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Headline numbers
Click a number for its daily trend
Time to send the WhatsApp
Cap hit → WhatsApp sent
The first stage is the comms event queue: usually under a second, but it backs up at busy hours. The second stage is mostly quiet hours: cap hits between 9 PM and 9 AM wait until 9 AM.
Time to pay
WhatsApp sent → first charge, for users who paid within 7 days
Who pays
Paid within 7 days of a message that reached the phone
Users → paid
Each user counted once: capped at least once, reached by at least one message, paid within 7 days of one
Funnel
Big number = conversion from the step before · every cap hit (one user, one week) in the range
Where users drop off
Pick a step · reasons add up to the loss
Why the paid rate fell
Snapshot 31 Oct · fewer users start a checkout; those who start still pay
| Sends | What changed | Repeat weeks | Start checkout | Starters pay | Paid ≤7 days |
|---|---|---|---|---|---|
| 26 Aug – 7 Sep | Launch · ₹159/₹199 · coupon auto-applied for half | 17% | 16.0% | 9.8% | 1.61% |
| 8 – 15 Sep | Everyone on ₹159 | 41% | 11.7% | 10.4% | 1.26% |
| 16 Sep – 9 Oct | Coupon auto-apply off | 55% | 9.3% | 11.1% | 1.09% |
| 10 – 23 Oct | Looser entry rules (newer, lighter users) | 54% | 7.5% | 11.6% | 0.92% |
Repeat weeks explain about a quarter of the drop: they pay at ~0.75%, half the rate of first-timers. First-timers fell 1.72% → 1.46% after 8 Sep and → 1.15% after 10 Oct. Turning off coupon auto-apply didn't hurt conversion (1.46% → 1.48%), and full-price payers rose from 41% to 68%.
How the usage cap works
1 · User opens the appserver decides the plan · only happens on app open · Android only
- Already on usage cap?
- yesStays on cap, label never removedgo to 2
- noAccount under 1 day old and phone launch price ₹25,000+?
- yesCoin flip, decided once and saved
- 50%Usage cap from day 0pop-ups at 50%, 75%, 100% of the limit
- 50%Continue to call count ↓
- noCalls answered in last 7 days"Meet your Assistant" demo call not counted
- account 0–2 days31+ → cap · 21–30 → lock · 0–20 → free
- account 3–6 days14+ → cap · 10–13 → lock · 0–9 → free
- account 7+ days21+ → cap · 15–20 → lock · 0–14 → free
- qualifies for cap, already on lockPaying for lock?
- yesStays on paid lock plan
- noMoved from lock to cap
- lock is sticky tooOnce on lock, stays on lockunless moved to cap
- yesCoin flip, decided once and saved
- never opens appNever checked, assistant answers every callexception: runs out of free outgoing assistant calls → put on cap
- iOSNo usage cap on iOS
2 · Every incoming callserver checks at call start · app not needed
- On usage cap?
- noAssistant answers, no limitlock users: recording & transcript locked
- yesPaying right now?live billing check on every call
- yesAssistant answers, unlimited, recordings open
- noCalls answered this week under 20?
- yesAssistant answerscall counted when it ends · failed calls and demo call not counted · recording locked
- no, 20 usedPhone just rings, like Equal isn't installedno screening · no summary · no recording · until reset or payment
3 · As the count goes uppop-ups need an app open · WhatsApp doesn't
- 4, 10, 16, 18 usedNext app open: countdown pop-up"16 out of 20 Calls Left" · usage bar · "Your calls quota reset in N Days" · unlimited calls, recordings, summaries · plan price · "Get Equal AI Unlimited" · can show on every open (no gap set)
- 20 usedLimit reached, three things happen
- in appPop-up: "Weekly Limit Reached""Your Assistant handled all 20 of your calls this week" · reset countdown · "Get Equal AI Unlimited"
- home screenBanner: "Weekly Call limit Reached""Call limit resets: N days" · "Get Unlimited" · stays until reset
- WhatsAppAlready paying?
- yesNot sent
- noOpted out, or number recently failed as "not on WhatsApp"?
- yesNot sent
- noBetween 9 PM and 9 AM?
- yesWait until 9 AM, check payment again
- noWhatsApp sent within secondsfirst name + reset date · from +91 81253 97474 · max one per week
4 · Every 7 daysautomatic · app not needed
- 7 days after the exact moment they were cappedLimit resets: 20 fresh callse.g. capped Mon 3:00 PM → resets every Mon 3:00 PM · not a calendar week · different for each user · back to 2
5 · User taps "Get Equal AI Unlimited"from pop-up, banner, or app opened after WhatsApp
- Paywall: ₹159/month₹119 with EQUAL25 coupon · UPI AutoPay via Razorpay
- paysLimit off instantly, recordings unlockedstays unlimited while AutoPay renews each month
- cancels or renewal failsCap label still there → back to 20 calls a weeksame weekly reset time as before
- doesn't payCalls keep ringing through until the resetback to 4, then 3 again next week
- paysLimit off instantly, recordings unlockedstays unlimited while AutoPay renews each month
Definitions
- Dates are the IST day of the cap hit (Mixpanel event time), so every section covers the same cap hits.
- Cap hit: an Android user on the usage cap used their 20th free call of the week (
usage.free_limit_consumedat 100%). Users → paid: each user counted once, at the furthest step any of their cap hits reached. Every other section counts cap hits. - Comms rules allow it: final comms verdict is send. Already a subscriber = an active subscription at the time. The call system keeps counting calls for users who later paid, so it still reports a cap hit for them. Turned WhatsApp off = the WhatsApp consent setting is off, or the user replied STOP.
- Reached the phone = delivered or read. Read = status read.
- Paid within 7 days = first charge of a new subscription (
paid_count = 1) within 7 days after the message was sent. Counted only for messages at least 7 days old, and for everyone reached, because users with read receipts off never show as read. - Time to send: cap hit (Mixpanel) → comms received it (decision log) → WhatsApp sent (dispatch). Time to pay: WhatsApp sent → first charge. Percentiles are read from ±12% time buckets.
- Sources: comms decision log and send ledger (DynamoDB prod), Mixpanel export, billing_prod read replica, growth_prod consent tables, Statsig config history.