in plain english

What's all this, then?

Assay is the AI agent that works the calls that would've otherwise fallen through the cracks. It won't take your team's job — it'll hand them a calendar full of qualified meetings, and let voicemail stop bleeding your potential deals.

How it works

A call gets handled the same way every time;
that's the whole product.

Assay is not a chatbot strapped to a phone. It is six discrete layers in a defined order — telephony, script, conversation, scoring, decision, dispatch — with the output of each one inspectable. Same pipeline for an inbound new-patient call as for an outbound contractor at 7pm.

Start with the layers. Then watch one real call walk through them.

The pipeline

Six layers. One call.
A conversation that books a meeting.

Every call to or from Assay walks the same six stages, in order, with audit trails at every hop. Tap a layer to read what happens inside it.

01
Detect
Telephony · 30–80ms
Inbound ring, scheduled outbound, or campaign trigger. Assay picks up or dials with a US/Canadian caller ID matched to area code.
Ring→Routed

What happens inside

  • Twilio voice infrastructure with carrier-grade SLAs
  • Local-presence dialing matches the recipient's area code
  • Forwards to a human if the script triggers an escalation rule
  • Records and timestamps from the first millisecond

Sample I/O

in  inbound +1-415-555-0148
out route → script:NewPatientIntake · region:US-CA
02
Connect
Script load · 80ms
The right script loads for the right list: dental, lead-gen, real estate. Each carries vertical-specific qualifying questions and disqualifying filters.
Routed→Connected

What happens inside

  • Scripts are authored once and versioned, not generated on the fly
  • Personalized to the list source (campaign, vertical, lead source)
  • Branches per response — no chatbot decision trees the caller can sense
  • Voice tuned per script: neutral, warm, brisk

Sample I/O

in  script:NewPatientIntake v3
out voice:Calm-F · greeting loaded
03
Converse
STT + LLM · 240ms turn
Two-way conversation, full duplex. Assay listens, asks follow-ups, handles objections, and never gets defensive. The whole transcript is captured live.
Audio in→Transcript + intent

What happens inside

  • Streaming speech-to-text with named-entity extraction live
  • Interrupts gracefully when the caller starts speaking
  • Detects sentiment shifts every turn — frustration, urgency, hesitation
  • Handles transfers to a human if the caller asks for one

Sample I/O

in  "…we're looking at maybe Thursday or Friday"
out intent:book · preferred:Thu|Fri · urgency:medium
04
Score
Assay Score · 420ms
Every conversation gets a single number, 0–100, with the reasoning behind it. Score is a weighted blend of fit, intent, capacity, and verified facts.
Transcript + intent→Score + reasons

What happens inside

  • Weighted across fit, intent, urgency, budget, decision authority
  • Verifiable facts (insurance, address, list match) are checked, not assumed
  • Reasons stored alongside the number — every score is auditable
  • Score is the API contract — downstream systems consume the number

Sample I/O

in  transcript:2m13s · features:11
out 81/100 · HOT · top reason: budget verified, timeline ≤14d
05
Decide
Branch logic · 60ms
Score crosses a threshold and the right action fires. Hot leads get a calendar slot now. Warm leads enter a nurture sequence. Cold leads exit cleanly without burning the relationship.
Score→Action plan

What happens inside

  • Configurable thresholds per campaign — Hot ≥ 80, Warm 50–79, Cold < 50
  • Override rules respect business hours, calendar capacity, do-not-call lists
  • Hot leads can be hand-raised to a human in under 30 seconds
  • Decision is deterministic — same inputs always produce the same plan

Sample I/O

in  score:81 · capacity:available · DNC:false
out plan: [book.calendar, sms.intake, crm.upsert]
06
Dispatch
Side-effects · 800ms
Booking lands on your calendar. SMS goes out. CRM record updates. Slack pings the right channel. Everything that has to happen happens — automatically, in parallel.
Action plan→Booked + logged

What happens inside

  • Native integrations: Google/Outlook, HubSpot, Salesforce, Slack, Twilio SMS
  • Idempotent — re-running the plan never double-books or double-texts
  • Full audit trail of every side-effect, with retry on transient failure
  • Webhook out to your stack for anything not natively integrated

Sample I/O

in  plan executing…
out ✓ booked Thu 9:30 · ✓ SMS sent · ✓ CRM updated

That's the diagram. Below is a real call running through it — press play.

