WhatsApp Business overview

WhatsApp Business integration is Kommo’s official solution for managing WhatsApp conversations inside your CRM, built on Meta’s Cloud API (WACA).

It allows you to:

• Use a phone number on the WhatsApp Business Platform
• Manage chats directly from Kommo
• Use automation, team collaboration, and interactive messaging (buttons, forms, carousels, lists)

With WhatsApp Business in Kommo, you can send and receive messages, automate replies, and start conversations at any time—all right from your CRM. Here’s how messaging flows, so you can keep conversations moving and never miss a lead:

• Flexible replies: Any time a customer sends you a WhatsApp message, a 24-hour “customer service window” opens. During this time, you can chat freely and reply with any message—text, images, or even interactive menus.
• Easy re-engagement: Need to reach out to a customer after 24 hours? Just use a pre-approved WhatsApp template (like a reminder, update, or promo) to pick up where you left off. Templates can also kick off a conversation, even if a customer hasn’t messaged you first.
• Automation ready: Use Salesbot and broadcasts to send updates, confirmations, or campaigns—individually or in bulk—with the right type of message at the right moment.
• Smart workflows: Whether you’re replying to active leads, sending scheduled campaigns, or guiding users with interactive flows, Kommo keeps every chat organized and on track.

• These are regular chat messages—great for fast, natural replies.
• You can send free-form messages only within a 24-hour customer service window. This window starts when a customer sends your business a message.
• After 24 hours, free-form replies are paused. You’ll need to wait for the customer to write again, or use a template message to keep the conversation going.

• These are pre-approved by Meta, and let you:

- Start new conversations (even if the customer hasn’t messaged you first)

- Continue chats after the 24-hour window closes

- Send important info or campaigns at any time

• Templates also work inside an open conversation.
• Templates are divided into the following categories:

- Utility (e.g., order updates, reminders)

- Marketing (e.g., promos, reactivation)

- Authentication (e.g., sending a one-time password (OTP) or login code for secure account access)

• 24-hour rule: Each time a customer messages you, a 24-hour window opens for free-form replies. After those 24 hours, templates are required to continue the chat.
• Timer: Kommo shows a timer so you always know how much time you have left for free-form messaging.
• Template messages: After the window closes, only template messages are allowed until the customer replies again.

• Special case (Ads & Page buttons):

If a customer contacts you after clicking a WhatsApp ad or a button on your Facebook or Instagram page:

• You get a 72-hour free messaging window, but only if your business replies within the first 24 hours after the user initiates the conversation.
• Any type of message (free-form or template) can be sent for free in the first 24 hours.
• After 24 hours, only templates remain free for the rest of the 72-hour window.
• Once the window ends, standard template charges apply—unless the customer starts another session by clicking an ad or button again.

WhatsApp uses a pay-per-message system for templates sent outside the 24-hour window.

• Free-form messages within the 24-hour window are free.
• Utility templates are also free if sent during that window, but they’re billed if sent after it.
• Marketing templates and all templates sent after 24 hours are billed per message, based on their category.

See full details in our Pricing rules for WhatsApp Business article.

In Kommo, you’ll find a variety of tools for both message types — making it easier to reply, automate, and reach out at the right time.

Templates are pre-approved messages used to message customers first or reply when more than 24 hours have passed since their last message. They can include quick reply buttons and URL buttons. Templates are categorized as Marketing, Utility, or Authentication.

Can be used for:

• Sending appointment reminders with personalized details
• Notifying clients about payment confirmations or order updates
• Sharing promotional messages to re-engage inactive leads

All types of WhatsApp templates — Custom, Carousels and Flows — can be sent manually, through bots, or as part of broadcasts.

Learn how to create and manage them in our WhatsApp Business message templates article.

Custom templates are standard text-based WhatsApp messages used for clear, direct communication. They’re best suited for straightforward messages that follow a basic text structure.

Can be used for:

• Sending short updates or alerts
• Sharing one-time promo codes
• Following up with personalized messages

Carousel messages are interactive templates made up of scrollable cards — each one can have image, short description, and action buttons. They allow you to highlight multiple items or services in a single message and can be sent only as Marketing category templates.

Can be used for:

• Promoting several items or offers at once
• Showcasing service packages or plans in one message
• Driving traffic to different product pages with clickable cards

Explore how to design and send carousels in our Carousel templates with WhatsApp Business article.

Flows are interactive forms that open inside WhatsApp and guide users through a series of screens — without the need for back-and-forth messages or external links. They’re useful for getting clients feedback, creating questionnaires and registering clients for events — all without switching channels.

Can be used for:

• Registering participants for events or webinars
• Gathering contact or personal info
• Collecting post-appointment feedback from customers

Learn more about setup and use in our Flows templates with WhatsApp Business article.

List messages are a type of free-form message that display a structured menu of choices customers can tap instead of typing. This makes interactions quicker, smoother, and more intuitive. With a single message, you can offer a clear, clickable experience that helps users navigate options while keeping the conversation flowing.

In Kommo, they’re available only as a step in the Salesbot builder, and can’t be sent manually or through broadcasts.

Can be used for:

• Navigating support or help menus
• Selecting appointment slots or locations
• Browsing product or service categories without agent assistance

Broadcasting lets you send approved WhatsApp templates in bulk to users who’ve opted in — ideal for sharing updates, launching campaigns, or announcing special offers. Every message is delivered privately, so your communication feels personal, even at scale.

Can be used for:

• Sending reminders or important updates
• Promoting new offers or product launches
• nviting customers to events or webinars

To use this feature, your message must be a pre-approved WhatsApp template, and the recipient must have given permission to be contacted. All replies follow the standard 24-hour conversation window rules.

Explore how broadcasting works in our Broadcasting article.

Salesbot is a no-code chatbot that you can set up using Kommo’s visual builder. It works seamlessly with WhatsApp, helping you create smart, step-by-step flows to handle conversations, qualify leads, and route them to the right person — all without manual input.

Can be used for:

• Guiding new leads through your pipeline
• Responding instantly to common questions
• Collecting contact info or booking appointments

With triggers based on pipeline stages or user replies, you can automate key parts of your communication while keeping everything personalized.

Discover how to build bots in our Salesbot steps and actions guide.

You can set up WhatsApp Business in Kommo through various connection options, depending on what you need. This includes connecting a brand-new number, reusing one from the WhatsApp Business app or WhatsApp Lite, or migrating from another provider — all without disrupting your workflow.

If your number is already active in the WhatsApp Business app, you can also connect it to Kommo through the WhatsApp Coexistence feature — no need to disconnect or delete anything. With this feature, you’ll be able to manage chats from both platforms: use the app for manual replies and Kommo for automation. Messages stay in sync between the two. Learn more about this feature in this article.

Also, if your number is connected to Meta Inbox, it won’t work with Coexistence. To fix this, remove it from the Business Portfolio section in your Meta settings — then you’ll be able to connect it to Kommo.

Ready to start? Follow the steps in our Connect WhatsApp Business to Kommo article.

If you need more help with setup or troubleshooting, feel free to reach out to our support chat or contact us via WhatsApp. You can also hire a Kommo partner to do all the hard work for you.

Not a user yet? Sign up for our 14-day free trial or book a free live demo.