Outbound calling

# Not live yet (gaps #2)
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"outbound-calling"}'

 1import { $ } from 'startup-builder'
 2
 3return await $.Campaign.create({ play: 'outbound-calling' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2

npx startup-builder do Campaign.create --json '{"play":"outbound-calling"}' --try   # Not live yet (gaps #2)

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'outbound-calling' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2",
    "mode": "try"
  }
}

 1{
 2  "type": "https://startupbuilder.dev/errors/refused",
 3  "title": "Refused",
 4  "status": 422,
 5  "detail": "outbound-calling can’t start yet: 1 check fails and 2 warn.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "135 forms a month; 0 offer a callback yet",
11      "doc": "/plays/outbound-calling#check-use-when",
12      "fix": "Add the callback box; about 1 in 3 forms tick it at Other Startups.",
13      "then": "Metric.query"
14    },
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Consent.granted%22%2C%20%22Channel.called%22%2C%20%22Channel.missed%22%2C%20%22Conversation.labeled%22%2C%20%22Lead.qualified%22%2C%20%22Prospect.created%22)&limit=1" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl -X POST "https://api.sb/leaseline.app/triggers/fire?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"like":"event_1366"}'

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/decisions?where=on%20%3D%20%22lead_47%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/actions?where=on%20%3D%20%22lead_47%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

 1import { $ } from 'startup-builder'
 2
 3const { events: [last] } = await $.Event.list({ where: 'name in ("Consent.granted", "Channel.called", "Channel.missed", "Conversation.labeled", "Lead.qualified", "Prospect.created")', limit: 1 })   // { play } compiled to this Play’s Trigger Events
 4const { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7
 5const { decisions: [decision] } = await $.Decision.list({ where: `on = "${subject}"` })   // what it chose, and why · Not live yet, gaps #7
 6const { actions } = await $.Action.list({ where: `on = "${subject}"` })   // what it did, with its checks · Not live yet, gaps #7
 7return { decision, actions }

npx startup-builder do Event.list --json '{"where":"name in (\"Consent.granted\", \"Channel.called\", \"Channel.missed\", \"Conversation.labeled\", \"Lead.qualified\", \"Prospect.created\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_1366"}' --try   # Not live yet (gaps #7)
npx startup-builder do Decision.list --json '{"where":"on = \"lead_47\""}'   # Not live yet (gaps #7)
npx startup-builder do Action.list --json '{"where":"on = \"lead_47\""}'   # Not live yet (gaps #7)

{
  "name": "do",
  "arguments": {
    "code": "const { events: [last] } = await $.Event.list({ where: 'name in (\"Consent.granted\", \"Channel.called\", \"Channel.missed\", \"Conversation.labeled\", \"Lead.qualified\", \"Prospect.created\")', limit: 1 })   // { play } compiled to this Play’s Trigger Events\nconst { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7\nconst { decisions: [decision] } = await $.Decision.list({ where: `on = \"${subject}\"` })   // what it chose, and why · Not live yet, gaps #7\nconst { actions } = await $.Action.list({ where: `on = \"${subject}\"` })   // what it did, with its checks · Not live yet, gaps #7\nreturn { decision, actions }",
    "mode": "try"
  }
}

 1{
 2  "decision": {
 3    "$id": "https://api.sb/leaseline.app/decisions/decision_547",
 4    "$type": "Decision",
 5    "choice": "call-back-now",
 6    "reason": "the yes names AI-voice calls from Leaseline to the number on the form; 14:06 Central is inside their calling window; 220 units is over the 120-unit line",
 7    "stakes": "low",
 8    "options": [
 9      "call-back-now",
10      "a-person-calls",
11      "answer-the-call",
12      "cold-list",
13      "answer-in-writing"
14    ],
15  …

action_3 is the first dial, 41 seconds after the form, opening with the fixed clip. action_4 books on the AE’s calendar only if the caller says yes on the call.

