Frequently Asked Questions

What is Behaf?

Behaf is a WhatsApp-first commerce platform for brands. We give you a free storefront inside WhatsApp, our AI handles every customer conversation like a real salesperson, and we manage payments and shipping, so you can focus on building your brand instead of running day-to-day operations.

Who is Behaf for?

Behaf is built for D2C and Instagram-first brands, fashion, jewellery, wellness, food, and lifestyle sellers, who want to sell on WhatsApp without managing DMs, payments, and shipping themselves.

How is Behaf different from traditional marketplaces?

On a marketplace, you compete with thousands of other sellers on price and lose your customer relationship to the platform's algorithm. On Behaf, your store, your products, and your customer data stay yours, we're the infrastructure behind your brand, not a marketplace you compete inside.

Do I need a website?

No. Behaf gives you a complete storefront that lives inside WhatsApp, customers browse, ask questions, and buy without ever needing a separate website or app.

Does Behaf charge sellers to join?

No. Onboarding is free, no setup fees and no monthly subscription.

How much does Behaf charge?

5% + ₹5 + 18% GST per order. That's it, no hidden charges, no listing fees. You only pay this when an order is actually successful.

When do I get paid for a sale?

Once the product is delivered to the buyer. Payment is released to sellers after successful delivery.

Which payment gateway does Behaf use?

Payments are collected securely through PayU.

Are there any hidden costs?

No. Outside of Behaf's per-order fee, the only other cost is your Shiprocket wallet, which you top up yourself to cover shipping.

How do I get started on Behaf?

Apply in about 3 minutes. Most approved brands go live within 48 hours. Once approved, you upload your products, connect your Shiprocket account, and your storefront is ready.

Why does Behaf onboard in small batches instead of opening to everyone at once?

We onboard deliberately, in small batches, so every brand gets a proper setup and the attention it needs to succeed, not a rushed, self-serve signup.

Do I need any technical skills to use Behaf?

No. There's no dashboard to configure or automation to build, you upload your products and Behaf runs the rest.

What do I need before applying?

Product photos, pricing and variant details, and a Shiprocket account for shipping.

Why does Behaf use one shared WhatsApp number instead of my own?

Fair question. The honest answer:

The WhatsApp number is shared, that's how we run AI, payments, and shipping automatically for every brand at once. When a buyer chats, they'll see "Behaf" in the chat header. We won't pretend otherwise.

But your storefront is yours. Your catalog, prices, brand voice, packaging, and product experience are all yours. And most importantly, the customer's phone number, order history, and purchase pattern land in YOUR dashboard on day one. Not hidden behind our login. Not held hostage.

You own the customer. We do the hard work behind the scenes.

Later, when your brand is ready, you'll be able to upgrade to your own WhatsApp number, Behaf's AI will still run it, but the chat header will show your brand's name. Our tools work quietly in the background.

Who handles customer messages?

Behaf's AI handles every customer conversation, answering questions, recommending products, and guiding customers toward a purchase, the same way a real salesperson would, 24/7.

Can I see the conversations happening with my customers?

Yes, orders and customer activity are visible in your Behaf dashboard.

Does Behaf handle shipping?

Yes. Sellers connect a Shiprocket account and recharge their wallet, Shiprocket is the shipping aggregator we use to book and manage deliveries. Once that's set up, Behaf handles booking, tracking, and delivery updates automatically. You only go back to Shiprocket to top up your wallet.

Do I need to pack my own orders?

Yes, packing is handled by the seller. Behaf and Shiprocket take care of booking, pickup coordination, and tracking from there.

What happens if a customer wants a refund?

Refunds are governed by each seller's own return/refund policy, which you set for your brand.

Whose data is it, mine or Behaf's?

Your customers are your customers. Sellers get full access to their customer list, everyone who's purchased from their store, directly in their Behaf dashboard.

Can I leave Behaf at any time?

Yes. There's no lock-in period, sellers can exit whenever they choose.

Do customers know they're buying from my brand?

Yes, every conversation and storefront is presented under your brand. Behaf is the engine running behind the scenes, not a separate marketplace your customers are browsing.

What kind of support does Behaf provide?

Every seller gets dedicated support, from onboarding through day-to-day questions, reachable at jerish@behaf.co.

Is there a community for Behaf sellers?

Yes, sellers on Behaf are part of a growing community of D2C founders, with opportunities to be featured and connect with other brands on the platform.