If other startups launched services such as getting a personal driver, this new service gives everyone their very own personal assistant for free.

HeyKuya.com is a free service that lets you enjoy the perks of having a personal assistant. With just a text message, one can get the items you need, as long as you are within Metro Manila.

Shahab Shabibi, the chief executive officer of HeyKuya, said they decided to offer the service through text messaging to make it more accessible to most Filipinos.

"HeyKuya is a free personal assistant via SMS. We saw that the Philippines is the land of SMS. I mean, I've never seen a country that uses SMS as much as here, so we thought to offer reliable service, we need to base it on SMS," he said.

Unlike other food delivery service, "Kuya" has a character, and ensures that the service is personal.

"He knows you, he understands your needs. He has a character, and you can just rely to him as much as you rely to an actual assistant that you have," Shabibi said.

"Being a human-centric service is one of our core values. We don't want keywords. We don't want automated messages that tell you this is the process that you have to follow. And we thought, when you have a personal assistant, you should be able to talk to them just like you are able to talk to a regular person," he also said.

When asked what pushed him to develop the service, Shabibi said he wants to introduce the idea of a personal assistant to more people, not just to those who can afford to pay for one.

"The idea of having a personal assistant is usually exclusive to the rich and the elite. That we want to make it available to everyone," he said.

He added that they aim to give their users not just food or goods, but a "great experience."

"That's our goal. We want our users to have a great experience. And if we are able to deliver an experience like this, I'm sure everyone will keep using HeyKuya," Shabibi said.

Except when what you ask for is illegal, "Kuya" never says no.

"We never say no, but we offer alternatives," Shabibi said.