Automate WhatsApp Business: Responses and Messages [2026]

Every day, millions of businesses in Spain receive WhatsApp inquiries that could be resolved without human intervention. Questions about business hours, order status, return policies, or basic product information. The problem is not the volume: it is responding on time. A customer who waits more than 5 minutes on WhatsApp has a 70% chance of abandoning the conversation. Automating WhatsApp Business is not a technological luxury; it is the difference between retaining customers and losing them to competitors who do respond instantly.

In this guide we explain exactly what you can automate, how to do it without writing a single line of code, and what advanced options you have with the WhatsApp Business API. We also compare the best tools on the market and show you how to set up automations that actually work in the context of Spanish businesses.

What You Can Automate in WhatsApp Business

Before jumping into configuring anything, you need to understand the full map of available automations. Not everything can be done from the free app and not everything requires the API. Each automation level has its complexity, cost, and use case.

Welcome messages

Welcome messages are the most basic automation and the first one you should activate. When a customer writes to you for the first time, or after 14 days of inactivity, WhatsApp Business automatically sends a predefined message. It is your digital business card.

A good welcome message serves three functions: it confirms you received the inquiry, sets response time expectations, and directs the user to the right channels. This feature is available for free in the WhatsApp Business app, without needing an API or external tools. If you want to dive deeper into how to write these messages, we have a complete guide on automatic messages on WhatsApp.

Automatic replies

Automatic replies on WhatsApp Business go one step further. It is not just about greeting, but about answering specific questions without human intervention. From the native app you can set up responses for up to 50 keyword combinations. When a customer writes something that matches one of those keywords, the system sends the corresponding reply.

The problem is that this native functionality is quite limited. It only detects exact matches, and does not understand variations or context. For more sophisticated automations you will need external tools or the API. Still, for businesses with a moderate volume of repetitive inquiries, native automatic replies are a solid starting point.

Away messages

When your team is not available, away messages on WhatsApp Business prevent the customer from feeling like they are talking to a void. You can schedule them to activate outside your business hours, during specific periods, or permanently.

The app lets you configure business hours and associate a personalized message. It is a simple but critical automation: a customer who receives an away message is 40% more likely to write back during active hours than one who receives no response at all.

AI chatbots

This is where automation stops being reactive and becomes proactive. AI chatbots do not just respond to predefined keywords: they understand natural language, maintain conversational context, and can resolve complex queries autonomously.

With the WhatsApp Business API, you can deploy chatbots that manage complete flows: from lead qualification to technical issue resolution, including appointment scheduling and order tracking. The difference between a basic chatbot and an AI-based chatbot for WhatsApp Business is like the difference between an answering machine and a trained support agent. If you want to know exactly what an AI agent is and why it outperforms traditional chatbots, we explain it in our guide on AI agents.

Summary of automation levels:

How to Automate WhatsApp Business Without Code

You do not need to be developers to automate your WhatsApp communications. There are three levels of no-code automation, each with its capabilities and limitations.

From the WhatsApp Business app

The WhatsApp Business app itself (free on iOS and Android) offers native automation tools that many businesses are not even aware of:

Quick replies: Predefined text shortcuts that you insert by typing "/" followed by the keyword. You can have up to 50 quick replies with text, images, or videos. They are not automatic replies (you send them manually), but they drastically reduce response time. We have a dedicated guide on quick replies in WhatsApp Business with examples by industry.

Tags and filters: Organize conversations by status (new, pending, resolved) so your team can prioritize. It is not automation in the strict sense, but efficient management that complements automatic replies.

Product catalog: Your customers can browse products without leaving WhatsApp. Combined with welcome messages that link to the catalog, you create a semi-automated sales flow without any external tools.

To configure automatic messages from the app, go to Settings > Business Tools > Welcome Message or Away Message. Enable the option, write the message, and define the schedule and recipients.

With no-code tools

When native features fall short, no-code platforms let you create more complex conversational flows without writing code. These tools act as an intermediary between your WhatsApp Business and customized business logic.

The most popular ones in the Spanish market are:

• Landbot: Visual chatbot builder with drag-and-drop. Ideal for lead qualification and surveys. From 150 EUR/month with WhatsApp integration.
• Manychat: Originally focused on Instagram and Facebook, now supports WhatsApp. Strong in marketing automations and sales funnels.
• Respond.io: Omnichannel platform that centralizes WhatsApp, Instagram, Telegram, and more. Good for support teams managing multiple channels.

These platforms let you create decision trees, send conditional messages based on user responses, and connect to external databases. The limitation is that flows are rigid: if the customer goes off-script, the chatbot gets lost.

