# Luca answers your DMs. You stay the closer.

Luca is the AI setter for online coaches. It reads every DM across Instagram, WhatsApp, Messenger, and Telegram, drafts the reply in your voice, and waits for your approval before anything sends.

## The leads are already in your inbox

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. Luca is that same job, done by something you only teach once.

## You approve every reply before it sends

Every draft Luca writes waits in a review queue. Send it, edit it first, or delete it. Nothing goes out on its own until you decide it can, and you can switch that back off in one click.

Luca learns your voice from the DMs you have already sent. 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 replies at a human pace, only messages inside the window each channel allows, and never blasts a list. 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.** Luca reads the message, sorts the lead, and writes the draft. You decide what sends, and you run the call.
- **We tell you the honest limits.** No tool can promise your account is never at risk. Ours slows sending down, keeps the review queue on by default, and says so on the [trust page](/trust) rather than in the fine print.
- **We never pretend Luca is a person**, and we never promise you a number. Faster replies in your own words is what we sell. What happens on the call is yours.

## He builds Luca, and he answers your DMs

Luca is built by [**Leonardo Maldonado**](/about/leonardo-maldonado), who founded SetLuca, the company behind it. He is a software engineer with years of experience building products at companies around the world, and he built Luca to help coaches reply faster, sound like themselves, and book more calls without hiring a setter.

He also writes every playbook on the [Luca blog](/blog) -- the same DM strategy, voice, and pricing tactics that shape how Luca 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.