Abstract: The present invention provides a method, apparatus and system for implementing and managing a messaging-collaboration tool embedded in a website page or email message. The invention enables users of the Worldwide Web to interactively chat online, capture messages and write the transcripts to a relational database. Uses of the data include prolonged communications, queries, analysis, user tracking, manipulations and exporting to other databases. Users chat in a real-time or near real-time mode, on a constantly open connection, via a host server that transmits, receives, and archives a plurality of transcripts. Using the database schema or web service, the transcripts are readily exportable to target applications.