BTL — Below the Line

Targeted, direct, one-to-one. A named customer, a specific offer, a measurable response.

Back to the workflows index.

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Status: nothing built

This is the emptiest vertical in the product, and the honest summary is short: no messaging integration of any kind exists. No WhatsApp, no SMS, no RCS, no app push, no in-app, no Clevertap, no Netcore, no CRM connection.

Everything below is planned work. It is documented here because the roadmap specifies it in more detail than any other vertical — page 2 is almost entirely BTL — and because the gap is easy to under-read when every other folder has something live in it.

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What this vertical means here

Page 1 labels the spoke BTL OS ← Process Automation. That framing matters: BTL here is not "smaller campaigns", it is the automation layer that turns a customer record into a message on a channel.

Page 2 supplies the detail — the retention and acquisition programs, their segments, and the agent chain that would run them.

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Workflows

Note how many of these the whiteboard itself marks ✗. That notation is not "rejected" — it is "does not exist". The author was already tracking this gap.

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The chain, as designed

Page 2 lays out a six-agent pipeline. Read left to right, it is a complete BTL system:

A1  Active base      ─┐
A2  Inactive base    ─┴→  A3  Segments        (micro-segmentation, real-time, intelligence)
                            ↓
                          A4  Communication Creation  → AI Avatar
                            ↓
                          A5  Rollout          → SMS / WA / RCS / App push / In-App
                            ↓                    via Clevertap · Netcore · Humanoid
                          A6  Analytics        → richness data, onboarding CLCM

None of A3–A6 exist. A1 and A2 are segment definitions on a whiteboard, not code.

The segments as specified

A1 — Active base

A2 — Inactive base, bucketed by recency: Winback (0–6 m) · Closure (6–24 m) · Rechurn (>24 m) · Competition Base ("surgical strike") · Referral.

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Why nothing here is started

Not an accident of prioritisation — a dependency order. Every BTL workflow needs two things the product does not have:

1. A customer data layer. Page 1 draws IIFL DATA → (CRM) and Outside world DATA feeding the OS. Neither is connected. Without customer records there is no base to segment.
2. A channel layer. Nothing can dispatch a message anywhere.

Content production — what ContentOS does today — is genuinely independent of both. That is why ATL and Digital have live workflows and BTL has none.

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Dependencies

That fourth row is worth raising: the whiteboard does not mention consent, DND scrubbing, or suppression lists anywhere. For outbound financial-services messaging in India those are regulatory requirements, not features. Whoever scopes A5 should treat it as a gap in the sketch rather than an omission from this doc.

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Workflow specs in this folder

• App Adoption
• Channel Dispatch (A5)
• Next Best Action (NBA)
• Onboarding CLCM
• WhatsApp Bot

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Roadmap source

Page 1 (BTL OS ← Process Automation), page 2 in its entirety. See ../../roadmap_ref_extracted.md.