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3 High-Value Use Cases for Integrating WhatsApp and HubSpot

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With over 2 billion users across 180 countries and growing, WhatsApp has become the most popular messaging application globally—even beating both Facebook Messenger and WeChat in monthly active users in 2021. That’s why a great number of businesses have turned to WhatsApp for their instant messaging needs, including providing customer support, instant quotes, shipping notifications and so much more.

Many businesses with WhatsApp, however, are unaware that this can be integrated into the HubSpot platform to streamline a large variety of tasks across your marketing, service, sales and operations teams. Whether you are an existing HubSpot user or are still considering if HubSpot’s right for you, we’ll show you how you can potentially use this integration to benefit your business.


Why Integrate WhatsApp and HubSpot?

Regardless of whether you’re using regular WhatsApp or WhatsApp for Business, chances are you’ve felt something lacking in its functionality. While it is simple enough to send and receive messages to and from your customers, managing a large number of contacts and team members can become overwhelming because the WhatsApp interface is missing several management features.


4 Common Struggles Businesses Have with WhatsApp


1. Keeping track of all conversations their teams are having with contacts.

With WhatsApp’s default functionality, there is no way to track which team member sent which messages in WhatsApp conversations. There is also no way to easily export messages in the app. This means that when messages are deleted or cleared in the account, businesses could easily lose their entire conversation history with a contact.


2. Ensuring the quality of customer service.

Without integration, information about a contact exists outside of the WhatsApp interface. As a result, sales and service teams may be contacting customers without having their information on hand. This could lead to teams asking customers questions they’ve already answered, or even loyal customers receiving messages meant for prospects.


3. Working with message templates.

Because WhatsApp does not include a message template manager, most businesses end up storing these templates within Google Drive, OneDrive or on their employees’ local devices. Every time sales or service teams need to send a templated message, they will have to open up the document containing this template, copy it, paste it into the chat window and edit the template before sending it off.


4. Sending messages in bulk.

Though it is possible to create broadcast Lists to send messages in bulk on WhatsApp, this only works if a contact has already added you into their address book. Additionally, it can be time-consuming to tap on every single contact that needs to receive a specific message since this feature is only available on the mobile interface.

To ensure accuracy of your list, you not only have to search and match your WhatsApp contacts with your list of targets, you also have to be careful not to tap additional contacts while you’re scrolling through all the contacts available on the device (demonstrated in this video).

3 Amazing Ways to Integrate WhatsApp on Your HubSpot Website

Though some of the struggles mentioned above can be overcome with training and documentation, having your WhatsApp interact directly with your CRM to store information can greatly reduce the amount of steps in your process and the risk of mistakes.

The examples we mention here will use Niswey’s HubSpot Automation and HubSpot WhatsApp Integration, but other WhatsApp integration tools usually have similar features.


1. Send personalised WhatsApp messages directly from HubSpot


When you integrate WhatsApp into HubSpot, you can make use of existing information within a contact’s profile to automatically personalise the templated messages your teams send. In this example, we’ve put three personalisation tokens into a message template we’ve saved on our HubSpot portal. These tokens will check the contact record and then insert the contact’s first name, their contact owner’s name and the services they are interested in into the message we’re sending out.


HubSpot WhatsApp Smart Token Template


whatsapp message example


Here are some of the ways you can integrate WhatsApp on your HubSpot website:

  • For booking confirmations, you can use ‘booking location’, ‘booking date’, ‘booking time’ and ‘service booked’ in your templated messages.
  • For payment reminders, you can consider using personalization tokens for ‘amount due’, and ‘due date’.

The possibilities for customisation are endless.

And the best part of this? Businesses no longer have to go back and forth between applications to find their message templates and manually insert contact information. Everything is available to you within HubSpot.


2. Send automated WhatsApp messages from HubSpot workflows

In your marketing, sales, service or even HR teams, there’s often a need to send follow-ups. Whether it’s after someone submits a form, books an appointment, applies for a job or sends an email, there are countless instances where an automated follow-up process would save your company time and effort.

Most existing HubSpot users will know that it’s possible to automate emails and notifications with HubSpot’s native workflow and sequencing features. What many don’t know, however, is that WhatsApp messages can be automated too. With the right integration, you can use the same triggers and actions you’re used to in workflows, including any existing integrations (e.g. Zoom, Eventbrite), to send automated WhatsApp messages.

In the example below, we’ve set up a workflow for submissions to our “Request for Quote” form. By adding a custom field for “Communication Preference”, we can also make sure that we are only sending WhatsApp messages to contacts who prefer this medium over email.

rfq whatsapp automated message


Combining this with HubSpot’s personalization tokens and contact filters, you can create follow-ups based on what each contact has submitted in the form as well. In the example below, we’ve created filters based on the country mentioned in the “Location of Company Headquarters” field from the form.

In cases where the application procedures for certain accounts are different per country, we may need to provide the contact information of local organisations. With this workflow, we can provide this localised information automatically, without having any of our representatives type all of the instructions out every time.


hubspot message filtering


3. Label your leads’ interests based on WhatsApp messages received


Let’s imagine you’ve created a WhatsApp chatbot that asks potential clients a series of questions. Normally, when you use HubSpot forms to ask these same questions, this information directly goes into the contact record. However, with WhatsApp messages, a sales representative may need to manually input this data - which at worst, leads to errors or missing information on a contact record, and at best, adds extra work to an already busy team.

Since most WhatsApp integrations add special triggers based on messages sent and received on your account, it’s possible to automate this process. In this example, we’ve created a trigger based on the contacts’ answer to the question “What services are you interested in?”. In this case, if the person responds with anything related to HubSpot integrations or setup, their contact record automatically updates to reflect this.


HubSpot WhatsApp Contact Labeling


By automating this procedure, you can make sure any other workflows or team members reliant on this information can get what they need to do their job.


How to Start Integrating WhatsApp and HubSpot

These 3 examples barely scratch the surface of what’s possible with integrating WhatsApp with HubSpot. In our next article, we’ll tackle how to set up the integration: the steps involved and the many considerations.

In the meantime, if you have any use cases you’d like to explore or discuss, feel free to leave a comment or get in touch. We’d love to let you know about the possibilities of a HubSpot + WhatsApp integration.


Find out how Oxygen can help your business leverage WhatsApp on HubSpot for improved customer service. Speak to one of our marketing experts today.

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Kristeen Romero

About the Author

Kristeen is a content marketer turned solutions engineer. With 10+ years in online content creation and 5+ years in boutique marketing agencies, she solves technical problems for Oxygen and our clients across HubSpot, WhatsApp, ClickUp and other apps—tailoring solutions for marketing, sales, service and operations teams.

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