urWhats.com — Strategic Plan

Last Updated: 2026-03-09 Status: APPROVED — Ready for execution Owner: urWave Company (LLC), Riyadh, Saudi Arabia Document Type: Business strategy with implementation details

How to use: This document contains 6 approved strategic decisions with full implementation details. Each decision has acceptance criteria, file changes, and timelines. Execute in order.

Table of Contents

1. Executive Summary
2. Competitive Landscape
3. Decision 1: Free Credit Model
4. Decision 2: CTA Text
5. Decision 3: Tawk.to Live Chat
6. Decision 4: Payment Provider — PayTabs
7. Decision 5: GTM Cross-Domain Tracking
8. Decision 6: AI Explainer Video
9. Content Strategy
10. Marketing Funnel
11. Social Proof Strategy
12. Implementation Roadmap
13. Budget Breakdown
14. Success Metrics & KPIs
15. References & Evidence

1. Executive Summary

The 6 Approved Decisions

Total monthly cost: < 500 SAR/mo (PayTabs is per-transaction; everything else is free or one-time).

KPI Targets

3-Phase Timeline

Phase 1 — Quick Wins (Week 1-2)
├── CTA text update across all pages
├── Tawk.to installation + greeting messages
├── Free credit model announced on website
├── GTM cross-domain linker configured
└── Google Ads campaigns launched

Phase 2 — Infrastructure (Week 2-3)
├── PayTabs integration in Daftra
├── Free tier backend implementation in app
├── Payment flow testing (Mada, Visa, MC)
├── Google Ads conversion tracking verified
└── Blog/content pages created (3 articles)

Phase 3 — Growth (Week 3-4)
├── AI explainer video produced + embedded
├── Social proof elements added to site
├── Retargeting campaigns activated
├── SEO content published (5 pages)
└── Performance review + iteration

2. Competitive Landscape

Market Positioning Matrix

                        HIGH PRICE
                            |
               Unifonic     |
               [$499+]      |
                 *          |
                            |
                            |        Rasayel
                            |        [$150+]
                            |          *
    FEWER                   |                      MORE
    FEATURES ───────────────┼──────────────────── FEATURES
                            |
              Widers  *     |      * Respond.io
              [~$50]        |        [$79+]
                            |
           Karzoun *        |   * SleekFlow
           [~$30]           |     [$79+]
                            |
                     urWhats|* <── Best value position
                     [349 SAR / ~$95]
                            |
                        LOW PRICE

    Legend: * = competitor position
    urWhats occupies the "high features + competitive price" quadrant

Direct Competitors (Saudi/GCC Market)

Aspirational Competitors (Enterprise / International)

urWhats Competitive Advantages

Rank-ordered by importance for the Saudi mid-market:

1. Official Meta Technical Provider — Higher-tier partnership than "Business Partner" held by Unifonic and SleekFlow. Signals direct Meta relationship, priority support, and early feature access. Must be the #1 trust signal on website.

2. Saudi-Registered LLC — CR: 7052775355, VAT: 300075277550003. Physical Riyadh presence. PDPL and ZATCA compliance. Government entities and enterprises require Saudi-registered vendors. Only Unifonic matches this, at 5-6x the price.

3. Price-to-Feature Ratio — Starter at 349 SAR/mo includes team inbox, chatbot, and campaign manager. Unifonic starts at ~1,870 SAR/mo. urWhats delivers 80% of enterprise features at 20% of the cost.

4. Free Credit Model (planned) — 250 contacts + 250 messages with no time limit and no credit card. Eliminates the #1 barrier to trying WhatsApp Business API. Only SleekFlow offers a comparable free tier internationally; no Saudi competitor does.

5. Salla Native Integration — Salla has 200K+ Saudi stores. No international competitor integrates natively. Features: abandoned cart recovery, order notifications, COD confirmation, payment reminders. This alone wins the Saudi ecommerce segment.

6. AI Triple-Engine — ChatGPT + Claude + Google Gemini support. Competitors lock you into one AI provider. urWhats lets businesses choose the AI that fits their use case.

7. Bilingual-First Design — Full RTL Arabic UI, not a bolted-on translation. Arabic-first content strategy. GCC geo-redirect to Arabic version. Tajawal font, proper number formatting, cultural adaptation.

