Changelog
What's new
Features, improvements, and fixes, as they reach production. Newest first.
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November 4, 2026
New: ICP scoring: a fit score and a plain-English reason for every visitor
Describe your ideal customer in a sentence or two on the new Ideal customer page. We turn it into scoring rules you can read and edit, then score every identified person and company from 0 to 100 with a one-line reason, like "VP Sales at a 210-person SaaS company; viewed pricing twice". Scoring uses those rules directly, with no AI per visitor, so it's instant and free on every plan. Sort and filter People and Companies by score, set a minimum score on any destination, and see the score in Slack and Teams alerts, CRM notes, webhooks, and the API. Mark people as Good fit or Not ICP, then re-tune the rules with your feedback.
New: Microsoft Teams, Pipedrive, Attio, and Salesforce destinations, and a deeper HubSpot sync
Send alerts to a Microsoft Teams channel on every plan, with the same high-intent tags as Slack. On Starter and up, identified people sync to Pipedrive (person and organization, with a note of the pages they viewed) and Attio (person and company, linked, with a note). HubSpot contacts are now linked to their company by domain and get a note summarizing the visit. Salesforce sync (Scale and up) shows as coming soon until our Salesforce app is switched on.
New: Check my install, and a live first-visit check
Onboarding and the Sites page have a Check my install button. We load your homepage and name the problem if there is one: the tag is missing, it has the wrong site ID or another site's ID, it's on the page twice, your homepage redirects to a different domain, or your Content Security Policy blocks it. We also spot common cookie banners and explain how consent works. Below it, Waiting for your first visit… switches on as soon as your first visit is stored.
New: Setup for API and MCP builders
If you're building with the API or MCP, onboarding skips the tag. Create a free test key in one click, run a ready-made curl call with your key filled in, copy the setup for Claude Code, Cursor, VS Code, or Claude Desktop, and watch the page confirm your first call. Creating a key on the API keys page now shows the same setup with the new key filled in.
New: Delivery log and Resend for destinations
Every destination, including the new Teams and CRM destinations, shows its last 50 deliveries with the time, event, status, response code, and error, filterable by status. Owners and admins can resend a failed delivery. People who opted out, and results you reported as a wrong match, are never resent.
New: Status page and security.txt
/status shows whether our database is reachable right now and which services are set up, and /api/health returns the same checks as JSON. Security researchers can find how to reach us at /.well-known/security.txt.
New: Fair billing: refunds for bad results and free cost quotes
If a returned email, mobile, or person is wrong, report it from the API (POST /v1/report), the MCP server (report_bad_data), or the button on a person's page. Charges from the last 30 days are refunded once per result, up to a cap based on your recent spend (above it, our team reviews the report), and the result is never returned or delivered again. POST /v1/estimate and the MCP estimate_cost tool quote the most a call could cost, for free, and every API response now carries an X-Credits-Used header. The Usage page shows the work we did this month without charging you, and the new Fair Billing page explains what you pay for and what you don't.
New: Docs for AI agents: markdown pages, llms.txt, OpenAPI, and a docs MCP server
Every public page has a markdown version (add .md to the address). /llms.txt and /llms-full.txt index the site, /openapi.json describes the whole API, and a public docs MCP server at mcp.wholayer.com/docs answers questions about WhoLayer with no key. The MCP docs page has one-click install for Cursor and copy-paste setup for Claude Code, Claude Desktop, and VS Code.
New: Comparison, alternatives, and switch guides, plus a page for AI agents
Side-by-side comparisons with other tools, each fact linked to its source and dated, alternatives pages, and step-by-step guides for switching to WhoLayer. The new For AI agents page lists what an agent can use today: both MCP servers and their tools with credit costs, llms.txt, markdown pages, the OpenAPI spec, the compliance policy endpoint, and spend caps.
New: Your own suppression list, and clearer answers for withheld people
Upload people you never want to see under Settings, Suppression list (we keep only hashed emails), or add them with POST /v1/suppression or the MCP add_to_suppression tool. They're excluded everywhere: the tag, the dashboard, destinations, and the API. When the API withholds a person who opted out or is on your list, it now answers 451 with a reason and never charges. GET /v1/policy returns our privacy rules in a machine-readable form, and signed webhooks receive a suppression.added event when someone they were sent opts out.
New: High-intent alerts, digest email, Companies view, and a coverage card
Choose key pages for each site (pricing, comparison, demo, and contact pages by default). When someone you've identified opens one, we send a visitor.high_intent webhook and tag the Slack alert, at most once a day per visitor. Add a daily or weekly digest email for your team, browse identified companies on their own page, and see on the Overview how much of your traffic we identified and what we filtered out, which you're never charged for.
Improved: Destination secrets encrypted at rest
Slack and webhook URLs, HubSpot tokens, and Klaviyo keys are now encrypted in our database and only decrypted at the moment we send. The dashboard shows a masked hint instead of the full value.
Fixed: Bots and crawlers are filtered out before anything is stored
Crawlers, headless browsers, link previews, uptime monitors, and scripts are dropped by the tag's collector, so they never appear in your data or cost credits.