Caller Digital vs Yellow.ai vs Haptik vs SquadStack: India Voice AI Buyer's Matrix 2026

Every enterprise procurement team in India that has gone to RFP for a voice AI vendor in the last twelve months has ended up with roughly the same shortlist. Yellow.ai shows up because it is the biggest conversational AI brand out of India. Haptik shows up because it is owned by Jio Platforms and is hard to ignore once telephony and WhatsApp are on the table. SquadStack shows up because it has built a strong outbound voice practice in BFSI and insurance. Caller Digital shows up because it is one of the more focused voice-AI-first platforms emerging out of the Indian compliance and CRM-integration stack.

These four vendors are not interchangeable. They are positioned differently, priced differently, deploy differently, and serve different buyer profiles. A procurement team that picks the wrong one for the wrong workload will spend twice — once on the failed pilot, once on the replacement.

This post is the even-handed matrix. It is written by the Caller Digital team, so the bias is disclosed up-front. We have tried to be fair witnesses to all four vendors. Each has genuine strengths. Each has workloads it is the right answer for, and workloads it is not. We will recommend Caller Digital only where it is genuinely the right fit, and we will honestly point to alternatives elsewhere.

All capability and positioning statements below are based on publicly available information from vendor websites, press coverage, customer testimonials, and product documentation as of mid-2026. We have deliberately avoided inventing specific pricing numbers, accuracy percentages, or revenue figures for any vendor — where you see a quantitative claim, it is marked as "publicly stated" or "from vendor website".

How the four vendors are positioned

Before the matrix, a one-paragraph positioning summary for each.

Yellow.ai (Bengaluru) is a full conversational AI suite. The product spans chat, voice, and email across web, app, WhatsApp, and IVR. The platform is sold primarily as an enterprise SaaS subscription with a strong professional-services arm. In 2025 the company launched Nexus Vox, the voice-first product line, with publicly stated support for voice cloning and a publicly stated coverage of 500+ languages and dialects globally. Yellow.ai's core proposition is breadth — one platform, all channels, all enterprise touchpoints.

Haptik (Jio Platforms, Mumbai) is the conversational AI arm of Reliance Jio Platforms. Historically a chatbot and WhatsApp leader (one of the largest WhatsApp Business Solution Providers in India), Haptik has been steadily building voice AI agents and IVR-replacement capabilities. The proposition is depth on WhatsApp and chat with rapidly expanding voice — backed by Jio's telephony and distribution muscle.

SquadStack (Gurugram) is a managed-service voice operation with a strong AI overlay. The company runs outbound tele-calling at scale for BFSI lending, insurance, edtech, and lead-qualification workloads, blending AI voice agents with a managed human-agent floor. The proposition is outcomes-as-a-service — you do not run the platform, SquadStack runs the calls for you and reports on outcomes.

Caller Digital is a focused voice AI platform built India-first. The product is a programmable voice agent layer with deep CRM integrations (Salesforce, HubSpot, Zoho, LeadSquared, Kylas), Indian telephony integrations (Exotel, Knowlarity, Ozonetel, Tata Tele), and a compliance posture built specifically for DPDP, TRAI DLT, RBI/IRDAI, and the upcoming TRAI 1600-series caller-ID regime. The proposition is voice-first, India-first, outcome-priceable, and integration-deep.

The 4x10 capability matrix

This is the master matrix. Each cell is a one-line summary. Detailed commentary follows in the per-vendor sections.

