About the Client
In 2024, a commercial vehicle distributor approached us with a clear goal: turn WhatsApp into a reliable sales channel. Their team relied on HubSpot to manage contacts but couldn’t send bulk messages, limiting outreach to two sales reps manually messaging leads — a time-consuming and unscalable process. By implementing WhatsApp API integration via Zendesk and Respira, we transformed their sales and marketing workflow.
The result:
Automated, large-scale messaging with full data sync to HubSpot. This cut manual work by 80% and gave them a foundation for scalable, Meta-compliant campaigns.
Challenges
Before implementing WhatsApp bulk messaging, the biggest hurdle was obtaining Meta Business Verification, a crucial step for unlocking WhatsApp API features, including WhatsApp Templates for mass messaging. Many businesses underestimate this step, but without verification, they are restricted from creating and sending bulk WhatsApp messages.
For a smooth approval process, it was essential to:
- Ensure the Meta Business Manager is properly structured, including up-to-date business information and ownership verification.
- Have an active Facebook presence; a completely inactive or new Facebook page can raise red flags during verification.
- Prepare valid business documents, such as company registration details, tax identification, and proof of address, as Meta requires these to verify authenticity.
In addition to Meta verification, the company faced these operational challenges:
- Manual Messaging Process – Two sales reps manually handled all WhatsApp messaging, making bulk outreach impossible. Their two WhatsApp numbers already had a strong reputation, and they were working with an up-to-date, authentic database of contacts, with WhatsApp-verified numbers stored in HubSpot.
- No WhatsApp API Integration – Their WhatsApp numbers were personal accounts, preventing automation. WhatsApp does not allow bulk messaging or API integrations for personal accounts, meaning every message had to be sent manually.
- WhatsApp Business Number Migration Challenges – To switch to a WhatsApp Business API account, companies must use a new WhatsApp number or reset their existing WhatsApp account. Resetting an existing number results in the loss of all previous chat history and contacts, which was a significant concern for the client. Starting on a clean state is better in this case, so a new number can be either purchased from your local network provider or from providers like Zendesk and Twilio.
- No Data Synchronization – Messages weren’t logged in HubSpot, leading to inefficient tracking and follow-ups.
- No Bulk Messaging Capabilities – The company could not send promotional offers or updates to their full database in a structured, compliant way.
Solving these issues required a Meta-compliant WhatsApp API integration, allowing them to send bulk WhatsApp messages while ensuring seamless tracking within HubSpot.
Solution & Implementation
After evaluating three different WhatsApp integration platforms, Zendesk, Twilio, and Salesforce, the client selected Zendesk due to its seamless compatibility with their existing tools and ease of integration. To begin the setup:
- We created a Zendesk account using a free trial and connected all necessary Meta/Facebook assets and APIs.
- Since Zendesk does not offer native WhatsApp bulk messaging, we integrated Respira, a WhatsApp connector, to enable message automation and campaign execution.
Screenshot of Respira’s functions in Zendesk
- The business WhatsApp number was then linked to both Respira and Zendesk, ensuring a smooth message flow between platforms.
- With the core infrastructure in place, we proceeded with message preparation and campaign setup:
- We created Meta-approved WhatsApp templates that included predefined copy, images, and dynamic variables for personalization.
- To avoid approval delays, we ensured that sensitive trigger words like “test,” “experiment,” or “example” were omitted, as these often raise red flags in Meta’s review process.
Once the templates were finalized, we launched internal campaigns to validate the automation and fine-tune messaging workflows.
Zendesk & HubSpot Integration
To ensure that all customer interactions were properly tracked and managed:
- We installed the HubSpot App for Zendesk through the HubSpot Marketplace, allowing for a seamless connection between both platforms.
- All WhatsApp messages were automatically converted into Zendesk tickets and synced in real-time with HubSpot.
By automating the data flow, customer interactions were centralized, enabling teams to track conversations, manage leads, and streamline follow-ups without switching between platforms.
Results & Impact
- 80% Reduction in Workload – Eliminated manual messaging and data entry.
- Seamless WhatsApp Bulk Messaging – Sales reps can now send bulk WhatsApp messages to 10,000+ contacts.
- Fully Automated HubSpot Sync – Messages and responses are automatically logged in HubSpot.
Before:
It took a full day to message 1,000 people manually, plus extra time for logging responses.
Now:
Campaigns are sent at scale, fully automated within WhatsApp API integration.
Lessons Learned & Next Steps
- Meta Verification is Crucial – Ensure the business has an active Facebook presence before applying.
- Training & Adoption – Conduct demo sessions and provide a WhatsApp bulk message guide.
- Track Engagement Metrics – Monitor response rates and campaign performance to optimize messaging.
The WhatsApp API integration reshaped their outreach strategy – enabling efficient bulk messaging while staying fully compliant with Meta’s policies
Want to learn how to send bulk WhatsApp messages for your business? Contact us to explore WhatsApp Web API, WhatsApp bulk message software, and seamless WhatsApp API integration for HubSpot.