Blog / API & technical

Integrating WhatsApp with HubSpot: CRM and conversations

Anyone working with a structured CRM wants to integrate WhatsApp with HubSpot for a simple reason: the most important conversations with customers now happen in chat, but they stay outside the CRM. The result is deals the sales rep never sees, forgotten follow-ups and a fragmented view of the customer. Connecting WhatsApp to your CRM flow means having every interaction in the right place. In this guide we look at how to structure the integration with SendApp and what to expect.

Why bring WhatsApp and CRM together

A contact who writes on WhatsApp, opens an email and comments on Instagram is the same person: without a connecting point, each channel tells only part of the story. Bringing WhatsApp conversations into the CRM context lets the sales team always know where the relationship stands, which messages have been exchanged and what the next step is.

• Single customer view: profile data and conversations together
• More timely follow-ups because no chat stays invisible
• Consistent contact segmentation across CRM and messaging
• Handoff between marketing and sales without losing context

The role of SendApp's CRM

SendApp includes its own CRM with tags, built for messaging: every contact has its history of WhatsApp, Instagram, email and SMS conversations in a single profile. You can organize contacts with tags like "hot-lead", "customer", "in-negotiation" and use these segments for broadcast campaigns. This structure is the natural bridge to HubSpot: you keep contacts aligned to work the same list from both sides.

Define a single convention for tags and statuses between SendApp and HubSpot (for example "lead", "opportunity", "customer"). A shared naming scheme avoids misalignment when teams work on the same contacts.

Conversations managed in a single inbox

With SendApp the team manages all chats from a shared multichannel inbox: WhatsApp, Instagram, Telegram, Messenger, email, SMS, site widget and Voice AI. Several operators work on the same WhatsApp number without stepping on each other, with conversation assignment. This ensures that, however the contact arrives, the reply is consistent and tracked.

Automation with the AI agent

SendApp's AI agent, trained on your business, qualifies incoming leads 24/7, answers frequently asked questions and gathers useful information before handing the conversation to a sales rep with the handover. This way the CRM receives contacts that are already profiled and the human team steps in when the deal really requires it.

GDPR and data management

When you sync contacts across tools, make sure the consent you collected covers the processing and the channels used. Distinguish contacts who gave opt-in to promotional communications from those who only wrote to you for support. Keep consent traceable and always offer an easy way to object to marketing messages, as the GDPR requires.

How to do it with SendApp

With SendApp you activate WhatsApp through the official Meta API (approved templates and green check) or WhatsApp Web via QR code with no per-message cost, manage contacts in the CRM with tags, unify conversations in the multichannel inbox and hand lead qualification to the AI agent. It's all designed to coexist with your company CRM, keeping contacts consistent. Plans start at 19 euros a month, with an interface in 6 languages and over 30,000 businesses already active.