Dimension	Yellow.ai	Haptik	SquadStack	Caller Digital
Core offering	Enterprise SaaS platform (chat + voice + email)	Enterprise SaaS platform (WhatsApp-first, voice expanding)	Managed-service outbound voice (AI + human blend)	Voice AI platform (programmable, integration-first)
Indian-language coverage	Publicly stated 500+ languages globally; Indian set includes Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati, Kannada, Malayalam, Punjabi	Indian set actively expanding; strong on Hindi, English, and major regional languages on WhatsApp; voice languages depend on partner ASR/TTS	Hindi and English are core; regional Indian languages available, scope varies by campaign and managed-service scope	Hindi, English, Tamil, Telugu, Bengali, Marathi, Gujarati, Kannada, Malayalam, Punjabi, with code-switching as a first-class capability
Voice cloning	Yes (Nexus Vox; publicly stated consent-based cloning)	Not the primary public proposition; relies on partner TTS engines	Available for specific campaigns; voice profile chosen at programme level	Available with explicit-consent workflow and DPDP-aligned artefact trail
DPDP posture	Enterprise data-protection certifications; standard SaaS DPA; cloning consent flow	Jio-backed, Indian data-residency story; enterprise DPA	Managed-service contract with DPDP clauses; data flows through SquadStack systems	DPDP-first design: purpose-limited consent, retention windows, granular access controls, India data residency
TRAI DLT support	Yes — template, sender ID, scrubbing on supported channels	Yes — deep DLT support given Jio + WhatsApp + voice estate	Yes — handled at the managed-service layer	Yes — DLT registration and template-binding integrated into the agent configuration
TRAI 1600-series readiness	Implementation depends on enterprise telephony partner	Implementation depends on Jio telephony partner	Handled inside the managed-service operation	Native 1600-series caller-ID handling on partnered Indian carriers
Telephony integrations	Multiple global and Indian SIP/telephony partners	Jio-native plus enterprise SIP partners	Operates its own telephony stack for managed campaigns	Native, certified integrations with Exotel, Knowlarity, Ozonetel, Tata Tele
CRM integrations	Salesforce, Zoho, HubSpot, MS Dynamics, LeadSquared (varies by tier)	Salesforce, HubSpot, Zoho, plus Jio-ecosystem connectors	CRM updates handled in-flight by managed-service team; native connectors to LeadSquared, Salesforce	Deep native integrations: Salesforce, HubSpot, Zoho, LeadSquared, Kylas, plus custom-API
Pricing model	Enterprise SaaS (annual licence + usage + services)	Enterprise SaaS (annual licence + per-conversation usage)	Per-outcome / per-qualified-lead / managed-service retainer	Hybrid: per-minute, per-outcome, or enterprise SaaS — buyer selects
Time-to-deploy (typical)	6–12 weeks for enterprise rollout (with PS team)	4–10 weeks (WhatsApp faster, voice longer)	2–4 weeks for first outbound campaign (managed)	2–6 weeks for production agent on standard integrations

Reading the matrix from left to right, you can see the four vendors do not actually overlap as much as their marketing pages suggest. Yellow.ai is selling a horizontal platform. Haptik is selling a WhatsApp-and-now-voice platform with Reliance distribution. SquadStack is selling outcomes for outbound campaigns. Caller Digital is selling a programmable voice agent with India-specific compliance and integration depth.

Pricing-model comparison

Pricing is the single most-asked question in an Indian voice AI RFP, and the answers vary so widely that direct comparison is hard. Below is the structural comparison — not the rupee numbers.

Pricing dimension	Yellow.ai	Haptik	SquadStack	Caller Digital
Headline model	Enterprise SaaS subscription	Enterprise SaaS subscription	Managed-service / per-outcome	Hybrid: per-minute, per-outcome, or SaaS
Minimum commitment	Typically annual contract	Typically annual contract	Campaign-based commitments common	Monthly possible on per-minute / per-outcome; annual on SaaS
Usage component	Per conversation / per session, varies by tier	Per conversation, with WhatsApp template costs separate	Bundled into outcome price	Per minute or per outcome, transparent
Implementation fee	Yes — professional services typically required	Yes — PS or partner-led implementation	None separately — included in managed retainer	Optional — self-service or PS-assisted onboarding
Buyer best-suited	Enterprises with multi-channel programmes and budgets to match	Enterprises already on WhatsApp or Jio stack	Outbound-heavy buyers who want outcomes, not platforms	Voice-first buyers who want platform control without enterprise-only pricing

The procurement reality: Yellow.ai and Haptik are typically priced as enterprise platform contracts, which means commercial conversations with central IT and procurement, multi-year commitments, and professional-services scopes. SquadStack is typically priced per qualified outcome (per qualified lead, per booked appointment, per successful collection contact), which means commercial conversations look like an outsourced campaign. Caller Digital deliberately runs all three pricing models — per-minute for ad-hoc and pilot workloads, per-outcome for performance-marketing-aligned buyers, and enterprise SaaS for large committed deployments — so that buyers do not have to reshape their procurement model to fit the vendor.

