WhatsApp HubSpot Integration 2026
Connect WhatsApp with HubSpot CRM for seamless inbound marketing and sales. Complete setup guide, workflows, and automation strategies.
HubSpot's all-in-one CRM platform combined with WhatsApp's massive reach creates a powerful engine for inbound marketing, lead nurturing, and customer success. This guide shows you how to integrate WhatsApp with HubSpot, automate workflows, and leverage both platforms to grow better.
Table of Contents
Why Integrate WhatsApp with HubSpot?
52%
Higher lead conversion rates
3.8x
Faster response times
68%
Increase in customer engagement
Perfect Synergy: Inbound Marketing + Conversational Commerce
HubSpot excels at attracting and nurturing leads through inbound marketing. WhatsApp excels at conversational engagement. Together, they create a complete growth engine:
- Unified Inbox: Manage WhatsApp conversations alongside email, live chat, and social in HubSpot Conversations
- Contact Timeline: Every WhatsApp interaction logged on contact records for complete customer view
- Marketing Automation: Trigger WhatsApp messages from HubSpot workflows based on behavior
- Sales Sequences: Include WhatsApp touchpoints in sales sequences and cadences
- Chatbot Integration: Use HubSpot chatbot builder to create WhatsApp bots
- Analytics & Reporting: Track WhatsApp performance in HubSpot dashboards and attribution reports
- Lead Scoring: Score contacts based on WhatsApp engagement
- Free CRM: HubSpot's free CRM makes entry accessible for small businesses
Requirements & Pricing
What You Need
1
HubSpot Account
- Free CRM: Basic WhatsApp integration possible (limited features)
- Starter (Marketing/Sales Hub): $45/month - Basic workflows and automation
- Professional: $800/month - Advanced workflows, sequences, custom properties
- Enterprise: $3,600/month - Full automation, advanced reporting, teams
Recommended: Professional tier for meaningful WhatsApp automation
2
WhatsApp Business API
Standard WhatsApp Business App cannot integrate with HubSpot. You need:
- WhatsApp Business API access (via Meta Business Manager)
- Verified business account
- Approved message templates
- Dedicated phone number
3
Integration Platform/App
HubSpot doesn't have native WhatsApp integration. You need a connector:
- Twilio: Via HubSpot App Marketplace
- Wati.io: HubSpot certified integration
- Respond.io: Omnichannel platform with HubSpot sync
- Whatso: India-focused, affordable
- Zapier/Make: Custom workflow automation
Total Cost Breakdown
| Component | Starter Setup | Professional Setup | Enterprise Setup |
|---|---|---|---|
| HubSpot | Free CRM | $800/month | $3,600/month |
| WhatsApp Platform | Wati.io: $49/month | Twilio: ~$100-300/month | Respond.io: Custom pricing |
| WhatsApp Messaging | ~$0.005-0.01/message | ~$0.005-0.01/message | Volume discounts available |
| Total (Monthly) | $49 + usage | $900-1,100 + usage | $4,000+ + usage |
Integration Options Compared
Option 1: Twilio + HubSpot Integration
How It Works
Twilio Conversations for WhatsApp integrates with HubSpot via official marketplace app.
Setup Complexity:
⭐⭐⭐ Medium (requires developer setup for webhooks)
Features:
- Two-way messaging from HubSpot inbox
- Conversation logging on contact timeline
- Basic workflow triggers
- Send WhatsApp from HubSpot workflows
- Contact syncing
Pros:
- Reliable, enterprise-grade infrastructure
- Official HubSpot partnership
- Excellent documentation
- Scales to millions of messages
Cons:
- More technical setup required
- Higher cost for low volumes
- Limited WhatsApp-specific features (broadcasts, catalogs)
Best For:
Enterprises, companies already using Twilio, high message volumes
Pricing:
$100-500/month depending on volume + $0.005/message
Option 2: Wati.io + HubSpot Integration
How It Works
Wati provides WhatsApp Business API access + HubSpot connector with pre-built sync.
Setup Complexity:
⭐ Easy (visual interface, no coding)
Features:
- Bidirectional contact sync
- Conversation history in HubSpot
- WhatsApp broadcasts with HubSpot lists
- Chatbot builder that syncs with HubSpot
- Team inbox with HubSpot context
- Automated workflows triggered from HubSpot
Pros:
- Easiest to set up (30 minutes)
- Affordable pricing ($49-199/month)
- WhatsApp-specific features included
- Great customer support
- No developer needed
Cons:
- Limited customization compared to API approach
- Sync delays (typically 5-15 seconds)
- Less suitable for very high volumes (>100K messages/month)
Best For:
SMBs, marketing teams, quick deployment, budget-conscious
Pricing:
$49/month (3 users) to $199/month (10 users)
Option 3: Respond.io Omnichannel Platform
How It Works
Manage WhatsApp + other channels (email, SMS, social) with HubSpot as central CRM.