Threat Assessment

3. Decision 1: Free Credit Model

Why This Matters

The #1 reason mid-market companies don't try WhatsApp Business API platforms is friction: they need to commit to a paid plan before knowing if the platform works for them. A free credit model removes this barrier entirely.

Model: 250 contacts + 250 messages, no time limit, no credit card required.

Competitor Free Tier Comparison

Why 250 Contacts + 250 Messages

• 250 contacts — Enough to import a real customer list and run a meaningful test. Not enough to run a business long-term (forces upgrade).
• 250 messages — Enough for 2-3 broadcast campaigns or 50 individual conversations. Demonstrates value without giving away the product.
• No time limit — Removes urgency anxiety. Users can explore at their pace. Data shows time-unlimited free tiers convert better than trials because users self-select when ready.
• No credit card — Eliminates the "what if they charge me" fear. Reduces signup form to email + password + phone. Critical for the Saudi market where credit card penetration is lower than Mada/debit.

3-Column Pricing Layout (Updated)

┌─────────────────────┬─────────────────────┬─────────────────────┬─────────────────────┐
│       FREE          │      STARTER        │      GROWTH         │    PRO              │
│                     │                     │   Most Popular ★    │                     │
│    0 SAR/mo         │    349 SAR/mo       │    999 SAR/mo       │   1,999 SAR/mo      │
│                     │    ($95/mo)         │    ($269/mo)        │   ($535/mo)         │
│                     │                     │                     │                     │
│  250 Contacts       │  1 WhatsApp Number  │  1 WhatsApp Number  │  3 WhatsApp Numbers │
│  250 Messages       │  3 Users            │  5 Users            │  10 Users           │
│  1 User             │  5,000 msgs/mo      │  15,000 msgs/mo     │  50,000 msgs/mo     │
│  Basic Chatbot      │  Basic Chatbot      │  Advanced Chatbot   │  AI-Powered Chatbot │
│  Shared Inbox       │  Shared Team Inbox  │  Campaign Manager   │  Full Automation    │
│                     │  Standard Support   │  API + Webhooks     │  SLA Included       │
│                     │                     │  CRM/ERP Integration│  Account Manager    │
│                     │                     │  Priority Support   │  Priority Support   │
│                     │                     │                     │                     │
│  [Get Started Free] │  [Get Started Free] │  [Get Started]      │  [Get Started]      │
│  No credit card     │  7-day free trial   │  7-day free trial   │  7-day free trial   │
└─────────────────────┴─────────────────────┴─────────────────────┴─────────────────────┘

Enterprise — Custom pricing, unlimited everything, dedicated infra → [Contact Sales]

Note: The free tier is NOT a plan in static-plans.config.ts. It is a permanent state of the app account. Users on the free tier see an upgrade prompt when they hit limits. The paid plans remain as defined in src/config/static-plans.config.ts.

Backend Requirements (app.urwhats.com)

These changes happen in the SaaS app codebase, not the marketing website:

Website Changes Required

4. Decision 2: CTA Text

The Change

Before: Mixed CTAs — "Start Free Trial", "Choose Plan", "Get Started", "Subscribe" After: One consistent CTA everywhere — "Get Started Free" / "ابدأ مجاناً"

Supporting text beneath all primary CTAs:

• EN: "250 free messages • No credit card required"
• AR: "٢٥٠ رسالة مجانية • بدون بطاقة ائتمان"

Why "Get Started Free" Wins

"Get Started Free" works because:

1. "Get Started" implies action and progress (not commitment)
2. "Free" removes the payment objection upfront
3. Combined with "No credit card required" text, it eliminates all friction

File Change List

Supporting Text Implementation

Add beneath every primary CTA button:

<!-- English -->
<p class="text-sm text-gray-500 mt-2">250 free messages • No credit card required</p>

<!-- Arabic -->
<p class="text-sm text-gray-500 mt-2">٢٥٠ رسالة مجانية • بدون بطاقة ائتمان</p>

Locations for supporting text:

• Homepage hero (below primary CTA)
• Pricing page (below each plan's CTA, except Enterprise)
• Services page bottom CTA
• Use Cases page bottom CTA
• Navigation bar (tooltip on hover or small text below button on desktop)

CTA Destination URLs

All "Get Started Free" buttons must link to: https://app.urwhats.com/register

Exception: Enterprise plan links to /contact (EN) or /ar/contact (AR).