None of this means any one model is "right". Outbound lead-qualification programmes often work best on per-outcome pricing because the unit economics are visible. Always-on customer-service agents often work best on per-minute or SaaS because volume is predictable and outcomes are diffuse. A buyer that picks the wrong model for the wrong workload ends up overpaying regardless of vendor.

Compliance posture matrix

Compliance in Indian voice AI is no longer optional. The DPDP Act is in force. TRAI DLT is mature. RBI and IRDAI have sectoral expectations. The TRAI 1600-series numbering plan for transactional voice (and the parallel 140-series rationalisation for promotional) is reshaping how outbound voice is dialled. Voice cloning has its own emerging consent jurisprudence.

Here is how each vendor is publicly positioned on the compliance dimensions that matter for an Indian enterprise buyer.

Compliance dimension	Yellow.ai	Haptik	SquadStack	Caller Digital
DPDP — data fiduciary support	Standard enterprise DPA; certifications including SOC 2, ISO 27001 (publicly stated)	Jio-backed; enterprise DPA with Indian data residency framing	DPDP clauses inside managed-service contract; data flows through SquadStack	DPDP-first architecture: purpose tags, retention windows, granular access
DPDP — consent capture inside calls	Configurable via conversation builder	Configurable via conversation builder	Built into the campaign script by managed team	Native consent step with language-of-comprehension and artefact storage
TRAI DLT (140/1600) operational readiness	Yes, via supported telephony partners	Yes, with strong Jio-side support	Yes, handled by SquadStack operations	Yes, integrated into agent configuration and carrier partner routing
RBI outbound-collections fit	Possible with bank-grade PS engagement	Possible, especially where Jio relationships exist	Strong — BFSI collections is a stated SquadStack vertical	Strong — RBI collections playbook is part of the standard Caller Digital deployment
IRDAI insurance-sales fit	Possible — typically requires PS scoping	Possible — Jio relationships in BFSI help	Strong — insurance lead qualification is a stated SquadStack vertical	Strong — IRDAI consent and recording posture is part of standard deployment
Voice-cloning consent regime	Nexus Vox publicly states consent-based cloning	Not the primary public proposition	Used selectively at campaign level	Explicit-consent workflow with auditable artefact storage
Audit-trail artefacts	Standard enterprise logging	Standard enterprise logging	Managed-service audit pack on request	Conversation-grade audit pack: consent moment, transcript, recording, outcome, regulator-friendly export

The honest read: all four vendors can pass enterprise compliance reviews. The difference is how much customer engineering work is needed to get there. Caller Digital ships the DPDP / TRAI / RBI / IRDAI playbooks as defaults because that is the buyer it was built for. Yellow.ai and Haptik can absolutely deliver the same outcomes but typically expect a professional-services scope to do so. SquadStack absorbs the compliance work inside its managed-service operation — the buyer sees the outcome, not the plumbing.

Vertical-fit matrix

Voice AI is not vertical-neutral. The conversation shape in BFSI collections is not the conversation shape in healthcare appointment reminders, and neither resembles a D2C cart-recovery call. Below is the honest read on where each vendor has visible traction.

Vertical	Yellow.ai	Haptik	SquadStack	Caller Digital
BFSI lending — collections	Possible	Possible	Strong public traction	Strong public traction
BFSI lending — onboarding / KYC support	Possible	Possible	Possible	Strong
Insurance — sales and lead qualification	Possible	Possible	Strong public traction	Strong
Insurance — renewals and policy servicing	Possible	Possible	Possible	Strong
Healthcare — appointment reminders & rescheduling	Possible	Possible	Possible	Strong
Real estate — site-visit qualification	Possible	Possible	Strong public traction	Strong
D2C — order confirmation, abandoned-cart, post-purchase	Possible	Strong (WhatsApp-first)	Possible	Strong
E-commerce / quick commerce — delivery & feedback	Strong (multi-channel)	Strong (WhatsApp + voice)	Possible	Strong
Edtech — enrolment qualification	Possible	Possible	Strong public traction	Strong
Telecom / utilities — service & billing	Strong (enterprise)	Strong (Jio adjacencies)	Possible	Possible
Public services / NGO / government	Strong (publicly stated wins)	Possible	Possible	Possible
Cross-channel CX (chat + WhatsApp + voice + email)	Strong (core proposition)	Strong (WhatsApp + voice)	Not the proposition	Voice-first; chat through integration

If you read this matrix as a procurement person, the pattern is clear. Yellow.ai is the right answer when the workload is cross-channel and enterprise-CX-shaped. Haptik is the right answer when WhatsApp is the primary channel and voice is the second. SquadStack is the right answer when the workload is outbound lead-qualification or collections at campaign scale, and you want outcomes not infrastructure. Caller Digital is the right answer when voice is the primary channel, compliance is non-trivial, and CRM integration depth is load-bearing.