Setup Complexity:
⭐⭐ Medium-Easy (guided setup wizard)
Features:
- Unified omnichannel inbox
- Advanced workflow automation
- AI-powered routing and chatbots
- Deep HubSpot integration (custom properties, workflows)
- Broadcasting and campaigns
- Advanced analytics
Pros:
- Most powerful automation engine
- Manage multiple channels from one platform
- Excellent for complex customer journeys
- Enterprise-ready
Cons:
- Higher cost ($79-300+/month)
- Learning curve for advanced features
- May be overkill for WhatsApp-only needs
Best For:
Growing businesses, omnichannel customer engagement, complex automation needs
Pricing:
Starts at $79/month, custom enterprise pricing
Complete Setup Guide (Wati + HubSpot)
This guide uses Wati.io as it's the easiest and most popular option for HubSpot users.
1
Create Wati Account & Get WhatsApp API Access
- Sign up at wati.io
- Choose your plan (Team or Pro recommended for HubSpot sync)
- Complete business verification:
- Business name, website, address
- Business documents (registration, tax ID)
- Verification takes 24-48 hours
- Connect phone number for WhatsApp
- Set up business profile (name, logo, description)
2
Connect Wati to HubSpot
- In Wati dashboard, click Integrations in sidebar
- Find and click HubSpot
- Click Connect HubSpot
- Authorize Wati to access your HubSpot account:
- Choose HubSpot account (if multiple)
- Review permissions requested
- Click Grant access
- Connection established (you'll see "Connected" status)
3
Configure Sync Settings
Contact Sync Direction:
- Two-way sync: Changes in either system update the other (recommended)
- HubSpot → Wati only: HubSpot is source of truth
- Wati → HubSpot only: New WhatsApp contacts create HubSpot records
Field Mapping:
Map Wati fields to HubSpot properties:
- Wati "Contact Name" → HubSpot "Contact Name"
- Wati "Phone Number" → HubSpot "Phone Number" or custom "WhatsApp Number"
- Wati "Tags" → HubSpot "Contact Tags"
- Wati "Custom Attributes" → HubSpot custom properties
Conversation Logging:
- ✅ Enable "Log conversations to HubSpot timeline"
- Choose format: Individual messages or conversation summary
- Set sync frequency (real-time, every 5 min, hourly)
4
Set Up Automation Triggers
Configure what HubSpot actions trigger WhatsApp messages:
In Wati Dashboard:
- Go to Automations
- Click New Automation
- Choose trigger: HubSpot Contact Created/Updated
- Add conditions (e.g., Lifecycle Stage = "Lead")
- Add action: Send WhatsApp Template
- Select message template
- Save automation
Example Automations:
- New lead created in HubSpot → Send WhatsApp welcome message
- Deal stage changes to "Proposal" → Send WhatsApp follow-up
- Contact property "VIP Status" = Yes → Assign to priority queue
5
Create HubSpot Workflows for WhatsApp
In HubSpot (requires Professional or Enterprise):
- Navigate to Automation > Workflows
- Create Contact-based workflow
- Set enrollment trigger (e.g., Form submission)
- Add delay if needed
- Add action: Trigger Wati webhook or Update contact property
- Wati automation picks up property change and sends WhatsApp
💡 Pro Tip: Using Custom Properties
Create a HubSpot custom property "Send WhatsApp Message" (dropdown with template names). When workflow sets this property, Wati automation detects it and sends the corresponding template.
