# Zelix Labs

> Singapore-based agency that has handled USD 2.3M+ in click-to-WhatsApp ad spend, sent 15M+ broadcasts, and processed 7M+ WhatsApp conversations across 50+ deployments. Sets up, fixes, and launches WhatsApp Business API systems, AI conversation agents, CRM integrations, and performance ad campaigns. Singapore's first respond.io Certified Strategy Partner.

Zelix Labs helps SMEs and growing businesses that handle 50+ daily enquiries on WhatsApp and other social channels turn those enquiries into revenue. The work spans WhatsApp Business API deployment, AI conversation agents (English, Mandarin, Malay, Bahasa Indonesia, and other languages), CRM integrations on respond.io, GoHighLevel, HubSpot, and Odoo, and full performance ad management with server-side conversion tracking via Meta Conversions API and TikTok Lower Funnel Events.

Founded by Ryan Chua and Stephanie Lim. Operated by Zeta Media Pte Ltd in Singapore. respond.io has certified Zelix as Singapore's first technical and deployment partner, with a direct line to the respond.io product team and priority support.

For long-form content (services, pricing, why-zelix, workflow engineering, scale, FAQ) rendered as clean Markdown for AI ingestion, see [llms-full.txt](https://zelixlabs.com/llms-full.txt).

## Core pages

- [Home](https://zelixlabs.com/): Overview of what Zelix does, who it serves, proof points, and pricing teaser.
- [Services](https://zelixlabs.com/services/): Set up, fix, and launch. Covers WhatsApp Business API setup, AI agents, CRM integrations (respond.io, GoHighLevel, HubSpot, Odoo), Click-to-WhatsApp ads, Google Ads, landing pages, and conversion tracking.
- [Workflow Engineering](https://zelixlabs.com/workflow-engineering/): Technical page on the CRMs we integrate with (Odoo, HubSpot, Salesforce, Mindbody, Plato, GoHighLevel, Cliniko, respond.io, and any platform with an API), the workflow patterns we build (lifecycle automation, calendar scheduling, lead routing, AI agent tool calls, CRM-to-CRM sync, HTTP step integrations), how AI agents fit into workflows, and the dev team's five-step engineering process.
- [Pricing](https://zelixlabs.com/pricing/): Four tiers (Starter $3,800 / Growth $6,800 / Accelerate $14,800 / Enterprise custom) with one-time setup and optional monthly retainer ($300 to $800). Includes a comparison table, add-ons, fit guide, and FAQs.
- [Why Zelix](https://zelixlabs.com/why-zelix/): An honest decision framework comparing DIY, hiring in-house, freelancers, other agencies, and Zelix. Includes cost ranges, comparison table, when each path works and breaks, and a 30-second self-check.
- [Examples](https://zelixlabs.com/examples/): 16 AI WhatsApp conversation examples filterable by industry (Automotive, Beauty & Wellness, F&B, E-commerce, Property, Home & Renovation, Insurance, Financial Advisory, Fitness, Education, Hospitality, Dance & Arts). Covers broadcasts, appointment reminders, follow-ups, multi-language support, payment collection, OTP, review collection, and complaint escalation. Deep-linkable via #industry=<slug>.
- [About](https://zelixlabs.com/about/): Co-founders Ryan Chua and Stephanie Lim, the team, and the respond.io partnership context.
- [FAQ](https://zelixlabs.com/faq/): Common questions on setup timelines, retainers, security, language support, and the free audit process.

