WhatsApp in HubSpot: Taming Unknown Users & Automating Weekend Replies

Integrating WhatsApp with HubSpot can be a game-changer for customer communication, but what happens when those incoming messages come from unknown users? A recent HubSpot Community thread tackled this very issue, exploring how to manage these interactions, especially when it comes to automated replies and weekend coverage. Let's dive into the solutions.

The Challenge: Unknown WhatsApp Users in HubSpot

The original poster highlighted a common problem: WhatsApp conversations entering HubSpot as unknown users. This raises several questions:

• How to handle consent and subscriptions for users not yet in your HubSpot contacts?
• Is it possible to automatically create contacts from these unknown users?
• Will automated WhatsApp templates work for unknown users who haven't explicitly opted in?

Unlocking the Answers: Community Insights

One respondent clarified several key points based on HubSpot's documentation:

Transactional Subscriptions and the 24-Hour Window

When a user initiates a WhatsApp conversation, it opens a 24-hour customer service window. During this time, you can reply freely with text or templates without needing separate transactional subscription opt-in. The initial message acts as the opt-in for responses within that window. However, for long-term management, you'll need to manually create or associate a contact from the conversation thread.

Automated Contact Creation: A Tricky Area

Unfortunately, HubSpot doesn't natively support workflows that automatically create contacts from unknown WhatsApp conversations. There's no direct trigger for new inbound WhatsApp threads in conversation-based or ticket-based workflows. Incoming messages remain “unknown” until you manually associate them with an existing contact or create a new one. Workarounds might involve custom code or third-party tools like Zapier or Tray.

Utility Templates and Opt-In Requirements

A workflow sending a WhatsApp utility template immediately after a user opens an inbox conversation will likely fail for unknown users. Workflows are contact-based and require an associated contact with opt-in consent. Even with a contact, utility templates demand verifiable opt-in. The user's initiation only allows replies in the inbox within the 24-hour window, not automated workflow sends.

Solving the Weekend Reply Dilemma

The original poster specifically wanted to send an automated utility message to WhatsApp users reaching out during the weekend, informing them that they'll receive a reply on Monday. Given the limitations above, how can this be achieved?

One respondent suggested two main options:

Option 1: Inbox/Channel Automation

The best approach within HubSpot's native limits is to use the WhatsApp channel’s own auto-reply/office-hours logic (if available in your portal). You can configure an automatic reply for new messages arriving outside business hours directly within your inbox settings. This operates at the channel level, so it works even when the sender is unknown and doesn't depend on subscription properties.

To do this, navigate to Settings → Inbox & Helpdesk → Inboxes → [Your WhatsApp inbox] → Automation. Configure an automatic reply with a message like, “Thanks for your message, our team will reply on Monday.”

Option 2: Template + Contact Creation Workaround

If using a WhatsApp utility template is a must, the workflow needs to include a contact creation step:

1. Detect new weekend conversations: Use a conversation-based workflow that enrolls new threads and checks the timing (e.g., if the conversation was created on Saturday/Sunday or outside office hours).
2. Create/associate a contact:
   • Manually: An agent creates a contact from the phone number in the first message and associates the conversation.
   • Via custom code/integration: Use a middleware (Tray/Zapier/Make/custom app) to listen to incoming WhatsApp messages, create a HubSpot contact with the WhatsApp phone number, and associate the conversation.
3. Send the approved weekend template from a contact-based workflow: Enroll the newly created contact in a contact-based workflow that sends your “weekend / back on Monday” utility template, using the Meta-approved template ID. This respects the 24‑hour window, as the user’s inbound message opens the session.

ESHOPMAN Team Comment

This HubSpot Community discussion highlights a common pain point for businesses using WhatsApp for customer service. The limitations around automated contact creation and subscription management for unknown users can be frustrating. While HubSpot's native features offer some solutions, like inbox automation, more complex scenarios may require third-party integrations or custom code. For ESHOPMAN users, ensuring seamless contact creation from e-commerce transactions can help mitigate this issue by pre-populating contact information before a WhatsApp conversation even begins.

Ultimately, the best approach depends on your specific needs and technical resources. Start with inbox automation for simple weekend replies. As your needs grow, explore contact creation integrations for more personalized and automated experiences. Remember to always prioritize user consent and adhere to WhatsApp's policies.