What shipped this week.

Pro Creator. A new tier between Creator and Brand at $29.

There's now a Pro Creator plan at $29 a month that sits between the $15 Creator plan and the $99 Brand plan. It gives you all seven platforms (Creator only has five), ten competitors instead of five, the multilingual brief with dialect awareness, market context, PDF reports, and the daily email brief. It does not include the ad stack or audience demographics, both of which stay on Brand and Agency.

If you're a serious solo creator running on X or Snapchat in addition to the main five, or you wanted the Khaleeji or Urdu brief without the rest of the Brand feature set, this is the plan that makes sense. The price gap between Creator and Brand was always wide; this fills it for the operators who needed competitor depth and language support without the team or ads features.

Outbound webhooks. Send your brief to Slack, Teams, or Zapier.

There's a new Outbound webhooks section in your Settings that lets you register an HTTPS endpoint Mashal pings when it fires an event. You'll most commonly use this to drop your morning brief into a Slack channel, a Microsoft Teams connector, or a Zapier workflow that fans it out to wherever your team actually lives. Each delivery is a JSON POST with an HMAC-SHA256 signature header your receiver can verify against the per-webhook secret we generate for you at create time. Five webhooks per workspace, and any one that fails five times in a row gets paused so you can fix it without firefighting a noisy receiver.

Three events are wired in to start. The one most people will reach for is brief_generated, which fires the moment your daily AI brief lands. weekly_digest_sent fires every Sunday after the weekly recap goes out. signal_detected is allowed in the enum but not firing from any production code path yet, the wiring is there for a future live-signal alerts pass. Available on every plan, no tier gate.

What we're building next. Threads support at Brand and Agency tier.

One thing is queued for the next few weeks, and we're flagging it now rather than after it ships so you know it's on the way. Threads support at Brand and Agency tier. Meta's Threads API is its own thing, separate from the rest of the Graph API, so it needs a dedicated OAuth app and a review pass from Meta before it can go live. We've started that process. When it's approved, the Settings tile and the brief integration are ready to ship the same week.

Realistic estimate: a few weeks, depending on how long Meta takes to approve the app. We'll write this entry's follow-up the day it ships, with the usual "what changed for you" framing rather than a "we did it" announcement.

Competitor ads, live. Mashal now sees every paid Meta ad your competitors are running.

If you're on Brand or Agency and you track Facebook or Instagram competitors, the Intel screen now has a "Competitor ads · live" card that lists every paid Meta ad each one is currently running. Creative type, start date, headline, call to action, and the country it's served in. There's a "View in Ad Library" link on each ad that takes you to Meta's own page for it, so you can see the full creative without leaving the source of truth.

This was on the build list for a few weeks out, gated behind a Meta developer-app review. Halfway through writing the queued announcement for it, we double-checked and noticed the Ad Library is fully public, no API approval needed. We were already running Apify for competitor profile scrapes, so wiring an Ad Library actor next to it took the same afternoon. If you're paying for a separate ad-intel tool just to see your competitors' creative, this card is the same data, refreshed every 24 hours, included in your plan.

Threads support, which was paired with this in the original "coming next" note, still needs the Meta dev-app pass since it requires writing on the user's behalf. We've started that process and it's still on the way.

Mashal on your phone, and sharper hashtag reads in the brief.

Two small things shipped together this morning. First, Mashal is now installable as a progressive web app on iOS, Android, Windows, and Mac. Open mashal.app on your phone and tap Add to Home Screen and you'll get a real app icon that opens straight into your dashboard, no browser chrome. The morning brief reads as a memo, not a webpage, which is closer to how the product wants to feel at 6 AM with one hand on the coffee.

Second, the daily brief now reads your hashtags. The AI sees the tags on every post you and your tracked competitors have used in the last 30 days, ranks them by engagement, and surfaces a gap list of tags two or more competitors are riding that you have not used yet. When the brief recommends a content move, it names the specific tags that fit instead of telling you generically to use more hashtags. Workspaces operating on X or Snapchat where hashtags don't drive distribution still see no hashtag mentions, which is deliberate.

Audience demographics. See who's actually following each account.

If you're on Brand or Agency, your Stats screen now shows age, gender, country, city, and language breakdowns for each connected account, refreshed every morning with the regular sync. Instagram is the platform that exposes the most through our integration today, so that's where you'll see the richest data. TikTok and Facebook surface what they expose, which is less than you might expect, and the other platforms either don't publish demographics through their APIs at all or limit them to accounts above a certain size.

The whole section sits under the channel scorecard on the Stats tab. Each account gets its own block with the dimensions stacked, sorted by share. If you filter to a single platform from the top tab, the audience view filters with it. There's a "Snapshot" date in the header so you can see exactly how fresh the read is, and if a platform hasn't been able to surface data for a smaller account yet, the card says so plainly instead of showing a half-empty chart.

Creator workspaces see a locked teaser for now, since audience demographics fall on the paid side of the platform analytics add-on. If you're on a Brand or Agency trial, the section is teased until conversion for the same reason.

"In your stack" and a new compare hub. Where Mashal actually fits.

Two new pages went up today that answer the most common question we get on a sales call: how does Mashal compare to Buffer, Later, or Sprout, and should I be using both. The stack page at mashal.app/stack says, in more words than usual, that Mashal isn't trying to replace your scheduler. Buffer, Later, Metricool, all of them stay. Mashal reads the same accounts from the read-only side and writes the daily brief that nobody else is writing.