Time-to-deploy comparison

Procurement teams underestimate this dimension consistently. The vendor that quotes the cheapest licence is often the vendor that takes the longest to get into production, and the resulting six-month delay costs more than the licence difference.

Deployment phase	Yellow.ai	Haptik	SquadStack	Caller Digital
Contracting and onboarding	2–4 weeks (enterprise procurement)	2–4 weeks (enterprise procurement)	1–2 weeks (campaign-based MSA)	1–2 weeks (standard MSA)
Integration build (CRM + telephony)	3–6 weeks with PS	2–5 weeks with PS or partner	Bundled in managed scope; 1–2 weeks	1–3 weeks on certified connectors
Conversation design and tuning	3–6 weeks	3–5 weeks	1–2 weeks (managed team builds)	1–3 weeks
UAT, compliance sign-off, pilot	2–4 weeks	2–3 weeks	1 week (pilot inside managed run)	1–2 weeks
First production call	Typically 6–12 weeks total	Typically 4–10 weeks total	Typically 2–4 weeks total	Typically 2–6 weeks total

Two notes on this table. First, SquadStack's fast time-to-deploy is genuinely a structural advantage of the managed-service model — the buyer is not building anything, the managed-service team is running a campaign for them. Second, Yellow.ai and Haptik's longer typical timelines reflect the depth and breadth of enterprise implementations, not vendor sluggishness. An enterprise rolling out cross-channel conversational AI across multiple business units should expect a multi-quarter programme regardless of vendor.

The buyer-decision tree

The matrices above are dense. Most procurement teams ultimately want a single decision tree. Here is ours, with the caveat that no flowchart fits every situation.

flowchart TD
    A["What are you optimizing for?"] --> B{"Primary channel?"}
    B -- "Voice only or voice-first" --> C{"Do you want to run the platform yourself?"}
    B -- "WhatsApp + voice + chat" --> D{"Is Jio / Reliance ecosystem fit relevant?"}
    B -- "Full CX suite (chat + voice + email + web + app)" --> E["Yellow.ai shortlist"]
    C -- "Yes, we want platform control + integration depth" --> F{"Indian compliance (DPDP/TRAI/RBI/IRDAI) load-bearing?"}
    C -- "No, we want outcomes delivered" --> G{"Outbound lead-qual / collections at scale?"}
    F -- "Yes" --> H["Caller Digital shortlist"]
    F -- "No — global workload" --> I["Caller Digital or global voice AI vendors"]
    G -- "Yes" --> J["SquadStack shortlist"]
    G -- "No — inbound CX heavy" --> K["Yellow.ai or Haptik shortlist"]
    D -- "Yes" --> L["Haptik shortlist"]
    D -- "No" --> M["Yellow.ai or Caller Digital shortlist"]

If the question is "what are you optimizing for?", the four most common answers our buyers give are: voice depth, channel breadth, ecosystem fit, and outcomes-as-a-service. Each maps cleanly to one of these vendors.

Yellow.ai — what they're best at, what they're not, when to pick them

Best at. Yellow.ai is one of the broadest conversational AI platforms out of India. The single-vendor breadth across chat, voice, email, web, app, and WhatsApp is genuinely valuable for enterprises that want to consolidate vendors. The Nexus Vox launch in 2025 brings voice cloning and a publicly stated 500+ language/dialect footprint into the same platform. The company has visible enterprise wins across BFSI, retail, public services, and global markets. Professional services depth is strong.

Not best at. A voice-first buyer that does not need chat, email, or web channels is paying for breadth they will not use. A small or mid-market buyer who wants a per-minute pilot inside three weeks is generally not the Yellow.ai profile — the company is structured for enterprise programmes. India-specific compliance defaults (DPDP, TRAI 1600-series, RBI collections playbook) are configurable but typically require PS to operationalise.

