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WhatsApp CRM integration on the official API, with the CRM you already use
Vinícius Molina
6 min
Sailer AI's WhatsApp CRM integration connects your company number and each sales rep's number to Meta's official API, then writes what happens in every conversation into the CRM you already use: contacts, deals, stages, fields, notes and activities. Your CRM stays the source of truth. Sailer works on top of it.
At many companies the sale happens on WhatsApp and the CRM hears about it later, if at all. Reps summarize the chat from memory at the end of the day, or they don't. Managers look at a pipeline that doesn't match what was agreed with the customer. A WhatsApp CRM integration fixes this at the source: every conversation updates the CRM as it happens.
Sailer AI is a CRM and AI agent platform for sales on WhatsApp. It connects the brand's number and each rep's number to the official API, puts AI agents and people in the same shared inbox, fills in the CRM automatically and measures every conversation. When you already have a CRM, Sailer works on top of it as a partner, not a replacement.
What syncs between WhatsApp and your CRM
The integration runs both ways. Sailer reads the CRM to know who it is talking to, and writes back what happened in the conversation.
| Data | Direction | What happens |
|---|---|---|
| Contact and account | CRM ⇄ Sailer | Before replying, the AI agent or rep sees who the customer is. A new lead arriving on WhatsApp becomes a CRM contact. |
| Opportunity (deal) | CRM ⇄ Sailer | Sailer reads the current stage, creates the deal when it makes sense and moves the stage as the conversation progresses, for example to "meeting booked". |
| Fields | Sailer → CRM | What was collected in the chat (company size, interest, revenue potential, loss reason) goes into the fields you allow. |
| Notes | Sailer → CRM | A conversation summary and the agent's analysis, so whoever picks up the customer next doesn't start from zero. |
| Conversations and activities | Sailer → CRM | Outreach and replies logged; next steps become activities. |
| Book of accounts (owner) | CRM → Sailer | The CRM owner decides which number a message goes out from and who receives the conversation. |
| Triggered sends | CRM → Sailer | A CRM event, via API or webhook, triggers a template or a campaign on WhatsApp. |
The exact scope, meaning which objects and fields Sailer can read and which it can write, is defined with your team at the start of the project. An AI agent only edits what it has been allowed to edit.
How the WhatsApp CRM integration works
There are three layers, each with a clear job.
- WhatsApp on the official API. The brand's number and each rep's number connect to Meta's WhatsApp Business Platform. With coexistence, reps keep the same number in the app, and their conversations start being logged.
- Sailer in the middle. This is where conversations happen: AI agents and people in the same shared inbox, following your sales playbook, with follow-ups, campaigns and analysis of 100% of conversations by Compass.
- The CRM as source of truth. Everything that matters flows back: contact, deal, stage, fields, notes and activities. The reports, forecasts and automations you already have keep working, now with data that reflects what was actually said.
In practice, nobody has to type up what happened on WhatsApp. The CRM updates itself from conversations, both human and AI.
Integration by CRM
Depth varies by CRM. Salesforce and HubSpot are Sailer's deepest integrations today, with large operations running in production. For RD Station CRM and Pipedrive, the integration covers the core sales record, with scope agreed per project.
| CRM | What the integration covers | In production | Details |
|---|---|---|---|
| Salesforce | Book of accounts read from Salesforce, campaigns segmented in Salesforce sent from each rep's number, outreach and replies logged, a copilot that looks up accounts and creates activities | Arco Educação | WhatsApp + Salesforce integration |
| HubSpot | AI qualification with properties and notes written, deals moved between stages, meetings booked inside the chat | Asaas | WhatsApp + HubSpot integration |
| RD Station CRM | Contacts and deals created and updated, pipeline stage, notes with the conversation summary | Scope per project | WhatsApp + RD Station integration |
| Pipedrive | People and deals created and updated, pipeline stage, notes with the conversation summary | Scope per project | WhatsApp + Pipedrive integration |
Each of these platforms also has its own WhatsApp option. The page for each CRM explains, based on the vendor's own documentation, when the native option is enough and when it makes sense to add Sailer on top.
Other connections
The CRM is the main integration, but selling through conversations usually depends on other sources and channels:
- Meta Lead Ads. Leads from Facebook and Instagram forms flow straight into Sailer for a first WhatsApp contact within seconds.
- Email (Gmail). Email in the same inbox as your WhatsApp conversations.
- Instagram. Direct messages handled by the same team and the same AI agents.
- API and webhooks. For in-house systems: an event in your system triggers a message, and the outcome of the conversation flows back.
- Google Sheets. For simple automations, such as importing lead lists or exporting results.
What implementation looks like
- Data map. Together we define which objects, fields and stages Sailer reads and writes, and who owns each customer.
- CRM access. Your CRM admin authorizes Sailer's connection with the agreed permissions.
- Numbers on official WhatsApp. The brand's number and, where it makes sense, each rep's number through coexistence. See Sailer Fleet.
- Playbook and agents. AI agents, handoff rules to your team and message templates.
- Sandbox. About two weeks of simulation, checking what lands in the CRM before any real customer.
- Go-live. A typical implementation takes about five weeks from kickoff.
Security and data protection details are on the security page.
Frequently asked questions
Do I need to switch CRMs to use Sailer?
No. Sailer connects to the CRM you already use, such as Salesforce, HubSpot, RD Station CRM or Pipedrive, and writes what happens on WhatsApp into it. Reports, pipelines and automations stay where they are. Teams without a CRM can use Sailer's own CRM, which fills itself in from conversations.
Which CRMs have a WhatsApp integration?
Salesforce, HubSpot, RD Station and Pipedrive all offer WhatsApp options from the vendor itself, each with its own plans and limits. Sailer does not replace them. It adds AI agents, each rep's own number under governance and analysis of every conversation on top, and sends the results back to the CRM.
Is the integration two-way?
Yes. Sailer reads contact, account, opportunity and owner context from the CRM, and writes back contacts, deals, stages, fields, notes and activities. CRM events can also trigger WhatsApp sends through the API or webhooks. Exactly which fields are read and written is agreed with your team at the start of the project.
Does it run on the official WhatsApp API?
Yes. Sailer is an official Meta partner (Tech Provider) and only runs on the WhatsApp Business Platform. Reps' own numbers connect through coexistence between the WhatsApp Business app and the API, so each rep keeps the same phone and the same chats, now logged in the CRM.
How long does a WhatsApp CRM integration take?
A typical implementation takes about five weeks from kickoff to go-live, including about two weeks of sandbox simulation. What speeds it up most is getting CRM admin access early, a clear map of which fields and stages Sailer may read and write, and approved WhatsApp message templates.
