Guides

Concepts

Appice is structured around a four-stage real-time loop. Every SDK call, API request and webhook fires somewhere in this loop.

Sense

Capture every customer signal as it happens — app opens, transactions, drop-offs, support contacts, partner channel events. The SDKs handle client-side capture; the REST API handles server-side capture; both feed the same pipeline.

Decide

The decisioning engine evaluates each signal against rules, segments and propensity models in milliseconds, under your governance policies. Every decision is logged and explainable.

Act

Decisions execute across every channel — push, in-app, SMS, WhatsApp, email, web, call centre, RM alerts, partner channels — under 100ms. Webhooks fan out to your downstream systems.

Learn

Outcomes feed back into the decisioning layer. Conversion, engagement and retention metrics improve every decision that follows.

Privacy & consent

Appice is built for regulated, data-sensitive environments. SDKs support deferred initialization until consent is captured. The REST API supports per-user opt-out and consent flags. Audit-ready logging is on by default.

⚠ TODO — Engineering

Document the consent model in detail. Cover: how consent flags are passed to the SDKs/API, what happens to events sent before consent, the panel-side controls for managing consented vs. unconsented data, and the supported regulatory frameworks (GDPR, DPDP, CCPA, etc).