With Zapier and Make

For automations between WhatsApp and other business tools, Zapier and Make (formerly Integromat) are the go-to options. You are not building chatbots, but process automations:

• Customer requests a quote via WhatsApp -> a record is created in your CRM (HubSpot, Salesforce, Pipedrive).
• New order on Shopify -> an automatic confirmation is sent via WhatsApp with tracking number.
• Web form completed -> a WhatsApp welcome message is sent with attached documentation.

Zapier offers native integration with WhatsApp Business through the Cloud API. Make has more flexible connectors but requires a bit more configuration. Both work on a pricing model based on monthly executions, starting from 20 EUR/month for basic volume.

The advantage of this approach is that you do not touch WhatsApp directly: you simply connect systems you already use. The downside is that it is not conversational: these are one-way messages or notifications, not dialogues.

Advanced Automation with WhatsApp Business API

When the native app and no-code tools fall short, the WhatsApp Business API opens a completely different world. Here you have no volume limits, you can maintain real-time AI conversations, and connect WhatsApp directly with your internal systems. If you want to understand the technical foundation, we recommend our guide on the WhatsApp Cloud API.

AI conversational flows

AI-based automation overcomes the limitations of fixed-flow chatbots. Instead of following a predefined decision tree, an AI agent analyzes the user's message, queries your knowledge base, and generates a personalized response in natural language.

This means you can automate queries that were previously impossible to predict:

• Questions about specific products: The agent queries your catalog and responds with up-to-date information, prices, and availability.
• Technical issues: The agent identifies the problem, suggests step-by-step solutions, and if it cannot resolve it, escalates to a human agent with all the gathered context.
• Appointment and booking management: The agent checks availability in real time, proposes options, and confirms the booking without human intervention.

The key difference is contextual understanding. A flow-based chatbot asks: "Select an option: 1) Support, 2) Sales, 3) Billing". An AI agent responds: "I see that your order #4523 has been delayed. According to our logistics system, delivery is scheduled for tomorrow between 10:00 and 14:00. I will send you the tracking link."

CRM integration

The WhatsApp Business API enables bidirectional integration with your CRM. It is not just about logging conversations, but having the CRM feed the automation and vice versa:

• Automatic segmentation: When a new lead writes to you on WhatsApp, they are automatically created in your CRM with the corresponding tag based on their inquiry content.
• Unified history: The support agent sees WhatsApp history, emails, calls, and previous tickets from the customer in a single panel.
• Personalized campaigns: Send segmented WhatsApp messages based on the customer's behavior in your CRM (last purchase, open ticket, renewal date).

The CRMs that integrate best with WhatsApp in the Spanish market are HubSpot, Salesforce, and Zoho. If you want to evaluate options, we have a complete comparison of the best CRMs with WhatsApp.

Automated notifications

Automated notifications are messages sent without the customer initiating the conversation. They are the most powerful use case of the WhatsApp Business API for e-commerce, logistics, and services:

• Order confirmations: Immediate after purchase, with summary and reference number.
• Shipping updates: Each status change (preparing, in transit, delivered) generates an automatic message.
• Appointment reminders: 24 hours before, with the option to confirm, cancel, or reschedule directly from WhatsApp.
• Payment alerts: Upcoming invoices, payment confirmations, or overdue notices.

To send proactive notifications you need to use message templates approved by Meta. Each template goes through a review process that takes between 1 and 48 hours. We have a detailed guide on WhatsApp API message templates where we explain how to write them so Meta approves them on the first try.

The ROI of API automation is measurable from the first month. Companies that implement AI agents on WhatsApp report an average 60% reduction in first response time and 45% less workload for the human support team. To understand the difference between the free app and the API, check our comparison of WhatsApp Business vs API.

Best Tools to Automate WhatsApp in 2026

Choosing the right tool depends on three factors: your conversation volume, the level of automation you need, and your budget. There is no one-size-fits-all solution.

Platform comparison

These are the most relevant tools on the market to automate WhatsApp Business in 2026, evaluated by functionality, ease of use, and integration with the Meta ecosystem:

• GuruSup: Platform focused on AI agents for customer support. Connects directly with the WhatsApp Cloud API and resolves queries autonomously using your knowledge base. Ideal for companies that want intelligent automation without building manual chatbots. Includes a multi-agent panel for WhatsApp and resolution analytics.
• Respond.io: Omnichannel platform that centralizes WhatsApp, Instagram, Messenger, and other channels in a single inbox. Offers visual flow automations and automatic conversation assignment. Good for mid-sized teams managing multiple channels.
• WATI: WhatsApp specialist with a no-code chatbot builder, bulk messaging, and team management. Strong in e-commerce and Shopify integrations. Competitive pricing for SMEs.
• Landbot: Visual conversational chatbot builder. Intuitive interface with drag-and-drop. Good entry point for companies without a technical team that want to create basic qualification and support flows.
• Manychat: Powerful in marketing automation. Ideal for sales funnels, retargeting campaigns, and lead capture through WhatsApp. Less strong in customer support.
• Trengo: Team communication platform with WhatsApp Business API support, live chat, email, and voice. Aimed at customer service teams that need internal collaboration.