6
Test the Integration
Test 1: WhatsApp → HubSpot
- Send a WhatsApp message to your business number
- Check if contact is created/updated in HubSpot
- Verify conversation appears on timeline
Test 2: HubSpot → WhatsApp
- Trigger a workflow (e.g., submit test form)
- Check if WhatsApp message is sent
- Verify message logged back to HubSpot timeline
Test 3: Two-Way Sync
- Update contact name in Wati
- Verify it syncs to HubSpot
- Update contact phone in HubSpot
- Verify it syncs to Wati
Key HubSpot WhatsApp Features
1. Unified Conversations Inbox
- View all WhatsApp chats alongside email, live chat, Facebook, Instagram
- Team inbox with assignment and routing rules
- Conversation status tracking (Open, Pending, Closed)
- Real-time typing indicators
- Canned responses (saved replies)
- Internal notes and @mentions for team collaboration
2. Contact Timeline Integration
Every WhatsApp interaction appears on the contact record timeline:
- Message history (sent and received)
- Timestamps and read receipts
- Media attachments (images, documents)
- Agent who handled conversation
- Associated deals or tickets
3. HubSpot Lists & Segmentation for WhatsApp
Use HubSpot's powerful list segmentation to target WhatsApp campaigns:
| List Type | WhatsApp Use Case | Example Criteria |
|---|---|---|
| Static List | One-time broadcast | Uploaded CSV of webinar attendees |
| Active List | Ongoing nurture campaign | Lifecycle Stage = "Marketing Qualified Lead" AND WhatsApp Opt-in = Yes |
| Behavioral List | Re-engagement | Viewed pricing page in last 7 days but didn't convert |
| Lifecycle Stage List | Stage-specific messaging | Customers who made purchase in last 30 days |
4. Workflows & Automation
HubSpot workflows can trigger WhatsApp messages based on:
- Form submissions: Instant WhatsApp confirmation after form fill
- Page views: Viewed pricing page 3x → Send WhatsApp with special offer
- Email engagement: Opened email but didn't click → Follow up via WhatsApp
- Property changes: Deal stage changed → Notify via WhatsApp
- Date-based: 7 days before subscription renewal → Reminder via WhatsApp
- List membership: Added to "Hot Leads" list → Immediate WhatsApp outreach
WhatsApp Workflow Automation Examples
Workflow 1: Lead Magnet Download → WhatsApp Nurture
Goal:
Nurture leads who download an ebook via WhatsApp sequence
HubSpot Workflow:
- Trigger: Contact submits "Ebook Download" form
- Action: Send ebook download email
- Action: Set property "WhatsApp Sequence" = "Ebook Nurture"
- Delay: 4 hours
- Branch: Has contact opened email?
- Yes: Wait 2 days, then send WhatsApp: "Did you find the ebook helpful?"
- No: Send WhatsApp immediately: "We sent you the ebook by email, but here's a direct link: [link]"
- Delay: 7 days
- Action: WhatsApp message: "Based on the ebook, would you like a free 15-min consultation?"
- Branch: Did they reply?
- Yes: Create deal, assign to sales rep
- No: Move to monthly newsletter list
Workflow 2: Abandoned Cart Recovery
Goal:
Recover abandoned e-commerce carts via WhatsApp
HubSpot Workflow:
- Trigger: Contact visits checkout page AND Deal stage = "Checkout Started" AND Deal hasn't closed in 2 hours
- Action: Send WhatsApp template: "Hey {{firstname}}, you left {{product_name}} in your cart! Complete checkout now: [cart_link]"
- Delay: 24 hours
- Branch: Has deal closed?
- Yes: End workflow, send thank you message
- No: Continue
- Action: Send WhatsApp with 10% discount code
- Delay: 48 hours
- Branch: Has deal closed?
- Yes: End workflow
- No: Send final WhatsApp: "Last chance! Items selling fast. Your 10% code expires in 6 hours."
Result: Typically recovers 15-25% of abandoned carts
Workflow 3: Customer Onboarding Sequence
Goal:
Guide new customers through successful onboarding via WhatsApp
HubSpot Workflow:
- Trigger: Deal closed won
- Action: Update lifecycle stage to "Customer"
- Action: Send WhatsApp: "🎉 Welcome to [Company]! Here's what happens next: [onboarding steps]"
- Delay: 1 day
- Action: WhatsApp: "Day 1: Let's get you set up! [setup video link]. Reply 'DONE' when complete."
- Wait until: Contact property "Setup Complete" = Yes OR 3 days pass
- Branch: Is setup complete?
- No: Create task for CS team to call customer
- Yes: Continue
- Delay: 3 days
- Action: WhatsApp: "You've been using [Product] for 3 days! Any questions? Our team is here to help."
- Delay: 7 days
- Action: WhatsApp: "Here's a pro tip to get more out of [Product]: [tip]"
- Delay: 30 days
- Action: WhatsApp NPS survey: "On a scale of 0-10, how likely are you to recommend us?"
Marketing & Sales Use Cases
1. Inbound Lead Qualification
Use HubSpot forms + WhatsApp to qualify leads faster:
- Lead submits form on website → Creates contact in HubSpot
- HubSpot workflow immediately sends WhatsApp: "Thanks! Quick question: What's your budget range?"
- Lead responds via WhatsApp
- Wati chatbot or agent asks 2-3 qualifying questions
- Responses update HubSpot custom properties
- HubSpot lead scoring calculates score
- High-score leads auto-assigned to sales rep with WhatsApp notification
2. Event Registration & Attendance
Manage webinars and events with WhatsApp touchpoints:
- Registration: Form submitted → Instant WhatsApp confirmation with calendar invite
- -24 hours: WhatsApp reminder with webinar link
- -1 hour: Final reminder "Starting soon!"
