What a WhatsApp CRM does
CRM stands for customer relationship management. A CRM is a list of your customers with everything you know about them: contact details, past jobs, quotes, open deals and what still needs to happen. A WhatsApp CRM adds the WhatsApp conversations to that record. When a customer messages you, you see who it is, what you sold them before and which follow-up is planned.
Typical features of a WhatsApp CRM:
- A customer card linked to each WhatsApp conversation.
- Deals or jobs in stages, for example quote sent, accepted, done.
- Tasks and reminders for follow-ups.
- Several coworkers working in the same customer list, with an owner per customer.
- Sending template messages, for example appointment reminders.
What the free WhatsApp Business app already offers
The WhatsApp Business app has a few CRM-like features. For one person they can go a long way:
- Labels: sort chats into groups such as New customer, Quote sent or Paid. You can create your own labels and filter on them.
- Contact notes: on newer app versions you can add a short note to a contact, for example the car model or address. Only you see it.
- Catalog: show your products or services with prices inside WhatsApp.
- Quick replies and greeting or away messages: standard answers you send with a few taps.
- Business profile: address, opening hours and website for customers.
What the app does not do: no shared customer list for a team, no deals or tasks, no reminders, no reports, and everything lives on one phone. See what the free WhatsApp Business app can and cannot do.
A simple CRM without software
Many small businesses do fine with the Business app plus a shared spreadsheet. One row per customer, a column for status and one for the next step. Use the same words for your labels as for the status column, so the chat list and the sheet tell the same story. Review the sheet once a week. This costs nothing and is easy to replace later.
CRMs that connect to WhatsApp
Most CRMs connect to WhatsApp through the WhatsApp Business API, directly, through an app in their marketplace, or through a provider such as Twilio or 360dialog. Examples:
- HubSpot, Zoho CRM, Pipedrive, Salesforce: general CRMs with WhatsApp options, often as an add-on or a third-party app.
- Team inbox platforms such as Trengo or Superchat: a shared inbox first, with contact records and CRM integrations. See Trengo, Superchat and Bird compared.
Before you choose, check four things: whether the integration is built by the CRM itself or by a third party, whether you need a new number for the API or can migrate your existing one, which fees apply on top of the CRM (provider fee, Meta fees for template messages), and how long setup takes. What WhatsApp Business costs explains the cost parts. Prices change often, so check them with each provider.
CRM, shared inbox or forwarding: side by side
| Business app + spreadsheet | CRM on the Business API | InBetween forwarding | |
|---|---|---|---|
| Customer records | Labels, notes, sheet | Yes, full | No |
| Deals and follow-ups | Manual in the sheet | Yes | No |
| Who answers the customer | You, on your phone | Agents in the CRM | One coworker in their own WhatsApp |
| Number | Existing number | API number, often new or migrated | Existing number |
| Setup | An hour | Days to weeks | About 2 minutes |
| Cost | Free | CRM plus provider and Meta fees | €0 to €142 per month |
When you do not need a CRM
Some businesses look for a WhatsApp CRM when the real problem is different: the owner gets every message, but the answer is with a technician, a mechanic or the crew. A CRM does not solve that on its own; someone still has to pass the question on.
InBetween does only that part. You connect your existing WhatsApp or WhatsApp Business number by QR code or pairing code, like WhatsApp Web. Each customer message, including photos, voice notes, locations and documents, is forwarded automatically to one coworker. They reply in their own WhatsApp and the customer receives the reply from your business number. Customer numbers are hidden by default ("Customer 1", "Customer 2"). With Pause you stop forwarding temporarily.
Forward customer messages automatically. Replies go back from your number.
Try free for 30 daysHonest limits: InBetween is not a CRM. It keeps no customer records, deals, tasks or reports, sends each conversation to one coworker at a time, is not an official Meta integration, and the app dashboard is currently only in Dutch. You can combine it with the Business app labels and a spreadsheet, and move to a CRM later; your number is not locked to InBetween.
Which one should you choose?
- You handle all customers yourself: the Business app with labels, notes and a spreadsheet.
- Sales pipeline, several coworkers in one customer list, reminders and reports: a CRM with WhatsApp integration on the Business API.
- Customer messages should reach the person doing the job, from your existing number: forwarding with InBetween.
Frequently asked questions
Does WhatsApp Business have a CRM?
No. The Business app has labels, contact notes, a catalog and quick replies, which help one person stay organised. For a shared customer list, deals and reminders you need a CRM connected to WhatsApp.
Which CRM works with WhatsApp?
HubSpot, Zoho CRM, Pipedrive and Salesforce offer WhatsApp options, often through the WhatsApp Business API, an add-on or a third-party app. Check who builds the integration and which extra fees apply.
Is InBetween a WhatsApp CRM?
No. InBetween forwards each customer message to one coworker, who answers in their own WhatsApp. The reply goes back from your business number. It keeps no customer records or deals.
Is InBetween an official WhatsApp or Meta integration?
No. InBetween uses the same linked-device technology as WhatsApp Web. That is why it works with your existing number and without the WhatsApp Business API. If you need an official Meta integration, a Business API platform is the better fit.