5. Decision 3: Tawk.to Live Chat

Why Tawk.to

Decision: Tawk.to — Free, unlimited agents, full Arabic UI, mobile app for on-the-go support. Zero ongoing cost. Can be replaced later if needed (widget is removable).

Setup Steps

CSP Header Changes

File: public/_headers

Add these domains to the Content-Security-Policy:

script-src: 'https://embed.tawk.to'
connect-src: 'https://va.tawk.to' 'wss://chat.tawk.to'
frame-src: 'https://tawk.to'
img-src: 'https://tawk.to'

Widget Installation Code

File: src/layouts/Layout.astro

Add before the closing </body> tag:

<!-- Tawk.to Live Chat -->
<script type="text/javascript">
var Tawk_API = Tawk_API || {}, Tawk_LoadStart = new Date();
(function(){
  var s1 = document.createElement("script"), s0 = document.getElementsByTagName("script")[0];
  s1.async = true;
  s1.src = 'https://embed.tawk.to/{PROPERTY_ID}/{WIDGET_ID}';
  s1.charset = 'UTF-8';
  s1.setAttribute('crossorigin','*');
  s0.parentNode.insertBefore(s1, s0);
})();
</script>

Replace {PROPERTY_ID} and {WIDGET_ID} with values from Tawk.to dashboard.

Greeting Messages

Online — English:

👋 Hi there! Welcome to urWhats.

Need help getting started with WhatsApp Business API? We're here to help.

• Getting started with a free account
• Connecting your WhatsApp number
• Salla/ecommerce integration
• Pricing questions

Just type your question and we'll respond right away.

Online — Arabic:

👋 أهلاً بك في urWhats!

هل تحتاج مساعدة في بدء استخدام واتساب بزنس API؟ فريقنا جاهز لمساعدتك.

• إنشاء حساب مجاني
• ربط رقم واتساب الخاص بك
• تكامل سلة والمتاجر الإلكترونية
• أسئلة عن الأسعار

اكتب سؤالك وسنرد عليك فوراً.

Offline — English:

We're currently offline (our hours are Sun-Thu, 9AM-6PM Saudi time).

Leave us a message and we'll get back to you within 4 hours.

Or start free right now: https://app.urwhats.com/register

Offline — Arabic:

نحن حالياً خارج أوقات العمل (الأحد - الخميس، ٩ صباحاً - ٦ مساءً بتوقيت السعودية).

اترك لنا رسالة وسنرد عليك خلال ٤ ساعات.

أو ابدأ مجاناً الآن: https://app.urwhats.com/register

Widget Positioning

• Position: Bottom-right (EN pages), Bottom-left (AR/RTL pages)
• Color: Brand green (#45b33d)
• Bubble text: "Chat with us" / "تحدث معنا"
• Conflict note: The existing WhatsApp floating action button (FAB) is bottom-right. Options:
  • Move WhatsApp FAB to bottom-left on EN (bottom-right on AR)
  • OR stack Tawk.to above WhatsApp FAB with 70px offset
  • Recommended: Keep WhatsApp FAB as primary (bottom-right EN / bottom-left AR), position Tawk.to 70px above it

6. Decision 4: Payment Provider — PayTabs

Why PayTabs (Not HyperPay)

The original consideration was HyperPay, but Daftra (our invoicing system) does not support HyperPay natively. PayTabs has a native Daftra integration, eliminating custom development.

Decision: PayTabs — Saudi-built, Mada support, lowest fees, native Daftra integration, SAMA-licensed.

Fee Calculation Examples

Average effective fee: ~2.0% for Mada (65% of Saudi transactions), ~2.5% for cards.

