HubSpot WhatsApp Integration: Complete Setup Guide

HubSpot users have been asking for native WhatsApp integration for years. In 2021, HubSpot finally delivered—but there's a catch. The integration is only available on Professional and Enterprise plans, and setup isn't as straightforward as clicking a button.

This guide walks you through the complete HubSpot WhatsApp integration process: from prerequisites to advanced automation workflows. We'll cover both the native integration and third-party alternatives, so you can choose the best approach for your business.

Why Connect WhatsApp to HubSpot?

The integration makes WhatsApp a first-class communication channel in your HubSpot ecosystem. Here's what that means in practice:

• Respond to leads via WhatsApp directly from HubSpot inbox
• See complete WhatsApp conversation history on contact records
• Trigger WhatsApp messages based on deal stage changes
• Track WhatsApp interactions in your sales reporting
• Use WhatsApp for warm outreach to engaged leads

• Manage WhatsApp conversations alongside email and chat
• Access customer purchase history during WhatsApp conversations
• Create tickets automatically from WhatsApp messages
• Route conversations based on customer segments or keywords
• Measure WhatsApp support performance in Service Hub

• Send WhatsApp broadcasts to segmented contact lists
• Re-engage leads who aren't responding to email
• Trigger WhatsApp messages in nurture workflows
• Track WhatsApp campaign performance in attribution reports
• A/B test WhatsApp messaging against other channels

HubSpot Native Integration vs. Third-Party Solutions

You have two paths for integrating WhatsApp with HubSpot:

Option 1: HubSpot Native Integration

• Built-in Conversations inbox integration
• Automatic contact creation and association
• Native workflow triggers and actions
• Conversation routing and team assignment
• Unified reporting across all channels
• Templates managed in HubSpot

• HubSpot Professional or Enterprise (Sales, Service, or Marketing Hub)
• WhatsApp Business API access via approved provider
• Connected WhatsApp Business account

• More expensive (requires Pro/Enterprise plans starting at $800/month)
• Limited to HubSpot's approved WhatsApp providers
• Less customization compared to API-based solutions
• No broadcast messaging in lower tiers

Option 2: Third-Party Integration (Zapier, Make, or WhatsApp BSP Apps)

• More provider flexibility
• Often cheaper for low-volume usage
• More customization options
• Works with HubSpot Starter and Free plans
• Advanced features like chatbots and broadcasts

• Third-party integration platform account (Zapier, Make, etc.)
• WhatsApp Business API access
• Some technical setup required

• Data lives in multiple systems
• More complex troubleshooting
• Potential sync delays
• May require ongoing maintenance

This guide focuses primarily on HubSpot's native integration, with notes on third-party approaches where relevant.

Prerequisites: What You Need Before Starting

1. HubSpot Account Requirements

For native WhatsApp integration, you need:

• HubSpot Professional or Enterprise plan for Sales Hub, Service Hub, or Marketing Hub
• Admin access to install and configure integrations
• Conversations inbox enabled (included in Pro/Enterprise)

Check your current plan: Settings → Account & Billing → Subscription

If you're on Starter or Free, you'll need to upgrade or use a third-party integration approach.

2. WhatsApp Business API Access

HubSpot doesn't provide WhatsApp Business API access directly. You need to obtain it through an approved provider.

• Twilio
• MessageBird
• 360dialog
• Vonage (formerly Nexmo)
• Infobip

Each BSP has different pricing and feature sets. Most charge based on:

• Monthly platform fee: $50-200/month
• Per-conversation pricing: $0.01-0.05 per conversation
• Setup fees: $0-500 (often waived)

1. Choose a BSP from HubSpot's approved list
2. Sign up for a BSP account
3. Apply for WhatsApp Business API access through the BSP
4. Complete Meta (Facebook) business verification
5. Wait for approval (3-10 business days typically)

3. Business Verification with Meta

Meta requires full business verification before granting API access:

• Registered legal business name
• Business website with privacy policy and terms
• Business email address and phone number
• Business address
• Government-issued business documents (tax ID, registration certificate, etc.)

• Business name mismatch between documents and application
• Website privacy policy missing required elements
• Business address is residential
• Documents not in acceptable format

Plan for 5-14 days for verification to complete. Start this process early.

