WhatsApp CRM: pipeline, contacts and chats in one place
ConverZAP’s WhatsApp CRM connects contacts, deals and a Kanban pipeline to your team’s chats. Everyone who writes becomes a contact with no duplicates, deals move through stages by the sales rep, the AI agent or automations, and every change is logged.
- Kanban pipeline with stages, value, owner and expected close date
- Contact created on the first message, deduplicated by phone number
- The AI agent and automations move deals between stages
- Tags, custom fields and segments to reach the right audience
New number on WhatsApp. Contact created in the CRM with the profile name.
Hi! I saw your ad. Do you make custom kitchens?
We do! So I can connect you with the right designer: is it a house or an apartment, and in which city?
An apartment, in Campinas. I’d like to start in about two months.
What is a WhatsApp CRM?
A WhatsApp CRM is a system that keeps contacts, deals and pipeline stages linked to your WhatsApp chats. Everyone who writes becomes a contact, with tags, fields and history. Sales reps see the chat and the deal side by side, and AI or automations update the pipeline with no manual data entry.
Selling on WhatsApp without a CRM vs. with ConverZAP’s WhatsApp CRM
| Before | With ConverZAP |
|---|---|
| Leads are scattered across each rep’s phone. | Every contact who writes goes into the same base, with a standardized phone number. |
| The pipeline lives in a spreadsheet nobody updates. | The Kanban is updated from the chat, by the AI agent or by automations. |
| To know where a deal stands, someone has to ask. | The chat panel shows the deal and its stage; the card shows how many days it has been stalled. |
| The same customer shows up three times in the spreadsheet. | Imports, forms and WhatsApp use the phone number as the key and merge the data. |
| People who asked to opt out stay on the send list. | The opt-out is stored on the contact and blocks new sends from the inbox and automations. |
| The manager doesn’t know how much money is in the pipeline. | Each column adds up its deals, and the top shows open value, weighted forecast and won deals. |
How it works
Features
Kanban sales pipeline
Drag and drop between stages
Your WhatsApp sales pipeline is visible to the whole team, without a spreadsheet.
Drag the card to another column and the change is saved instantly. When you move it to a lost stage, the app asks for the reason.
Multiple pipelines, your own stages
One pipeline for new sales, another for partnerships or renewals.
The admin creates pipelines and stages, sets each stage’s color, probability and type (open, won or lost) and reorders the columns. The first pipeline comes with New lead, Qualified, Proposal, Negotiation, Won and Lost.
Deals with value, owner and forecast
Every opportunity has an owner and a close date.
A deal stores the title, contact, company, value, owner, expected close date, notes and loss reason.
Days stalled in a stage
You see what’s going cold before you lose the sale.
Each card shows how many days it has been in the stage and is highlighted after 14 days without moving.
Bulk deals from a list
An imported list becomes a pipeline in one click.
Pick the list, the starting stage and the owner. One deal is created per contact, and anyone who already has an open deal in that pipeline is skipped.
Contacts, tags and segments
Contact created on the first message
No WhatsApp lead is left out of the CRM.
A new number that writes to your WhatsApp becomes a contact right away, with the profile name. The phone number is the key: the same number is never added twice.
Tags with color and description
One vocabulary for the team, the agent and automations.
Tags live in a catalog with usage counts. Renaming a tag or merging two updates contacts, chats and automations. A tag used by an automation can’t be deleted by mistake.
Typed custom fields
Store what matters to your business: property, plan, course, CNPJ (the Brazilian company tax ID).
Create text, number, date, option list, yes/no or link fields. The value is validated on entry, whether it comes from the screen, a spreadsheet or the AI agent.
Dynamic segments
Find, for example, contacts tagged "vip" who live in Campinas and haven’t replied in 30 days.
Combine up to 20 conditions with AND or OR: tag, list, pipeline stage, city, state, custom field, whether the contact can receive WhatsApp, date added and last reply. The segment is recalculated at the moment it’s used.
Search, filters and export
Your whole base at hand, without relying on a specialist.