## Tools and guides

- [WhatsApp Cost Calculator](https://zelixlabs.com/cost-calculator/): Free tool to estimate WhatsApp Business API messaging costs across 19 countries using real Meta rates for marketing, utility, and authentication messages.
- [Fit Check Quiz](https://zelixlabs.com/fit/): A 90-second 6-question diagnostic for SME founders. Identifies one of six customer archetypes (Midnight Founder, Multi-Outlet Operator, Cart Recovery Brand, Trial-to-Member Service Pro, Long-Cycle Closer, Omnichannel Curator), recommends a Zelix tier (Starter / Growth / Accelerate) or honestly says the founder is too early and lists the three things to do first.
- [Server-Side Conversion Tracking](https://zelixlabs.com/tracking/): Technical guide to Meta Conversions API (CAPI), TikTok Lower Funnel Events, Google Enhanced Conversions, and respond.io with server-side GTM via stape.io. Two architectures for WhatsApp-based businesses.
- [Scale: Deployment Evidence](https://zelixlabs.com/scale/): Real-world evidence of deployment scale. USD 2.5M+ click-to-WhatsApp ad spend across client accounts, daily conversion averages by industry, anonymised dashboard screenshots, and a property-agency case study with an 81% close rate.

## Blog

- [Blog Index](https://zelixlabs.com/blog/): Articles on WhatsApp automation, AI agents, and CRM operations.
- [Infratint WhatsApp CRM Case Study](https://zelixlabs.com/blog/infratint-whatsapp-crm-case-study/): How an automotive window-tinting business deployed a full WhatsApp + CRM pipeline end-to-end.

## Optional

- [Privacy Policy](https://zelixlabs.com/privacy/): How customer data is collected, stored, and handled.
- [Terms of Service](https://zelixlabs.com/terms/): Service terms.
- [Security](https://zelixlabs.com/security/): Data handling, certified platforms (respond.io ISO 27001:2022), and PDPA / GDPR alignment.
- [HTML Sitemap](https://zelixlabs.com/sitemap/): Browsable index of every public page on zelixlabs.com, grouped by intent.

