Resources
Notes on the mechanics of selling over messaging — pricing, platform rules, and the evidence behind the claims the category tends to repeat without checking. Written because we needed the answers ourselves.
Why your real-estate leads look like junk to the builder, and what to send Meta instead
The agency delivers 200 enquiries, the builder calls 40 and closes one, and the review meeting opens with “junk leads.” Neither side has the data. Where the evidence actually is, why cost-per-lead cannot settle it, and what a lead-quality report has to contain to end the argument.
The Conversions API for WhatsApp leads: what it is, what it needs, and what it changes
Meta's Conversions API for Business Messaging lets a business report what happened inside a WhatsApp conversation back to the ad that started it. What the event must contain, the click-id and permission requirements that trip everyone up, the seven-day window, and the one thing it does not do for a click-to-WhatsApp ad today.
WhatsApp pricing changes on 1 October 2026: what actually changes
From 1 October 2026 Meta charges for service messages and for utility templates sent inside the 24-hour window — both free today. What changes, what does not, and why the 72-hour Click-to-WhatsApp window matters more afterwards.
What the WhatsApp Business Platform actually costs in India
Meta moved from per-conversation to per-message billing in July 2025 and switched India to rupee billing in January 2026. What is actually charged, what is free, and why every provider quotes you a different rate.
The five-minute lead response rule: what the research actually says
The 21x figure everyone cites is real, but it is not from MIT, it is not from Harvard, and it is not a controlled trial. Where it came from, what it does and does not support, and what it means for enquiries that arrive at 11pm.