Quick Answer: Connect WhatsApp to your CRM via native integrations (HubSpot, Salesforce), third-party connectors (Zapier, Make), or custom API integration. Benefits include automatic contact creation, conversation logging, and triggered WhatsApp messages from CRM workflows.
Your sales team uses WhatsApp to talk to leads. Your CRM tracks all customer interactions.
But these two systems do not talk to each other.
Sales conversations happen in WhatsApp. Deal updates happen in the CRM. Nobody knows the full picture.
WhatsApp-CRM integration solves this. Every WhatsApp conversation syncs to the CRM. Every CRM action can trigger WhatsApp messages. One unified view of customer communication.
Why Integrate WhatsApp with Your CRM?
Current State (Without Integration)
| Problem | Impact |
|---|---|
| Conversations lost when sales rep leaves | Lost customer context, repeated conversations |
| No visibility into WhatsApp activity | Managers cannot coach or track performance |
| Manual data entry required | Reps spend time copying info to CRM |
| Cannot trigger WhatsApp from CRM | Missed follow-up opportunities |
| Duplicate contacts | Same customer in WhatsApp and CRM separately |
After Integration
| Benefit | Result |
|---|---|
| All conversations in CRM timeline | Complete customer history |
| Automatic contact creation | New WhatsApp contacts → CRM contacts |
| WhatsApp messages from workflows | Automated follow-ups and notifications |
| Team inbox visibility | Managers see all conversations |
| Analytics and reporting | WhatsApp metrics in CRM dashboards |
Integration Methods
Method 1: Native CRM Integration
Some CRMs offer built-in WhatsApp integration:
| CRM | Native WhatsApp | Notes |
|---|---|---|
| HubSpot | Yes (via Conversations) | Requires WhatsApp Business API |
| Salesforce | Yes (Digital Engagement) | Enterprise pricing add-on |
| Zoho | Yes (Zoho Desk/CRM) | Included in higher tiers |
| Pipedrive | Limited | Via marketplace apps |
| Freshsales | Yes | Native integration available |
Method 2: Third-Party Connectors
Zapier, Make (formerly Integromat), and similar tools connect WhatsApp to CRMs:
Pros:
- No coding required
- Works with any CRM
- Quick setup (hours not weeks)
Cons:
- Monthly connector fees
- Limited customization
- Potential reliability issues
Method 3: Custom API Integration
Build direct integration between WhatsApp Cloud API and your CRM:
Pros:
- Full control over data flow
- No third-party dependencies
- Custom business logic
Cons:
- Requires development resources
- Longer implementation time
- Ongoing maintenance
Method 4: Unified Platform (Recommended)
Use a platform like Oxaide that handles both WhatsApp automation and CRM sync:
Pros:
- Single vendor for WhatsApp + CRM sync
- Pre-built integrations
- Managed updates and maintenance
Cons:
- Platform dependency
- May not fit all use cases
HubSpot + WhatsApp Integration
Native Integration (HubSpot Conversations)
HubSpot offers native WhatsApp integration through their Conversations inbox.
Requirements:
- HubSpot Professional or Enterprise
- WhatsApp Business API access
- Linked Meta Business Manager
Setup Steps:
-
Connect WhatsApp to HubSpot
- Go to Settings → Inbox → Channels
- Click "Connect a channel" → WhatsApp
- Follow Meta authentication flow
- Link your WhatsApp Business Account
-
Configure Contact Creation
- New WhatsApp contacts auto-create in HubSpot
- Map phone number to HubSpot contact property
- Set default contact owner (optional)
-
Enable Conversation Logging
- All WhatsApp messages appear in contact timeline
- Attachments sync automatically
- Message timestamps preserved
Automation Workflows:
Trigger: Contact property changed (Lifecycle Stage = Customer)
Action: Send WhatsApp template "Welcome new customer"
Trigger: Deal stage changed to "Proposal Sent"
Action: Wait 3 days
Condition: No response
Action: Send WhatsApp template "Proposal follow-up"
Third-Party Integration (Zapier)
If native integration does not meet needs:
Zap 1: New WhatsApp Message → Create/Update HubSpot Contact
Zap 2: HubSpot Deal Stage Change → Send WhatsApp Template
Zap 3: HubSpot Form Submission → Send WhatsApp Welcome
Salesforce + WhatsApp Integration
Native Integration (Digital Engagement)
Salesforce offers WhatsApp through their Digital Engagement add-on.
Requirements:
- Salesforce Service Cloud or Sales Cloud
- Digital Engagement add-on license
- WhatsApp Business API access
Setup Steps:
-
Enable Digital Engagement
- Purchase Digital Engagement add-on
- Enable in Setup → Feature Settings
-
Connect WhatsApp Channel
- Setup → Messaging → Messaging Settings
- Add WhatsApp channel
- Authenticate with Meta Business Manager
-
Configure Omni-Channel Routing
- WhatsApp conversations route to agents
- Skills-based routing available
- Queue management for teams
Flow Builder Automation:
Record-Triggered Flow:
- Object: Opportunity
- Trigger: Stage = Closed Won
- Action: Send WhatsApp template to Contact
- Template: "Order confirmation"
Third-Party Integration (Make/Integromat)
For Salesforce editions without Digital Engagement:
Scenario: WhatsApp → Salesforce
Trigger: New WhatsApp message received
Actions:
1. Search Salesforce Contact by phone
2. If not found: Create new Contact
3. Create Task with message content
4. Link to Contact record
Zoho CRM + WhatsApp Integration
Native Integration (Zoho CRM)
Zoho offers WhatsApp integration through multiple products.