Pick them when. You are an enterprise procurement team consolidating onto a single conversational AI platform across channels, you have central IT and PS budgets, you are comfortable with a multi-quarter programme, and breadth matters more than India-only depth. The CX-platform RFP shortlist almost always includes Yellow.ai for good reason.

Haptik — what they're best at, what they're not, when to pick them

Best at. Haptik's depth on WhatsApp is genuinely category-leading. Being part of Jio Platforms means a level of telephony, distribution, and BFSI access that is hard for an independent vendor to replicate. The IVR-replacement story has been maturing rapidly, and the voice AI agent capabilities are increasingly viable for buyers already inside the Jio ecosystem or buyers whose workload is WhatsApp-anchored with voice as the second channel.

Not best at. A pure-voice-outbound buyer (think: a lender doing collections, an insurer doing renewals) will often find vendors more narrowly focused on voice to be a tighter fit. Buyers outside the Jio commercial orbit sometimes find the cross-sell and integration story less obviously compelling than for buyers inside it. The voice AI product, while real and maturing, is publicly newer than the WhatsApp and chat product.

Pick them when. Your customer engagement is WhatsApp-anchored, you want voice AI agents as a natural extension of that estate, you are comfortable being inside the Jio Platforms commercial relationship, and you value the depth of a single vendor handling WhatsApp business solutions and voice AI together.

SquadStack — what they're best at, what they're not, when to pick them

Best at. SquadStack has built a real, visible, and respected managed-service voice operation. The company runs outbound campaigns at scale for BFSI lending, insurance, and lead-qualification workloads, with a blend of AI voice agents and a managed human-agent floor that lets buyers buy outcomes rather than platform. Time-to-deploy is genuinely fast because the buyer is not building anything. Compliance is absorbed inside the operation. For a buyer who wants 100,000 qualified leads next quarter and does not want to think about platform mechanics, SquadStack is a strong answer.

Not best at. A buyer who wants to own and control the platform — to A/B test conversation graphs themselves, to integrate the voice agent into their own CRM workflows, to operate inbound CX agents as part of their stack — is not a SquadStack profile. The managed-service model is a feature, not a bug, but it is a different commercial shape from a platform purchase. Buyers who want hands-on, in-house voice AI capability building should look elsewhere.

Pick them when. Your workload is outbound, your goal is outcomes (qualified leads, contact connects, collection promises), your timeline is short, your operations team is small, and you would rather pay per outcome than per platform seat. BFSI lending collections and insurance lead qualification are the canonical SquadStack workloads, and the public traction in those verticals is real.

Caller Digital — what we're best at, what we're not, when to pick us

We will write this with the same fair-witness tone. Bias disclosed.

Best at. Caller Digital is a voice-AI-first platform built India-first. The product is programmable — you own your conversation graphs, your prompts, your tools, your data. The integrations into Indian CRMs (Salesforce, HubSpot, Zoho, LeadSquared, Kylas) and Indian telephony (Exotel, Knowlarity, Ozonetel, Tata Tele) are native and certified rather than bolted on. The compliance posture (DPDP-first, TRAI DLT integrated, TRAI 1600-series ready, RBI/IRDAI playbooks as defaults) is the default, not an add-on. Pricing is flexible — per-minute, per-outcome, or enterprise SaaS — so the buyer is not forced to reshape procurement. Time-to-deploy is short on standard integrations.

Not best at. If your workload is genuinely cross-channel across web chat, app chat, WhatsApp, email, and voice all at once, Yellow.ai's breadth or Haptik's WhatsApp depth will likely be a tighter fit than ours. If you do not want a platform at all and you want outcomes delivered as a managed service, SquadStack is structurally a better answer than us for that workload. If your enterprise is already deep inside the Jio Platforms commercial relationship and that ecosystem is load-bearing, Haptik will fit your procurement better than we will.

Pick us when. Voice is your primary channel. Indian compliance is non-trivial (regulated BFSI, insurance, healthcare, or a buyer expecting DPDP-grade artefacts). CRM integration depth matters — you want your voice AI to read and write to Salesforce or LeadSquared in real time as part of the conversation, not in a nightly batch. You want platform control without enterprise-only pricing. You want a vendor whose roadmap is shaped by Indian buyers, not retro-fitted from global voice AI products.

