.
Zelix Labs builds and operates AI employees and teams for SMEs across Singapore and the region. Sales reps, receptionists, product specialists, booking agents, support specialists - each trained on your products and tone, working WhatsApp, Instagram and Messenger 24/7. Qualified leads, booked appointments, recovered carts, closed deals. Measured in conversations, not impressions.
Zelix Labs didn't start as a company. It started as two operators, two threads, running parallel for years.
Thread one. Inside Zeta Media (founded 2012), Ryan productised a service for businesses running respond.io agents, structuring their CRMs, and turning click-to-WhatsApp ad spend into revenue. Over $37M in ad spend has been deployed under Ryan's strategies across the years.
Thread two. Stephanie founded Bellix Labs, building a follow-up framework for salon and clinic owners - CRM, WhatsApp integration, the unglamorous lifecycle plumbing that turns booked treatments into repeat visits.
The threads met in November 2025. Same kinds of clients, complementary specialties: broadcast and automation on one side, CRM depth and WhatsApp integration on the other.
In 2026, we incorporated Zelix Labs Pte Ltd as a dedicated entity, co-founded by Ryan Chua and Stephanie Lim. The Zeta Media playbook plus the Bellix Labs framework, under one roof.
Zelix Labs is where conversational commerce gets built and operated.
Lead qualification, booking, follow-up, post-sale. Trained on your sales process, not a generic template. Handover to humans when it matters.
GHL pipelines, Make.com workflows, WhatsApp sequences, SOPs. The unglamorous plumbing that decides whether your team scales or drowns.
Car services, clinics, beauty, professional services, hospitality. We've shipped enough of these to know what works before we start.
Co-founded by Ryan Chua and Stephanie Lim, backed by a team of certified implementors.
Runs CRM design, implementation, and the WhatsApp integrations that make the lifecycle plumbing actually fire. Makes sure the systems we ship still run on day three hundred, not just day one.
Co-founding team member at Razer in earlier years. Spent the last cycle building respond.io and WhatsApp commerce systems for SMEs across the region. Handles product, build, and client strategy.
We're certified respond.io partners, vetted and verified by the platform itself. We know the system inside out: its capabilities, its limits, and how to push it to deliver results.
respond.io refers clients directly to us for implementation, deployment, and ongoing support. We're also brought in to solve urgent, complex, and technically difficult setups that require deep platform expertise.
Meta Business PartnerWhatsApp API & Click-to-WhatsApp ads
Google PartnerSearch, display & performance campaigns
respond.io Silver PartnerOmnichannel messaging & AI agents
Shopify PartnerE-commerce & WhatsApp integration
Mailchimp PartnerEmail marketing automation
Klaviyo PartnerE-commerce email & SMS automationWe're a respond.io-first partner. That's a deliberate choice, not a default. respond.io is the most flexible WhatsApp Business platform we've found for the kind of conversational commerce SMEs actually need, and we've gone deep enough on it to operate at partner-tier quality.
We work in productised tiers, not hourly retainers. Setup, then a monthly ops layer if you want us running it. Pricing is posted before the first call.
We work best with founders and operators who treat every inbound message as revenue, not a chore. SMEs doing 7 to 8 figures who want their conversation layer, WhatsApp first then Instagram, Messenger, email and web, to actually convert. Specialists like clinics, studios, and services, where every inbound message is worth money.
We're selective. We'd rather run 50 systems well than ship 200 that break.
Message us on WhatsApp. It's how we work, and it's the fastest way to see whether we're a fit.