Skip to content

How HubSpot x WhatsApp Integration Streamlines Your CRM & Communications

By -


On Thursday, April 7th 2022, Oxygen’s Kristeen Romero and Gareth Jones, along with the co-founder and COO of Niswey, Abinav Sahai, gathered with entrepreneurs and digital marketers to discuss the advantages, case studies and use cases of integrating WhatsApp with HubSpot.

In this HubSpot User Group China event, Oxygen and Niswey demonstrated just how powerful this integration could be, not just for MarTech, but also for sales and service teams as well. 


  • Gareth Jones - CEO, Oxygen 
  • Kristeen Romero - Solutions Engineer, Oxygen 
  • Abhinav Sahai - Co-founder & COO, Niswey 

Why We Use WhatsApp

Kristeen opened up the conversation by introducing how WhatsApp has had a worldwide influence on instant communications over the years and its rise in usage. Ranked 3rd most-used social media platform in the world and number 1 most favourite social media platform globally, WhatsApp’s popularity is undeniable. With 2 billion active users by the end of 2021 and 1 billion of those users acquired between 2016 and 2020, Kristeen also illustrated how WhatsApp has displayed massive reach power with rapid growth.

Top 5 countries with the highest WhatsApp users against popular social media apps in 2022:






South Africa


11.1 %



















The global appeal and sustained growth over the years created an opportunity for WhatsApp business benefits, catching the attention of business owners as the app now exhibited the potential of being a strong marketing and operations tool for their business. 

3 Key Benefits of Integrating HubSpot and WhatsApp

There are 3 main benefits of the HubSpot CRM integration with WhatsApp that allow businesses to catch customers where they are and nurture them accordingly. 

1. Create a Single Source of Truth (SSOT)

The Single Source of Truth is a philosophy for collecting data across the enterprise and aggregating it into a central repository for business growth management. By connecting WhatsApp to a CRM used by multiple teams, conversations are now easily viewable on the platform. 

2. Automate CRM data entry & follow-up WhatsApp messages

Any task that needs to be done before or after a conversation with the customer can be automated using a WhatsApp integration with HubSpot. Because the integration logs interactions immediately on the contact records, you are able to use messages sent and received as triggers in HubSpot workflows. 

You can use these to update records within HubSpot; send internal notifications via Slack; and create automated responses with personalization tokens. Basically, anything already available to you in HubSpot's workflow actions


3. Increase customer engagement

Studies have shown that messaging channels have a 98% open rate and that customers prefer receiving urgent messages through text. This means activities like customer support, account change notifications, billing reminders etc. have a quicker turnaround time and personalized interaction through the HubSpot WhatsApp integration.



New call-to-action

HubSpot + WhatsApp Integration Case Studies

WhatsApp integration on HubSpot seems to be one of the least expensive marketing and sales systems in the market. Gareth points out that with its affordability, it appears to have a high return, which is not the case many other integrations available on HubSpot.

So with a high return on investment plus affordability, how can businesses take advantage of it? Abhinav demonstrated how Niswey's integrations addressed different operational problems within different industries, showing practical examples of how it improved efficiency in large organisations. 

University of Mexico

Goal: Improving completion rate of University applications using reminders

Challenges: Leads nurtured via email to complete University applications were not responding and eventually disappeared from the sales funnel, while leads that were being successfully nurtured through WhatsApp were not tracked. 

Impact of WhatsApp Integration:

  • Improved conversation tracking led to a 3x increase in lead conversion in 3 months.
  • Turnaround for completed applications and payments went from months to just 2 hours

Insurance firm in the Caribbean

Goal: Collecting important documents through WhatsApp messages and storing them on HubSpot.

Challenges: Generally, insurance firms require a bulk of documentation in order to get you started with your cover. The sales and support team of this insurance firm in the Caribbean was using personal WhatsApp numbers to speak to prospects and customers and also collected the required documents. This made it difficult to track the number of prospects, conversions as well as documents. 

Impact of WhatsApp Integration:

  • 1 document organisation system streamlined the paperwork collection process.
  • Documents received on customers' timeline gave the management team control over all data for improved tracking of the number of prospects, conversions, final customers as well as documents. 

School in Mexico City

Goal: Monitoring the quality of their teams' customer communications on WhatsApp.

Challenges: All student enrollment conversations moved to WhatsApp during the pandemic. As the number of conversations increased, the COO was unable to manage and monitor all conversations for quality and effectiveness.

Impact of WhatsApp Integration:

  • WhatsApp conversations are logged in the HubSpot contact timeline making it easy to track the customer journey. 
  • Conversations could be monitored within HubSpot helping ensure consistency of information and messaging

The future looks bright with the HubSpot WhatsApp integration, which takes the benefits of WhatsApp Business and HubSpot to the next level. To learn more and access the full event presentation, click the banner below.

If you're interested in leveraging WhatsApp on HubSpot for improved customer service and operations, speak to one of our marketing experts today.


Noma Mathembisa

About the Author

Marketing Executive

You may also like