Case study
Level — WhatsApp COD Verification for Shopify
Why this exists
Cash-on-delivery still drives conversion in India, MENA, and other RTO-heavy markets — and it still creates fake or unserious orders that burn shipping cost.
Merchants needed a verification step that customers would actually complete. OTP SMS adds friction. Phone calls do not scale. Level sends a one-tap WhatsApp Confirm / Cancel when a COD order lands, then tags and (on paid plans) can auto-cancel unverified orders before fulfillment.
What we built
01
COD verification loop
- Detect COD orders from Shopify webhooks
- Send WhatsApp verification from Level’s shared number (Free / Starter) or the merchant’s own number on Pro
- Record confirmed / cancelled / awaiting states on the merchant dashboard
- Optional reminders and auto-cancel on paid plans
02
Shopify-native commercial surface
- Published Shopify app with App Subscriptions (Free / Starter / Pro) and metered message usage
- Checkout UI extension and payment customization for COD rules
- Theme app embeds for COD form and chat surfaces
03
Ops that survive production
- Database-backed queues for WhatsApp sends, reminders, Shopify webhooks, and usage charges
- Team → single Shopify store tenancy with plan entitlements
- Admin footprint for support and billing reconciliation
Technologies
Backend
Laravel 12, Livewire 4, MySQL, queued workers
Meta Cloud API (direct) — shared WABA + BYO Embedded Signup on Pro
Shopify
Admin GraphQL, Billing API, webhooks, checkout UI extension, payment Function, theme extension
Deploy
Deployer to Ubuntu; marketing/docs on Cloudflare Pages
Outcomes
364
New COD orders
364 across Level · Sep 1–10
333
WhatsApp verifications sent
333
57%
Confirm rate among replies
57% confirmed ÷ confirmed + declined
56
Connected Shopify stores
56 mostly Free · early Starter + Pro
160
INR merchant · verifies sent
160 mid-volume store · same window
76
INR merchant · cancelled before ship
76 filtered before fulfillment
57
INR merchant · confirmed
57 · ~₹30k confirmed GMV
~43%
INR merchant · reply confirm rate
~43%
Impact at a glance
Why this belongs on QBF
Level is proof that Quick Brown Fox ships production SaaS, not only white-label agency builds: Shopify billing, Meta messaging, multi-tenant ops, and a merchant UI that operators open every day.
We do not invent a before/after RTO percentage. The measurable mechanism is simpler: unconfirmed and cancelled COD does not need to ship.
Client work (Arkreach, Sparrow, VML) remains the primary case-study bank. Level sits beside them as a product we built and run.