Best CRMs with WhatsApp: Integration and Comparison [2026]
Your customers are already on WhatsApp. Over 90% of smartphone users in Spain use WhatsApp daily, and when they need to resolve something with a company, they expect to be able to do it through this channel. The problem appears when conversations pile up, contacts get lost between spreadsheets, and nobody knows what stage each commercial opportunity is at. A CRM with WhatsApp integrated connects WhatsApp conversations directly with your sales pipeline, customer history, and automation workflows. In this guide we compare the best options on the market in 2026, with real data on pricing, features, and use cases. If you need a broader view of the ecosystem, check our complete WhatsApp Business API guide.
What Is a CRM with WhatsApp
A CRM with WhatsApp is a customer relationship management system that integrates WhatsApp as a native communication channel. Instead of managing WhatsApp conversations on one side and customer data on the other, the integration unifies both in a single interface.
When a customer writes to you on WhatsApp, the CRM automatically creates or updates their contact record, logs the conversation in the history, and allows assigning the inquiry to an agent or an automated flow. All of this happens without the team having to manually copy data between applications.
The technical connection is made through the WhatsApp Business API, which is the only version of WhatsApp that allows professional integrations with external systems. Meta offers this API through official providers called BSPs (Business Solution Providers), and each CRM connects to it differently: some offer native integration, others require an intermediate connector.
In 2026, the integration between CRM and WhatsApp has stopped being a luxury for large companies. Tools like Clientify or Kommo offer it from their basic plans, and enterprise platforms like Salesforce and HubSpot have substantially improved their connectors. To learn the technical differences between the app and the API, check our article on what is the WhatsApp Business API.
Benefits of a CRM with WhatsApp for Your Business
Integrating WhatsApp into your CRM is not simply adding another channel. It is transforming how you capture, qualify, and close commercial opportunities. These are the specific benefits.
Unified customer history
Every WhatsApp conversation is linked to the contact within the CRM. When an agent opens the customer record, they see the complete history: emails, calls, support tickets, and WhatsApp messages. This eliminates the situation where a salesperson asks the customer something they already told support two days ago.
Automated follow-ups
A CRM with WhatsApp Business allows you to configure automatic sequences. If a lead does not respond in 48 hours, the CRM sends a follow-up message via WhatsApp. If a customer buys, they automatically receive a welcome message with instructions. These automations work with the WhatsApp API message templates that you must pre-approve through Meta.
Real-time lead qualification
WhatsApp conversations provide data that the CRM uses to score leads. If a contact asks about pricing, their score goes up. If they open a catalog sent via WhatsApp, it also increases. This information feeds the sales pipeline and allows the sales team to focus on leads with the highest conversion probability.
Centralized performance metrics
Without a CRM, it is impossible to measure how many WhatsApp conversations generate sales. With the integration, you can track the complete funnel: messages sent, conversations started, qualified leads, and closes. The channel's ROI stops being an estimate and becomes real data.
How to Implement a CRM with WhatsApp Step by Step
Prerequisites
Before connecting any CRM with WhatsApp you need three things. First, an exclusive phone number for the WhatsApp Business account (it cannot be associated with a personal account). Second, a verified WhatsApp Business API account through a BSP or directly via the WhatsApp Cloud API. Third, a CRM compatible with the API or one that supports connectors like Zapier or Make.
Initial setup
The general process is similar across all CRMs. You access the integrations section, select WhatsApp, authorize the connection with your WhatsApp Business API account, and configure the permissions. In CRMs like HubSpot or Zoho, this is done from the integrations marketplace. In native tools like Clientify or Kommo, the connection comes preconfigured.
The critical step is field mapping: deciding what WhatsApp information gets saved in which CRM field. For example, the WhatsApp contact name syncs with the CRM's "name" field, and the conversation is associated with the corresponding open deal.
First steps and testing
Before launching the integration in production, send test messages. Verify that conversations appear in the CRM, that automations trigger correctly, and that notifications reach the assigned agents. A common error is not correctly configuring the WhatsApp webhook, which causes incoming messages not to be logged in the CRM. Dedicate at least two or three days to testing before connecting the channel with real customers.
Best CRM Tools and Platforms with WhatsApp
Price and feature comparison
| CRM | WhatsApp integration | Starting price | Native WhatsApp | Multi-agent | Integrated AI |
|---|---|---|---|---|---|
| HubSpot | Via API + connector | 0 EUR (free CRM) / 41 EUR (Starter) | No (requires connector) | Yes (Pro+ plans) | Yes (ChatSpot) |
| Salesforce | Marketing Cloud + API | 25 EUR/user/month | No (requires connector) | Yes | Yes (Einstein) |
| Zoho CRM | Via Zoho Marketing Automation | 14 EUR/user/month | Partial | Yes | Yes (Zia) |
| Clientify | Native | 39 EUR/month | Yes | Yes | Basic |
| Kommo | Native | 15 USD/user/month | Yes | Yes | Yes |
| GuruSup | Native + AI agents | Contact us | Yes | Yes | Yes (autonomous AI agents) |
HubSpot with WhatsApp Business API. The HubSpot WhatsApp integration is not native. You need to connect the WhatsApp Business API through a provider like 360dialog or MessageBird, then link it to HubSpot through the inbox channels section. The strong point is that once connected, conversations feed HubSpot WhatsApp marketing workflows and you can create automated sequences based on contact activity. The limitation is that the free plan does not support this functionality; you need at least the Marketing Hub Starter.