Daftra Native Integration Setup

Daftra is the invoicing and accounting system used by urWave. PayTabs integrates natively:

Payment Flow

Customer signs up free (app.urwhats.com/register)
    │
    ▼
Hits free tier limit (250 contacts or 250 messages)
    │
    ▼
Upgrade prompt in dashboard → Select plan
    │
    ▼
Redirect to PayTabs hosted payment page
    │
    ├── Mada (debit) ──────────┐
    ├── Visa / Mastercard ─────┤
    ├── Apple Pay ─────────────┤──→ PayTabs processes
    └── STC Pay ───────────────┘      │
                                       ▼
                              PayTabs webhook → app.urwhats.com
                                       │
                                       ▼
                              Daftra invoice created (auto)
                                       │
                                       ▼
                              Account upgraded, limits increased

Recurring Billing Configuration

7. Decision 5: GTM Cross-Domain Tracking

Why This Matters

Currently, urwhats.com (marketing site) and app.urwhats.com (SaaS app) are separate domains. Without cross-domain tracking:

• A user who visits urwhats.com, then registers on app.urwhats.com appears as TWO separate users
• Google Ads cannot attribute conversions to the correct campaign
• Marketing ROI is unmeasurable
• Funnel analysis is broken (we can't see: ad click -> landing page -> register -> activate)

GTM Container: GTM-KBKH4G46

All configuration happens inside Google Tag Manager. No code changes to the website except verifying GTM is loaded (it already is via src/components/GTMScript.astro).

Linker Configuration

Step 1: GA4 Configuration Tag (update existing)

Step 2: Enable cross-domain in GA4 Admin

GA4 Admin > Data Streams > Web > Configure Tag Settings > Configure your domains:

• Add: urwhats.com
• Add: app.urwhats.com

dataLayer Events

Push these events from both urwhats.com and app.urwhats.com:

Marketing site (urwhats.com) — already tracked via GTM triggers:

SaaS app (app.urwhats.com) — requires implementation:

Google Ads Conversion Tracking

Setup in Google Ads:

1. Create conversion actions in Google Ads > Goals > Conversions
2. Link Google Ads to GA4
3. Import GA4 events as conversion actions
4. Set conversion values as above
5. Enable enhanced conversions (pass hashed email from registration)

Implementation Checklist

8. Decision 6: AI Explainer Video

Why Video Matters

• Landing pages with video convert 80% better than those without (Wyzowl 2025)
• 73% of consumers prefer watching a short video to learn about a product (HubSpot)
• Average attention span on a landing page: 8 seconds. Video extends to 2+ minutes.
• Competitors (Unifonic, SleekFlow) have product demo videos. urWhats does not.

Tool: HeyGen Creator ($29/mo)

Decision: HeyGen Creator at $29/mo — Best Arabic voice quality, lip-synced AI avatar, sufficient credits for 2 videos (EN + AR), cancel after one month if needed.

Script Outline — 60-Second Explainer

Title: "Grow Your Business with WhatsApp — In 60 Seconds"

[0:00-0:05] HOOK
Avatar: "What if every customer conversation could happen on WhatsApp —
         automatically?"
Visual: WhatsApp chat bubbles animating in

[0:05-0:15] PROBLEM
Avatar: "Saudi businesses lose customers every day because they can't respond
         fast enough. Manual WhatsApp is slow. Email goes unread. Customers
         move on."
Visual: Frustrated business owner, unread messages piling up

[0:15-0:25] SOLUTION
Avatar: "urWhats is the official Meta-powered WhatsApp Business platform —
         built in Saudi Arabia, for Saudi businesses."
Visual: urWhats dashboard, Meta Technical Provider badge

[0:25-0:40] FEATURES (3 key ones)
Avatar: "Send thousands of messages with one click. Let AI chatbots handle
         customer questions 24/7. Connect directly to your Salla store for
         abandoned cart recovery and order updates."
Visual: Campaign manager → Chatbot conversation → Salla integration

[0:40-0:50] SOCIAL PROOF + PRICING
Avatar: "Trusted by hundreds of Saudi businesses. Starting at just 349
         riyals a month — or start free with 250 messages."
Visual: Client logos, pricing highlight, "Get Started Free" button

[0:50-0:60] CTA
Avatar: "Visit urwhats.com and start for free today. No credit card needed."
Visual: URL, QR code to urwhats.com, "Get Started Free" button

Arabic Script Outline (same timing)

[0:00-0:05] المقدمة
"ماذا لو كل محادثة مع عملائك تتم عبر واتساب — تلقائياً؟"

[0:05-0:15] المشكلة
"الشركات السعودية تخسر عملاء كل يوم لأنها ما تقدر ترد بسرعة.
واتساب اليدوي بطيء. والإيميلات ما تُقرأ."

