feat: firecrawl branding api [UPM-15] (#13903)

Adds `WebsiteBrandingService` (OSS) with an Enterprise override using
Firecrawl v2 to extract branding and business data from a URL for
onboarding auto-fill.

OSS version uses HTTParty + Nokogiri to extract:
- Business name (og:site_name or title)
- Language (html lang)
- Favicon
- Social links from `<a>` tags

Enterprise version makes a single Firecrawl call to fetch:
- Structured JSON (name, language, industry via LLM)
- Branding (favicon, primary color)
- Page links

Falls back to OSS if Firecrawl is unavailable or fails.

Social handles (WhatsApp, Facebook, Instagram, Telegram, TikTok, LINE)
are parsed deterministically via a shared `SocialLinkParser`.

> We use links for socials, since the LLM extraction was unreliable,
mostly returned empty, and hallucinated in some rare scenarios

## How to test

```ruby
# OSS (no Firecrawl key needed)
WebsiteBrandingService.new('chatwoot.com').perform

# Enterprise (requires CAPTAIN_FIRECRAWL_API_KEY)
WebsiteBrandingService.new('notion.so').perform
WebsiteBrandingService.new('postman.com').perform
```

Verify the returned hash includes business_name, language,
industry_category, social_handles, and branding with
favicon/primary_color.

<img width="908" height="393" alt="image"
src="https://github.com/user-attachments/assets/e3696887-d366-485a-89a0-8e1a9698a788"
/>

app/services/concerns/social_link_parser.rb

@@ -0,0 +1,65 @@
+module SocialLinkParser
+  extend ActiveSupport::Concern
+
+  SOCIAL_DOMAIN_MAP = {
+    whatsapp: %w[wa.me api.whatsapp.com],
+    line: %w[line.me],
+    facebook: %w[facebook.com fb.com fb.me],
+    instagram: %w[instagram.com],
+    telegram: %w[t.me telegram.me],
+    tiktok: %w[tiktok.com]
+  }.freeze
+
+  private
+
+  def extract_social_from_links(links)
+    handles = {}
+    SOCIAL_DOMAIN_MAP.each do |platform, domains|
+      handles[platform] = find_social_handle(links, platform, domains)
+    end
+    handles
+  end
+
+  def find_social_handle(links, platform, domains)
+    matching_links = links.select do |l|
+      uri = URI.parse(l)
+      domains.any? { |d| match_social_domain?(uri.host, d) }
+    rescue URI::InvalidURIError
+      false
+    end
+
+    matching_links.each do |link|
+      handle = parse_social_handle(platform, link)
+      return handle if handle.present?
+    end
+    nil
+  end
+
+  def match_social_domain?(host, domain)
+    return false if host.blank?
+
+    host == domain || host.end_with?(".#{domain}")
+  end
+
+  SHARE_PATH_PREFIXES = %w[sharer share intent dialog].freeze
+
+  def parse_social_handle(platform, link)
+    uri = URI.parse(link)
+    return extract_whatsapp_phone(uri) if platform == :whatsapp
+
+    handle = uri.path.to_s.delete_prefix('/').delete_suffix('/')
+    return nil if handle.blank?
+    return nil if SHARE_PATH_PREFIXES.any? { |prefix| handle.start_with?(prefix) }
+
+    handle.presence
+  rescue URI::InvalidURIError
+    nil
+  end
+
+  # wa.me/1234567890 or api.whatsapp.com/send?phone=1234567890
+  def extract_whatsapp_phone(uri)
+    phone = CGI.parse(uri.query.to_s)['phone']&.first
+    phone = uri.path.to_s.delete_prefix('/').delete_suffix('/') if phone.blank?
+    phone.presence&.gsub(/[^\d]/, '')
+  end
+end

app/services/website_branding_service.rb

@@ -0,0 +1,93 @@
+class WebsiteBrandingService
+  include SocialLinkParser
+
+  def initialize(url)
+    @url = normalize_url(url)
+  end
+
+  def perform
+    doc = fetch_page
+    return nil if doc.nil?
+
+    links = extract_links(doc)
+
+    {
+      business_name: extract_business_name(doc),
+      language: extract_language(doc),
+      industry_category: nil,
+      social_handles: extract_social_from_links(links),
+      branding: extract_branding(doc)
+    }
+  rescue StandardError => e
+    Rails.logger.error "[WebsiteBranding] #{e.message}"
+    nil
+  end
+
+  private
+
+  def normalize_url(url)
+    url.match?(%r{\Ahttps?://}) ? url : "https://#{url}"
+  end
+
+  def fetch_page
+    response = HTTParty.get(@url, follow_redirects: true, timeout: 15)
+    return nil unless response.success?
+
+    Nokogiri::HTML(response.body)
+  rescue StandardError => e
+    Rails.logger.error "[WebsiteBranding] Failed to fetch #{@url}: #{e.message}"
+    nil
+  end
+
+  def extract_business_name(doc)
+    og_site_name = doc.at_css('meta[property="og:site_name"]')&.[]('content')
+    return og_site_name.strip if og_site_name.present?
+
+    title = doc.at_xpath('//title')&.text
+    title&.strip&.split(/\s*[|\-–—·:]+\s*/)&.first
+  end
+
+  def extract_language(doc)
+    doc.at_css('html')&.[]('lang')&.split('-')&.first&.downcase
+  end
+
+  def extract_links(doc)
+    doc.css('a[href]').filter_map do |a|
+      href = a['href']&.strip
+      next if href.blank? || href.start_with?('#', 'javascript:', 'mailto:', 'tel:')
+
+      href.start_with?('http') ? href : URI.join(@url, href).to_s
+    rescue URI::InvalidURIError
+      nil
+    end.uniq
+  end
+
+  def extract_branding(doc)
+    {
+      favicon: extract_favicon(doc),
+      primary_color: extract_theme_color(doc)
+    }
+  end
+
+  def extract_favicon(doc)
+    favicon = doc.at_css('link[rel*="icon"]')&.[]('href')
+    return nil if favicon.blank?
+
+    resolve_url(favicon)
+  end
+
+  def extract_theme_color(doc)
+    doc.at_css('meta[name="theme-color"]')&.[]('content')
+  end
+
+  def resolve_url(url)
+    return nil if url.blank?
+    return url if url.start_with?('http')
+
+    URI.join(@url, url).to_s
+  rescue URI::InvalidURIError
+    nil
+  end
+end
+
+WebsiteBrandingService.prepend_mod_with('WebsiteBrandingService')