Terms of Service

Last updated: September 27, 2026

These terms explain how Behaf works for sellers, what we do, what you do, and what it costs. We wrote them in plain language on purpose. If something is unclear, message us on WhatsApp before you sign up, not after.

1. Who we are

Behaf ("Behaf", "we", "us") is a WhatsApp commerce platform for Indian D2C brands, operated by Behaf Technologies. These terms apply when you register as a seller on in.behaf.co or use Behaf to sell. By using Behaf, you agree to them. If you are signing up for a business, you confirm you are authorised to agree on its behalf.

2. Who can sell on Behaf

Behaf is for businesses selling physical products in India. Before you go live we verify you with:

• PAN
• GST certificate. No GST? You can apply for a GST enrolment number instead, and then sell to buyers within your own state.
• Bank account proof, such as a cancelled cheque or bank statement
• An ID proof, such as Aadhaar

You also need a Shiprocket account for shipping. We may decline an application, and during our invite-only beta we onboard a limited number of brands at a time.

3. What Behaf provides

• A storefront inside WhatsApp with your products, prices, variants, cart and checkout.
• An AI sales agent that answers buyers, recommends products and takes orders, in whatever language the buyer writes in.
• Payments through PayU: UPI, cards, netbanking, wallets and cash on delivery.
• Courier booking and tracking through your Shiprocket account.
• A dashboard with your orders, payouts, customers and conversations.

Your storefront runs on Behaf's verified WhatsApp number. That is what lets the AI sales agent answer every buyer instantly without you applying for WhatsApp Business API access. Buyers see "Behaf" in the chat header; your storefront, products and brand are shown inside the chat.

Behaf is in beta. Features will change as we build, and we will tell you about changes that affect how you sell.

4. What you are responsible for

• Accurate listings. Product details, photos, prices, sizes and stock must be true and kept up to date. The AI sales agent only uses what you give it, so it can only be as accurate as your catalogue.
• Legal products. You must have the right to sell what you list, and it must be legal to sell in India.
• Packing and handing over orders to the courier on time.
• Your return and refund policy. You set it and you honour it. The AI sales agent logs return and complaint requests and passes them to you; it will not approve refunds on your behalf.
• Your taxes. You are responsible for GST and any other tax on your own sales.
• Selling with a GST enrolment number. If you joined with a GST enrolment number instead of GST registration, your sales must stay within your own state. If you register for GST later, send us your GST certificate so you can sell across India.
• Your Shiprocket wallet. Keep it topped up so orders can ship.

5. What you cannot sell or do

You may not use Behaf to sell or promote:

• anything illegal in India, counterfeit, stolen, or that infringes someone else's trademark or copyright;
• weapons, drugs, tobacco, alcohol, prescription medicines or medical devices that need a licence you do not have;
• adult content, gambling, or anything WhatsApp's Business and Commerce policies do not allow;
• services or digital-only products (Behaf is built for physical products you ship).

You also may not send spam or messages people did not ask for, mislead buyers, or try to interfere with the platform or other sellers.

6. Fees

• Behaf charges 5% of the order value + ₹5, plus 18% GST on that fee, per order.
• This covers WhatsApp (Meta) charges, the AI sales agent and payment gateway charges.
• The fee applies once an order ships, including orders that are later returned or come back undelivered. An order cancelled before it ships costs nothing.
• There is no setup fee, no monthly fee and no fee for leaving.
• Shipping, including any return-to-origin charges, is billed by Shiprocket to your Shiprocket wallet at Shiprocket's rates. It is not part of Behaf's fee.
• Founding 100 sellers keep the rate they joined on, as described on our website when they joined.

If we change our fees, we will tell you before the change takes effect. A change never applies to orders that have already shipped.

7. Payments and payouts

• Prepaid orders are collected through PayU. The money waits in a dedicated escrow account, separate from Behaf's operating account.
• Your payout is released to your bank account after the order is delivered, minus Behaf's fee.
• Cash on delivery is collected by the courier through Shiprocket and handled under your Shiprocket account.
• Orders are confirmed only when PayU confirms the payment, never on a screenshot.
• If a buyer's payment is reversed or refunded, that amount may be adjusted against your payouts.
• Every pending and completed payout is shown in your dashboard.

8. Your customers and your data

Your customers are yours. Their contact details, order history and conversations with your store are available in your dashboard and can be exported at any time. We do not sell your customers to other brands on Behaf and we do not market to them ourselves. How we handle personal data is set out in our Privacy Policy.

9. Your content and our brand

You keep ownership of your brand, product photos and descriptions. You give us permission to display them in your storefront and to use them to run your store and the AI sales agent. You may also agree separately to be featured, for example in the Founding 100 launch; we will not feature your brand without asking. The Behaf name, logo and platform remain ours.

10. Leaving Behaf

You can stop selling on Behaf at any time. There is no notice period, no lock-in and no exit fee. Export your customers and orders before you go. Orders already shipped are paid out as normal after delivery, minus the fee.

11. Suspension

We may pause or close a seller account if these terms are broken, for example selling prohibited products, fraud, repeated buyer complaints, or anything that puts our WhatsApp number at risk. Where we can, we will tell you why and give you a chance to fix it first. Payouts for delivered orders are still made, subject to any refunds, reversals or amounts owed.

12. Limits of our responsibility

We work hard to keep Behaf running and accurate, but we cannot promise it will never have downtime or errors. We are not responsible for delays or failures caused by services we depend on, such as WhatsApp, PayU, Shiprocket or courier partners, or by events outside our control. To the extent the law allows, we are not liable for indirect losses such as lost profits, and our total liability to you is limited to the Behaf fees you paid in the three months before the claim.

13. Changes to these terms

We may update these terms as Behaf grows. If a change matters to how you sell or what you pay, we will tell you on WhatsApp or by email before it takes effect. The date at the top shows the latest version.

14. Law and disputes

These terms are governed by the laws of India. If something goes wrong, message us first and we will try to sort it out directly. If we cannot, disputes will be handled by the courts of India.

15. Contact

Jerish Jacob, Co-founder, Behaf
WhatsApp: +91 96001 00428
Email: jerish@behaf.co