4. A Dedicated Phone Number

Your WhatsApp Business account needs a phone number that:

• Isn't currently registered with any WhatsApp account (personal or business)
• Can receive SMS or voice calls for verification
• Ideally matches your business location (same country code)
• Won't be used for other purposes (this is now your WhatsApp number)

Many companies purchase a new VoIP number specifically for WhatsApp to avoid migration issues.

Step-by-Step: Native HubSpot WhatsApp Integration Setup

Phase 1: Set Up WhatsApp Business API (Through Your BSP)

We'll use Twilio as an example, but the process is similar for other BSPs:

1. Go to twilio.com/try-twilio
2. Sign up with your business email
3. Verify your email and phone number
4. Complete account setup and business information

1. Log in to Twilio Console
2. Navigate to Messaging → Try it out → Send a WhatsApp message
3. Click "Get Started" on the WhatsApp tile
4. You'll be guided through connecting your Meta Business account

1. Click "Connect your Facebook Business Manager"
2. Log in to Facebook with business admin credentials
3. Select your Facebook Business Manager account
4. Grant Twilio the necessary permissions
5. Complete the connection

1. In Twilio Console, go to WhatsApp Senders
2. Click "Request Access" for production API
3. Fill out business information form:

1. Upload verification documents
2. Submit application

1. While waiting for verification, set up your WhatsApp number
2. In Twilio, navigate to Phone Numbers → Buy a number
3. Or use an existing number you own (must verify ownership)
4. Enable WhatsApp capability for the number
5. Complete phone number verification via SMS

1. Go to WhatsApp Senders in Twilio
2. Click on your phone number
3. Set up your business profile:

1. Save changes

This phase typically takes 3-7 days due to verification processing.

Phase 2: Connect WhatsApp to HubSpot

Once your WhatsApp Business API is approved and active:

1. In HubSpot, click Settings (gear icon in top navigation)
2. Navigate to Inbox → Inbox settings
3. Click "Connect channel" in the top right

1. From the channel options, select "WhatsApp"
2. HubSpot will show you the list of supported BSPs
3. Click on your BSP (e.g., "Twilio")

1. Click "Connect" next to your BSP
2. You'll be redirected to your BSP's authentication page
3. Log in to your BSP account (Twilio, MessageBird, etc.)
4. Grant HubSpot permission to access your WhatsApp account
5. Select which WhatsApp number to connect
6. Confirm the connection

1. Back in HubSpot, configure your WhatsApp channel:

1. Click "Next"

1. Choose routing logic:

1. Select team members who should have access
2. Set working hours for auto-response (optional)
3. Configure conversation assignment rules:

1. Set up out-of-office auto-reply for when team is unavailable
2. Configure timezone and working hours
3. Customize away message:

Our hours are Monday-Friday, 9am-6pm EST. We'll respond within 2 hours during business hours. ```

1. Enable/disable as needed

1. HubSpot will provide a test number to message
2. Send a WhatsApp message to your business number from your personal phone
3. Verify message appears in HubSpot Conversations inbox
4. Reply to the message from HubSpot
5. Confirm reply arrives on your personal phone
6. Check that conversation creates/updates contact record

1. Review all settings
2. Click "Save" to activate the channel
3. Notify your team that WhatsApp is live in HubSpot

Total setup time for Phase 2: 15-30 minutes.

Phase 3: Create WhatsApp Message Templates

WhatsApp requires pre-approved templates for business-initiated messages (when reaching out first or after the 24-hour response window).

1. Utility templates: Transactional updates (order status, appointment reminders, account alerts)
2. Authentication templates: One-time passwords, verification codes
3. Marketing templates: Promotional offers, newsletters, announcements

Using Twilio as example:

1. In Twilio Console, go to Messaging → Content Template Builder
2. Click "Create new template"

1. Template name: Internal identifier (e.g., "lead_followup_v1")
2. Template language: Select language (create separate templates for each language)
3. Category: Choose utility, marketing, or authentication
4. Template content:

I noticed you downloaded our guide on sales automation. Based on your role as {{3}}, I thought you'd be interested in seeing how companies like yours are using HubSpot to reduce sales cycle time by 40%.

Would you like to schedule a 15-minute call to discuss your specific goals?