- No-show: Attendee didn't join → WhatsApp with recording link
- Attended: WhatsApp with slides and follow-up offer
3. Sales Enablement
Equip sales reps with WhatsApp integrated into their HubSpot workflow:
- Deal Created: Auto-send intro WhatsApp from rep's number
- Meeting Scheduled: WhatsApp confirmation + reminder sequence
- Proposal Sent: WhatsApp: "Just sent proposal to your email. Let me know if you have questions!"
- Stalled Deals: HubSpot identifies deals stalled >7 days → Prompt rep to send WhatsApp check-in
Best Practices for HubSpot + WhatsApp
✅ Do's
- Maintain Consistent Contact Records: Use HubSpot as single source of truth for contact data
- Tag WhatsApp Opt-Ins: Create property "WhatsApp Opt-In" to track consent
- Use HubSpot Lists for Segmentation: Leverage HubSpot's powerful list builder for targeted campaigns
- Set Up Attribution: Track which WhatsApp touchpoints contribute to closed deals
- Create Templates Library: Store approved WhatsApp templates in HubSpot snippets
- Monitor Response Rates: Use HubSpot dashboards to track WhatsApp engagement metrics
- Train Your Team: Ensure sales/marketing understand both platforms
- Document Workflows: Keep detailed documentation of automation logic
❌ Don'ts
- Don't Send Without Opt-In: Violates WhatsApp policy and damages deliverability
- Don't Duplicate Workflows: Avoid creating same automation in both HubSpot and Wati
- Don't Ignore Sync Errors: Monitor integration health dashboard regularly
- Don't Over-Automate: Balance automation with personal touch
- Don't Forget Mobile Experience: Test messages on actual devices
- Don't Send Generic Messages: Use HubSpot personalization tokens
Troubleshooting Guide
| Issue | Cause | Solution |
|---|---|---|
| Contacts not syncing from Wati to HubSpot | Integration disconnected or mapping error | Check integration status in Wati; re-authenticate HubSpot connection; verify field mapping |
| WhatsApp messages not triggering from HubSpot workflow | Property not updating or Wati automation not configured | Check workflow history; verify property value changed; ensure Wati automation is active |
| Conversation history not appearing on timeline | Logging disabled or contact not matched | Enable conversation logging in Wati settings; ensure phone numbers match exactly |
| Duplicate contacts being created | Phone number format mismatch | Standardize to E.164 format (+1234567890); set up HubSpot duplicate management |
| Messages failing to send | Template not approved or 24-hour window expired | Check template approval status; ensure using templates for business-initiated messages |
HubSpot + WhatsApp Success Stories
📚 Case Study: Online Education Platform
Company: Professional certification courses (SaaS, 50K contacts in HubSpot)
Challenge: Low email open rates (18%), needed better student engagement
Solution: Integrated WhatsApp with HubSpot for student communication
Implementation:
- Course inquiry form → Instant WhatsApp response with course details
- Enrollment → Welcome WhatsApp sequence (7 messages over 14 days)
- Class reminders via WhatsApp (24h and 1h before)
- Assignment due reminders
- Course completion WhatsApp certificate + upsell
- All interactions logged in HubSpot for student success tracking
Results After 6 Months:
- Inquiry-to-enrollment: 8% → 23% (+188%)
- Course completion rate: 42% → 71% (+69%)
- Class attendance: 68% → 89%
- Student satisfaction: 4.1 → 4.7 stars
- Upsell conversion: 12% → 31% (via post-completion WhatsApp)
- Revenue impact: $840K additional from improved conversion & retention
🏋️ Case Study: Fitness Center Chain
Company: 8-location gym franchise using HubSpot Marketing Pro
Challenge: High lead-to-trial dropout rate, manual follow-up overwhelming staff
Solution: Automated lead nurture via HubSpot + WhatsApp
Implementation:
- Free trial form → WhatsApp confirmation + location details
- HubSpot workflow sends 5-day onboarding sequence via WhatsApp
- Class booking reminders via WhatsApp
- Trial end approaching → WhatsApp with membership offer
- No-show for trial → Re-engagement WhatsApp sequence
- Members: Monthly tips, class schedule, friend referral program
Results After 4 Months:
- Trial show-up rate: 54% → 82% (+52%)
- Trial-to-member conversion: 28% → 47% (+68%)
- Member retention (3-month): 61% → 78%
- Staff time saved: 25 hours/week on follow-ups
- New memberships: +340/month average
- Referrals via WhatsApp program: 89 new members in 4 months
- Revenue increase: $47K/month from improved conversion
Ready to Connect HubSpot with WhatsApp?
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