How to actually run the RFP

We have sat on the vendor side of dozens of voice AI RFPs in India and on the buyer-advisory side of a few. The RFPs that produce good outcomes share a few characteristics.

1. Scope the workload before the vendor. Decide first whether your primary workload is inbound CX, outbound qualification, outbound collections, appointment workflows, or cross-channel engagement. The right vendor falls out of the workload, not the other way round.

2. Define the outcome metric, not the feature list. "Qualified leads per 1,000 dials with consent capture and DPDP-grade artefacts" is a better RFP brief than "voice AI with 500+ languages". Feature lists invite vendor marketing answers. Outcome metrics invite operational answers.

3. Demand a pilot, not a demo. A 30-day production pilot on 1,000–5,000 real calls reveals more than six months of slides. Insist that every shortlisted vendor commits to a paid pilot with measurable outcome metrics.

4. Test the compliance posture in writing. Ask each vendor for: their DPDP DPA, their TRAI 1600-series operational note, their RBI/IRDAI specific provisions, their voice-cloning consent workflow if relevant, and their audit-trail artefact format. Compare the answers side-by-side. The vendor that hesitates on any of these is telling you something important.

5. Test the integration depth in writing. Ask for native-connector documentation, sample webhook payloads, latency targets for real-time CRM reads and writes, and reference customers using the same CRM + telephony stack you are planning to use.

6. Test the commercial model against your workload shape. Per-minute pricing is honest for unpredictable workloads. Per-outcome pricing is honest for performance-aligned workloads. SaaS pricing is honest for high-volume committed workloads. Managed-service pricing is honest when you want outcomes not platforms. Match the model to the shape.

Three honest scenarios

Three real procurement shapes we have seen this year, and the honest answer for each.

Scenario one: a top-15 Indian general insurer wants outbound renewal calling at scale. Workload: 8 million renewals per year, outbound, regulated by IRDAI, sensitive to consent, integrated with their policy admin system. Honest answer: this is a Caller Digital or SquadStack scenario. Caller Digital if they want a platform they own and integrate deeply. SquadStack if they want outcomes delivered. Yellow.ai or Haptik are credible but typically a wider scope than needed.

Scenario two: a quick-commerce brand wants WhatsApp-first customer engagement with voice fallback for high-value orders. Workload: 2 million conversations per month, WhatsApp primary, voice for exceptions, integrated with their Shopify + LeadSquared estate. Honest answer: this is a Haptik or Yellow.ai scenario. Haptik for WhatsApp depth. Yellow.ai for breadth across channels.

Scenario three: a digital-lending NBFC wants AI agents for collections in three regional languages, with deep CRM integration into LeadSquared and full RBI audit trails. Workload: outbound collections, three languages, regulated, integration-heavy, DPDP-grade artefacts non-negotiable. Honest answer: this is a Caller Digital scenario. SquadStack is also credible if they want managed outcomes. Yellow.ai and Haptik can be made to fit but the scope and PS engagement will be larger than necessary.

What this matrix will look like in 12 months

A final note. The Indian voice AI market is moving fast. Yellow.ai's Nexus Vox will mature. Haptik's voice agent capabilities will expand inside the Jio ecosystem. SquadStack's AI ratio inside its managed operation will keep increasing. Caller Digital's compliance and integration moats will deepen. Global voice AI vendors will continue to enter and exit the India conversation. The TRAI 1600-series regime will reshape outbound voice. The DPDP rules will tighten enforcement. Voice cloning will get its first major Indian consent precedent.

This matrix is a snapshot of mid-2026. If you are running an RFP six months from now, re-validate every cell with the vendor directly. Public positioning changes. Product capabilities change. Pricing changes. The buyer's discipline that does not change is the same: scope the workload first, define the outcome metric, demand a pilot, test the compliance posture in writing, and match the commercial model to the workload shape.

The four vendors above are all real, all credible, all serving real Indian enterprise buyers. They are not interchangeable. The buyer who treats them as interchangeable will pick badly. The buyer who reads them as differently positioned and matches the vendor to the workload will pick well, regardless of which of the four ends up on the contract.

If your workload looks voice-first, India-compliance-heavy, and integration-deep, we would like to be on your shortlist at Caller Digital. If it looks otherwise, the matrix above will point you somewhere honest.