# SetLuca answers your DMs. You stay the closer.

Last updated: October 21, 2026

SetLuca is the DM sales platform for coaches, creators, and experts who sell through DMs. It reads new DMs, writes the reply the way you write, and sends it on its own. Telegram, Instagram, and Messenger: Live; WhatsApp: Coming soon. Switch any channel to review and read replies before they go out.

## Why aren't more DMs turning into calls?

Most coaches we talk to are not short of leads. They are short of answers. The DMs land at midnight, on a Sunday, in the middle of a client session. The coach who replies in five minutes books the call. Six hours later, the same lead is talking to someone else.

Hiring a setter closes that gap for a while. Then you spend three weeks teaching them your offer, another month correcting how they answer the price question, and eventually they leave and you start again. SetLuca is that same job, done by something you only teach once.

## Does SetLuca send DMs on its own, or wait for me?

Auto-send is on by default, so every reply goes out the moment it is written. Switch any channel to review and every draft waits in your queue instead, until you approve it, edit it, or skip it.

Paste a few replies you have already written to show SetLuca the way you write. Old conversations are not brought into the inbox. Every edit you make shows it the gap between what it wrote and what you would have written, so next week's drafts need fewer changes than this week's.

It also [plays by each platform's rules](/trust): it only replies inside the messaging window each channel allows, and never cold-messages anyone who did not write first. Your accounts took years to build. We are not going to spend them for you.

## The rules we hold ourselves to

- **You stay the closer.** SetLuca reads the message, sorts the lead, and writes the draft. You decide where to read first, and you run the call.
- **We tell you the honest limits.** No tool can promise your account is never at risk. Ours only replies to people who wrote first, pins anything urgent to the top of your queue, and says so on the [trust page](/trust) rather than in the fine print.
- **We never pretend SetLuca is a person.** SetLuca is software, and we say so. We also never promise you a number. Faster replies in your own words is what we sell. What happens on the call is yours.

## Who builds SetLuca?

SetLuca is built by [**Leonardo Maldonado**](/about/leonardo-maldonado), who founded the company. He built it so coaches, creators, and experts can reply faster, write the way they always do, and book more calls without hiring a setter.

He also writes every playbook on the [SetLuca blog](/blog). The same DM strategy, writing, and pricing tactics shape how SetLuca qualifies a lead and drafts a reply. Read more on his [author page](/about/leonardo-maldonado), or find him on [leonardomso.com](https://leonardomso.com), [LinkedIn](https://www.linkedin.com/in/leonardomso), [X](https://x.com/leonardomso), [GitHub](https://github.com/leonardomso).

Not sure whether this fits your niche, your channels, or the way you sell? Send him a DM on any of those and he answers you himself. It would be a strange company to run if we did not.