## Glossary
- /glossary - All terms
- /glossary/advantage-plus - Meta's automated campaign type that hands more decisions (audience, placement, creative selection) to its machine-learning stack. Less control, often better results once seeded with conversions.
- /glossary/ai-agent - An LLM-powered conversation agent trained on your business knowledge base, designed to answer customer enquiries, qualify leads, and escalate to humans only when needed.
- /glossary/attribution-window - The time period within which a conversion is credited back to a specific ad click or view. Different platforms use different defaults; the wrong setting can radically distort which campaigns look profitable.
- /glossary/authentication-template - A WhatsApp template specifically for sending one-time passwords (OTPs) and login verification codes. Tightly scoped, with strict formatting rules from Meta.
- /glossary/broadcast-list-segmentation - Splitting your contact database into smaller, targeted groups based on behaviour or attributes, so each broadcast reaches only the people most likely to engage.
- /glossary/business-solution-provider - A Meta-approved company that provides businesses with access to the WhatsApp Business API, plus the inbox software and tools to actually use it. respond.io and GoHighLevel are BSPs.
- /glossary/cac - The total amount spent to acquire one new paying customer, usually calculated by dividing total acquisition spend (ads + sales team + tools) by new customers won in the same period.
- /glossary/churn-rate - The percentage of customers who stop being customers in a given period. The single most important retention metric for subscription businesses; a major input to LTV calculations.
- /glossary/click-to-whatsapp-ads - Meta ads that, when tapped, open a WhatsApp conversation with the advertiser instead of sending the user to a landing page.
- /glossary/context-window - The maximum amount of text (measured in tokens) an LLM can consider in a single conversation. The hard ceiling on how much knowledge base, history, and current message the model can hold at once.
- /glossary/conversation-window - The free messaging period that opens when a customer messages your business first (24 hours) or taps a Click-to-WhatsApp ad (72 hours). Outside this window, business-initiated messages cost a template fee.
- /glossary/conversion-campaign - A Meta or Google ad campaign optimised against a specific conversion event (purchase, lead, booking) rather than clicks or views. The right default for any business with a measurable outcome.
- /glossary/conversion-rate - The percentage of visitors, leads, or contacts who complete a defined action: a sign-up, a purchase, a booking, a reply. The simplest funnel-health metric.
- /glossary/conversions-api - Meta's server-to-server tracking endpoint that sends real conversion events directly to Facebook, bypassing browser blockers, ad blockers, and iOS privacy restrictions.
- /glossary/custom-audience - A list of specific people uploaded to Meta or built from your pixel and Conversions API signal. Used to retarget existing customers, suppress them from acquisition, or seed lookalike audience generation.
- /glossary/data-residency - The geographic location where customer data is physically stored. Increasingly a regulatory requirement (especially in finance, healthcare, and government) and an enterprise procurement gate.
- /glossary/display-name - The business name that appears at the top of every WhatsApp chat with your customers. Set once during WhatsApp Business API setup, must match your registered business, and is approved by Meta.
- /glossary/dnc-registry - Singapore's Do Not Call Registry. A list of phone numbers whose owners have opted out of marketing messages. Sending marketing WhatsApps or SMS to a registered number without prior consent is a PDPA breach.
- /glossary/dpa - A contract between a data controller (your business) and a data processor (a vendor handling personal data on your behalf). Required by GDPR and recommended under PDPA. Defines who is liable for what.
- /glossary/drip-sequence - A pre-built series of automated messages sent to a contact at fixed intervals after a trigger event. The standard way to nurture leads who are not ready to buy yet.
- /glossary/encryption-at-rest - Storing data in an encrypted form on disk, so even if the storage media is stolen or copied, the data cannot be read without the encryption keys. The standard for any system holding customer data.
- /glossary/end-to-end-encryption - A scheme where messages are encrypted on the sender's device and only decrypted on the recipient's device, so no intermediary (including the messaging platform) can read them in transit. WhatsApp's default for consumer chats.
- /glossary/function-calling - A capability that lets an LLM-powered AI agent call out to external tools (booking system, CRM, calculator, search) instead of just generating text. The bridge between the model and the real world.
- /glossary/funnel - The sequence of stages a prospective customer moves through from first awareness to closed sale. Visualised as a funnel because volume drops at each stage.
- /glossary/ga4 - Google's current web analytics product, replacing Universal Analytics. Event-based, privacy-first, cross-device, with built-in BigQuery export for serious analysis.
- /glossary/gdpr - The EU's data protection regulation. Applies to any business handling personal data of EU residents, even if the business itself is outside the EU.
