How to Integrate WhatsApp Web (Watts na Web) with Your CRM
When I started helping small businesses improve their customer service, I noticed something right away: everyone was using WhatsApp to communicate with their customers. It makes sense. It’s quick, easy, and almost everyone already has the app on their phone.
But there was a problem. The messages were coming from all sides: some on mobile phones, others on WhatsApp Web (watts na web), and many went unanswered. There was no record of the conversations and no connection to the CRM, the system they used to organize customer data. That’s when I realized how useful it would be to integrate watts na web with the CRM.
In this blog, I’ll show you how to do this in a simple way. I’ll also share my experience with this type of integration – what worked, what didn’t, and how to get started even if you’re not a tech expert.
Why Integration is Important
Imagine this situation: a customer sends you a message on WhatsApp asking about a product. You respond. The next day, another employee responds to the same person, but without knowing about the previous conversation. The customer gets angry, and the team wastes time.
This happens a lot, especially in small businesses.
By integrating watts na web into your CRM, you can:
- Save all conversations in one place
- View full customer history
- Respond faster, with ready-made messages
- Better organize your team
- Give the customer a smoother experience
This is what I call smart service.
Step 1: Choose a CRM That Supports WhatsApp Integration
Not all CRMs work with WhatsApp, so the first step is to choose a system that allows integration or works with external tools.
Some examples of CRMs that work well:
- HubSpot
- Zoho CRM
- Salesforce
- Freshdesk
- Bitrix24
In one of the projects I worked on, we used Zoho CRM together with Twilio. It was a bit of a hassle at first, but soon after, the team became much faster and more organized.
Step 2: Use the WhatsApp Business API (Watts na Web Alone Is Not Enough)
Many people don’t know this: watts na web is just a browser version of the app. It doesn’t allow direct connection to the CRM.
To do this, you need to use the WhatsApp Business API. It is specially designed for companies that want to use WhatsApp in a more professional way.
To be able to use the API:
- Register on Meta’s official platform or use a provider like Twilio, 360dialog or MessageBird
- Verify your business and get a dedicated phone number
- Once approved, you can connect WhatsApp directly to your CRM
If you’re not very tech-savvy, I recommend 360dialog, which is simple and affordable.
Step 3: Use a Middleware Tool to Make the Connection
Once you have the API active, the next step is to connect it to your CRM. This is done with middleware tools, which act as a bridge between systems.
Recommended tools include:
- Twilio + CRM – for teams with developers
- WATI – great for HubSpot and Zoho users
- Zapier or Make (Integromat) – good for automation
- Respond.io – one of the most complete solutions for watts na web integration
These tools help your team manage all chats inside the CRM and keep everything recorded and centralized.
Step 4: Organize Your CRM Workflow
Once integrated, you can take customer service to the next level with:
✅ Ready Messages
Prepare responses for common questions (like delivery time, returns, working hours). Saves time and keeps answers consistent.
✅ Tags and Customer Categories
Use tags like “New Lead,” “Support Request,” or “VIP.” Helps with prioritization.
✅ Assign Conversations
Ensure that each customer speaks with the same representative every time.
✅ Scheduled Messages
Plan follow-ups or meeting reminders without manual effort.
Real Example: Furniture Store Case Study
I helped a local furniture store improve their customer service. Before, sales reps used their personal phones. Messages got lost, and clients had to repeat themselves.
After integrating WhatsApp Web with Zoho CRM via 360dialog, the store:
- Reduced response time from 5 hours to under 1
- Never lost messages again
- Gained full visibility into customer history
The store manager told me: “Now it feels like we speak the same language as our clients.”
Step 5: Train Your Team
Even the best tools won’t help if your team doesn’t know how to use them. Make sure they:
- Use the CRM instead of personal devices
- Tag conversations properly
- Communicate clearly and kindly
- Log all interactions into the system
Well-trained teams can serve up to 30% more customers with fewer errors.
Security and Compliance Tips
- Use official and secure platforms
- Don’t store data in spreadsheets – use your CRM
- Ensure compliance with LGPD or GDPR
- Never use personal WhatsApp accounts for customer support
Common Mistakes to Avoid
- ❌ Relying only on WhatsApp Web for multi-agent support
- ❌ Not saving conversation history
- ❌ Using unauthorized platforms that can be blocked by Meta
Conclusion: A Smarter Way to Use WhatsApp
Integrating watts na web with your CRM may sound technical, but it’s a game changer – even for small businesses. With just a few steps, you can streamline your support, build stronger relationships with clients, and keep your data organized.
Start simple: pick a CRM, activate the WhatsApp API, and choose a middleware tool. From there, everything becomes more professional and more human.
You’re not just connecting tools — you’re connecting people.
