Practical Guide

A Complete Guide to WhatsApp CRM for Marketing, Sales and Support [May 2024]

April 18, 2023

Are you looking for a CRM that supports WhatsApp integration? Or do you want to integrate WhatsApp with your current CRM? We'll answer all your questions as we’ve personally tested WhatsApp integration across various popular CRMs. We’ll start by understanding what a WhatsApp CRM is and what you need to know about CRM WhatsApp integration.

We’ll also explain how to use an AI-powered customer conversation management software like for WhatsApp marketing, sales and support.


What is WhatsApp CRM?

WhatsApp CRM is the integration between WhatsApp API, also known as WhatsApp Business Platform and a CRM. While this concept may seem straightforward, businesses looking for WhatsApp CRM generally pursue one of two different goals:

  1. To integrate WhatsApp with an existing CRM
  2. To integrate WhatsApp with a messaging software that can serve as a WhatsApp CRM

Regardless, we’ll explore both types of integration and provide insights into how they can be implemented effectively.

Types of WhatsApp CRM Integration

Depending on your business goals, the type of integration you’re looking for may vary. Let’s look at how different integrations can cater to your business needs.

WhatsApp API Integration With an Existing CRM

Businesses that want to integrate WhatsApp with an existing CRM typically want the ability to send and receive messages in their existing CRM.

Although some CRMs support native WhatsApp integration, they cannot support certain WhatsApp messaging features because they were originally built for email instead of messaging. Through our comprehensive testing, we discovered these critical limitations firsthand.

For instance, Zendesk's native WhatsApp integration has limitations like the inability to preview videos and listen to voice notes from the messaging inbox itself. Agents have to download them to know the content.

If you’re looking for a CRM for WhatsApp or the best CRM with WhatsApp integration, you need to understand that CRMs were built with email as the main communication channel in mind. Therefore,  not all CRM support native CRM integration with WhatsApp and the majority of them rely on third-party integrations and extensions. If you want the best whatsapp CRM to use WhatsApp to its full potential and integrate multiple CRMs to a WhatsApp API, you’ll need a business messaging inbox built specifically for messaging, like Try’s whatsapp crm free trial for 14 days now. Check out the blog to learn more about topics like best crm with whatsapp integration, best crm with whatsapp integration, best crm with whatsapp integration, best crm with whatsapp integration, whatsapp crm free, free whatsapp crm, and whatsapp web crm
Types of WhatsApp integration with existing CRM

This slows agents down because they have to go back and forth between Zendesk and their downloads folder while tending to multiple customers at the same time. They might also open the wrong file, forcing them to re-download the content or search for it in their downloads.

Not just that, the native integration provided by CRMs limits the WhatsApp API integration to a single CRM. If a business has more than one CRM and wants to exchange WhatsApp information with all its CRMs, it won’t be able to do so.

Thankfully, most CRMs offer third-party integrations so businesses can select the best software that supports WhatsApp integration. This brings us to the next type of integration, which is more compatible with WhatsApp.

WhatsApp API Integration With a Messaging Software

Unlike popular CRMs like Salesforce and Zendesk, a customer conversation management software or messaging software supports native WhatsApp integration along with all its features. This is because they were built specifically for instant messaging.

These platforms can effectively serve as a WhatsApp CRM, offering a more seamless and integrated experience for handling WhatsApp conversations. They also allow integrations with existing CRMs. Here’s a list of messaging software that can be used as a WhatsApp CRM.

While there are many solution providers to choose from, we recommend using WhatsApp with and integrating it with your CRM, as it ticks all the boxes of a robust WhatsApp CRM. Let’s look at its benefits below.

Benefits of Using a WhatsApp API CRM Software Built for Messaging

There are many benefits of using a WhatsApp Business CRM. Depending on the solution of your choice, you can:

And the list doesn’t end here. You can achieve so much more if you use an AI-powered customer conversation management software like Having discussed WhatsApp CRM benefits, let's explore key considerations before investing in one.

Factors to Consider When Choosing a CRM With WhatsApp Integration

In this section, we’ll explore the criteria the best WhatsApp CRM should have.

WhatsApp API Access

When selecting a CRM with WhatsApp integration, ensure the solution includes access to WhatsApp API for quick and straightforward integration. Going for an official WhatsApp Business Solution Provider (BSP) is better for faster and more secure access.

Integration and Compatibility

Choose a CRM that seamlessly integrates with WhatsApp and key business platforms, including leading CRM software, e-commerce systems and various messaging channels. This ensures a unified system that boosts operational efficiency.

Support and Evolvability

Seek a WhatsApp CRM software that offers strong user support, including detailed integration guides, efficient customer service for immediate help, and frequent feature updates that align with the latest technology trends.

