Features
Built around the work, not around a feature list.
Online booking and SMS reminders are table stakes. These are the things that change how a salon’s day actually runs.
The appointment book
Correct multi-provider sequencing
A balayage that processes while the chair is free, a cut that has to wait for the color tech, two services for one client across two providers — DoWhat models the real timeline instead of stacking naive blocks. Fewer collisions, tighter days, no double-booked stylists.
The Briefing Engine
Every chair, briefed every morning
One pipeline, many audiences. Stylists get their day — “Your 2pm, Maria: balayage 8 weeks ago, Wella 9/0, sensitive scalp.” Owners get the numbers that matter — “Tuesday booking rate down 23% vs last month.” It’s a first-class feature, not a report you have to go dig for.
AI-first, not AI-bolted-on
Intelligence woven through the day
The features that were premium in 2022 are table stakes now. DoWhat competes where 2026 actually is: recovering missed calls, filling gaps in real time, nudging clients due for a rebook, and drafting your marketing — built on Anthropic’s Claude from the ground up.
Transparent pricing
One flat price. No commission. No lock-in.
The market is a barbell: free-but-20%-commission at the bottom, $165–$375/month with annual contracts at the top. DoWhat is a flat monthly price per location with unlimited staff — you keep your revenue, you can leave any time, and the AI is included, not a $99 add-on.
The appointment book
The most important screen in the salon, built correctly.
Multi-provider sequencing
Real timelines for multi-service, multi-stylist appointments — processing time, hand-offs, and resources included.
Conflict-aware scheduling
Double-bookings and impossible chains are caught as you book, not discovered on the floor.
Smart gap filling
Surface the open slots that actually fit a request, without overloading anyone.
Staff-confirmed bookings
Confirmation is always a staff action — DoWhat never auto-confirms on a client’s behalf.
The Briefing Engine
One pipeline, a briefing for every role.
Stylist briefings
Today’s clients with formula notes, history, and what to prep — first thing, every morning.
Owner briefings
Revenue trends, staff performance, and booking-rate shifts, surfaced before they cost you.
Flexible delivery
Email, in-app, or SMS on the cadence you choose — daily, weekly, or event-triggered.
Never fabricated
Briefings only use real client, appointment, and pricing data. No invented numbers, ever.
AI across the day
Built on Claude, working while you work.
Missed-call recovery
Auto follow-up on unanswered calls during treatments — recover bookings you’d otherwise lose.
Rebooking prompts
Nudge clients who are due before they drift to someone else.
Marketing drafts
On-brand campaign and post copy, drafted in seconds for you to approve.
In-app assistant
Ask about your day, your clients, or your numbers in plain language.
Clients & operations
A real CRM and the back-office basics, done cleanly.
Client profiles & formula history
Color formulas, notes, preferences, and visit history that actually travel with the client.
Gender-free pricing
Services and prices are never modeled by gender — by design.
Checkout & POS
Fast checkout that ties back to the appointment and the client record.
Reports that read clearly
The numbers an owner checks daily, without spelunking through menus.
See DoWhat on your floor.
Request a demo and we’ll show you the appointment book, the Briefing Engine, and what flat, honest pricing looks like.