The compare hub at mashal.app/compare goes the other direction. If you landed here after searching "Mashal vs Sprout" or "Mashal vs Hootsuite," there's now a dedicated page for each of the six tools we get compared against most often. Each one has the pricing math, a feature matrix, and a "pick X if, pick Mashal if, pick both if" buyer's guide. Honest writeups on where each competitor actually wins, not strawman comparisons designed to make us look better.

Integrations page. Exactly what Mashal fetches from each platform.

The homepage used to say "Five platforms, one source of truth" while the rest of the site said seven. That was a leftover from an earlier release and it's been fixed everywhere, but more usefully, there's now a full Integrations page at mashal.app/integrations that lists exactly what data we pull from each of the seven platforms we connect to. Per post engagement, per account demographics where available, what tiers unlock what, which platforms require a Business or Creator account.

The page also has a "what we deliberately don't fetch" section, which names every category of data Mashal explicitly stays out of, including your DMs, your inbox, your drafts, and anyone's account but your own. Read-only OAuth on every connection. The link sits in the top nav so it's the easy answer the next time someone on your team asks what Mashal actually has access to in your accounts.

Team access. Invite teammates and clients to a workspace.

You can now invite multiple people to your workspace if you're on the Brand or Agency plan. Brand comes with three team seats included, Agency comes with ten. There are four roles you can give someone, Owner (that's you), Admin, Member, and Viewer. If you're on Agency, you can also assign specific account managers to specific client workspaces, so someone working on three of your clients only sees those three, not all twenty.

The Viewer role is probably the most useful one if you're running an agency. You can now give every one of your clients their own login that takes them straight to their workspace's daily brief, in read-only mode. So you don't need to share screenshots, or send PDFs on email threads, or have the client wondering if the deck you sent last Tuesday is still current. It's always updated and ready for them to review.

Creator referrals. Earn a free month for every friend who upgrades.

If you're on the Creator plan, you now have a personal referral code in your Settings (it'll look something like NAWAZ7K). Share it with a friend, and when they add a card at signup, they get their first month on Mashal completely free. When they keep using it and convert to a paying plan, you earn one free month of Creator credit on your next invoice. You can earn up to three free months this way to start.

Creators already share tools they like with each other, and it felt right to actually reward that properly instead of letting it just happen quietly in DMs. Your friend gets a clear, generous pitch you can actually share, which is "your first month is on me". The credit lands on your account the moment they convert to a paying plan, so you can share your link freely and know exactly when each one comes through.

You don't need to opt in or ask for anything. Your referral code is already waiting in Settings, right under the Plan card. Open it, copy your link, and share it whenever feels natural to you.

Multilingual and cultural intelligence. Mashal now reads your market.

Your daily brief now reads your content through the cultural lens of the country your workspace is set to. If you're in Saudi Arabia, you'll get Gulf Arabic dialect analysis, plus awareness of Ramadan, White Friday, and National Day timing. In Pakistan, the brief understands Urdu first and tracks cricket season. In Brazil, you get Brazilian Portuguese reading and a Carnaval-aware calendar. You can also choose what language Mashal writes your brief in, separately from the language of your posts. The options include Arabic, French, Turkish, Urdu, Hindi, Portuguese, Indonesian, Spanish, and English.

The AI behind Mashal already speaks all these languages fluently. It just needed to be told when to apply the right cultural context. Before this update, a Saudi workspace would get its analysis filtered through an English-speaking lens, which misses a lot of the cultural cues that actually move engagement in that market. That's now properly handled, so the brief feels like it was written by someone who knows your audience.

If your audience lives anywhere outside the US or UK, your next brief should feel noticeably more relevant. The cultural calendar also works proactively, so upcoming windows like Ramadan or Diwali show up as actions in your brief before your competitors start posting about them.

Ad Intelligence. Spot scores and network benchmarks for paid spend.

If you're on Brand or Agency and you have ad accounts connected, you'll now see a paid-performance section alongside your usual organic brief. Each platform gets a spot score from 0 to 100, measured against a benchmark built from anonymised data across Mashal customers in your category and region. It's not generic industry numbers, it's the actual performance of comparable advertisers. Your brief will also include a ranked list of where to shift your budget, anchored by these spot scores.

Whenever paid teams talk about their ad numbers, the first question is almost always, is my CTR any good. Without a benchmark to compare against, that's an impossible question to answer honestly. Now you have one, built from real advertisers in your category and region, so you can finally see where you stand without guessing.

If you're already running ads on Meta, TikTok, or X, your next brief will fold the paid performance into the same strategic verdict as your organic content, instead of treating them as two separate stories.

Brief tone. Pick how the daily brief reads.

If you're on the Agency plan, you can now choose how your daily brief reads from three different tone presets in Settings. Analytical is numbers-heavy with minimal narrative. Strategic is the default, balancing data with recommendations. Executive reads like a one-paragraph memo to a CMO, action-first. Each preset is applied on top of the same underlying analysis, so the data itself doesn't change, only the voice that delivers it.

Different people read the brief differently. A data-fluent operator wants the numbers leading the way. A busy founder or executive wants the actual call to make. Trying to serve both with a single voice meant the brief never felt quite right for either, and that's what a few agencies on the Agency plan brought up on calls.

Creators stay on the encouraging coach tone automatically, since that's the right register for a solo operator reading their numbers first thing in the morning. The tone switcher itself only shows up in Settings for Agency-tier workspaces, where the same brief usually gets re-read by multiple people inside the same team.