Skip to content
Scribbify
Start a project

Integration · WhatsApp Business Platform

WhatsApp Business API integration, connected to the rest of your business.

We integrate the WhatsApp Business Platform (the official API) with your CRM, website and internal tools: conversations shared across the team, replies and follow-ups automated within WhatsApp’s rules, and every message kept on the customer record.

Connect WhatsApp to your systems How it works

WhatsApp conversations owned by the business, visible in the CRM and acted on automatically.

You’ll recognise this

  • Customer chats live on staff phones and leave with them.
  • Several people share one WhatsApp app login on one device.
  • Nothing that happens on WhatsApp reaches the CRM.
  • Templates were rejected and nobody knows why.

Built and run in-house

  • LeadSpidey · AI SDR for inbound leads

    Answers and qualifies inbound leads on WhatsApp and email, then books the meeting with the transcript attached.

A LeadSpidey agent answering and qualifying an enquiry (sample conversation).

The business problem

The WhatsApp app was built for a person. Your business isn’t one.

The WhatsApp Business app works well for a shop owner answering customers by hand. It stops working when several people need the same conversations, when messages should trigger work elsewhere, or when the business needs a record of what was said.

The WhatsApp Business Platform solves that, but it is an API, not an app. It needs a Meta business account, a verified number, approved message templates, a webhook to receive messages and software to send them, plus handling for its rules on when and how businesses can message people.

We build that layer: the connection to Meta, the inbox your team uses, the automation that runs on top and the sync that puts every conversation in your CRM.

What we build

What the integration includes.

  • Platform setup

    Business verification guidance, phone number registration and display name, on your own Meta business account.

  • Shared team inbox

    Conversations assigned to people, with notes, handover and history, in your CRM or a custom inbox.

  • Automated replies

    Instant acknowledgements, qualifying questions and routing, written in your voice.

  • Template management

    Message templates written to pass review, submitted, versioned and used for follow-ups and notifications.

  • Two-way CRM sync

    Contacts, conversations and outcomes synced with your CRM; CRM events can trigger WhatsApp messages.

  • Notifications

    Booking confirmations, payment reminders and status updates sent by your systems through approved templates.

How it works

How messages move.

  1. 01

    Message received

    Meta delivers the customer’s message to our webhook in real time, with media and the referral ad where present.

  2. 02

    Matched and logged

    The sender is matched to a CRM contact or created as a new lead, and the message logged on the record.

  3. 03

    Automated or assigned

    Rules or an AI agent reply where they should; otherwise the conversation is assigned to a person.

  4. 04

    Replies and templates

    Replies go out freely within the 24-hour window, and approved templates are used outside it.

What moves between systems

Inbound messages
Text, images, documents, location and button replies, with the click-to-WhatsApp ad that started the chat when there is one.
Contacts and conversations
Phone number, profile name, conversation history and assignment, written to the CRM contact or lead.
Delivery statuses
Sent, delivered, read and failed statuses for every outbound message, stored against it.
Events from your systems
CRM stage changes, bookings or payments that trigger template messages to the customer.

Errors, permissions and failures

Failed sends surfaced
Messages that fail, for example outside the 24-hour window or to an invalid number, are flagged to the owner instead of disappearing.
Opt-outs respected
Customers who ask to stop are marked and excluded from templates and sequences automatically.
Least-privilege access
System users and tokens with only the permissions the integration needs, held in your Meta business account.
Webhook monitoring
Incoming message delivery is monitored, with alerts if Meta stops reaching the integration.

Build, buy or connect

Cloud API, a provider, or the app.

How a business can get onto WhatsApp, and when each route fits.

  • The WhatsApp Business app

    Best when: one person on one phone

    No API, no automation and no CRM sync; conversations live on the device.

  • A business solution provider

    Best when: you want a ready-made inbox and support plan

    A provider hosts the connection and adds its own inbox and fees; your data sits in its platform.

  • Meta’s Cloud API, built for you

    Best when: WhatsApp must work inside your own systems

    We build on the Cloud API in your Meta account, so the number, data and integration stay yours.

Who it is for

For businesses where WhatsApp is a real sales or service channel.

A good fit when

  • More than one person needs to answer WhatsApp conversations.
  • You want WhatsApp conversations recorded in your CRM.
  • Your systems should send customers updates on WhatsApp automatically.
  • You run click-to-WhatsApp ads and want them attributed.

