WhatsApp CRM integration: All you need to know

Sourabh Upreti
Sourabh Upreti
June 11, 2023

Imagine being caught in a whirlwind of messages. 

A flurry of customer queries, orders, and feedback swirling around you from all directions. It feels chaotic, doesn't it? 

You're trying to grab each one, respond quickly, and ensure no one slips through your fingers. But, in reality, it's only possible to be everywhere at a time.

Now, picture this. What if you had a magical net that could catch all these messages, sort them neatly, and even respond to some of them automatically? It sounds like a dream, doesn't it?

Well, that's precisely what integrating WhatsApp with a Customer Relationship Management (CRM) system can do for your business!

In this article, we'll dive into WhatsApp CRM integration and how it can help you manage your business better.

What is WhatsApp CRM?

A WhatsApp CRM integration is a tool that allows you to integrate your CRM system with the messaging app. This allows you to communicate with their customers more effectively, manage leads and support, and track interactions in a centralized platform.

Imagine being able to chat with your customers just like you do with your friends but also having the tools to manage those conversations, schedule follow-ups, and analyze data. That's what WhatsApp CRM is all about!

It helps businesses maintain a more personal and convenient connection with their audience while streamlining their processes. Pretty cool, right?

What is WhatsApp CRM integration?

WhatsApp CRM integration is an organized way to make your business communication much smoother. As it's all about connecting your CRM software with your WhatsApp Business API account, you can manage your customer queries better.

Think of it as a bridge between the two. Once linked, you can manage all your WhatsApp conversations directly from your CRM platform. This means you can keep track of customer queries, respond in real-time, create or close tickets, schedule follow-ups, and even automate responses from one place.

So, instead of getting lost in a sea of messages, you can stay organized, respond more efficiently, and offer a better customer experience. And let's be honest, who doesn't want that, right?

Advantages of WhatsApp CRM Integration

There are several advantages to integrating WhatsApp and CRM. Here are just a few:

1. Streamlined communication

Integrating WhatsApp with your CRM system lets you merge all your customer communications into one easy-to-manage platform.

No more switching between apps or losing track of important messages! 

Every conversation with your customers via WhatsApp is logged into your CRM, ensuring you can keep track of each interaction, respond quickly, and never miss an important message.

2. Efficient ticket management

Here's a common scenario—a customer sends a query or reports an issue via WhatsApp. Without CRM integration, you'd have to manually create a ticket in your support system, which is time-consuming and prone to error.

But with WhatsApp CRM integration, that message can automatically generate a ticket in your CRM. And once the issue is resolved? The ticket gets closed right there in the system. 

No extra steps and no room for oversight.

3. Ensuring accountability

With your WhatsApp messages flowing into your CRM, every interaction is logged and assigned. 

It's easy to track who is responsible for what and ensure that nothing falls through the cracks. This level of accountability is crucial in providing excellent customer service.

4. Efficient workflow

Integrating WhatsApp with your CRM streamlines your workflow significantly.

Customer messages become tickets, tickets become tasks, and everything is tracked and managed within the CRM. This allows your team to work more efficiently, saving time that can be better spent on serving customers.

5. Improved productivity

Lastly, imagine all your customer interactions are in one place, your CRM system. No more switching between platforms and wasting precious time. Your team can work more effectively, respond to customers more quickly, and get more done overall.

Things to Keep In Mind Before Integrating WhatsApp and CRM

While integrating WhatsApp and your CRM is a great way to streamline your business, there are some things you should keep in mind. This will help you avoid common pitfalls and ensure your CRM integration is a success.

1. WhatsApp Business API account

To integrate WhatsApp with a CRM, you need to have a WhatsApp Business API account, not just a regular WhatsApp or even a WhatsApp Business account. The WhatsApp Business API is designed for medium and large businesses that need to communicate with customers on a large scale.

Read more about how to get your WhatsApp API here.

2. Registering WhatsApp API numbers

To use the WhatsApp Business API, you'll need to register your business's phone number. It's crucial to note that this number can't be a VoIP number and can't be connected to a current WhatsApp account.

If it is, you'll have to delete that account during registration. Additionally, it should be a valid phone number that can receive calls and SMS, as WhatsApp will send a verification code to this number during the setup.

3. Messaging restrictions

WhatsApp has specific rules about how businesses can message customers. To begin with, you can only message customers who have given you their explicit consent. Also, there are two types of messages you can send:

  • Session messages: It is free and can be sent in response to a customer-initiated conversation within a 24-hour window.
  • Template messages: They are pre-approved by WhatsApp and can be sent anytime, but these may incur costs.

Understanding and following these rules is critical to maintaining your WhatsApp Business API access.

4. Complying with data privacy laws

Data privacy is a significant concern when integrating WhatsApp with your CRM. Any messages received through WhatsApp likely contain personal data, and you must handle this data according to the privacy laws in your jurisdiction.

For example, you must comply with the General Data Protection Regulation (GDPR) if operating within the European Union. Be sure to understand the data privacy laws applicable to you and to implement appropriate data protection measures.

5. Choose the right CRM

Not every CRM software may support integration with WhatsApp. Therefore, choosing a CRM system that does or uses a third-party service that can facilitate the integration is crucial. For instance, CRM systems like Zoho, HubSpot, and Salesforce already offer WhatsApp integration.