≈ +$850 ARR a month at 47

Worth

2 h week 1, then 1 h 40 min a week

Your time

$1 per callback; $100 a month for up to 100

Spend

Day 2: first Meeting booked on a callback

First signal

20+ callback asks a month, or 30+ calls to your number

Use it when

Under 20 a month: instant-response · no callback box: add one (Form.update)

Not yet when

Worth’s formula: about +7.5 Meetings per 100 callbacks (Other Startups’ results; your own read is too early) × 47 a month × 0.80 Meetings to opens × 0.30 opens to paid × $800 first order ARR ≈ +$846. Under First signal: With 1 callback in 10 held back at 47 a month, about 30 weeks to tell a +7.5 lift; 90 days can tell only +22 or more.

Start it this weekCopy Anchor Link

npx startup-builder add play outbound-calling   # 1 · writes plays/outbound-calling.mdx (Not live yet, gaps #5)

# 2 · dry run; below, its 422 on the day-0 Startup (--env test, clock at 2026-08-24)
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"outbound-calling"}'

# 3 · keep it: people make the first 50 calls from the brief
curl -X POST https://api.sb/leaseline.app/campaigns \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"outbound-calling"}'

# on
curl -X POST https://api.sb/leaseline.app/processes/call-routing/enable \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# off: every call goes to the person line
curl -X POST https://api.sb/leaseline.app/processes/call-routing/pause \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "outbound-calling can’t start yet: 1 check fails and 2 warn.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "135 forms a month; 0 offer a callback yet",
      "doc": "/plays/outbound-calling#check-use-when",
      "fix": "Add the callback box; about 1 in 3 forms tick it at Other Startups.",
      "then": "Metric.query"
    },
    {
      "check": "baseline",
      "status": "warn",
      "observed": "callbacks by a person: 9 Meetings from 41, n 41 in 90 days",
      "doc": "/plays/outbound-calling#check-baseline",
      "fix": "n 41: your half becomes the baseline as it runs.",
      "then": "Metric.query"
    },
    {
      "check": "inbound-source",
      "status": "fail",
      "doc": "/plays/outbound-calling#check-inbound-source",
      "fix": "Connect your number and add the callback box to the demo form.",
      "then": "Integration.connect"
    },
    {
      "check": "owned-by-a-person",
      "status": "pass",
      "observed": "31 open Leads have a person owner, you",
      "doc": "/plays/outbound-calling#check-owned-by-a-person",
      "fix": "Nothing to do: their callbacks come to your queue instead.",
      "then": "Task.assign"
    },
    {
      "check": "customer-collision",
      "status": "pass",
      "observed": "6 numbers belong to Customers",
      "doc": "/plays/outbound-calling#check-customer-collision",
      "fix": "Nothing to do: a Customer’s call goes to their CSM.",
      "then": "Lead.assign"
    },
    {
      "check": "claim",
      "status": "pass",
      "observed": "the claims source holds 24 approved answers",
      "doc": "/plays/outbound-calling#check-claim",
      "fix": "Nothing to do: the agent says only what an Offer term grants.",
      "then": "Conversation.answer"
    },
    {
      "check": "role-unstaffed",
      "status": "warn",
      "roles": [
        "sales-lead"
      ],
      "owned": 31,
      "doc": "/plays/outbound-calling#check-role-unstaffed",
      "fix": "Staff the AE, or leave it: booked calls and transfers come to you.",
      "then": "Role.staff"
    }
  ]
}

One local number and voice minutes for about 100 callbacks cost $100 a month; each callback averages 3 minutes, about $1. Contact data costs $0.06 a lookup (POST /{namespace}/contacts/{contact}/enrich). A cold call costs only your time. That comes to $100 a month up to 100 callbacks.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_1366",
  "$type": "Event",
  "name": "Consent.granted",
  "at": "2026-10-19T19:06:12Z",
  "seq": 1366,
  "data": {
    "consent": {
      "$id": "https://api.sb/leaseline.app/consents/consent_201",
      "purpose": "ai-voice-call",
      "startup": "leaseline.app",
      "number": "+1 512 555 0148"
    },
    "lead": {
      "$id": "https://api.sb/leaseline.app/leads/lead_47",
      "company": "Willow & Main",
      "units": 220
    }
  }
}

