Nacho Coll

Founder & Principal, WallaWhats — Blockchain Web Services (BWS)

Updated

I founded WallaWhats so you get the alerts that matter without depending on X's algorithm to surface them. X reorders your feed and throttles its own notifications for engagement — so you pick the accounts you care about, and we send a WhatsApp for every post the moment it goes live, in order, nothing buried. Today I run Blockchain Web Services (BWS), the AI-native solutions factory that builds and ships WallaWhats alongside our other production products.

Nacho Coll

Background

I've been building on AWS since 2007 — from the very early days of S3 and EC2, long before "cloud" was the default answer. As an AWS Enterprise Architect I designed production-scale systems for top-tier customers including LEGO, Nordea, Vueling, and others in the enterprise Fortune-500 tier. That's where the operational instincts behind everything I do today were formed: cost discipline, multi-region reliability, and taking observability seriously from day one rather than bolting it on later.

Since 2019 I've been focused on two things in parallel: infrastructure for real-time and messaging products, and the AI side of software delivery — bringing the same enterprise-architecture discipline to both. That's the foundation Blockchain Web Services (BWS) runs on today: an AI-native solutions factory with a single operating slogan, Demand Becomes Product. We turn validated market demand into production-ready software — engineered by people, accelerated by AI, accountable end-to-end. Every line of code that ships from BWS is owned by a named engineer.

BWS ships several production products from that same discipline. WallaWhats is one of them; others include:

  • OpenAgile.AI — engineering discipline for AI-assisted development.
  • Zellbox — CRM for appointment-driven SMBs: customers, bookings, and WhatsApp reminders in one inbox.
  • Badges.ninja — blockchain-verified digital badges with a visual designer and REST API.
  • IPFS.NINJA — the simplest IPFS pinning and upload API, with dedicated gateways and a generous free tier.
  • Blockchain Database — a single API to use the blockchain as a data layer.
  • NFT.zK — a straightforward API to mint NFTs without Web3 expertise.
  • Telegram XBot — a Telegram bot that tracks X activity and highlights top community contributors.

BWS pivoted to being AI-native in mid-2025. AI wasn't a feature we added — it's a company we became. The engineering bar didn't change: what changed is how much research, scaffolding, and testing AI can now carry, so a small team can ship the same shape of production software that used to take a much larger one.

What we work on day-to-day

My day-to-day spans the whole BWS solutions portfolio — directing roadmaps across the products, reviewing technical design with the team, tightening the AI-assisted delivery workflow that ships all of them, and keeping the engineering discipline consistent from one product to the next. Each product has its own weekly cadence; my job is the connective tissue between them.

For WallaWhats specifically, we mostly focus on one promise: when an account you follow posts on X, you get a WhatsApp within seconds — every post, in order, decided by your choice of accounts rather than by X's ranking or notification algorithm. Areas the team has been hands-on with recently:

  • Never-miss capture — watching the accounts you subscribe to for new posts and making sure nothing is dropped or delivered twice, even when an account goes from silent to a burst of posts in a minute.
  • WhatsApp delivery — getting each alert to your phone fast and formatted cleanly, with a tweet snapshot image, and tracking delivery status so we know an alert actually landed rather than assuming it did.
  • Alert velocity & digests — when a followed account posts dozens of times in a short window, we batch the storm into a single digest instead of blowing up your phone, so high-volume accounts stay usable.
  • Feature surface — beyond the core alert, the product ships email delivery as an alternative channel, per-account subscriptions, delivery history, monthly alert caps you can see and manage, and a free tier that's actually usable. Each capability is first-class, not a side project.
  • Cost engineering — a real-time monitoring product has real per-alert costs. Keeping those low is what lets us offer a genuine free tier and honest paid pricing instead of a loss-leader trick.
  • Customer support — we handle every ticket directly. If you email support@wallawhats.com, you'll get a response from a real human — and most days, that human is me.

Articles I've written or reviewed

Most posts on this site carry my byline. Some are drafted by an AI assistant (see the editorial process for the full workflow) and reviewed by me before publication; others are written end-to-end by the team. Either way, every product detail is verified against the live service before publishing.

A few representative posts:

Browse the blog Editorial process