- /glossary/gohighlevel - An all-in-one platform combining CRM, sales pipelines, funnels, email, SMS, and WhatsApp in a single tool. A good fit for businesses that want one system instead of five.
- /glossary/google-tag-manager - A free Google product that lets non-engineers add and update tracking scripts (Meta Pixel, GA4, conversion tags) on a website through a UI, without redeploying code.
- /glossary/guardrails - Rules and constraints that prevent an AI agent from going off-script: refusing certain topics, escalating sensitive cases, never quoting unverified facts. The safety layer around production AI deployments.
- /glossary/hallucination - When an AI model generates content that sounds plausible but is factually wrong. The single biggest risk in deploying AI agents to real customers without grounding.
- /glossary/handover - When an AI agent passes a conversation to a human team member. The reliability of handover is what makes AI agents safe to deploy on real customers.
- /glossary/hubspot - A mid-market CRM and marketing automation platform. Easier than Salesforce, deeper than GoHighLevel. Strong for B2B teams running content marketing, email, and sales pipelines together.
- /glossary/iso-27001 - An international standard for information security management. Certification means an independent auditor has verified that the organisation has the right systems, controls, and processes to protect data.
- /glossary/knowledge-base - The structured set of business-specific documents and facts an AI agent draws on to answer customer questions. Accuracy and freshness of the knowledge base directly determine accuracy of the agent.
- /glossary/lead-form-ad - A Meta ad format where the user fills out a form inside Facebook or Instagram without leaving the platform. Cheaper per-lead than landing-page ads, but historically lower lead quality. Often beaten by Click-to-WhatsApp.
- /glossary/lead-scoring - A numeric score assigned to a lead based on their attributes and behaviour, used to prioritise which leads the sales team should call first.
- /glossary/lifecycle-stage - A label assigned to each contact in your CRM marking how far along they are in the customer journey: lead, marketing-qualified, sales-qualified, opportunity, customer, evangelist.
- /glossary/llm - The class of AI models (GPT-4, Claude, Gemini, Llama) that power modern chatbots and AI agents. Trained on internet-scale text to predict likely next words.
- /glossary/lookalike-audience - A Meta-generated audience of new people who statistically resemble a seed audience you provide (often your best customers). The most powerful tool for finding new buyers who behave like your existing ones.
- /glossary/ltv - The total revenue a single customer generates across the full duration of their relationship with your business. Often shortened to LTV; sometimes called CLV (Customer Lifetime Value).
- /glossary/make-com - A no-code automation platform (formerly Integromat) that connects apps and APIs through visual workflows. The middle layer in many marketing stacks where the heavy custom logic lives.
- /glossary/marketing-template - A pre-approved WhatsApp message used to start a marketing conversation outside an active window. Promotions, offers, broadcast campaigns. The most expensive of the three template categories.
- /glossary/message-status - The five states a WhatsApp message moves through: sent, delivered, read, replied, failed. Visible to the sender as the familiar one-tick / two-tick / blue-tick indicators.
- /glossary/messaging-tier - The daily cap on how many unique users your WhatsApp Business number can initiate conversations with. Tiers are 250, 1k, 10k, 100k, and unlimited. Earned by maintaining a Green quality rating.
- /glossary/meta-business-manager - Meta's central admin console for managing Facebook pages, Instagram accounts, WhatsApp Business Accounts, ad accounts, pixels, and team access. Where every onboarding to the WhatsApp Business API actually happens.
- /glossary/meta-pixel - A JavaScript snippet that fires from a webpage to tell Meta about visitor behaviour: page views, clicks, purchases. The browser-side counterpart to the Conversions API. Increasingly unreliable on its own.
- /glossary/nurture-sequence - A long-running series of messages designed to build relationship and trust with a lead who is not yet ready to buy. Distinct from a drip sequence in tone: nurture is conversational and educational, drip is more transactional.
- /glossary/opt-in - The customer's explicit, recorded permission for your business to message them on WhatsApp. Required by Meta and by most data-protection laws. The foundation of every legal broadcast list.
- /glossary/pdpa - Singapore's data protection law, governing how businesses collect, use, disclose, and protect personal data. Comparable in spirit to the EU's GDPR, applied to Singapore-resident data subjects.
- /glossary/phone-number-verification - The Meta process of confirming that a business legitimately controls the phone number it wants to use on the WhatsApp Business API. The first onboarding step and a common bottleneck.
- /glossary/pipeline-stage - A position in your sales pipeline: where an opportunity sits between first contact and closed-won. Used for forecasting, sales-team prioritisation, and identifying where deals get stuck.