Footer: Reply STOP to opt-out

Buttons: [Call to Action] Yes, let's talk → [URL: your-calendar-link] [Quick Reply] Maybe later ```

1. Review template content against WhatsApp policies
2. Ensure no prohibited content (misleading claims, inappropriate content, etc.)
3. Submit to Meta for approval
4. Approval typically takes 24-48 hours
5. Check status in template dashboard

1. Once approved, templates automatically sync to HubSpot
2. In HubSpot, go to Conversations → Templates
3. Filter by "WhatsApp" channel
4. Your approved templates appear here
5. You can use these in workflows and manual messaging

• Create 5-10 templates covering common scenarios
• Use clear, conversational language
• Always include opt-out option for marketing templates
• Test variable substitution thoroughly
• Keep total message length under 1,024 characters

Phase 4: Configure HubSpot Workflows for WhatsApp

This is where the integration delivers real value. Automate WhatsApp messaging based on CRM events:

1. Wait 5 minutes
2. Send WhatsApp message using "Lead Follow-Up" template

1. If response within 24 hours → Assign to sales rep + Create deal
2. If no response → Wait 2 days → Send WhatsApp follow-up #2
3. If response to follow-up → Assign to sales rep + Create deal
4. If no response → Enroll in email nurture sequence

1. Navigate to Automation → Workflows
2. Click "Create workflow"
3. Choose "Start from scratch" → "Contact-based"
4. Set enrollment trigger: Form submission
5. Add filter: Contact property "WhatsApp opt-in" is "Yes"
6. Add action: Send WhatsApp message

1. Add conditional branch: "Has received reply"
2. Configure yes/no paths with appropriate actions
3. Review and activate workflow

1. Wait until 24 hours before meeting
2. Send WhatsApp reminder with meeting details

1. Include confirmation buttons (Confirmed / Need to reschedule)
2. If "Confirmed" → Update contact property "Appointment confirmed" = Yes
3. If "Need to reschedule" → Notify meeting organizer + Send rebooking link
4. Wait until 1 hour before meeting
5. Send final reminder via WhatsApp

1. Check if contact has WhatsApp number
2. Wait 2 hours after ticket closure
3. Send CSAT survey via WhatsApp:

How would you rate your experience? ```

1. Include quick reply buttons: Excellent / Good / Poor
2. Based on rating:

1. Wait 7 days
2. Send product tips or relevant help documentation

To add WhatsApp action to workflow:

1. Click "+" to add action
2. Select "Send WhatsApp message"
3. Choose message type:

1. Select template or compose message
2. Personalize with contact tokens: {{contact.firstname}}, {{contact.company}}, etc.
3. Set sender (specific team member or channel default)
4. Save action

• Use "Delay until" actions for time-sensitive messages
• Branch based on WhatsApp engagement (opened, replied, clicked)
• Combine WhatsApp with email for multi-channel sequences
• Set re-enrollment rules carefully to avoid spam
• Test workflows with test contacts before going live

Using WhatsApp in HubSpot Conversations Inbox

Your team will spend most of their time in the Conversations inbox. Here's how to use it effectively:

Accessing the Inbox

1. Click "Conversations" in top HubSpot navigation
2. Or go to Sales/Service Hub → Inbox
3. You'll see unified inbox with all channels (email, chat, WhatsApp, Facebook, etc.)

Inbox Layout

• Filter by channel (WhatsApp, email, etc.)
• Filter by status (open, closed, unassigned)
• Filter by team member
• Search conversations

• Full WhatsApp conversation history
• Sent/delivered/read status indicators
• Timestamp for each message
• Attached files and media

• Contact record summary
• Associated company
• Recent interactions across all channels
• Deals and tickets
• Custom properties
• Timeline of all activities

Managing Conversations

1. Click on unassigned conversation
2. Click "Assign to me" button
3. Conversation moves to your active queue

1. Click in message compose box at bottom
2. Type your response
3. Use formatting: *bold*, _italic_, ~strikethrough~
4. Attach files: Click paperclip icon (images, PDFs, documents up to 16MB)
5. Press Enter to send (or Shift+Enter for new line)

1. Type "#" in compose box to trigger template menu
2. Select template from list
3. Fill in variable fields if prompted
4. Send

1. Create saved responses in Settings → Inbox → Snippets
2. Type "/snippet-name" to insert
3. Faster than templates for within-24-hour responses