JM
John Miller · FlowGuard Plumbing
INBOUND · +1 (513) 555-0142 · OHIO
LIVE
01
Detect
02
Connect
03
Converse
04
Score
05
Decide
06
Dispatch
Megan
Hi, this is Megan with Assay. Thanks for calling — quick heads up before we start.
Megan
This call may be recorded for quality — and just so you know, you've reached our demo line,
Megan
so you're actually talking to the product right now.
Megan
I'm the same kind of agent that'd answer your phones.
Megan
Mind if I ask a couple quick questions to show how this would work for your business?
John
Absolutely.
Megan
Great — I'll ask a few quick questions about your setup to see how Assay might fit,
Megan
then get you lined up with a team if it makes sense. To start off,
Megan
what kind of business do you run?
John
My company is FlowGuard Plumbing — a full-service residential plumbing outfit based out of Ohio.
Megan
Got it — a residential plumbing business in Ohio. Sounds like a busy operation.
Megan
Are you mostly looking for help with missing inbound calls from customers,
Megan
or do you have an outbound lead list you're trying to work through?
John
Mainly inbound. Our main issue is we're missing too many live leads
John
while we're out on the job.
Megan
I understand — it's tough when you're under a sink and can't get to the phone.
Megan
Missing those live leads is basically leaving money on the table.
Megan
About how many calls would you say you get in a typical day or week?
John
On average about 40 to 50 a week — usually seven or eight a day.
Megan
Seven a day is solid volume — and missing those adds up fast over a week.
Megan
Who's handling those calls now — just you, or a front desk or answering service?
John
Unfortunately it's just me and my lead tech — whoever has a free hand.
Megan
That's a lot to juggle when you're trying to focus on the actual plumbing work.
Megan
Sounds like you want those leads captured without dropping your tools
Megan
every time the phone rings. Are you looking to get something in place soon,
John
Oh, 100%. Honestly it'd have been better to have something in place yesterday.
Megan
I hear you — getting those calls handled is clearly a top priority.
Megan
Since you're ready to move quickly, let's get your details so the team can reach out.
Megan
Could you start with your full name?
John
My name is John Miller.
Megan
Thanks, John. And to confirm — the business is FlowGuard Plumbing, right?
Megan
Got it. What's a good email? I'll use it to send the walkthrough link.
John
That'd be [email protected].
Megan
Let me read that back: john at flowguardplumbingohio dot com. Correct?
Megan
Perfect. And the best phone number, with area code?
John
That'd be 513-555-0142.
Megan
Got it, John — I have everything I need. The team will follow up shortly with a link to book your 30-minute walkthrough, so we can get FlowGuard Plumbing set up.
Megan
If you need anything in the meantime, you can reach us at [email protected].
Megan
Anything else I can help with today?
John
No, thank you.
Megan
You're very welcome — we'll be in touch soon. Have a great day.
0:00 / 3:47
0:00
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pending
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Prefer to click around? Try the interactive demo →

The pipeline is one call. Your list has hundreds. The same four point eight seconds, in parallel.

At the list level

What it looks like to run an entire list through this.

01

Upload your list

CSV, CRM export, or live feed from your campaigns. List health is checked before the first call goes out.

02

We run the pipeline against every record

Six stages per call. Three to five parallel lines, depending on tier. Days, not weeks, to work a full list.

03

Scores stream into your dashboard live

You see hot leads land in real time. Filter by score, vertical, sentiment, or campaign.

04

Booked meetings land on your calendar

No CSV exports. No CRM exports. Slack pings you when something needs a human.

See the pipeline
run on your list.

Free 7-day trial. We work 500 records of your list while you watch.

Start your free 7-day trial →

or call our demo agent now: +1 (844) 216-8485

or book a 30-minute demo: calendly.com/getassay/30min

US & Canada · CCPA compliantLive in 48 hoursBring your existing number

Is my data secure?

All data is stored on US servers. CCPA compliant; 90-day retention policy. Nothing leaves your region.

Can I keep my number?

Yes. Bring any existing business number, or we provision a new dedicated number at setup. US and Canada covered.

How fast is setup?

Live in 48 hours. We configure your agent, script, and integrations; you upload your list and press go.