How to integrate B2B support with the CRM you already use via API
A guide on how to connect your B2B service company's support inbox to any CRM or internal system, without depending on a connector specific to any vendor.
A B2B service company rarely switches CRM just to adopt a new support tool. The most common problem isn't a lack of willingness to integrate — it's the absence of a ready-made connector for the specific system already in use.
This guide shows how to connect WhatSMS support to your CRM through API and webhooks, without depending on a custom connector.
Step 1 — Identify the events you want to sync
Decide what needs to leave WhatSMS for your CRM: new contact, ticket created, pipeline stage change, or the reverse — CRM data appearing in the conversation. Each of these events corresponds to an endpoint or webhook available in the API v3.
Step 2 — Configure webhooks for outgoing events
In WhatSMS webhooks, set the URL of your internal system or automation tool (n8n, Make) that will receive each event. This lets a new conversation or a resolved ticket automatically create or update a CRM record, without manual intervention.
Step 3 — Bring CRM context into the conversation
Through the CRM and Billing Integration, connect the client's purchase or invoice history (including Moloni, PHC, or Sage) to the conversation — so your team sees the full commercial context without leaving the Unified Inbox.
Why this avoids duplicated work
Without this connection, your team ends up manually copying information between WhatSMS and the CRM — or worse, deciding which of the two systems is allowed to fall out of date. With API and webhooks, both systems stay in sync, and support stops operating isolated from the rest of the commercial process.
You can create a free account and check the API v3 documentation to start connecting your CRM without any commitment.
Frequently asked questions
Does WhatSMS have a native connector for my specific CRM?
There is no pre-built connector for every CRM on the market — the integration is done via API and webhooks, which allows connecting to any CRM or internal system, without depending on a specific integration vendor.
Do I need advanced technical knowledge to set this up?
Basic webhook wiring for simple actions (create client, update request status) is accessible to anyone who has configured integrations before. For more complex logic, your technical team or an implementer can use the API directly.
Does the data sync in real time?
Webhooks fire the moment the event happens in the conversation (new message, ticket created, pipeline stage change), letting your CRM receive the update as soon as it occurs.
Can I see the client's purchase history or invoices right in the conversation?
Yes — WhatSMS's CRM and Billing Integration lets you bring purchase and invoice history into the conversation, plus automatically create clients or leads from new contacts.
Does this also work with automation tools like n8n or Make?
Yes. The WhatSMS API v3 and webhooks are designed to connect with automation tools like n8n or Make, in addition to direct code integrations.