# each delivery is signed with the Watch’s secret
curl -X POST https://api.sb/leaseline.app/watches \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"selector":"Consent.granted","url":"https://leaseline.app/hooks/sb"}'
npx startup-builder trigger Consent.granted --like event_1366   # replays the delivery in test; the dial is simulated
npx startup-builder clock advance --by 1h   # runs the third dial if the first two went unanswered

Who runs itCopy Anchor Link

SDR · your agent (role:prospector, worker_2) holds the Key Result and speaks in a designed voice that sounds like no real person. It hands booked calls and transfers to AE · Priya Shah (person) (role:sales-lead, worker_3, staffed on day 9), and top-tier callbacks and every cold call to you (Dana Okafor, person, worker_1): a person dials every cold number. Your number links to Did it work.

What it reads · What it may call. It reads the form, the yes and its scope, the claims source and the calendar. A pricing-page visit may order the cold list and is never spoken on a call; nothing a caller says picks a number to dial. Its tools are POST /{namespace}/conversations, POST /{namespace}/meetings/book, POST /{namespace}/tasks/{task}/assign, POST /{namespace}/conversations/{conversation}/answer, POST /{namespace}/messages/{message}/schedule, and any other call becomes an Approval under the Role’s Mandate.

You hold the SDR Key Result: 30 Meetings held per 100 callbacks by 2026-12-31.   ← worker, metric
On each callback ask or call, choose one option and say why.                     ← triggers, chooses
Play the opening clip first and in full; say you are an agent if asked.          ← copyRules 1, 3
One ask per call; the list Price only as the Pricing Page shows it.              ← copyRules 6, 9
Over 120 units, book the AE.                                                     ← your file, line 5
“Person” at any point reaches a person, live or booked.                          ← copyRules 12

The slow loop, as a Change. decision_366 (2026-09-28, weekly) read 11 callbacks that rang once and went to voicemail, with 1 Meeting, and 9 that rang twice in a row, with 4. change_27 made the double ring the first attempt for every callback (your file, line 6), and Dana merged it with POST /{namespace}/changes/{change}/merge. Replayed on past callbacks, POST /{namespace}/changes/{change}/review put the agent half at 34 per 100; read back at +14d it is 33.3, n 18, ■□□□ Too early to tell (Example, day 50).

Bring your own agent (folded) starts at It does it, you can stop it when it matches or beats the seated agent on the eval suite, and at You approve each one when it does not; POST /{namespace}/roles/{role}/staff seats it.

npx startup-builder eval --scenario outbound-calling-58 --agent "claude -p" --seat prospector   # seated: 31.7 per 100, 0 clip misses, $1.02 a call · yours: 28.1, 0 misses → You approve each one

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

Booked calls and transfers go to AE · Priya Shah (person); top-tier callbacks and every cold call come to you, and before day 9 every hand-off did. One Brief per Role, as captured (brief is Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_455",
    "$type": "Task",
    "assignee": "worker_3",
    "due": "2026-10-19T20:07:00Z",
    "on": "lead_47",
    "brief": {
      "who": "Jordan, Willow & Main (220 units)",
      "said": "Renewals across 3 buildings, and owners want monthly statements.",
      "chose": "call-back-now",
      "why": "a yes to AI voice; over the 120-unit line",
      "booked": "Tue 15:00 Central",
      "call": "transcript and recording, 3 min 40 s",
      "never": [
        "a price beyond the list",
        "a discount",
        "terms"
      ]
    }
  },
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_418",
    "$type": "Task",
    "assignee": "worker_1",
    "due": "2026-10-06T14:00:00Z",
    "on": "prospect_44",
    "brief": {
      "who": "Ridgeline Rentals, office line +1 512 555 0172",
      "reason": "leasing coordinator job reposted after 64 days",
      "chose": "cold-list",
      "why": "a local company with a live reason",
      "track": "name, Startup, reason in the first 15 seconds; one ask: a 20-minute call"
    }
  }
]

