Comparison
Waldo vs. Mention: how much should a monitoring tool hand you?
Mention keeps a small team on top of brand chatter. Waldo gives agents the full record to work from.
The short answer
Mention is a streamlined media monitoring tool, owned by Agorapulse since 2025, with one published plan and alerts a small team can set up in minutes. Waldo is an agent-native brand intelligence layer: 200+ API and MCP endpoints covering brand, category, and audience, returning raw sources or analysis on credit-metered pricing.
Mention made its name on speed: set up an alert, and mentions of your brand across social and the web start arriving in real time, with Boolean control for teams that want precision. Agorapulse acquired the company in 2025 and now positions it as the listening side of its offering, with a single published plan, annual billing, and a free trial.
Waldo asks a different question: not "did someone mention us?" but "what is happening in our market, and can our agents act on it?" Brand activity, category trends, and audience conversation ship through 200+ REST endpoints and a native MCP server, as raw sources or scored analysis, whichever the call asks for.
When each one wins
Choose Waldo when
- Alerts tell you something happened; your agents need the full record to act on it.
- You want ads, landing pages, and audience data in the same surface as brand mentions.
- Deleted posts should not vanish from your record; Waldo stores everything it captures permanently.
- You would rather meter usage than size a plan around alert counts.
Choose Mention when
- A small comms team needs dependable brand alerts without an intelligence program around them.
- A single plan with a free trial keeps the buying decision simple.
- Boolean alert control matters and an enterprise listening platform is overkill.
- You already run Agorapulse and want monitoring aligned with your publishing suite.
Feature by feature
| Feature | Waldo | Mention |
|---|---|---|
| Built for | Agents and the teams that run them | Lean comms teams that need reliable alerts |
| Primary surface | 200+ REST endpoints plus a native MCP server | A monitoring app with alert feeds and boards |
| What a query returns | Raw posts, ads, page snapshots, and verbatims, or scored analysis | Mention streams, sentiment, and alert digests |
| Coverage model | Brand, category, and audience in one surface | Brand mentions across social and the web |
| Paid ads intelligence | Meta and Google ad libraries tracked daily per brand | Not part of the product |
| Data freshness | Tracked entities refresh every 24 hours; Discover endpoints query platforms live | Real-time alerts on tracked keywords |
| Pricing | Credit-metered, no per-seat fees | One published plan, billed annually, with a free trial |
Where Waldo is different
From alerts to actions
An alert needs a person to read it. Waldo data arrives where agents work, over MCP in Claude, ChatGPT, and Copilot, so the same signal can become a brief, an answer, or a scheduled check without hand-offs.
A wider net
Live social across Instagram, TikTok, Reddit, X, YouTube, Meta, and LinkedIn, plus daily ad library pulls, GWI audience panels, a proprietary trends database, events data, landing page snapshots, and the open web.
The record is permanent
Everything captured is stored even if the source is deleted, and every output links back to its sources, so last quarter’s claim is still checkable next quarter.
Org-level credits
No plan sizing, no alert quotas. Raw list calls run about 1 credit per 20 results, analysis about 5, from one pool with scoped keys for each team or agent.
Questions teams ask
Is Waldo overkill if I just need brand alerts?
If a mention feed for one brand is genuinely the whole job, a monitoring tool is the simpler buy. Waldo earns its place when the questions extend to competitors, categories, audiences, or ads, or when agents rather than people do the reading.
Does Waldo do real-time alerts?
Tracked entities refresh on a 24-hour cycle, and Discover and enrichment endpoints query platforms live when an agent needs an immediate lookup. Teams typically schedule agent runs against the API rather than watching a feed.
How do I evaluate Waldo?
The beta is self-serve: sign up at /build/get-started, let the wizard mint an API key, and point the MCP tools at your brand and two competitors. An hour of real queries tells you more than any feature grid.
Keep reading
Put Waldo behind your agents
Brand, category, and audience intelligence over 200+ API and MCP endpoints. Sign up, mint a key, and run it against the brands you actually track.