A diaper-shop owner sent a voice note listing what she sells: baby diapers from several brands, adult pads, boosters, disposable underwear and a few more things. No login. No dashboard. No "where's the products button."
Bruno asked two short questions (one brand range, one product name), then wrote back: "fixed... It's up." About a dozen new products were on her website.
That's tulocal, my product: a free website for a small business, with a WhatsApp chat for an admin panel.
Two of tulocal's own Instagram reels. The scenes are AI-generated and the shops are invented; the loop is the real one.
How do you manage a website through WhatsApp?
You text the change, or say it out loud, and an AI agent edits the site and tells you when it's live. That's the whole interface.
The agent is Bruno, one of my AI employees: a Claude Code session with his own identity file and memory. Owners write to him like they'd write to a nephew who "does computers."
- OwnerSends a text, a photo or a voice note. Voice notes get transcribed.
- BrunoAsks one question per message until there's nothing left to guess.
- SiteThe edit goes live, and every change is saved as its own version.
- OwnerGets "it's up," with the change described in plain words.
Editing was never the hard part: the first version, a tiny program allowed to touch one client's site and nothing else, made an edit in 15 to 25 seconds. The hard part is understanding what the owner wants. So Bruno handles the conversation, because listening is the job.
A gym owner got a trial-class button, with her own fine print, six minutes after her voice note. A car-service owner sent one long spoken review and got about a dozen edits in roughly 20 minutes. Bruno's advice to him: send a voice note, "it's faster than finding a time to talk."
He wasn't wrong. WhatsApp carries 7 billion voice messages a day, and nine in ten Argentines are online. The shop owner's phone is already the office. Buenos Aires does business by voice note.
Is a tulocal website really free?
Building it and putting it online is free, and so are the first two months. Then it's ARS 19,000 a month (about USD 12), no contract. Your address on tulocal.ar stays free for life.
My favorite part: tulocal never takes a page down. Skip a month and the site stays up, content intact, with a small tulocal link at the bottom until you're back.
Why free? Because I build the site before anyone asks. Bruno pulls photos, hours and location from the business's own Instagram or Google listing, so the owner's first contact with tulocal can be their finished page. Showing beats pitching (the long version). Some of those pages were never claimed by their owner. Fine. An unclaimed page costs me next to nothing.
What does an AI agent need to know to talk to a shop owner?
Mostly how not to sound like an AI agent. Bruno's identity file is full of rules, most of them paid for by a mistake.
The best one. An owner sent a photo (the one on his site dated from opening day) and a 17-second audio: "explain it to me, I'm kind of hopeless with this stuff." Bruno answered with a numbered manual about his photo-sharpening tool. His own notes, afterwards: "He was proud of a renovation; I was proud of my tooling. He was right."
Now the rules read like a style guide by a scolded nephew:
- Short. One idea, two or three sentences. If it needs paragraphs, it needs a phone call.
- No lists, no headings. That's a document, not a message.
- No opening question marks. An Argentine doesn't type "¿" on WhatsApp; it reads as a machine.
- The owner's request is the approval. Do it the same day.
One rule isn't about tone: never "improve" a real shop's photo with a generative model. That doesn't retouch the photo; it paints a lookalike. Bruno lifts shadows, fixes color and upscales the pixels already there. A shop's page can't show a machine the shop doesn't own.
He still gets things wrong. A clothing-shop owner watermarked her photos with her brand name; Bruno read it as a print and described the shirt that way. She corrected him. "ah, I got it all wrong." Fixed and live about 25 minutes after her first message. (Rules versus personality is its own fight.)
Does it work? The honest numbers
The product works. The business is a toddler.
Sit with that last one. Of the 12 businesses that reached the end of their free months, three paid or committed, four went silent or never started, and the rest were still deciding. Revenue at that count: about USD 24 a month.
The part that worked, I never planned. One cold WhatsApp reached a gym owner, who replied in under an hour. Over six days her referrals brought in six more owners, four of them inside thirty minutes. Two owners produced 13 of tulocal's 15 client relationships. The landing page brought zero leads in a month. The tulocal Instagram sat at 20 followers.
Same on Google: one client put her new site on her Maps listing, and that listing pulled 899 of the 940 Google impressions all of tulocal.ar got in two weeks. The owners have the audience. I have the robot. The trick is plugging one into the other.
The diaper-shop owner never saw a dashboard. She never will. Her reply to Bruno was two words and two exclamation marks: "Muchas gracias!!" Best review the product has. Doesn't pay rent. I need a few hundred more.
Want AI agents that actually ship?
I build AI agents and the systems around them for businesses: memory, voice, overnight rigs, and the boring guards that make them safe to leave alone.
Questions people ask
Do I need a login or a dashboard to change a tulocal site?
No. There is no panel and no user account. You write to the WhatsApp number, or send a voice note or a photo, and the agent makes the change on your page and tells you when it's live. Changes are unlimited for as long as you're a member.
How fast does a WhatsApp change reach the website?
It depends on how much there is to understand. On the record, a gym's trial-class button went live six minutes after the owner's voice note, and a dozen edits from one long spoken review took about 20 minutes. The editing itself takes seconds; the questions take the rest.
What happens to my site if I stop paying?
It stays online. Your address and all your content stay intact; the only change is a small tulocal link at the bottom of the page until you pick the membership back up. Pages are never taken down for a missed month.
Does the AI agent edit my photos with generative AI?
No. Generative models don't improve a photo, they invent a similar one, and a real shop's page can't show things that aren't there. Bruno only lifts shadows, corrects color, adjusts contrast and upscales the pixels that already exist. The one exception is virtual staging of an empty room for a property listing, always shown next to the real photo.
Can an AI agent understand voice notes in Argentine Spanish?
Yes, well enough to work from them daily. Bruno has acted on 220 voice notes from owners. When a word is unclear, like a product name said fast, he asks one short question and fixes it rather than guessing.
Max Sergeev. Max builds AI agents and the systems around them: long-term memory, voice, overnight rigs, and the boring guards that make them safe to leave alone. He runs kilazi labs from Buenos Aires. kilazi.com
Sources
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