Each receiver answers with POST /{namespace}/tasks/{task}/claim (Take this one), POST /{namespace}/tasks/{task}/return with a reason, or POST /{namespace}/actions/{action}/redirect, each a one-call window. Once a person claims, the agent dials that Lead no more and every call or reply goes to the claimer (claimedByPerson, Not live yet, gaps #7). A Task nobody claims by its due time goes up a Role through POST /{namespace}/tasks/{task}/escalate (AE to you), and person-promise fires.

On time: AE · Priya Shah, 9 of 9 booked calls claimed within 60 min, median 12 min, n 9, ■□□□ Too early to tell beside Other Startups’ 95 % on time; you, 12 cold briefs dialed within their day, n 12. Your queue: counted by kind: in weeks 1 to 3, 50 person callbacks from the brief; after day 21, about 2 transfers, 3 cold briefs and 5 transcripts to spot-check a week.

The fixed line: POST /{namespace}/deals/{deal}/assign sets owner to the receiving person, the agent is never a Deal’s owner, and Meetings land on the owner’s calendar under the owner’s name.

When it won’t sendCopy Anchor Link

The captured refusal, then the Stop that fired as a Campaign.paused reason (Not live yet, gaps #2); the rewrite that sent is the Harbor Row follow-up in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "The follow-up email to Harbor Row did not send: it promises a free month no Offer term grants.",
  "checks": [
    {
      "check": "claim",
      "status": "fail",
      "doc": "/plays/outbound-calling#check-claim",
      "fix": "Cut the line, or cite the Offer term that grants it.",
      "then": "Conversation.answer"
    },
    {
      "check": "owned-by-a-person",
      "status": "pass"
    }
  ]
}

[
  {
    "reason": {
      "limit": "spam-label",
      "observed": "“Spam risk” on 1 carrier",
      "bound": "0",
      "window": "the daily number read, Oct 3"
    },
    "doc": "/plays/outbound-calling#stop-spam-label",
    "task": "task_431"
  }
]

Did it workCopy Anchor Link

One callback in 10, drawn when the form lands, is held back at random and gets a person’s callback in staffed hours; both halves are read from that assignment (rules m–o), counting from day 21, when the agent started dialing. Each figure’s call is POST /{namespace}/metrics/query by node and by arm; the parent field and every node above the leaf are Not live yet (gaps #4).

{
  "$id": "decisions/decision_547",
  "$type": "Decision",
  "choice": "call-back-now",
  "reason": "the yes names AI-voice calls from Leaseline to the number on the form; 14:06 Central is inside their calling window; 220 units is over the 120-unit line",
  "stakes": "low",
  "options": [
    "call-back-now",
    "a-person-calls",
    "answer-the-call",
    "cold-list",
    "answer-in-writing"
  ],
  "by": "worker_2",
  "on": "lead_47",
  "expected": "a Meeting held by day 14",
  "reopensWhen": "no Meeting.booked for lead_47 after the 4th dial, or within 14d"
}

The leaf counts Meetings held within 14 days per 100 callbacks placed, wrong numbers kept in the denominator (rule m), to 100 matured calls in each half; at 41 and 5 the Experiment runs on.

How it moves it: a median first ring 41 seconds after the form for the agent half, against 2 h 50 min for a person’s callback (time-to-first-call on callbacks).

Guardrails: treated against held back: Deals or trials opened per Meeting held, 0.85 against 1.00 (meeting-to-open-rate, Not live yet), and “I never asked for this call”, 0 of 52 against a Stop at 2 in 200.