Pricing and features table

The fundamental difference between platforms with conversational AI and without it is the type of automation you achieve. Tools without AI let you automate predictable flows. Those that incorporate AI agents resolve unpredictable queries, which are the majority in real customer support.

Frequently Asked Questions

How to automate WhatsApp Business?

You have three main options. From the free WhatsApp Business app, configure welcome messages, away messages, and quick replies in Settings > Business Tools. With no-code tools like Landbot or WATI, you create more complex conversational flows connected to the WhatsApp Business API. For advanced AI automation, use platforms like GuruSup that integrate AI agents directly with Meta's Cloud API.

Can WhatsApp Business send automated messages?

Yes. The WhatsApp Business app allows you to automatically send welcome messages to new contacts, away messages outside business hours, and suggest predefined quick replies. For full automation (proactive notifications, chatbots, AI-based responses), you need to access the WhatsApp Business API through an authorized provider or directly via Meta's Cloud API.

What is the best WhatsApp automator?

It depends on your use case. For AI-powered customer support, GuruSup offers conversational agents that resolve queries without human intervention. For marketing and sales funnels, Manychat is the most affordable option. For omnichannel management of mid-sized teams, Respond.io balances functionality and price. And for e-commerce SMEs, WATI has the best value for money with specific Shopify integrations.

What is automated WhatsApp?

Automated WhatsApp refers to any system that sends or manages WhatsApp messages without direct human intervention. It ranges from the native app features (welcome and away messages) to advanced chatbots with artificial intelligence that hold complete conversations with customers. Automation can be as simple as a predefined message or as complex as an AI agent that resolves issues by querying databases in real time.

How to automate WhatsApp Business for free?

The WhatsApp Business app is free and includes three basic automations: welcome messages, away messages, and quick replies. You do not need any additional tools or API account. For more advanced automations at no cost, you can use the free sandbox of the WhatsApp Cloud API with up to 1,000 free service conversations per month, although you will need technical knowledge to configure the webhooks and endpoints.

How to automate WhatsApp for free?

For the personal version of WhatsApp (not Business), free automation options are very limited and generally violate Meta's Terms of Service. The recommendation is to migrate to WhatsApp Business (free) to access native automations. If you need automations on the personal version, tools like Tasker on Android allow basic automatic replies, but Meta may block your account for unauthorized use.

How to set up automatic messages in WhatsApp Business?

Open the WhatsApp Business app and go to Settings > Business Tools. There you will find three options: Welcome message (for new contacts or after 14 days of inactivity), Away message (outside business hours), and Quick replies (text shortcuts with "/"). Enable each option, write the message, define the schedule, and select the recipients (everyone, those not in the address book, or specific contacts).

How GuruSup Improves Your WhatsApp Business Automation

Automating WhatsApp Business with native tools covers the basics. But when your inquiry volume grows, when customers ask questions that do not fit any predefined flow, or when you need automation to be indistinguishable from a human response, you need something more.

Key GuruSup Features

GuruSup is not just another chatbot. It is an autonomous support platform based on AI agents that connects directly with the WhatsApp Business API:

• AI agents with conversational memory that understand the customer's history, query your knowledge base and documentation, and generate precise responses in natural language. They do not follow rigid flows: they reason, interpret, and resolve.
• Multi-agent panel for your human team to manage conversations that the AI agent escalates, with all the context gathered during the automatic interaction.
• 70% autonomous query resolution based on your documentation, FAQs, and product data. The AI agent learns from every interaction and improves continuously.
• Setup in minutes without needing a dedicated technical team, no DevOps, and no weeks of implementation. Connect your WhatsApp Business number, upload your knowledge base, and the agent starts working.

How to Get Started with GuruSup

Stop losing customers due to slow response times or chatbots that frustrate more than they help. With GuruSup, your customers receive precise and immediate responses 24 hours a day, 7 days a week, directly on WhatsApp.

Try GuruSup for free and see how an AI agent can transform your WhatsApp customer support. No commitments, no credit card, no complications.

Request free GuruSup demo