WhatsApp integrations: This is how you integrate with Shopify, Klaviyo, Emarsys & Co.

A WhatsApp integration connects the messaging app with your internal software. This way you can use the data to personalise chats, segment audiences for campaigns and set up automations.

The connectivity of software is crucial nowadays in the age of e-commerce, huge amounts of data and customer demand for convenient, human and efficient interactions with brands - especially for larger enterprises.

The solution to make all this work and connect WhatsApp with your systems has a name: integrations

When your tools work together, you save a lot of manpower and time, and have much more successful campaigns. This is especially true for CRM / marketing managers.

For companies that use email and WhatsApp together, the customer lifetime value (CLV) has even been proven to increase by 25%. In this article, we will have a look at the most important aspects of integrations.

What you'll learn:

• What are WhatsApp integrations?

• Integrations via an official WhatsApp Business Solution Provider
• How do you integrate WhatsApp with your existing systems?

• WhatsApp x CRM integrations (e. g. Emarsys, Zendesk, Freshdesk, Gorgias)

• WhatsApp x Email marketing tool integrations (e. g. Klaviyo, Hubspot)

• WhatsApp x shop system integrations (e. g. Shopify, WooCommerce, Shopware)

• Step by step: from 0 to integrations

• This is how you build a WhatsApp integrations strategy

What are WhatsApp integrations?

A WhatsApp integration connects the communication channel WhatsApp directly with company systems such as CRM software (e.g. Emarsys, Zendesk, Freshdesk, Gorgias), email marketing tools (e.g. Klaviyo, Hubspot), e-commerce platforms (e.g. Shopify, WooCommerce, Shopware 5/6) or analytics tools (e.g. Google Analytics).

An overview of the advantages of WhatsApp integration.

This enables seamless, efficient and direct communication with customers via the most popular messenger worldwide. It allows companies to access their data across all software and use it to integrate the WhatsApp touchpoint into their processes. 

Note: Ready-made integrations are currently largely only possible via the WhatsApp Business Platform of an official Business Solution Provider (BSP) such as charles. 

It is also possible to programme such an integration in-house, but this involves considerable effort and resources and is extremely rare. More on this in the next section.

We recommend: integration via a BSP

The most common and, especially for medium-sized and large companies, the most sensible way to integrate WhatsApp into existing systems and tools is via the WhatsApp Business Platform (formerly API) and a WhatsApp Business Solution Provider (BSP for short).

Hardly any companies are prepared to invest the resources required to code a platform themselves to connect to the WhatsApp Business API. And they are even less willing to programme their own integrations.

We have summarised the advantages of working with a BSP for you here:

• Use your data for WhatsApp 💾
  By having access to hard-won and valuable data, you can make your WhatsApp marketing and customer communication more targeted and personalised. You can minimise wastage as a result.
• Set up automations ⚙️
  Using a WhatsApp business platform like charles, you can set up automated omni-channel flows that are triggered by other tools such as your shop or email platform and end in WhatsApp.
• Stay GDPR compliant 🔐
  Good WhatsApp Business software has the GDPR requirements, such as the necessary double opt-in, firmly integrated into its functions and protects you from violating data protection regulations.
• Access all functions 🎨
  Without a BSP, you are on your own in every respect. Many potentials that arise through the WhatsApp Business API therefore remain unutilised. A BSP gives you access to countless functions that would otherwise not be available to you.
• Save costs and labour for IT 💰
  In the long term, in-house solutions not only lead to high additional costs and labour costs for almost all companies, but experience has shown that they deliver poorer results.

How to integrate WhatsApp into your systems?

There are currently two basic approaches for integrating WhatsApp into existing systems such as CRM, email marketing or e-commerce tools:

A direct integration from your WhatsApp platform into your existing system (charles X Emarsys / Zendesk / Klaviyo etc.), or 
integration via third-party software such as Zapier (charles x Zapier x Emarsys / Zendesk / Klaviyo etc.).

1. Direct integration without a third-party app

With direct integration, you can use the ready-made solution from your WhatsApp Business Solution Provider. The setup is very simple. After a few clicks, you have integrated your WhatsApp into your tool and can start receiving and replying to messages. 

Your advantage: compared to using third-party software such as Zapier, you don't have to constantly switch back and forth between different platforms and you're much faster.

2. Integration via third-party software such as Zapier

Zapier is a tool that allows you to automate actions that need to take place between different tools. The application allows you to set up WhatsApp flows that are triggered by a new entry in an Excel list, for example.

Your advantage: You can connect almost any app to WhatsApp and set up the most creative flows thanks to so-called "Zaps". This also works with charles.

WhatsApp CRM integration (e. g. Emarsys, Zendesk, Freshdesk, Gorgias)

The integration of WhatsApp into CRM systems enables seamless communication and data exchange between sales, marketing & customer service teams with customers via WhatsApp.

charles offers a range of CRM integrations, including Emarsys, Salesforce, HubSpot, Zendesk, Freshdesk and Gorgias.

The advantage of a WhatsApp CRM integration lies primarily in the possibilities for automating use cases in customer service, but also for segmenting and personalising campaign flows via WhatsApp.

Are you using Emarsys? You can find out more about the charles x Emarsys integration on our website.

Email marketing tool integration with WhatsApp (e. g. Klaviyo, HubSpot)

Although email and WhatsApp are fundamentally different communication channels, they can be used to complement each other.

By integrating WhatsApp into email marketing tools such as Klaviyo, for example, companies can invite customers to subscribe to WhatsApp for faster updates or share email content via WhatsApp.

