How to Integrate WhatsApp Business API with CRM & Other Tools

Businesses in the cutting-edge digital space are rapidly adopting real-time communication to derive better engagement with clients and improve their own internal operations. An extremely popular platform for customer engagement is Whatsapp. WhatsApp has become so Popular due to its utility and accessibility. With the WhatsApp Business API, businesses can enhance WhatsApp's functionality beyond just messaging.

Receiving messages is just an API function. So, full API usage requires bridging WhatsApp into CRM and other business tools and creating an efficient, automated communication setup that focuses on the customer. This blog will take an in-depth, stepwise look at the integration of WhatsApp Business API with CRMs and other tools.

What is WhatsApp Business API?

WhatsApp Business API refers to the kind of application that is used by medium-to-large businesses to send messages in bulk. It differs from the regular WhatsApp and WhatsApp Business apps in its robust automation and integration capabilities, including the use of chatbots. The API would serve purposes such as customer support, notifications, marketing, and lead management. 

However, to earn the benefits of these features, businesses need the API to connect to the actual applications being used, such as CRM (Customer Relationship Management) tools (Salesforce, Zoho, or HubSpot) and marketing tools.

Why Integrate WhatsApp Business API with CRM?

CRM means customer relations management. It keeps, uses, stores, and tracks data with respect to customers and automates their sales and support. All this must be done in conjunction with WhatsApp integration. Here are a few more things:

• Send automated welcome or follow-up messages.
• Notify the customer about his order, appointment, or tickets.
• The WhatsApp chats can be managed with the help of CRM.
• Trigger WhatsApp campaigns based on the workflows set on the CRM.
• A real-time analytic feature on communication performance.

Making all these available will make the communication simple and time-saving and give a more personal touch to the customer.

Steps to Integrate WhatsApp Business API with CRM

1. Select a WhatsApp Business API provider:

The WhatsApp Business API cannot be accessed directly as an end-user, You need to go through a verified Business Solution Provider (BSP) such as WaveSMS. The criteria should then include local support and pricing; features such as chatbot, automation, analytics, integration options and APIs; and compliance with data privacy laws.

2. Get API Access and Set Up Your WhatsApp Number

Once you have selected your BSP, apply for API access through Facebook Business Manager. Requirements will include:

• A Facebook Business with a verified account
• A mobile number which has not been verified for WhatsApp before
• A display name for your account, which needs to be approved
• Business category and details

The BSP shall assist you in completing the onboarding process and in getting the API key or endpoint credentials.

3. Connect CRM with WhatsApp API

Normally, this can be achieved in two different ways:

a) Native Integration

Some CRMs such as Zoho or HubSpot have built-in integrations or plugins for WhatsApp. Connect the BSP account, set the field mapping, and triggers.

b) Custom Integration via API/Webhooks

In case of CRMs that do not have native support, engage a developer to bridge WhatsApp API, CRM API, and a middleware such as Zapier, Make (Integromat), or custom webhook setup. Now you can:

• Create workflows whereby WhatsApp messages are triggered whenever a lead is added.
• Log responses into the CRM system.
• If applicable, route conversations to human agents.

Use Cases of WhatsApp CRM Integration

Here are some powerful use cases that businesses can implement:

1. Customer Support

Answer common frequently asked questions, ticket details, and agent handover in an automated way via WhatsApp with helpdesk CRMs.

2. Sales and Lead Nurturing

When a lead enters the next stage, send product catalogs, appointment reminders, or payment links directly from your CRM.

3. Feedback and Surveys

WhatsApp workflows can automatically send feedback forms after a purchase or after the service has been completed.

Integrating WhatsApp with Other Tools

Besides CRM, integrating WhatsApp brings benefits for businesses with:

• E-commerce Platforms: Order confirmation delivery updates, etc., from Shopify, WooCommerce, Magento.
• ERP System: Automate inventory or dispatch alerts. 
• Payment Gateways: Notify users about payment receipts, pending dues, or refund updates.
• Chatbots: Automate customer interaction using AI chatbots and escalate to human agents when necessary.
• Marketing Automation Tools: Use WhatsApp as a channel in multi-channel marketing campaigns via tools like Mailchimp, ActiveCampaign, etc.

Challenges and Best Practices

Challenges: 

While the potential is huge, integrating WhatsApp Business API comes with a few challenges:

• Message Templates: Only approved message templates can be sent proactively.
• 24-hour Session Window: Businesses can only respond within 24 hours unless the user re-initiates the conversation.
• Data Privacy: Always ensure you follow GDPR and local data privacy norms.

Best Practices: 

• Personalize messages using customer name or purchase history
• Respect user opt-in and frequency of messages
• Keep messages short, relevant, and actionable

Conclusion

The integration of WhatsApp Business API with CRM and other business tools can transform one's customer engagement strategy and very much so, irrespective of being in retail, education, finance or healthcare. It allows having automated client communication, improved customer support, and streamlined operations, all from a trusted platform that people have employed daily.

Why Choose WaveSMS?

WaveSMS offers the right mix of messaging and API solutions that best suit your business needs.

We provide Bulk SMS Services in Kenya that ensure fast, efficient, and large-scale message delivery to your customers.

Offering the best bulk voice message in Kenya, our platform is excellent for alerts, promotions, and automated calls.

Willing to converse on WhatsApp? WaveSMS offers the best WhatsApp Business API in Kenya, connecting businesses with real-time customer engagement.

For interactive mobile services, our Shortcode Services in Kenya allow you to design seamless user experiences with two-way communication.

Our powerful infrastructure supports the best USSD services in Kenya for interactive sessions without the need for internet connectivity.

To enhance your brand presence and caller experience, we offer the best ringback tone services in Kenya, leaving a memorable first impression for your audience.