Salesforce with WhatsApp. The WhatsApp Business API with Salesforce integration goes through Salesforce Marketing Cloud. Since 2024, Salesforce offers a direct connector for WhatsApp Salesforce Marketing Cloud that allows sending transactional and marketing messages from Journey Builder. It is the most powerful option for enterprise companies with complex sales processes, but also the most expensive and the one requiring the most implementation time.
Zoho CRM with WhatsApp. Zoho WhatsApp Business API connects through Zoho Marketing Automation. The integration allows sending WhatsApp messages from the CRM, logging conversations, and triggering workflows. WhatsApp marketing with Zoho works especially well if you already use the complete Zoho ecosystem (Zoho Desk, Zoho Analytics, Zoho SalesIQ). The main limitation is that the WhatsApp integration requires additional credits through Zoho Marketing Automation WhatsApp credits.
Clientify. It is a Spanish CRM with native WhatsApp integration. You do not need external connectors. The CRM with WhatsApp Business from Clientify includes a multi-agent inbox, basic chatbot, and campaign sending from the CRM itself. It is the best option for SMEs looking for simplicity and Spanish-language support.
Kommo (formerly amoCRM). Kommo CRM WhatsApp is one of the most popular integrations on the market. Kommo was one of the first CRMs to bet on WhatsApp as a primary channel and offers advanced features: a visual sales pipeline connected to WhatsApp conversations, no-code chatbots, and multi-agent support on WhatsApp.
Which one to choose for your use case
For SMEs and startups looking for a free or low-cost WhatsApp CRM, Kommo or Clientify are the best entry points. They offer native integration, intuitive interfaces, and accessible pricing.
For mid-sized companies with structured sales teams that already use HubSpot, the HubSpot with WhatsApp API integration allows you to leverage existing workflows without changing platforms.
For enterprise with complex processes and high conversation volumes, Salesforce Marketing Cloud with WhatsApp or Zoho with its complete ecosystem offer the necessary scalability.
If what you need is intelligent automation with AI and you do not want to rely on static rules, GuruSup is the option that bridges this gap. Instead of a chatbot with predefined flows, GuruSup's AI agents understand the context of each conversation and respond autonomously.
Frequently Asked Questions
Is there a free CRM with WhatsApp?
Yes. HubSpot offers a free CRM, although the WhatsApp integration requires the Starter plan (from 41 EUR/month). Kommo has a 14-day free trial with WhatsApp included. For a long-term functional free WhatsApp CRM, the closest option is using HubSpot Free with a low-cost WhatsApp Cloud API connector, though with limited features.
What is the difference between a WhatsApp Business CRM and regular WhatsApp?
A CRM with WhatsApp Business connects to the WhatsApp Business API, which allows multiple agents, automations, Meta-approved message templates, and advanced analytics. Regular WhatsApp (or the standard WhatsApp Business app) does not support CRM integration: it is limited to five devices, does not allow complex automations, and lacks an open API. To understand all the differences, check our guide on WhatsApp Business vs API.
How good is Kommo as a WhatsApp CRM?
Kommo CRM WhatsApp is one of the market references. Its strong point is the native WhatsApp integration that does not require advanced technical configuration. It includes a visual pipeline, no-code chatbots, and multi-agent support from 15 USD per user per month. Its main limitation is that it falls short in advanced marketing features and reporting compared to HubSpot or Salesforce. It is ideal for small sales teams that need to manage leads via WhatsApp without complications.
Can you automate WhatsApp from a CRM?
Yes, as long as the CRM is connected to the WhatsApp Business API. You can configure automatic welcome messages, scheduled follow-ups, order notifications, and reactivation campaigns. The most advanced automations include AI chatbots that qualify leads before routing them to a human agent. Check our guide on how to automate WhatsApp Business to see the complete process.
How GuruSup Improves Your CRM with WhatsApp
Key GuruSup Features
GuruSup is not a traditional CRM with WhatsApp added as a supplement. It is an autonomous support platform that uses AI agents connected directly to the WhatsApp Business API. When a customer writes on WhatsApp, GuruSup's AI agent analyzes the message, queries the company's knowledge base, and responds autonomously, without predefined rules or rigid flows.
The fundamental difference is that a conventional CRM logs conversations and allows basic automations. GuruSup resolves queries. The AI agent understands context, maintains the conversation thread, and only escalates to a human when it detects the query requires it. This reduces the volume of tickets reaching the support team by up to 70%.
Additionally, GuruSup integrates with existing CRMs. If you already use HubSpot, Salesforce, or Zoho, GuruSup's AI agents work as an intelligent automation layer on top of your CRM, without replacing it.
How to Get Started with GuruSup
Connecting GuruSup with WhatsApp is a matter of minutes. Link your WhatsApp Business API number, upload your company documentation as a knowledge base, and the AI agent starts handling queries. No programming, no flows to design, no weeks of implementation.
Try GuruSup for free and automate your customer support with AI agents on WhatsApp