[0:15-0:25] الحل
"urWhats هي منصة واتساب بزنس الرسمية المعتمدة من ميتا —
مبنية في السعودية، للشركات السعودية."

[0:25-0:40] المميزات
"أرسل آلاف الرسائل بضغطة. خلّ الذكاء الاصطناعي يرد على العملاء ٢٤/٧.
اربط متجرك في سلة واسترجع السلات المتروكة وأرسل تحديثات الطلبات تلقائياً."

[0:40-0:50] الإثبات والأسعار
"موثوقة من مئات الشركات السعودية. تبدأ من ٣٤٩ ريال شهرياً —
أو ابدأ مجاناً بـ ٢٥٠ رسالة."

[0:50-0:60] الدعوة للإجراء
"زُر urwhats.com وابدأ مجاناً اليوم. بدون بطاقة ائتمان."

Production Timeline

Website Embed

File: src/pages/index.astro and src/pages/ar/index.astro

Add video section below hero or above features:

<!-- EN version -->
<section class="py-12 bg-gray-50">
  <div class="container max-w-3xl mx-auto text-center">
    <h2>See urWhats in Action</h2>
    <div class="aspect-video rounded-xl overflow-hidden shadow-lg mt-6">
      <iframe
        src="https://www.youtube.com/embed/{VIDEO_ID}"
        title="urWhats Platform Overview"
        loading="lazy"
        allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope"
        allowfullscreen
        class="w-full h-full"
      ></iframe>
    </div>
  </div>
</section>

CSP update needed in public/_headers:

• frame-src: add https://www.youtube.com
• img-src: add https://img.youtube.com (for thumbnails)

9. Content Strategy

Content Gap Analysis

SEO Keyword Targets

English Keywords (20):

Arabic Keywords (20):

Language & Tone Guidelines

English Tone:

• Professional but approachable — not corporate-stiff, not startup-casual
• Benefit-first: "Send 10,000 messages in minutes" not "Campaign broadcasting feature"
• Action-oriented: "Start free", "Connect your store", "Automate replies"
• Honest: No fake stats, no "world's best", no unverifiable claims
• Saudi context: Reference Mada, Salla, SAR naturally — show you understand the market

Arabic Tone:

• Formal-professional (فصحى معاصرة), not colloquial (عامية)
• Exception: CTA buttons can use light Gulf dialect for warmth ("ابدأ مجاناً" not "ابدأ بلا مقابل")
• Benefit-focused (Arabic audience responds more to outcomes than features)
• Numbers: Use Eastern Arabic numerals (٢٥٠) in body text, Western (250) in technical contexts
• Avoid literal translation of English idioms — adapt for Arabic cultural context
• Gender: Use masculine plural as default (standard Arabic convention)

Brand Voice Rules:

• Always "urWhats" (lowercase "ur", capital "W") — never "Urwhats", "URWhats", "urwhats"
• Always "WhatsApp" (capital W, capital A) — never "Whatsapp", "whatsapp"
• Always "Meta Technical Provider" — never "Facebook Partner" or "WhatsApp Partner"
• Always "urWave Company" for legal contexts — never "urwave company" or "Urwave"
• Never mention "WhatsaMark" or any white-label reference on public-facing content
• Use "24/7" — never "7/24"

Missing Content Sections (to create)