- /glossary/prompt - The text input given to an LLM that shapes its response. The whole craft of working with LLMs lives in writing good prompts.
- /glossary/quality-rating - Meta's traffic-light score (Green, Yellow, Red) for your WhatsApp Business phone number, calculated from how recipients react to your messages over the past 7 days. Influences how many messages you can send per day.
- /glossary/rag - An AI architecture where the model retrieves relevant documents from a knowledge base before generating an answer. The standard way to ground LLM responses in real, current business facts.
- /glossary/respond-io - A messaging-first business platform built around WhatsApp, Instagram, Messenger, and SMS. Strong at high-volume conversation operations and AI-agent workflows. Zelix is a Certified Strategy Partner.
- /glossary/retargeting - Showing ads to people who have already interacted with your brand (visited the site, added to cart, opened a chat) rather than to cold audiences. Cheaper, higher-converting, but capped by audience size.
- /glossary/roas - Revenue generated divided by ad spend. The most common ad-performance KPI, but easy to mislead with if attribution windows or revenue recognition are not held constant.
- /glossary/salesforce - The largest enterprise CRM. Powerful, customisable, and complex. The default choice for mid-market and enterprise sales teams; usually overkill for SMEs.
- /glossary/server-side-tracking - Sending conversion events from your server directly to ad platforms, instead of relying on browser scripts that get blocked by privacy settings, ad blockers, and iOS restrictions.
- /glossary/show-rate - The percentage of booked appointments that the customer actually attends. Critical for service businesses; often where revenue leaks happen.
- /glossary/soc-2 - An American security audit framework focused on five trust principles: security, availability, processing integrity, confidentiality, privacy. Type II reports cover operational evidence over time.
- /glossary/system-prompt - The persistent set of instructions an AI agent gets at the start of every conversation: who it is, what tone to use, what rules to follow. The character sheet for the agent.
- /glossary/temperature - A setting on an LLM that controls how varied or predictable its responses are. Lower values produce focused, deterministic answers; higher values produce more creative, surprising ones.
- /glossary/template-variables - Placeholders inside an approved WhatsApp template (like {{1}} or {{name}}) that get replaced at send time with personalised values. The mechanism that makes a single template usable for thousands of personalised sends.
- /glossary/tiktok-lower-funnel-events - TikTok's server-to-server conversion tracking, the equivalent of Meta's CAPI, sending real lead and purchase events directly to TikTok's ad platform.
- /glossary/token - The unit LLMs use to count and process text. Roughly equivalent to a sub-word: about 4 characters or three-quarters of an English word. Costs and context-window limits are measured in tokens.
- /glossary/two-step-verification - A six-digit PIN that protects your WhatsApp Business API number from being moved to a different account or device. Mandatory on the API and recommended on the regular WhatsApp Business app.
- /glossary/utility-template - A pre-approved WhatsApp message for transactional updates: appointment reminders, order confirmations, shipping notifications. Cheaper than marketing templates.
- /glossary/utm-parameter - A query string appended to a URL (utm_source, utm_medium, utm_campaign, etc.) that lets analytics tools attribute the visitor to a specific ad, email, or campaign source.
- /glossary/verified-business - The green checkmark badge next to your business name in WhatsApp, awarded by Meta to notable brands that prove their identity. Visual signal that the account is genuinely the business it claims to be.
- /glossary/waba - The Meta-managed business account that owns your WhatsApp phone number, display name, message templates, and pricing tier. The container for everything WhatsApp-API-related.
- /glossary/webhook - A real-time HTTP callback from one system to another, triggered by an event. The most common way to connect WhatsApp platforms, CRMs, and AI workflows together.
- /glossary/whatsapp-business-api - The programmatic interface Meta provides for businesses to send and receive WhatsApp messages at scale, with multi-user inboxes, automation, and AI agents.
- /glossary/whatsapp-business-app - Meta's free mobile app for small businesses with a single phone, single user, and basic features. The simpler cousin of the WhatsApp Business API.
- /glossary/whatsapp-catalog - A native product catalog inside WhatsApp Business, letting customers browse items, see prices, and add to cart without leaving the chat. The foundation of WhatsApp Commerce.
- /glossary/whatsapp-commerce - The end-to-end shopping flow inside WhatsApp: catalog browsing, cart, checkout, payment confirmation. Built on top of WhatsApp Catalog plus payment integrations.
- /glossary/whatsapp-flow - Interactive forms that run inside a WhatsApp message, letting users complete bookings, sign-ups, or product configuration without leaving the chat. Multi-screen, branchable, native-feeling.
- /glossary/zapier - A no-code automation platform connecting thousands of apps through simple trigger-action workflows. The most user-friendly entry point to marketing automation; less powerful than Make.com for complex logic.