Features
Every Xale CRM feature, in detail.
Calls, WhatsApp, Meta Lead Ads, pipelines, reports, roles and automations for study abroad and education teams, described as they work today.
Xale CRM is the best study abroad CRM: one deal per application, every call recorded, every number opens its leads. See why Xale CRM wins
Lead capture
Every lead. Every channel. One pipeline.
Capture leads from Meta Lead Ads, WhatsApp, website forms, TeleCMI calls, manual entry and Excel or CSV import, all into the same pipeline and attributed to the right source. Phone numbers are checked for duplicates as they are typed, and repeat enquiries are tracked on the original lead.
Xale for study abroad consultancies →- Meta Lead Ads sync every 15 minutes with campaign and form attribution
- Website forms through an API-key-protected webhook with no-code field mapping
- Import .xlsx, .xls or .csv with a duplicate-phone preview and a failed-rows download
- Round-robin, least-loaded and fair-per-country assignment
Calling
Every counsellor call, on the right lead.
Two routes cover every phone. The Xale Android app syncs calls from the phone's call log to the right lead, with direction, duration and outcome, even when the app is closed and with no per-minute charges; it also attaches the phone's own call recording. TeleCMI cloud telephony records calls from a business number on any phone, iPhone included.
How call recording works →- Native recording on Android phones, and TeleCMI cloud recording on any phone
- Lead-list call filters, a counsellor Rankboard and a Call Analytics report
- Off until an admin allows it per role; admin accounts are never recorded
- A Devices page that shows each phone's capture status
- On-demand transcription (Gemini, with OpenAI Whisper as fallback), tuned for Malayalam–English calls
Messaging
WhatsApp, the way you already run it.
Connect a Cloud API number through Meta's Embedded Signup, keep the WhatsApp Business app on the same number with Coexistence, or connect the Wati, Gallabox or UrbanChat account you already use. Conversations sit on the lead, so the history stays when the lead changes hands.
WhatsApp CRM for education →- One shared inbox for Cloud API, Wati and UrbanChat conversations, scoped by role
- Template creation and Meta approval status inside the CRM (Cloud API)
- Cloud API broadcasts to opted-in contacts from an approved template, with sent, delivered, read, replied and failed counts
- Automations send approved templates through Wati, Gallabox or UrbanChat
Meta Ads
Facebook & Instagram leads, synced automatically.
Connect your Meta Pages once. Leads from their lead forms sync into your pipeline every 15 minutes, carrying the campaign and form they came from. See each campaign's forms and questions, and map questions to your own custom fields.
- Automatic sync every 15 minutes, with no CSV exports
- Map form questions to custom fields
- Daily ad-spend sync for cost per lead by campaign
- A reconciliation ledger for duplicates, invalid numbers and blocked leads
Workflows
Rules that work like your best operations lead.
25 automation actions you combine without code: assign or distribute leads, reshuffle across branches or roles, move and sync deals, set or close follow-ups, update fields, send email templates, and send WhatsApp templates through Wati, Gallabox or UrbanChat.
- Triggers: lead created, stage or status change, assignment change, re-enquiry
- Time-based triggers: idle lead, no follow-up, lead age
- Business-hours run windows and cooldowns
- Failed runs retried every hour; revert when conditions stop holding
Analytics
Reports you can check.
11 report tabs and 18 dashboard widgets, each of which an admin can allow or deny per role. Click any number to open the exact leads behind it, built on the same filter as the leads page. Every figure follows the viewer's role, down to exports and scheduled emails. A Custom Report Builder is coming soon.
CRM reports and analytics →- Source and campaign cost per lead from daily Meta spend where synced
- Speed to lead and counsellor scorecards
- An Admissions report that tracks offer, deposit, visa and enrolment deal by deal
- Saved views emailed on a schedule as CSV or XLSX from your Gmail
Permissions
Fine-grained without being a headache.
Build roles in a four-step wizard, starting from Admin, Manager, Counsellor or Custom. Set permissions per module, per pipeline stage, per lead source, per track and per custom-field value.
Multi-branch CRM with role-based access →- A 5-level lead-access dial per stage: admin, manage, edit, view, deny
- Branch-aware visibility and territory-style access by country
- Hide whole custom fields from a role; mask phone numbers on lists
- One active owner per role per lead or deal, enforced by the database
Customization
Fields that fit your business.
Add text, remark, number and selector fields, with special types for location, intake, country and tags. Values are stored per context, so one field can hold different values on a lead, a deal, a university or a course.
Student documents and stage requirements →- Mandatory fields and quick-add filters
- Value-level access for sensitive options
- Stage requirements that ask for fields or documents before a move
- Status-to-status deadlines with early-warning days
Workspace
Your workspace, on your domain.
Each organisation runs in its own workspace. Isolation is built into the data-access layer: every standard read and write is stamped and filtered with your workspace ID, and refused if it is missing. Run the CRM on your own domain with your name and logo on the login page.
