Looking inside our phone we find so many applications, different from each other and each with a very specific function, but all united by a common purpose, that of simplifying everyday life. One of them in particular, we almost certainly find it installed on all devices. WhatsApp is that platform that has revolutionized the way we communicate with people: whether it is our friends, family or partner, the way we interact is now the same. The ease and speed with which this application works has allowed us to shorten distances, and to reach anyone we want instantly with a simple message.
So why not also use these advantages in communications betweencustomers and our business?
This is what HubSpot has been working onin recent months, a platform that offers scalable solutions for marketing, sales and customer service, with a completely free CRM at its core.
From this idea comes the integration of WhatsApp for HubSpot through a platform that allows you to communicate intelligently with your customers, keeping track of all conversations in one place in an omnichannel perspective .
How does it work?
Thanks to this new integration you will be able to connect your WhatsApp Business account to an agile and intelligent tool available to all the compentents of your team. All messages sent to your number will be automatically placed within the message inbox. To activate the new feature make sure you have a verified Meta Business Manager for your WhatsApp Business account so you can engage in more than 50 conversations per day.
Here is what you need once you have completed this step:
- Official name of your company and your name on the WhatsApp display;
- URL of your company's website;
- Company email;
- Admin permission for your Meta Business Manager Account;
- Access to the business phone number from which you want to send messages. Be careful though, the number you want to connect must be able to receive voice calls and must not be part of Interactive Voice Response (or must have it disabled at least for the period of use).
Once you have completed these steps, you will need to connect your number to HubSpot and you are done. Also remember that each WhatsApp Business Account allows you to associate up to 25 phone numbers and that each one can only be associated with one messaging app.
HubSpot will allow your team to have access to all customer conversations securely, enriching them with context, keeping track of all past messages, and allowing you to deliver the best customer experience possible.
Do you already have a WhatsApp Business account?
In this case, the transition will be even easier:
- Within your HubSpot account, click on Settings in the main navigation bar
- On the left side of the menu bar, click Mailbox
- Click Connect to a channel
- Select WhatsApp
- Click Continue with WhatsApp.
- In the pop-up window, log in to your Facebook account and click Continue as ( company name)
- Click Start
- Read the conditions and permissions HubSpot needs to connect and click Continue.
- Select an existing Meta Business Account to connect to your WhatsApp Business Account.
- Select your WhatsApp Business Account to associate and click Continue
At this point, HubSpot will guide you through a 3-step process to confirm the successful connection.
WhatsApp Business app vs. WhatsApp Business Platform
You have probably already had a chance to use WhatsApp Business App, the classic version of the tool offered by Meta. The Business version of WhatsApp integrates a whole range of specific functions, and is accessible both from the phone and from the WhatsApp website. In addition to the services already present in the consumer App the Business part allows you to enter:
- Business profile complete with information such as website, address and type of business
- Quick replies that save you time by avoiding typing the same message over and over again
- Automatic messages, both welcome and for when they write to you outside of business hours
- Labels (tags) that will help you organize your chats easily
- Product Catalog, so your customers will be able to see your products complete with description, pictures and price directly from WhatsApp.
- Messages Broadcasts, thanks to this feature you will be able to send messages to a limited list of contacts (256 people max).
This version of WhatsApp is suitable for micro-businesses that do not have a high volume of messages and do not need to optimally manage their conversations. It represents the best solution for you if:
- Only one person manages communications with customers
- You want to send broadcast messages to some of your contacts
- You want to have the ability to call your customers
- You don't need to connect WhatsApp to CRM or eCommerce software
- You don't need to use multiple phones at the same time
If you saw yourself in the items listed above then the WhatsApp Business app is the one for you. But read on to find out how to take your customer communications to the next level!
WhatsApp Business Platform, on the other hand, is the very latest way to access WhatsApp features and has been leveraged by HubSpot for its integration. Unlike the WhatsApp Business app, it does not have its own interface or app, but relies on software that adds lots of advanced tools. Among the many features this system supports, compared to those of the classic Business app, are:
- Collaborative messaging boxes for teams- There are no limits on mailbox access, multiple members can connect at the same time and access all information in real time by collaborating on the same chats.
- Complex automations-Precisely because of the nature of the WhatsApp Business Platform the opportunities are limitless, you can create simple automated responses directly from HubSpot, join more elaborate WhatsApp chatbots to answer frequently asked questions to be sent before an operator answers, purchase confirmation messages, and more.
- Interactive messages - An often-overlooked feature of this platform is the ability to be able to send complex messages containing various types of media, all at once, and even buttons that customers can click on. It will be much easier to get interaction this way than to ask them to write an entire message.
- Tags, data personalization, and more.
HubSpot-WhatsApp integration via the Business Platform is suitable for both small to medium-sized businesses and large companies with a fairly large volume of messages. In particular, this platform is a great solution if:
- WhatsApp is your main channel of communication with customers;
- You have a team of more than one person;
- You want to send promotional messages\campagne marketing ;
- You want to integrate WhatsApp to your CRM software to have all your messages in one place or to other platforms such as ecommerce to benefit from all the data you have on a contact;
- You want to access chats from multiple devices, either from your phone or desktop;
- You want to include features to improve the work of the team (notifications, assigning tasks etc...).
If the features listed so far reflect the functions you are looking for then the HubSpot-WhatsApp integration is the perfect tool for you!
What are the costs of HubSpot-Whatsapp integration and WhatsApp Business Platform?
When talking about the costs of HubSpot-WhatsApp integration and the WhatsApp Business Platform, it is important to know that integrating WhatsApp within HubSpot doesn't come with any additional cost.
However, the WhatsApp Business Platform pricing model often gets updated. The latest change came into effect on July 1st, 2025.
Previously, pricing was based on each initiated conversation, which included all messages exchanged within a 24-hour session.
Starting July 1st, 2025, Meta will transition to a per delivered message pricing for all template types. Conversations initiated by WhatsApp users to your organization, however, will always be free, regardless of the number of messages your company sends.
Charges for messages sent via templates will fall into three price categories:
- marketing template delivered. These include all messages related to your company's/brand's promotions, information, and offers (e.g., "Thanks for your order. Your feedback is important. Click here").
- authentication template delivered. These messages allow users to authenticate with one-time passcodes (e.g., "1 is your verification code. This code expires in 15 minutes").
- utility template delivered. These are only charged if sent outside an active utility conversation. Utility messages aim to respond to a customer's request, modify a specific ongoing transaction, or are essential/critical for the user (e.g., "Payment received! We hope you enjoy the concert!").
For example: If you send a marketing template and then two utility templates to a WhatsApp user, this will result in three charges (one for marketing and two for utility). However, if the two utility templates are sent while a utility chat is already open by your contact, you'll receive only one charge (for the marketing message).
It's important to note that utility template messages sent within a customer service chat will be free for all businesses. This means when a user messages you, your company can reply for free within a 24-hour window.
Meta's new cost model aims to offer greater flexibility and transparency, shifting from conversation-based pricing to message-based pricing and introducing free utility templates under certain conditions.
Thanks to the connection between the HubSpot and WhatsApp platforms, you'll be able to manage all your contacts securely, practically, and quickly, from a single place, with all relevant context data and conversation history. This translates into centralized and efficient communication management.
If the HubSpot-WhatsApp integration is the solution you're looking for for your company or if you simply want to find out more, we're here to help.
Our team of multi-certified experts can guide you through the setup and connection of both tools in a fast and easy process, based on solid experience from numerous other installations in contexts and companies similar to yours.
We're ready to tackle any challenge! Fill out the form to request more information.