Advanced Features for Enhanced Communication

Advanced WhatsApp CRM tools and features like AI capabilities, advanced automation, multimedia support and CRM analytics are key to unlocking the full potential of WhatsApp integration for streamlined communication and processes.

Security and Compliance

Data privacy and security cannot be overstated. Choose a platform that adheres to the highest standards of data protection and privacy regulations to safeguard sensitive customer information.

Now that you know everything you need about WhatsApp CRM integration, let’s look at how to do it on

Flexible CRM Integration with is a versatile AI-powered customer conversation management software specially designed for messaging. Compared to other messaging software mentioned above, has the best platform reliability and customer support availability. This ensures smooth, consistent business operations and access to excellent assistance whenever you need it. also lets you connect WhatsApp with multiple CRMs to exchange information between them, allowing you to use WhatsApp to its full potential.

How works
How it works: Integrate WhatsApp with multiple CRMs

Plus, offers an AI-powered omnichannel inbox that aggregates messages from messaging apps like WhatsApp along with traditional messaging channels like email and webchat. By contrast, WhatsApp CRMs like WATI don’t support other popular channels, leaving customers constrained to a single channel to reach you. also supports WhatsApp features like sending WhatsApp catalogs, broadcastspush notifications, setting up interactive messages and more. Best of all, it integrates seamlessly with almost any type of CRM. Let’s look at how integrating an existing CRM with works.

Integrate Existing CRMs with

First, create a WhatsApp Business API account. Then, create a new Workflow automation and add the HTTP Request Step to connect your CRM and

CRM with WhatsApp Integration: Integrate your CRM with via HTTP Request Step on your Workflows

This way, you can exchange information with your existing CRM automatically while messaging customers on without having to switch between your CRM and to reply to WhatsApp messages.

Businesses can use the platform to qualify sales leads, retrieve updated contact profiles or create deals and tickets in external CRMs. Want to know what else you can do by integrating WhatsApp with Read on to find out!

Benefits of Using as a WhatsApp CRM for Different Use Cases is a WhatsApp Business Solution Provider and a badged Meta Business Partner. The former means you can get official WhatsApp API access, while the latter means that Meta has vetted and recognized the company for its expertise.

In this section, we’ll explore how you can use the customer conversation management software for WhatsApp marketing, WhatsApp sales and WhatsApp customer service. We’ll also discuss how to use the platform for teams and managers. Let’s explore how below.

Funnel Inbound Leads and Send Promotional Messages

To encourage inbound conversations, businesses can use a click-to-chat link, QR code, chat widget and WhatsApp web chat. They can paste the QR code on fliers and business cards or at their physical store and embed the chat link in a range of digital mediums.

Once a lead starts a conversation, collect basic information to determine whether the lead is new or an existing Contact who has previously messaged you on another channel.

If they are an existing Contact, merge their Contact details and conversation history into a unified profile for a comprehensive view of a Contact. You can also exchange and retrieve their contact information on your CRM.

If a lead is new, you will automatically capture their details and add them as a Contact. Then, segment them into different audiences. This will help when sending targeted promotional broadcast messages via the Broadcast Module.

Want to send promotional WhatsApp broadcasts or set up WhatsApp drip campaigns with a WhatsApp integration with CRM? Now you can by using as a WhatsApp marketing CRM! With's WhatsApp API CRM broadcast feature, Contacts don’t have to add you to their contact list to receive a broadcast. You can also send messages to a much larger number of Contacts, import contact lists, use interactive message templates and schedule and send broadcasts. With Workflows, you can set up a WhatsApp drip campaign to send a sequence of customized promotional messages to your leads. This way, you can encourage Contacts to purchase your products or to repeat service use. Looking to send WhatsApp Notifications via whatsapp for business integration with CRM? You can now send it via Messages API through a Zapier integration.
Best CRM with WhatsApp integration: Using for marketing’s broadcast feature allows you to schedule and send broadcasts to your contacts once they’ve opted in, import contact lists and use interactive message templates for your broadcasts.

You can also use Workflows to set up a WhatsApp drip campaign to send a sequence of customized promotional messages to your leads. This way, you can encourage Contacts to purchase your products or use your service again.

If you’re looking to send WhatsApp notifications in response to specified trigger events, like when Contacts create a new account or complete a purchase, you’ll be able to do it via Messages API through a Zapier integration.

Improve Lead Qualification and Sales Efficiency

Integrating your sales CRM with allows you to exchange data between both platforms to qualify leads and create deals with a click of a button. Agents can carry out sales-related tasks while talking to customers without switching platforms.