Option A: Zoho CRM Direct
Setup Path:
1. Settings → Channels → Business Messaging
2. Select WhatsApp Business
3. Connect Meta Business Account
4. Configure message routing
Option B: Zoho Desk + CRM Sync
If using Zoho Desk for support:
- WhatsApp tickets in Zoho Desk
- Sync to Zoho CRM contacts
- Unified customer view
Automation (Workflows):
Workflow Rule:
Module: Deals
Trigger: Stage is "Negotiation"
Condition: Last activity > 7 days
Action: Send WhatsApp template "Deal follow-up"
Blueprint Integration:
Blueprint: Sales Process
Stage: Proposal Sent
Transition Trigger: "Send Proposal"
Action: Send WhatsApp template with proposal link
Pipedrive + WhatsApp Integration
Pipedrive lacks native WhatsApp integration but offers marketplace solutions.
Marketplace Apps
Several Pipedrive marketplace apps provide WhatsApp connectivity:
- Twilio for Pipedrive: Full SMS/WhatsApp integration
- ChatDaddy: WhatsApp multi-agent inbox
- WATI: WhatsApp Business Platform
Zapier Integration
Zap 1: New Pipedrive Deal → Send WhatsApp Welcome
Trigger: New deal in Pipedrive
Action: Send WhatsApp template to deal contact
Zap 2: WhatsApp Reply → Update Pipedrive
Trigger: WhatsApp message received
Action: Add note to Pipedrive deal
Custom Integration via API
Pipedrive's REST API + WhatsApp Cloud API:
// Webhook: New deal created in Pipedrive
// Action: Send WhatsApp message to deal contact
async function onNewDeal(deal) {
const contact = await pipedrive.getContact(deal.person_id);
const phone = contact.phone[0].value;
await whatsapp.sendTemplate({
to: phone,
template: 'new_deal_welcome',
parameters: [contact.first_name, deal.title]
});
}
Common Integration Workflows
Workflow 1: Lead Qualification
1. New WhatsApp message arrives
2. System checks CRM for existing contact
3. If new: Create lead in CRM
4. AI qualifies lead via WhatsApp conversation
5. Qualified leads auto-assigned to sales rep
6. Rep notified with full conversation context
Workflow 2: Order Updates
1. Order status changes in CRM/ERP
2. Workflow triggers WhatsApp template
3. Customer receives shipping update
4. Customer replies with question
5. Reply logged to CRM contact timeline
6. Support agent responds via CRM interface
Workflow 3: Appointment Reminders
1. Appointment created in CRM calendar
2. 24 hours before: Send WhatsApp reminder
3. Customer confirms via button reply
4. Confirmation logged to CRM
5. If no response: Escalate to sales rep
Workflow 4: Win-Back Campaign
1. CRM identifies inactive customers (90+ days)
2. Marketing automation triggers
3. WhatsApp template sent: "We miss you!"
4. Customer replies
5. Conversation routed to sales rep
6. Activity logged to CRM
Data Sync Considerations
What to Sync
| From WhatsApp to CRM | From CRM to WhatsApp |
|---|---|
| Contact phone number | Template messages |
| Conversation history | Triggered notifications |
| Message timestamps | Campaign messages |
| Media files (optional) | Follow-up sequences |
| Opt-in/opt-out status | Order updates |
Privacy and Compliance
Important considerations:
- Consent: Customer must opt-in to WhatsApp communication
- Data residency: Where is conversation data stored?
- Retention: How long are messages kept?
- Access control: Who can view WhatsApp conversations?
- GDPR/PDPA: Right to deletion, data export
Sync Frequency
| Sync Type | Recommended Frequency |
|---|---|
| New messages | Real-time (webhooks) |
| Contact updates | Real-time or hourly |
| Conversation history | Daily batch |
| Analytics/reporting | Daily batch |
Implementation with Oxaide
For businesses wanting WhatsApp-CRM integration without the technical complexity:
What Oxaide Provides:
- Pre-built CRM connectors (HubSpot, Salesforce, Zoho, Pipedrive)
- Automatic contact sync
- Conversation logging to CRM timeline
- CRM-triggered WhatsApp automation
- AI chatbot with CRM context awareness
How It Works:
1. Connect your CRM (OAuth or API key)
2. Map contact fields (phone, email, name)
3. Enable conversation sync
4. Configure automation triggers
5. AI uses CRM data in conversations
Example: AI with CRM Context
Customer: "What's the status of my order?"
AI checks CRM → Finds order #12345 → Status: Shipped
AI responds: "Hi Sarah! Your order #12345 shipped yesterday
via FedEx. Tracking: FX123456. Estimated arrival: Friday."
[Conversation logged to CRM contact timeline]
Our WhatsApp pilot program includes CRM integration setup as part of the implementation.
Key Takeaways
- Native integrations are easiest but may require premium CRM tiers
- Third-party connectors work with any CRM but add cost
- Custom integration offers flexibility but needs development resources
- Sync essential data: messages, contacts, opt-in status
- Automate both ways: CRM → WhatsApp and WhatsApp → CRM
- Respect privacy: Consent, data residency, retention policies
WhatsApp-CRM integration transforms customer communication from scattered conversations to a unified, actionable dataset. Sales teams see full context. Support teams continue conversations seamlessly. Marketing teams trigger relevant messages.
The implementation effort pays for itself in visibility and automation alone.