{
  "$id": "https://api.sb/leaseline.app/campaigns/outbound-calling",
  "$type": "Campaign",
  "play": "play:outbound-calling@1",
  "path": [
    "callback-meeting-rate",
    "opened-deals-and-trials",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "callback-meeting-rate",
    "unit": "per-100",
    "heldBack": 6,
    "decision": null
  },
  "readout": {
    "value": 11.7,
    "n": 46,
    "maturing": 12,
    "interval": [
      -25.4,
      48.8
    ],
    "readability": "inadmissible",
    "basis": "held-back",
    "pooled": false
  },
  "ledger": {
    "spend": 186,
    "workerCost": 6,
    "hours": 9.4,
    "pipelineArr": 4800,
    "wonArr": 3087,
    "projectedArr": 846,
    "paybackDays": 22
  }
}

Outside benchmark: 4 % of business demo requests got a phone call at all, after a median 34.5 hours (a vendor-run speed-to-lead field experiment, 2026-09-22).

Before it · After it. Before it: paid-search, paid-social, directory-listings, free-tools and lead-nurture end on a form, a number or a call-me reply. After it: booked calls reach the AE as instant-response hand-offs do, partial fits enter lead-nurture, and every call outcome maps to a reply kind.

ExampleCopy Anchor Link

Leaseline ran it from 2026-08-24 to 2026-10-19 (56 days). 88 forms ticked “call me”: people made the first 50 callbacks from the brief, then from day 21, 58 were assigned at random, 52 to the agent and 6 held back; 46 have matured. The agent also answered 38 calls to the number. Read every captured thread at ?threads=all; three follow the tables.

Willow & Main, form at 14:05:31 Central · ticked “call me”, 220 units.

Leaseline (voice agent), 14:06:12 · *The fixed opening clip, naming Leaseline, the AI voice and the recording.*¹ “You asked about renewals across your buildings. Is now still a good time?”² Jordan named 3 buildings and monthly owner statements; the agent offered the AE’s times³ and booked Tue 15:00 with POST /{namespace}/meetings/book at 14:09:52. The Brief reached Priya at 14:10.

- As promised on the call, your first month is free.
+ As we said on the call, Pro is $29 a month, and the trial is free for 14 days.

A call to +1 512 555 0100, 2026-10-08 10:12 · “Can you migrate our 6 years of lease history?” · Leaseline (voice agent) · *Priya, our account lead, calls you back by 11:12.*⁴ The Brief went to Priya (task_437); she claimed it at 10:20 and called back at 10:48.

¹ The fixed opening clip, compiled from the Role’s Settings and never typed. ² It quotes the form; nothing they did not give is spoken. ³ One ask, with times the calendar shows. ⁴ The routed line, compiled from the Role’s Settings.

Your settingsCopy Anchor Link

---
holdout: 0.1      # 1 callback in 10 gets a person instead
number: +1 512 555 0100
---
Over 120 units, book our AE.
Every callback starts with the double ring.
Our top 25 get a person on every rung, and I dial every cold call.

$ npx startup-builder show plays/outbound-calling
holdout 0.1 · number +1 512 555 0100 · size line 120 units · double ring · top 25 to a person     your file  plays/outbound-calling.mdx:2,3,5,6,7 (Ask 2026-08-24; line 6 by change_27, 2026-09-28)
family outreach · process call-routing · worker role:prospector, owns never · chooses 5 (2 rule, 3 read) · sequences callback-attempts, human-callback, cold-call-touches · approval every-send · checks owned-by-a-person, voice-consent, do-not-call, quiet-hours, customer-collision, claim · stops 10    catalog  play:outbound-calling@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record outbound-calling and its Leaseline run, then regenerate. Every step runs from a sentence or a line of code. In your words: the CRM words you know, and where each lives here.