1. Click "Actions" in conversation
2. Select "Assign to"
3. Choose team member
4. Add internal note explaining context
5. Conversation transfers to their queue

1. Click "Close conversation" when resolved
2. Add close reason (optional but recommended)
3. Conversation moves to "Closed" status
4. Can be reopened if customer responds

Collaboration Features

1. Click "@" in compose box
2. Type note (not sent to customer)
3. @ mention team members for attention
4. Useful for context, next steps, or handoff information

• View all your assigned conversations in "Assigned to me" filter
• See team workload in team inbox view
• Prevent duplicate responses when multiple agents are available

• Every WhatsApp message logged to contact timeline
• Searchable across all contacts
• Includes metadata: sent time, read time, delivery status
• Visible to anyone with contact access (based on permissions)

HubSpot WhatsApp Analytics and Reporting

Track WhatsApp performance directly in HubSpot:

Built-In Conversations Reports

Navigate to Reports → Reports → Conversations analytics

• Total conversations: Volume over time
• Response time: Median and average first response time
• Resolution time: Time to close conversation
• CSAT scores: If post-conversation surveys enabled
• Conversations by team member: Individual performance
• Conversations by channel: WhatsApp vs. email vs. chat
• Conversation trends: Daily, weekly, monthly patterns

1. Go to Reports → Create custom report
2. Select "Conversations" as data source
3. Choose metrics:

1. Add filters:

1. Visualize as table, line chart, bar chart, etc.
2. Save and add to dashboard

Contact-Level WhatsApp Tracking

See WhatsApp engagement on contact records:

• Last WhatsApp message date
• Number of WhatsApp conversations
• WhatsApp opt-in status
• Last WhatsApp message sent
• Last WhatsApp message received

1. Navigate to Contacts → Lists
2. Create new list with filters:

1. Use list for targeted WhatsApp campaigns

Attribution Reporting

Track WhatsApp's impact on revenue:

1. Navigate to Reports → Attribution
2. Create attribution report
3. Select interaction types to include:

1. Choose attribution model (first touch, last touch, linear, etc.)
2. View WhatsApp's contribution to closed deals

• WhatsApp often strongest for mid-funnel engagement
• Higher conversion rates than email for qualified leads
• Shorter time-to-close for deals with WhatsApp touchpoints

Dashboard Setup

Create dedicated WhatsApp performance dashboard:

1. WhatsApp conversations this month (single metric)
2. Average response time trend (line chart)
3. Conversations by team member (bar chart)
4. CSAT score (single metric with trend)
5. WhatsApp vs. other channels (pie chart)
6. Response time by team member (table)
7. Busiest hours for WhatsApp (heat map)
8. Conversion rate: WhatsApp leads to customers (funnel)

Share dashboard with team and review in weekly meetings.

Advanced Features and Customizations

1. WhatsApp Chatbot Integration

HubSpot's native integration doesn't include chatbots, but you can layer them on:

• Landbot, ManyChat, or Chatfuel
• Build conversation flows outside HubSpot
• Sync conversation data back to HubSpot via API
• More advanced logic and branching

• Not true chatbots, but can handle basic scenarios
• Workflow triggers on keyword in WhatsApp message
• Auto-reply with relevant template
• Route to appropriate team member

• Trigger: WhatsApp message contains "pricing"
• Action 1: Send template with pricing information
• Action 2: Create task for sales team to follow up
• Action 3: Tag contact as "pricing inquiry"

2. WhatsApp Broadcast Campaigns

Send WhatsApp messages to contact segments:

• HubSpot Marketing Hub Professional or Enterprise
• Approved WhatsApp message template
• Contact list with WhatsApp opt-in

1. Create contact list of target recipients
2. Ensure all contacts have:

1. Create workflow:

1. Set enrollment limits to avoid overwhelming team with replies
2. Monitor results and responses

• Test with small segment first (50-100 contacts)
• Send during business hours in recipient timezone
• Have team ready to handle replies
• Track opt-out rates (should be <2%)
• Don't over-message (max 1-2 broadcasts per month)

3. WhatsApp + HubSpot Forms Integration

Capture WhatsApp opt-ins through forms:

1. Edit any HubSpot form
2. Add checkbox field: "I'd like updates via WhatsApp"
3. Map to contact property "WhatsApp opt-in"
4. Add field: "WhatsApp number" (phone number type)
5. Make WhatsApp number conditional (only shows if opt-in checked)
6. Save form