10. Marketing Funnel

Full Funnel Visualization

                    ┌──────────────────────────────────────┐
                    │         AWARENESS (Top)               │
                    │                                       │
                    │  Google Ads (Search + Display)         │
                    │  Meta Ads (Facebook + Instagram)       │
                    │  Organic Search (SEO blog content)     │
                    │  Social Media (LinkedIn, Twitter/X)    │
                    │  Word of mouth / referrals             │
                    │                                       │
                    │  Monthly impressions target: 50,000    │
                    └──────────────┬───────────────────────┘
                                   │
                                   ▼ CTR: 3-5%
                    ┌──────────────────────────────────────┐
                    │        CONSIDERATION (Middle)         │
                    │                                       │
                    │  Landing: urwhats.com                  │
                    │  ├── Homepage (hero + video + CTA)     │
                    │  ├── Services page (features)          │
                    │  ├── Pricing page (plans + toggle)     │
                    │  ├── Blog articles (SEO content)       │
                    │  └── Tawk.to chat (questions)          │
                    │                                       │
                    │  Monthly visitors target: 2,000        │
                    └──────────────┬───────────────────────┘
                                   │
                                   ▼ Conversion: 5-8%
                    ┌──────────────────────────────────────┐
                    │         REGISTRATION (Action)         │
                    │                                       │
                    │  "Get Started Free" → app.urwhats.com  │
                    │  ├── Email + Password + Phone          │
                    │  ├── No credit card required           │
                    │  └── 250 contacts + 250 messages free  │
                    │                                       │
                    │  Monthly registrations target: 100     │
                    └──────────────┬───────────────────────┘
                                   │
                                   ▼ Activation: 60%
                    ┌──────────────────────────────────────┐
                    │        ACTIVATION (Onboarding)        │
                    │                                       │
                    │  Connect Meta WABA (guided wizard)     │
                    │  Import contacts                       │
                    │  Send first test message               │
                    │  Create first template                 │
                    │  Send first campaign                   │
                    │                                       │
                    │  Monthly activated users target: 60    │
                    └──────────────┬───────────────────────┘
                                   │
                                   ▼ Upgrade: 15-20%
                    ┌──────────────────────────────────────┐
                    │         MONETIZATION (Revenue)        │
                    │                                       │
                    │  Free tier limit hit → upgrade prompt  │
                    │  ├── Starter: 349 SAR/mo              │
                    │  ├── Growth: 999 SAR/mo               │
                    │  ├── Pro: 1,999 SAR/mo                │
                    │  └── Enterprise: custom                │
                    │                                       │
                    │  PayTabs checkout (Mada / Visa / MC)   │
                    │  Monthly paid conversions target: 12   │
                    └──────────────┬───────────────────────┘
                                   │
                                   ▼ Retention: 85%+
                    ┌──────────────────────────────────────┐
                    │        RETENTION & EXPANSION          │
                    │                                       │
                    │  Monthly usage reports (automated)     │
                    │  Feature announcements                 │
                    │  Plan upgrade suggestions              │
                    │  Add-on upsells (extra messages/users) │
                    │  Referral program (future)             │
                    │                                       │
                    │  Monthly churn target: < 5%            │
                    └──────────────────────────────────────┘

Google Ads Campaign Structure

Meta Ads Campaign Structure

11. Social Proof Strategy

Current State: Zero Social Proof

This is urWhats' biggest weakness. Every competitor has testimonials, case studies, or client logos. urWhats has none.

Strategy: Build Social Proof in 4 Layers

Layer 1: Trust Badges (Week 1 — already partially done)

Layer 2: Client Logos (Week 1-2)

urWave parent company has existing clients. Use them with "Built by urWave" framing:

Implementation:

• Section title: "Built by the team behind urWave — trusted by leading Saudi organizations"
• Arabic: "من صُنّاع urWave — المعتمدة من كبرى المؤسسات السعودية"
• Grayscale logos with color on hover
• Place between hero and features on homepage

Layer 3: Stats Bar (Week 2)

Conservative, defensible numbers only:

Important: Verify these numbers from app.urwhats.com analytics before publishing. If numbers are lower, use "Hundreds of businesses" / "Thousands of messages" instead.

Layer 4: Customer Testimonials (Week 3-4)

Testimonial template request (send to customers):

Hi [Name],

We'd love to feature your experience with urWhats on our website. Could you share 2-3 sentences about:

• What problem urWhats solved for your business
• What results you've seen (messages sent, response time, sales impact)

Example: "urWhats helped us recover 30% of abandoned carts through automated WhatsApp messages. Setup took 10 minutes with the Salla integration."

We'll include your company name and logo (with permission).

