# What Willo does and doesn't do

> What Willo builds and runs for your business, what stays your job, and the things it doesn't do on any plan, so you can plan around them.

Last updated: October 16, 2026

Source: https://www.willo.ai/docs/start-here/what-willo-does

Willo is a team of AI agents that builds and runs the working parts of your business, directed by you through one chat. You make the calls: what the business is, who it serves, what to do next. Willo does the execution underneath.

## What Willo does

- **Research**: your market, competitors and audience, written up as reports you can read.
- **Brand and positioning**: a name if you need one, voice, headlines and a visual direction.
- **Your website**: a real site, built and hosted for you, that you keep changing in chat. See [Your site](https://www.willo.ai/docs/site/your-site).
- **A real app, not only a site**: for a software product, sign-up and sign-in that work, the app's screens, and the database behind them, on a backend Willo sets up for your business.
- **Content**: blog posts, SEO content and downloadable resources.
- **Email**: your own list and campaigns to the people who opted in to it.
- **Payments**: Stripe products and checkout (Starter and up), or a headless Shopify store.
- **A roadmap**, and on Starter and up the Growth Engine, which works through it on its own.
- **Agent Programs**: your own agents that run on a schedule, an email or a webhook (Builder and up).

## What stays yours

Willo doesn't decide what your business is. It surfaces the big calls, such as positioning, pricing and pivots, for you. You also bring what only you know: your customers, your story, the photos of your work. And review what it publishes before it goes out: you know your customers and your voice best.

## What Willo doesn't do, on any plan

These aren't plan limits. No upgrade turns them on:

- **Posting to social media.** Willo connects to no social network. It can write the posts; you post them.
- **Cold outreach.** No lead lists, no prospecting, no cold email or calls. Campaigns go to your own opted-in subscribers.
- **Buying ads.** It can add conversion tracking to your site, which is measurement, not ad buying.
- **Generating images or video.** Images come from your uploads or a royalty-free stock search.
- **Password-protecting a page.** There is no page-password switch. A members-only area is something Willo *builds*, with real sign-in on your backend.
- **Finding suppliers, negotiating, or running fulfilment.**
- **Legal, tax or financial advice.** Use a professional.

## How Willo answers questions about other companies

Willo looks things up rather than reciting them. Ask about another company's prices, plans or availability and Willo checks the source and says when it looked ("as of today, their pricing page says…"), or points you to that company's own page. If it can't verify something, it says so.

## Each business starts fresh

Every business is separate: its own site, memory, chat history and plan. Starting a second business doesn't carry anything over from the first. Bring across what matters by telling Willo in the new business's chat, and it saves it there.

## Your site's technology

Willo sites are Astro sites, built and hosted by Willo. You own the code and can read it on GitHub (see [Your code](https://www.willo.ai/docs/site/your-code)). There is no export to WordPress, Wix or Squarespace, and no importing an existing app's code.

Related: [What the first build ships](https://www.willo.ai/docs/start-here/what-the-first-build-ships), [Plans](https://www.willo.ai/docs/reference/plans).