Additionally, businesses can automate sales tasks like handling routine lead inquiries and qualifying them automatically with AI Agent, an AI-powered chatbot. Then, based on the funnel they fall into, they can be routed to the right sales team and auto-assigned to a sales agent accordingly.

whatsapp integrated CRM: Funnel inbound leads to WhatsApp conversations with a click-to-chat link, QR code, chat widget and WhatsApp web chat. Once a lead sends a message, use Workflows to send qualifying questions to determine the sales funnel they fall into. Then, implement a routing logic that routes leads by priority access, deal size, region or more, and auto-assign them to a sales agent accordingly. Need a whatsapp crm tool for sales? Try’s free whatsapp CRM integration for 14 days. integrate whatsapp with CRM: After you integrate whatsapp business with CRM on via the HTTP Request Step, you’ll be able to work in conjunction with your sales CRM and seamlessly exchange information between both platforms. You can use the Shortcut Button in the Messages Module to qualify leads on data activation platforms like Clearbit and create deals on a free crm with whatsapp integration or sales CRM like Hubspot or Salesforce. This useful tool saves agents the trouble of switching back and forth between and other platforms, allowing them to carry out sales-related tasks while conversing with a customer.
CRM WhatsApp Integration: Using for sales

The highly customizable nature of’s Workflows gives managers the freedom to implement their routing logic, such as routing leads by priority access, deal size, region or more. Plus, they can ensure equal lead distribution among the sales team and assign existing customers to their dedicated salesperson automatically.

As agents will have to communicate with customers from different backgrounds, they can use AI Prompts to refine messages for clarity, translate them to overcome language barriers and more so their messagse are communicated effectively. You can also use this feature for WhatsApp customer support.

Improve Customer Support Quality and Efficiency enables businesses to improve their customer support efficiency through AI and automation. They can set up automated FAQs and send multiple-choice questions with pre-determined answers to help customers express their needs clearly.

Based on what customers are looking for, automatically route them to the right team and assign them to the right agent. Similar to the AI Agent’s capabilities mentioned in the sales use case above, businesses can use AI to handle routine inquiries and escalate complex or sensitive issues to human agents.

Businesses can use Workflows to set up an FAQ menu to provide answers to commonly asked questions.
CRM WhatsApp Integration: Using for support

This way, agents are saved from performing repetitive tasks and can focus their time on critical issues. To ease agents' workload further, tools like AI Assist provide agents with quick access to relevant information from knowledge bases or existing resources.

This allows them to respond quickly and accurately to customer inquiries, enhancing response times and contributing to a more satisfying customer experience.

Furthermore, agents may create support tickets on external CRM platforms such as Zendesk with just a click of a button. After a conversation ends, businesses can send a customer satisfaction (CSAT) survey to measure the success and quality of their customer support.

Simplify Team Collaboration makes it easy for team members to collaborate in a team inbox. Through internal comments, agents can provide background information about a Contact for more follow-ups.

Agents can also tag their teammates to discuss the best way to help a customer or escalate complex cases whenever necessary. Best of all, agents can easily collaborate, chat with customers and manage their tasks anywhere with the mobile app.

Track Team Performance Effortlessly

Through’s advanced Reports and Analytics Module, managers can easily track individual or team performance. Additionally, managers may filter and review high-value conversations using a custom inbox. This ensures the best possible customer experience and helps increase customer loyalty.

Now, let's get a quick recap of what we’ve discussed in the blog.

WhatsApp CRM: Key Takeaways

By now, you should know that the best way to integrate WhatsApp business with CRM is to use WhatsApp API on customer conversation management software built specifically for messaging. Then integrate your existing CRM with it.

This integration approach has proven highly effective in various industries, including food and beverages (F&B), hospitality, healthcare, education, real estate and retail. Check out our customer stories to learn how companies in different industries have benefitted from integrating WhatsApp with CRM.

Now that you know the essentials of WhatsApp CRM, get ready to apply your newfound knowledge and take your WhatsApp messaging to the next level. Sign up for WhatsApp Business API today!

Frequently Asked Question

Do I need WhatsApp Business API to use WhatsApp CRM?

Yes, to use WhatsApp CRM, you need a WhatsApp Business API account, as it enables the necessary functionality for sending and receiving messages when connected to a CRM system.

Is WhatsApp Business API free?

No, it’s not. These are the costs you can expect: A phone number, a messaging inbox to receive and send messages and WhatsApp’s conversation-based pricing charges.

What is the best CRM with WhatsApp integration?

This depends on the goal of WhatsApp CRM integration. If you want a solution that allows you to use WhatsApp with your existing CRM or integrate WhatsApp with a messaging software that can serve as a WhatsApp CRM, then give a shot.


Further Reading

Need a more in-depth article to kickstart your marketing, sales and support journey with Here are some blogs that might help you.

Content Writer
Gabriella is a Content Writer at, specializing as the team’s go-to authority for WhatsApp since 2022. Her profound knowledge of messaging apps, the SaaS industry and customer behavior makes her articles indispensable guides for tech-savvy businesses.
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