1. Trigger: Form submission
2. Filter: WhatsApp opt-in = Yes
3. Action: Send WhatsApp welcome message
4. Action: Add to WhatsApp contacts list

4. Multi-Language Support

Support customers in multiple languages:

• Create templates in each language you support
• Set contact property for preferred language
• Use workflow branches based on language

1. Trigger: New contact created with WhatsApp opt-in
2. Branch on "Preferred language" property

1. Route to appropriate language-speaking team member

• Tag team members with languages spoken
• Use routing rules to match contact language to agent language
• Reduces response time and improves customer experience

Troubleshooting Common Issues

Issue 1: Messages Not Appearing in HubSpot

1. Verify WhatsApp channel is connected: Settings → Inbox → Connected accounts
2. Check channel status (should show "Connected" with green indicator)
3. Test by sending message from your personal phone
4. Check webhook configuration in your BSP dashboard
5. Verify phone number hasn't been disconnected from WhatsApp Business API
6. Check HubSpot inbox filters (might be filtered out)
7. Contact your BSP support if issue persists

• BSP account expired or payment issue
• Webhook URL changed or broken
• Phone number deregistered from WhatsApp Business API
• HubSpot connection token expired

• Reconnect WhatsApp channel in HubSpot settings
• Verify BSP account is active and paid
• Check and update webhook URLs if needed

Issue 2: Template Messages Failing

1. Verify template is approved in BSP dashboard
2. Check template variable count matches what you're sending
3. Verify phone number format is correct (E.164 format: +1234567890)
4. Ensure contact has WhatsApp installed on that number
5. Check you're not sending too many messages (rate limits)
6. Verify template hasn't been paused or rejected

• Template rejected or suspended by Meta
• Wrong number of variables provided
• Phone number not registered with WhatsApp
• Rate limiting (too many messages too fast)

• Check template status in BSP dashboard
• Fix variable mapping in HubSpot workflow
• Validate phone numbers before sending
• Implement delays between messages in workflows

Issue 3: Contact Not Created from WhatsApp Message

1. Check if contact already exists with different phone number
2. Verify contact creation settings: Settings → Inbox → Chatflows
3. Check for duplicate phone number in system
4. Verify you have available contacts (not over subscription limit)
5. Check user permissions (can you create contacts?)

• Contact creation from conversations disabled in settings
• Contact limit reached on HubSpot account
• Duplicate detection preventing creation
• Phone number format mismatch

1. Enable automatic contact creation: Settings → Inbox → Conversations → Create new contact from conversations
2. Manually create contact and associate conversation
3. Upgrade HubSpot plan if at contact limit
4. Standardize phone number formats

Issue 4: Slow Message Delivery

1. Check your BSP's status page for outages
2. Verify WhatsApp Business API is operational (Meta status page)
3. Test from BSP dashboard directly (bypass HubSpot)
4. Check HubSpot's system status
5. Review your internet connection stability

• BSP or Meta infrastructure issues
• Network connectivity problems
• HubSpot performance degradation
• Template approval delays

• Usually resolves automatically (temporary infrastructure issues)
• If persistent, contact BSP support
• Consider switching BSP if frequent issues
• Check HubSpot community for known issues

Issue 5: Workflow Not Sending WhatsApp Messages

1. Check workflow history for specific contact
2. Look for error messages in action details
3. Verify contact has valid WhatsApp number
4. Check template selection is correct
5. Verify contact hasn't unsubscribed from communications
6. Check workflow permissions and channel access

• Contact missing phone number
• Invalid phone number format
• Contact opted out of communications
• Template deleted or suspended
• Workflow action misconfigured

1. Review enrollment history: Workflow → History tab → Select contact
2. Fix data issues (add/correct phone number)
3. Re-map template in workflow action
4. Test workflow with test contact
5. Check contact communication subscriptions

Compliance and Best Practices

WhatsApp Opt-In Requirements

You must have explicit consent before messaging contacts via WhatsApp:

• Checkbox on web forms (clear language)
• Verbal consent (documented in CRM notes)
• Reply to initial WhatsApp message
• SMS opt-in that mentions WhatsApp
• In-person signup with documentation

