Integrations · WhatsApp · CRM
How to connect WhatsApp to a CRM in an SME (2026 guide)
If your salesperson handles WhatsApp on their phone and the CRM lives somewhere else, you lose leads and time. How to bring messaging, pipeline and invoicing together without changing your whole stack at once.
The typical problem
- WhatsApp on one person's phone: if they're on holiday, nobody replies.
- The CRM doesn't have the conversation history.
- Leads from the web form that nobody follows up in time.
- Invoices typed up by hand days after the sale closes.
Integration isn't "installing a plugin": it's designing a workflow where every message and every lead has a place and an owner.
What connecting WhatsApp to a CRM means
- Shared inbox — several users see and reply, with a single history per customer.
- Contact sync — phone, company and labels in the CRM update themselves.
- Sales pipeline — new lead → contacted → proposal → won, with automatic alerts.
- Automations — welcome message, reminders, tasks for the assigned salesperson.
- Bridge to invoicing — when a sale closes, the data goes to the invoicing system or VeriFactu.
The workflows that pay off most in Spanish SMEs
| Workflow | What it automates | Typical saving |
|---|---|---|
| Web lead → CRM → WhatsApp | Assignment and first contact within minutes | 2–4 h/week |
| WhatsApp → pipeline → task | Follow-up with nothing forgotten | 3–5 h/week |
| Closed sale → invoice | CRM data to invoicing | 1–3 h/week |
| After-sales / alerts | Automatic reminders | 2 h/week |
Guide integration prices
| Project | Scope | Price |
|---|---|---|
| One-off integration | 2 systems, 1 workflow | €2,000 – 4,000 |
| CRM + messaging | WhatsApp + email + pipeline | €3,500 – 6,000 |
| Sales stack | Website + CRM + invoicing | €5,000 – 12,000 |
Details on the CRM and WhatsApp integrations page.
Real case: a CRM with integrated customer service
In a project in production we built a CRM with a Kanban pipeline, contact data and a support inbox per company — every lead linked to its conversations. See the projects on the home page.
WhatsApp Business API vs a personal phone
WhatsApp on a phone is fine to start with, but it doesn't scale: no shared history, no metrics and the risk of losing the number. For teams of 2+ people who live on sales WhatsApp, the API + a unified inbox is usually the right step.
Frequently asked questions
How much does it cost to connect WhatsApp to a CRM?
Between €2,000 and €6,000 depending on the systems. Well-defined projects from €1,500.
Does it work with Holded, Quipu or other invoicing software?
Yes, if there's an API, or we build the connector. Includes VeriFactu where it applies.
Can you integrate without changing our CRM?
Yes. We start from what you already use and connect through APIs or webhooks.