This can be done by using special links or buttons in emails that take the user directly to a WhatsApp chat.

For companies that want to closely connect email and WhatsApp, such an integration is the perfect solution.

You can use Klaviyo triggers via the Klaviyo integration

Many of our customers use the email marketing tool Klaviyo and charles in combination.

In our blog, we take a closer look at why WhatsApp and email are not in competition with each other, but are more effective together.

Shop system integration with WhatsApp (e. g. Shopify, WooCommerce, Shopware)

The integration of WhatsApp with shop systems such as Shopify can significantly improve customer service, customer loyalty and sales revenue.

Customers can ask questions about products, receive support or even place orders directly via WhatsApp.

Many e-commerce platforms offer options for integrating WhatsApp via APIs or special extensions/plugins. This can also include the automation of messages, such as order confirmations or shipping information, via WhatsApp.

In the charles platform, the Commerce feature is based precisely on this integration and makes shopping via chat possible. Employees can access all data from the shop system in real time, make product recommendations using drag & drop and even fill shopping baskets. With a checkout link, all the customer has to do is pay.

This is what a typical WhatsApp chat with the Commerce feature and a shop integration (in this case Shopify) looks like

For furniture manufacturer Woodboom, selling via WhatsApp is an important sales channel.

In Woodboom's case study, we take a closer look at how the company is closing sales more efficiently via chat thanks to the commerce feature and shop integration.

Step by step: From 0 to integrated

Here is an overview of the main steps and components required for a technical implementation:

1. Get access to the WhatsApp Business API

Firstly, you need to get access to the WhatsApp Business API. This is usually done through an official WhatsApp Business Solution Provider (BSP), such as charles, who supports the integration and ensures that the use of WhatsApp complies with WhatsApp's guidelines and best practices.

2. Set up a WhatsApp Business account

You will also need to set up a WhatsApp Business Account (WABA), which serves as your official presence on WhatsApp.

All messages are sent and received via this account. The account must be verified by Meta to confirm the authenticity of your company.

3. Integrate into existing systems

The WhatsApp Business API provides a number of endpoints (API endpoints) through which messages can be sent and received.

Companies need to integrate through the API into their existing systems, such as their CRM system, email marketing tool or e-commerce platform.

This usually requires the development of specific code or the use of middleware products that act as a bridge between WhatsApp and the company's systems.

Companies working with charles have access to a range of integrations with the most common CRM, shop and email tools. In most cases, the integration is no more than 3 clicks away before it's ready for you.

4. Develop message flows

Based on the business requirements, you can then develop message flows (at charles this feature is called Journeys) that enable automated responses, notifications and interactive communication with customers.

A post-purchase flow that is triggered when an order is completed in your online shop could look like this

This includes creating message templates that must be approved by WhatsApp before they can be used for bulk messages.

👉 You can find out more about this in our blog article on automations.

5. Compliance with data protection regulations

The integration must comply with data protection laws and regulations, in particular the GDPR in Europe.

This includes the implementation of mechanisms to obtain consent from users, such as double opt-in before contacting them, as well as the secure processing and storage of personal data.

👉 We have already covered this in detail in our blog post on WhatsApp & the GDPR

Develop your WhatsApp integration strategy

Developing a WhatsApp integration strategy is a key step for organisations to increase customer loyalty and revenue.

Our WhatsApp Enterprise Blueprint provides comprehensive guidance and best practices to successfully meet this challenge.

Here are the key points for an effective WhatsApp integration strategy:

1. Consider WhatsApp as part of your CRM strategy

It is important to consider WhatsApp not in isolation, but as an integral part of your overall CRM strategy.

WhatsApp should co-exist with and complement other channels like email marketing to create a holistic customer experience.

2. Appoint a person responsible for WhatsApp

To start, you should appoint one person in your team to take responsibility for WhatsApp marketing.

This person will be responsible for setting goals, reporting KPIs, setting up campaigns and overall management of the WhatsApp channel.

3. Choose the right WhatsApp marketing platform

A key decision is choosing a suitable WhatsApp Business Solution Provider, like charles. This provider will work with you from the outset to develop a solid, low-risk WhatsApp marketing strategy.

Erfahre mehr über das Tool von charles

4. Integration into the technology stack

WhatsApp should be seamlessly integrated into your existing marketing mix without disrupting it. This includes integrations with your email software, CRM systems and other existing tools.

5. Minimise risks through targeted use cases

Focus on one or two use cases for WhatsApp first to understand the platform and how your customers respond to it. For example, start with product launches or VIP communities.

6. Scaling and customisation

Once the first steps are successfully implemented, scale the use of WhatsApp quickly to fully utilise the channel. Continuously adapt your strategy based on learnings and customer feedback.

7. Offer customers an exceptional experience

Prioritise personalised, relevant content and use WhatsApp for exclusive offers, customer support and direct communication to strengthen customer loyalty and retention.

8. Continuous optimisation

Keep an eye on your KPIs and regularly optimise your WhatsApp strategy to maximise effectiveness and increase ROI. Learn from the data and adjust your campaigns accordingly.

Interested in more examples and deeper insights into the world of WhatsApp marketing from the perspective of large companies? Download the WhatsApp Enterprise Blueprint now for free.

Questions? Talk to us

Integrations seem very complicated at first. If you would like a personal contact to clarify more specific questions about your business, simply make an appointment with us. 

Our experts will be happy to advise you in detail about your use case and show you which integrations make the most sense for you in a 30-minute call.