Branches, roles and custom domain →- Workspace ID on every standard read and write
- Custom domain with guided DNS verification and automatic SSL
- Your company name and logo on the login page
- Tenant-isolation tests in our automated test suites
Team chat
Staff conversations that stay with the student.
Every lead has an internal team thread, All Chats, and every university application has its own channel, copied into All Chats with the application's name. Telecallers, counsellors and the application and visa teams talk there instead of in staff WhatsApp groups.
Team chat on every lead and application →- Files and voice notes, from the browser or the Android app
- Reply to a message, @mention teammates working the student, and see who has read it
- Anyone who can open the lead can read and post, so a new counsellor sees the whole history
- On Android, each lead's All Chats thread; application channels are on the web
Security
Built with care, described plainly.
Hourly full-database backups go to off-site storage and are verified before older copies rotate out. Integration secrets are encrypted with AES-256-GCM, passwords are hashed with bcrypt, and documents uploaded from the web CRM go straight to object storage through upload links that expire after five minutes; stored files then open from a direct link.
Platform, reliability and security →- Hourly verified backups; a failed backup alerts the ops team
- Admin system log of sign-ins and destructive actions, with user, IP and device
- Trash with one-click restore; moving a lead to Trash removes its documents and team chat
- Signature-verified payment webhooks, processed exactly once
AI assistant
A read-only AI assistant in the web CRM
Ask the way you would ask your operations lead. Xale's AI assistant answers from the leads, deals, follow-ups and calls in your workspace, instead of you building a report for a one-off question.
- How many follow-ups are overdue this week?
- Which lead source converted best last month?
- How many leads are in each stage right now?
- Who are the top performers this month?
- What has happened on this student’s lead recently?
It only reads
The assistant counts, lists and breaks down leads, deals, follow-ups, calls and the pipeline. It never creates, edits or deletes a record.
Lead and deal answers follow your access
Answers about leads and deals follow the same visibility rules as the leads page, so a counsellor’s answers cover the leads that counsellor can open. Call counts cover the whole workspace.
Off until your admin switches it on
The assistant is off by default. A workspace admin switches it on in Settings, and then it opens from a button in the web CRM, on any page.
Read-only by design: the assistant reads your workspace and answers. Creating, editing, assigning and moving leads, sending messages and scheduling follow-ups stay with your team.
Android app
The Xale Android app: the CRM in a counsellor's pocket
Counsellors spend the day on the phone, so the CRM goes with them. The app works from the same leads, roles and stage permissions as the web CRM, so a counsellor sees the same students in both places.
Leads and deals
Search and filter leads, bulk-assign them or move them to another branch, open each application, and swipe a lead card right to call or left to open WhatsApp.
A dialer built on your CRM
Keypad, Recents, Contacts and Records. Contacts merges the leads your role can see with the phone’s own contacts, and Records plays synced call recordings. Calls are ordinary SIM calls, logged to the right lead.
Follow-ups
Overdue, Today and Later on the same India calendar days as the web, for every lead and application you own.
WhatsApp and team chat
Reply to WhatsApp chats and the team’s internal chat from the Chat tab, with photos, camera shots, documents and voice notes.
Dashboard and reports
A 16-widget dashboard built from the web dashboard’s widgets, plus Lead Overview and Call Analytics report screens.
Student documents
Upload a student’s files, sort them into folders, rename, move, open and download them from the Attachment tab.
Every counsellor call logged and recorded, two routes. The Xale Android app syncs each call from the counsellor's own phone to the right lead with direction, duration and outcome, no per-minute charges, and attaches the phone's own recording. TeleCMI cloud telephony records calls from a business number on any phone, iPhone included. Xale CRM gives you both routes in one workspace: iPhone users work in the web app, and the Android app installs as an APK with in-app updates.
Fees & deadlines
Fees, EMI instalments and deadlines, tracked per application
Files slip on money and dates. In Xale both sit on the application itself, so the counsellor who owns the deal sees what is due and what is about to be missed.
EMI instalment plans
Split an application’s fees into instalments. The counsellor who owns the deal is reminded before the due date, on the day, and once a day while an instalment is overdue.
Razorpay payment links
Create a Razorpay payment link from the deal, then copy it, email it from your connected Gmail, or send it on WhatsApp. When the student pays, the payment is recorded on the deal automatically through a signature-verified webhook.
Money views that don’t mix
The Revenue report keeps cash collected in a period, receivables as of today with ageing, and deal economics by cohort apart, so one number never quietly stands in for another.
Deadlines that close themselves
Set status-to-status deadlines, such as from an offer to a submitted deposit, with early-warning days. When the student reaches the target status, the deadline completes on its own and is marked met on time or late, so nobody has to close it by hand.
Built into the Study Abroad template: the Payments tab comes with the Study Abroad, Video Production and Academy templates (Academy once an admin adds a deal stage). Email a payment link, copy it anywhere, or send it on WhatsApp from your connected Cloud API number within the 24-hour window after the student's last message.