How to Choose the Perfect CRM for WhatsApp CRM Integration

Now that you know what to look for in a CRM system, let's talk about how to choose the right one. Here are some things to consider:

1. Integration support

The CRM must support integration with WhatsApp. This might be a direct integration or via third-party applications. Check the CRM's website or contact their support to confirm this feature.

2. Features and functionalities

Look for the CRM's features that will directly benefit your business. This could be anything from contact management, sales automation, and customer service tools to data analytics and reporting. Ensure the CRM suits your business needs and aligns with your goals.

3. Ease of use

The user interface should be intuitive and easy to navigate. Your team should be able to quickly learn and adapt to it. Some CRM providers offer a demo or a trial period—take advantage of this to see if the software meets your expectations.

4. Scalability

As your business grows, your needs for a CRM system might change. The CRM you choose should be able to grow with you. Look for systems that offer different plans or modules that can be added on as needed.

5. Cost

Cost is always a crucial factor. Analyze the pricing structure of the CRM. Does it have a monthly or annual subscription fee? Are there any hidden costs? Consider the ROI the software will provide against its cost.

6. Customer support

Excellent customer support can save you lots of time and headaches. Check if the provider offers timely and efficient customer service.

7. Data security

The CRM will handle sensitive customer data, so it must have robust security measures in place to protect this data.

How to Integrate WhatsApp with CRM

Once you have chosen the CRM that you want to integrate with WhatsApp, it's time to set up the integration. Here are some steps that will help you do this:

1. Salesforce WhatsApp Integration

  • Salesforce, in collaboration with several third-party tools like Twilio, allows you to integrate WhatsApp Business API.
  • You first need to create a Twilio account and get approved for WhatsApp Business API.
  • Once approved, follow Twilio's instructions to integrate WhatsApp with Salesforce.
  • After integration, configure your Salesforce settings to create and update records based on WhatsApp conversations.

2. HubSpot WhatsApp Integration

  • Start by creating a developer's account on HubSpot.
  • After creating the app, you'll be redirected to a new page. Switch to the “App Auth Tab,” where you'll add OAuth and contact scope details for the app.
  • Navigate to your HubSpot CRM and click on the “Create Custom Contact Property” option.
  • You'll want to set this up to flag WhatsApp contacts specifically to ensure that only WhatsApp contacts are integrated within HubSpot.
  • After setting up the contact property, go back to your app and enter the Auth code. Click on the “Create” button to finalize the setup.
  • With all setup complete, you can now start the app to check if WhatsApp is integrated with HubSpot correctly.

If everything is set up correctly, your WhatsApp contacts should start appearing in your HubSpot CRM, and you'll be able to manage conversations directly from there

3. Zoho CRM WhatsApp Integration

  • From your Zoho CRM account, go to setup> Channels > Business Messaging.
  • Under the WhatsApp section, click on “Details” and then “Integrate.”
  • You'll be redirected to the WhatsApp access request page. Here, login using your Facebook Business Manager's credentials and click “Get Started.”
  • Click “Continue” to grant the necessary permissions.
  • You can either create a new Facebook Business account and WhatsApp Business account or select from your existing accounts. After selecting, click “Continue.”
  • Either create a new WhatsApp Business profile or select an existing profile. Click “Continue.”
  • You'll need to verify the number associated with your WhatsApp Business account.
  • Click “OK” on the next screen.
  • A pop-up will appear for you to set up your WhatsApp Business profile in CRM.

After these steps, your Zoho CRM should be integrated with WhatsApp Business, and you'll be able to manage your WhatsApp Business communications from your CRM dashboard. 

As always, ensure you comply with all relevant data privacy regulations and WhatsApp's own policies when managing customer data.

4. Freshsales (Freshworks) WhatsApp Integration

  • Freshsales integrates with WhatsApp via a tool called Freshchat.
  • To integrate, you need to set up a Freshchat account and get approved for WhatsApp Business API access.
  • Once approved, you can configure the integration settings in Freshchat to link your Freshsales account.
  • After integration, WhatsApp messages will be accessible from your Freshsales account, and you can set up workflows to automate tasks based on these messages.

Start with Your WhatsApp API

Integrating WhatsApp with your CRM is a simple process, but it all starts with getting your WhatsApp API. This API is your ticket to WhatsApp CRM integration, allowing you to connect your WhatsApp Business account to your CRM platform.

Getting your WhatsApp API can be a bit of a process, but luckily, BiteSpeed is here to help. BiteSpeed helps businesses obtain their WhatsApp Business API and integrates it with the CRM platform of their choice. 

This means less time figuring out the technical side of things and more time focusing on what really matters—your customers.

And the best thing is, BiteSpeed will apply for the WhatsApp API on behalf of you. So there's no need to worry about the technicalities of getting your own API. 

You need to provide BiteSpeed with your business details and requirements, and we'll take care of the rest. Once you have your WhatsApp Business API, you can integrate it with any CRM platform of your choice.

BiteSpeed is not only for your CRM integration. It's a complete way to manage your business on WhatsApp, from recovering your abandoned carts to collecting reviews from your customers. 

Want to check what BiteSpeed can do for your Shopify business? Schedule a demo, and let's boost your conversion rate. 

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