• Pre-checked boxes
• Assumed consent from other channels
• Purchasing contact lists
• Generic "marketing communications" without WhatsApp specified

• Contact property: WhatsApp opt-in (Yes/No)
• Contact property: WhatsApp opt-in date
• Contact property: WhatsApp opt-in source
• Keep audit trail for compliance

Opt-Out Management

Make it easy to unsubscribe:

1. Include opt-out instructions in marketing templates
2. Honor opt-outs immediately (automated if possible)
3. Confirm opt-out with final message
4. Update HubSpot contact property
5. Suppress from all WhatsApp workflows

1. Create workflow trigger: WhatsApp message contains "STOP" or "UNSUBSCRIBE"
2. Action: Update contact property "WhatsApp opt-in" = No
3. Action: Send confirmation message
4. Action: Suppress from all WhatsApp workflows
5. Action: Remove from WhatsApp broadcast lists

Message Frequency Best Practices

Don't spam. Even with opt-in, respect your contacts:

• Marketing broadcasts: Maximum 1-2 per month
• Transactional messages: As needed (order updates, appointment reminders)
• Support conversations: Responsive, not proactive spam
• Sales outreach: 1 initial + 1-2 follow-ups max

• Track opt-out rates (warning sign if >2%)
• Monitor response rates (declining = sending too much)
• Survey customers about preferred frequency
• A/B test messaging frequency

Data Privacy Compliance

Respect regulations depending on your location and customers:

• Lawful basis for processing (usually consent)
• Privacy notice explaining WhatsApp usage
• Right to access, export, and delete data
• Data processing agreement with BSP

• Disclose data collection and sharing in privacy policy
• Provide opt-out mechanism
• Don't sell WhatsApp contact data

1. Update privacy policy to mention WhatsApp
2. Add WhatsApp to contact data audit procedures
3. Include WhatsApp data in data export requests
4. Delete WhatsApp conversations on contact deletion
5. Document BSP as data processor

HiMail.ai: Simpler HubSpot WhatsApp Integration

If HubSpot's native integration feels complex or expensive, HiMail.ai offers an alternative:

• Works with all HubSpot plans (including Starter and Free)
• Complete setup in under 48 hours
• Includes WhatsApp Business API access
• No need to manage separate BSP account
• Simpler pricing: $99/month for up to 1,000 conversations

• WhatsApp Business API setup and Meta verification
• Pre-built HubSpot connector (no coding required)
• Unified inbox for WhatsApp, SMS, and email
• Unlimited message templates (we handle approvals)
• AI-powered response suggestions
• Team collaboration features
• Analytics and reporting dashboard
• Full conversation sync to HubSpot contact timeline

1. Sign up for HiMail.ai trial
2. Connect your HubSpot account (OAuth, 1-click)
3. Complete WhatsApp Business verification (we guide you)
4. Start messaging in 48 hours

• HubSpot Starter or Free users wanting WhatsApp
• Companies needing faster setup than native integration
• Teams wanting simpler pricing model
• Businesses needing multi-channel (WhatsApp + SMS + Email) in one platform

Conclusion

HubSpot's native WhatsApp integration brings a high-engagement channel directly into your CRM. Yes, it requires Professional or Enterprise plans. Yes, setup takes some effort. But the payoff is significant: WhatsApp becomes a first-class channel alongside email and chat, with full CRM context and automation capabilities.

For most HubSpot users, the native integration is the right choice. It keeps everything in one platform, simplifies reporting, and reduces tool sprawl. For smaller teams or those on Starter plans, third-party integrations or platforms like HiMail.ai offer more accessible alternatives.

Whichever path you choose, the key is to actually implement it. WhatsApp integration isn't just a nice-to-have anymore—it's becoming table stakes for businesses that want to meet customers on their preferred channels.

Related Resources

• CRM WhatsApp Integration: Complete Implementation Guide
• Zoho WhatsApp Integration: Complete Setup Guide
• Complete CRM Integration Hub

• HubSpot Academy: Conversations Inbox Training
• WhatsApp Business API Official Documentation
• HubSpot App Marketplace: WhatsApp Integrations
• Meta Business Help Center: WhatsApp Business API

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*Last updated: November 22, 2025. This guide reflects current HubSpot features and WhatsApp Business API capabilities.*