So, you want your B2B sales team to stop chasing their tails with repetitive onboarding messages? Good call. If you’re constantly copy-pasting “Welcome!” and “Here’s how to get started…” into chats, it’s time to automate. This guide is for sales leaders, ops folks, and anyone tired of reinventing the wheel with every new customer. We’ll dig into how to get automated onboarding messages working in WhatsApp—what actually works, what doesn’t, and how not to get lost in the weeds.
Why automate onboarding messages in WhatsApp?
You already know the answer: onboarding is repetitive, boring, and easy to mess up when done manually. For B2B sales teams, it’s even more critical—your customers expect a pro experience from day one. If you don’t set the right tone, a competitor will.
Automated onboarding messages in WhatsApp mean: - No more missed steps (or forgotten attachments). - Consistency, even if a sales rep is sick or overloaded. - Faster response times. - More time for actual sales work.
But let’s be clear: automation isn’t magic. If your onboarding process is messy, automating it just means you’ll send bad messages faster. So get your process straight first.
What you actually need (skip the hype)
Before you start, here’s the honest list of what you need: - A WhatsApp Business account (not regular WhatsApp). - Access to the WhatsApp Business API (this is key for automation). - A tool or platform that connects to the API—think CRM, chatbot builder, or automation platform. - A clear onboarding process mapped out. - Customer consent to message them (don’t skip this; WhatsApp will block you if you spam).
Ignore the noise about “AI-driven journeys” and “hyper-personalized onboarding at scale” unless you have a dedicated engineering team and deep pockets. For most B2B sales teams, simple wins.
Step 1: Map out your onboarding flow
Don’t write a single line of code (or pay for a tool) until you know: - What info does every new customer need? - What questions do they ask most? - What actions do you want them to take in week one?
Sketch a basic flow. For most B2B teams, it’s something like: 1. Welcome message 2. Key setup steps 3. Invite to schedule a call/demo 4. Resources (guides, videos, contact info) 5. Check-in or feedback ask
If you’re not sure, talk to your sales reps—they’ll know where customers get stuck.
Pro tip: Keep messages short, friendly, and avoid jargon. WhatsApp is not email.
Step 2: Get access to WhatsApp Business API
Regular WhatsApp and WhatsApp Business app aren’t enough—you need API access to automate anything serious.
Two main ways to get API access:
- Directly from WhatsApp (Meta). This is doable for larger companies. It’s a pain—expect paperwork, approval, and tech setup.
- Through a provider (“Business Solution Provider” or BSP). Much simpler. BSPs (like Twilio, MessageBird, or Gupshup) handle the messy stuff. You pay them, and they connect you to the API.
Honest take: For 99% of B2B teams, go with a BSP. It’s faster, cheaper upfront, and they often have better documentation. Direct API access is overkill unless you have a large dev team and unique needs.
What to watch out for: - BSPs charge per message—read the pricing carefully. - WhatsApp has rules about “template messages” for outbound communication. You have to get templates approved; BSPs help with this.
Step 3: Choose your automation tool
You have a few options: - CRM with WhatsApp integration (e.g. HubSpot, Salesforce, Zoho). These let you trigger messages based on deals or contacts moving stages. - Chatbot builders (e.g. Twilio Studio, ManyChat for WhatsApp, Landbot). These let you create flows—great for interactive onboarding. - Custom code via API. Only do this if you have real developers.
Skip the all-in-one “AI onboarding” platforms unless you’ve verified they support WhatsApp Business API and have serious references.
How to pick:
- Does it work with your CRM or lead database?
- Can non-techies update messages/flows?
- Does it support media (PDFs, images) if you need them?
- Can you track who’s received/read/responded?
- Is it affordable per message/user?
Don’t overthink it: get a demo, ask dumb questions, and see if it fits your workflow.
Step 4: Set up your onboarding message templates
WhatsApp doesn’t let you blast any old message out of the blue. For outbound (proactive) messages, you need to submit “message templates” for approval.
What works: - Short, specific messages. (“Welcome to Acme! Here’s your next step…”) - Personalization tokens (name, company) if your tool supports it. - Clear calls to action.
What doesn’t: - Long, rambling intros (nobody reads them). - Links to 10 different docs at once. - Marketing fluff (“Dear valued customer…”).
Get your templates approved through your BSP or provider’s dashboard. Approval usually takes a few hours to a couple of days. If a template gets rejected, simplify it—WhatsApp is picky about promotional language.
Pro tip: Have a fallback plan for when a template is stuck in approval limbo. Usually, you can trigger the onboarding with a simple “Hi, are you ready to get started?” and continue the rest as interactive messages.
Step 5: Build and test your automation flow
Now, connect the dots: - Trigger: What kicks off the onboarding? (New deal closed, contact added, form submitted, etc.) - Sequence: Which messages go out, in what order? - Timing: Do you send everything at once, or spread it over a few days? - Logic: If a customer replies, does the automation pause or hand over to a human?
What actually works: - Start simple: One or two onboarding messages, not a 10-step saga. - Human handoff: If someone replies with a question, have a rep jump in. - Scheduling: Don’t send messages outside business hours (unless your customers are global and expect it).
Test with your own team first. Break it—see what happens when someone replies, ignores, or sends a weird emoji. Fix the gaps.
Watch out for: - Broken media links (especially PDFs or videos). - Confusing sequences (“Wait, why did I get that message twice?”). - Annoying timing (no one wants five messages in ten minutes).
Step 6: Get customer opt-in (don’t spam)
WhatsApp takes spam seriously. You need clear consent from customers before messaging them. This usually means: - A checkbox on your signup form (“I agree to receive updates via WhatsApp…”) - Written consent during the sales process.
Your BSP will usually make you prove this during setup.
Ignore shortcuts like buying lists or using “cold” WhatsApp messaging tools. You’ll get banned, and it’s just a bad look.
Step 7: Monitor, improve, and don’t overdo it
Set up a way to track: - Delivery rates (are messages going through?) - Read rates (are people seeing them?) - Replies (are customers engaging or ignoring you?)
Ask your sales team and new customers what’s working and what’s annoying.
Iterate: Cut messages that get ignored. Add quick links or videos where people get stuck. Automation is supposed to make things easier—not robotic.
Pro tip: Review templates every few months. WhatsApp’s rules and customer expectations change fast.
What to skip (honest advice)
- Don’t try to automate every single touchpoint. Some things need a human touch.
- Don’t buy into tools promising “AI onboarding in minutes.” If it sounds too good to be true, it is.
- Don’t forget to update your flows. Onboarding isn’t set-and-forget—products and processes change.
Keep it simple, then iterate
Automating onboarding messages in WhatsApp is worth it—but only if you keep it simple and stay close to what customers actually need. Start with a basic flow, see how it works, and tweak from there. If you’re not sure, ask your newest customers what would have helped them. Don’t get lost in the tech or the hype. The goal: less busywork, more real conversations, and a better experience for everyone.