Digital Tribe today opened its founding partner programme for Myyna, an AI assistant that joins the WhatsApp groups Pakistani businesses already use to run their operations and answers questions directly from the company’s own accounting, inventory, and sales systems. For most Pakistani businesses, the real work happens in a WhatsApp group, where suppliers, accountants, factory supervisors, riders, and customers are all present, and where information most easily gets lost, with a question asked late at night often sitting unanswered for hours even when the answer already exists in a system nobody has open at the time.
Myyna is designed to close that gap by joining a company’s existing WhatsApp group as a participant, requiring no new application, no migration, and no retraining. It reads Urdu and Roman Urdu voice notes, interprets payment screenshots from services such as JazzCash and Easypaisa, tracks commitments made in chat, and answers questions using live data pulled from the business’s own systems, citing the source and how current the data is with every answer. Every connection to a customer’s systems is read only, enforced at the code level, meaning Myyna can look information up but cannot change a price, release an order, or move money, with any required document or action instead prepared as a draft for a named person to approve.
Myyna was founded by Fawaad Saleem, who also runs Digital Tribe, an AI-first growth agency he started in Karachi in 2014, along with Fun Venture and Strikeforce Paintball Arena. The pattern behind Myyna became clear through his agency’s own client relationships, which routinely moved from email and project management tools into WhatsApp groups within weeks, regardless of how technically sophisticated the client was. Saleem said every business owner he knows has had the same evening, asking one question in the group at midnight that six people see, only for the answer to arrive the next afternoon, approximate and a month old, adding that the information existed but was simply in a system nobody had open, so rather than treating that as a discipline problem to fix, the team put the software directly in the group chat instead.
Myyna’s commitment tracking was evaluated against a Karachi retailer’s actual WhatsApp group, comprising 4,393 messages sent between June 2024 and July 2026 in a mix of English, Urdu, and Roman Urdu. Measured against 36 human labelled commitments, Myyna identified 81 percent of them, with 97 percent of its flagged items confirmed as genuine commitments, and the system is built to decline an answer rather than estimate one whenever a connected source is unreachable or its data is stale, reflecting the deliberate emphasis Saleem places on trust over completeness.
Myyna is open to its first five businesses free of charge for 30 days, with no commitment and no card required, and setup handled by Digital Tribe taking approximately one hour of the customer’s time. Two of Myyna’s six planned agents, Secretary and Operations, are live today, with Finance, Sales, Marketing, and HR in development. Myyna connects to QuickBooks, Xero, Tally, SAP Business One, ERPNext, Odoo, Shopify, Google Sheets, and in-house systems via API, with interested businesses able to apply directly at myyna.io.
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