Google Business Profile Setup

12. Implementation Roadmap

ASCII Gantt Chart — Weeks 1-4

Task                          Wk1        Wk2        Wk3        Wk4
                           M T W T F  M T W T F  M T W T F  M T W T F
─────────────────────────────────────────────────────────────────────────
DECISION 1: Free Credit Model
  Backend: free tier logic     ████████████████
  Backend: usage counters           ██████████
  Backend: upgrade prompts              ████████████
  Website: pricing page update  ██████
  Website: FAQ + copy updates   ██████

DECISION 2: CTA Text
  Update en.json + ar.json    █████
  Update static-plans.config  █████
  Update Navigation.astro     █████
  Add supporting text         █████
  Test EN + AR pages          █████

DECISION 3: Tawk.to
  Create account + config     █████
  Widget install + CSP             █████
  Greeting messages                █████
  Test on mobile + RTL             █████

DECISION 4: PayTabs
  Create merchant account          █████
  KYC verification                 ██████████
  Daftra integration                    ██████████
  Payment flow testing                       ██████████
  Go live                                         █████

DECISION 5: GTM Cross-Domain
  GA4 property setup          █████
  GTM linker config           █████
  Cross-domain verification        █████
  dataLayer events (website)       █████
  dataLayer events (app)                ██████████
  Google Ads setup                       █████
  Conversion testing                          █████

DECISION 6: AI Video
  HeyGen signup + assets                ██████████
  EN video production                        ██████████
  AR video production                             ██████████
  Homepage embed                                       █████

CONTENT
  Blog setup (Astro)                    █████
  Article 1: WhatsApp API SA                 ██████████
  Article 2: Unifonic alternative                 ██████████
  Article 3: Salla + WhatsApp                          ██████████

SOCIAL PROOF
  Client logos section        ██████████
  Stats bar                        ██████████
  Google Business Profile               ██████████
  Testimonial collection                     ████████████████

MARKETING
  Google Ads campaigns             █████
  Meta Ads campaigns                    ██████████
  Retargeting setup                          ██████████

─────────────────────────────────────────────────────────────────────────
Legend: █ = active work day

Week-by-Week Summary

Week 1 — Quick Wins

• CTA text updated across entire website (Decision 2)
• Tawk.to installed with Arabic + English greetings (Decision 3)
• Client logo section added to homepage (Social Proof)
• GA4 property created, GTM linker configured (Decision 5)
• Free tier backend work begins (Decision 1)
• Deliverables: Updated CTAs live, live chat active, GA4 tracking

Week 2 — Infrastructure

• Free tier backend: usage counters + soft limits (Decision 1)
• PayTabs merchant account + KYC submission (Decision 4)
• GTM cross-domain tracking verified (Decision 5)
• Google Ads campaigns launched (Marketing)
• Blog section created in Astro (Content)
• Stats bar added to homepage (Social Proof)
• Deliverables: Free tier ready for testing, ads running, blog structure

Week 3 — Growth

• PayTabs Daftra integration + testing (Decision 4)
• AI explainer video produced (Decision 6)
• dataLayer events added to app (Decision 5)
• First 2 blog articles published (Content)
• Google Business Profile created (Social Proof)
• Meta Ads campaigns launched (Marketing)
• Deliverables: Payment flow working, video embedded, content published

Week 4 — Polish & Launch

• PayTabs goes live (Decision 4)
• AR video completed and embedded (Decision 6)
• Google Ads conversion tracking verified (Decision 5)
• Third blog article published (Content)
• Testimonials collected and displayed (Social Proof)
• Full funnel tested: ad -> landing -> register -> activate -> upgrade -> pay
• Deliverables: All 6 decisions live, funnel measured, first metrics review

13. Budget Breakdown

Monthly Recurring Costs

*PayTabs fees are per-transaction: ~2.25% + 1 SAR. Estimate assumes 20-50 transactions/month.

One-Time Costs

Cost Per Acquisition Target

The unit economics work. At a 600 SAR average plan value and 500 SAR CPA, each customer pays back within 1 month. LTV at 12-month retention is 7,200 SAR vs 500 SAR acquisition cost = 14.4x LTV/CAC ratio.

14. Success Metrics & KPIs

Dashboard Metrics (Track Weekly)

Review Cadence

Decision Triggers

15. References & Evidence

Industry Data

Competitor Pricing (Verified)

Internal References

Tool & Service Links

Appendix A: File Change Index

All files affected by the 6 decisions:

App-side changes (app.urwhats.com): Decisions 1, 4, 5 require backend changes. See individual decision sections for requirements.

Appendix B: Risk Register

End of Strategic Plan. Execute decisions in order. Review weekly. Iterate monthly.