Probably not when

  • One person answers a few chats a day on the WhatsApp app.
  • You want to send marketing broadcasts to people who haven’t opted in.
  • An off-the-shelf WhatsApp inbox product already meets your needs.

  • Founder-led B2B service firms

    Founders of B2B service businesses whose sales and delivery have outgrown the founder’s inbox.

    Measured on: Pipeline, win rate and revenue per employee

    What changes: A pipeline that answers, qualifies and follows up on its own, and a business that can grow without adding headcount at the same rate.

  • Ops, sales & growth leaders

    Heads of operations, sales or marketing inside mid-size companies, with a mandate and no spare engineering team.

    Measured on: Cost to serve, cycle time and cost per acquisition

    What changes: The system your team needs, delivered alongside IT rather than queued behind it, with security and ownership handled properly.

In-house product engineering case study

LeadSpidey: building an AI SDR for inbound leads

How we built an AI agent that answers every inbound lead on WhatsApp or email, qualifies it in conversation and books the meeting, with people in control.

Read the case study
LeadSpidey dashboard: a live lead feed beside an AI qualifying conversation (sample data).

Project process

Discovery, build, launch, then better.

Phases, not promises. Each step is decided on what the previous one showed.

Our approach
  1. 01

    Week 1

    Account and number

    Meta business account, number and display name prepared, and the first templates drafted.

  2. 02

    Weeks 2–3

    Inbox and CRM sync

    Messages flowing into the inbox and CRM, with assignment and history.

  3. 03

    Weeks 3–6

    Automation

    Automated replies, routing, follow-ups and system notifications added.

  4. 04

    Ongoing

    Monitored and maintained

    Templates, rules and API changes kept up to date as Meta updates the platform.

Works with

  • WhatsApp Business Platform
  • WhatsApp Cloud API
  • Meta Business Manager
  • Click-to-WhatsApp ads
  • HubSpot
  • Zoho CRM
  • Pipedrive
  • Custom CRMs
  • Google Sheets
  • Slack

Cost and engagement

What decides the cost.

Every engagement starts with a short, fixed scoping sprint that ends in a written scope, so you know what the first build takes before you commit to it.

  • The number of WhatsApp numbers, brands and teams.
  • Whether the inbox lives in your CRM or is built as a custom tool.
  • The automation on top: rules, AI replies, follow-ups, notifications.
  • The systems that send or receive WhatsApp events.
  • Meta’s own conversation charges, billed to your account by Meta.
  1. 01

    Scoping sprint

    A short, fixed piece of work to map one workflow and decide what is worth building.

  2. 02

    Build

    The first workflow designed, built and released, then extended in small, scoped steps.

  3. 03

    Run & improve

    An ongoing engagement to keep the system running, measured and getting better.

Questions

Questions about WhatsApp integration.

What is the difference between the WhatsApp Business app and the API?
The app is for one person on one phone. The WhatsApp Business Platform (API) lets software send and receive messages, so a team can share conversations and your systems can automate and record them.
Do you use a WhatsApp business solution provider?
We usually build on Meta’s Cloud API directly in your own Meta business account, which keeps the number and data yours. Where a provider makes more sense for your setup, we say so.
Why do templates get rejected?
Usually because of category, formatting or wording that reads as promotional when submitted as a utility message. We write templates to Meta’s guidelines and adjust them if they are rejected.
Can we migrate our existing number?
Usually yes, but once a number moves to the platform it can no longer be used in the WhatsApp app. We plan the move with you, or set up a new number for automation.
Who pays for WhatsApp messages?
Meta charges the business for certain conversations and template messages, billed to your Meta account directly. We design flows to use messages sensibly.
How long does WhatsApp Business API approval take?
Meta sets the pace: business verification and template reviews can take from a few days to a couple of weeks depending on your documents. We start both in the first week so the build isn’t waiting on them.

Start a project

Connect WhatsApp to your systems.

Tell us how you use WhatsApp today, how many people answer it and which CRM you use. A partner replies within one business day.

We use your details only to reply to this enquiry. No newsletters, no list sharing. See our privacy policy.

Make WhatsApp part of your systems, not a phone in a drawer.

A short scoping sprint, a written scope, and a plain answer on whether building is worth it.

Connect WhatsApp to your systems All integrations

Or write to us at [email protected]