Search by name, phone or email and filter by list, tag, segment, who can receive WhatsApp and who opted out. The current filter can be downloaded as a CSV.
Lead capture without typing
Spreadsheet import
Bring in the base that lives in Excel today without creating duplicates.
CSV or XLSX files up to 20 MB and 100,000 rows. The app suggests the column mapping, shows a preview and turns extra columns into custom fields. Repeated contacts are updated, and nothing already filled in is erased.
Standardized phone numbers
Fewer failed sends because of a wrong number.
A Brazilian number like (11) 99999-9999 becomes +5511999999999. The app handles Brazil’s ninth mobile digit and flags landlines, which can’t receive WhatsApp.
Website forms
Website leads land in the CRM and the pipeline with no copy and paste.
Each form gets a webhook URL (Elementor or JSON). Every submission becomes a tagged contact, joins a list and can open a deal in a stage. UTMs and the source page are saved in the contact’s fields.
Import report
You know exactly what came in and what was left out.
At the end, the app shows how many contacts were created and updated, and lets you download the skipped rows with the reason.
A pipeline that moves on its own
An AI agent that updates the CRM
Qualified leads show up on the Kanban without anyone typing.
With the pipeline tool turned on, the agent creates or moves the contact’s deal to the right stage. The lead’s answers go into the contact’s fields, and the agent can apply tags.
Qualification that moves the stage
Qualified leads go to one column, unqualified leads to another.
You set the agent’s qualification rules and the target stage for each outcome. Deals created by the agent can start with a default value.
Automations linked to the pipeline
Entering a stage can trigger the next action.
An automation starts when a deal enters a stage, or when a contact joins a list or segment, gets a tag or replies. In its steps, it moves the deal to another stage and applies tags.
Chat and deal side by side
Reps update the pipeline without leaving the chat.
The Inbox side panel shows the contact’s details, tags, ad source (when there is one) and deals, with a stage you can change right there.
Sample conversation (fictional)
A custom furniture store gets a message from a number that has never contacted it. See what happens in the CRM at each step.
SystemNew number on WhatsApp. Contact created in the CRM with the profile name.1
CustomerHi! I saw your ad. Do you make custom kitchens?
AI agentWe do! So I can connect you with the right designer: is it a house or an apartment, and in which city?
CustomerAn apartment, in Campinas. I’d like to start in about two months.
SystemAgent saved to the contact: property = apartment; city = Campinas; timeline = 2 months. Tag "kitchen" added.2
AI agentPerfect. What’s your name and the best email to send the quote to?
CustomerCarla. carla@example.com
SystemQualification rules met. Deal "Carla" created in the "Qualified" stage of the Sales pipeline.3
AI agentThanks, Carla! I’m passing you to our designer, who is already getting your summary.
SystemAgent handed off to a person with a summary in an internal note. Chat set to "Waiting for human".4
Team memberHi, Carla! This is Rafael. I see it’s an apartment in Campinas. Can I book the site visit for Thursday?
CustomerThursday at 10 a.m. works.
SystemRafael changed the deal stage to "Site visit" in the chat panel.5
- 1An unknown number becomes a contact right away. The phone number is the key, so the same customer is never added twice.
- 2What the agent collects goes into the contact’s fields, and the tag joins the workspace catalog.
- 3When the qualification rules match, the agent creates or moves the deal to the stage you chose.
- 4The rep gets the chat with the summary and sees the deal in the side panel.
- 5"Site visit" is a stage the manager created. The change is logged in the deal’s history, with date and time.
CRM control, permissions and limits
Who can change what
Only admins create pipelines and stages. Members create, move and edit deals. The "read-only" role sees everything and changes nothing. The admin can also limit which modules each member can access.
Automatic deal history
Creation, stage changes, value, owner and title are logged with date and time by the database, without relying on anyone to remember. Changes made by the AI agent or by automations appear in the history without a user’s name.
One open deal per contact in each pipeline
Forms, lists, the AI agent and automations reuse the contact’s open deal in that pipeline instead of creating another one. To open a new deal by hand, use the "New deal" button in the Pipeline.
Opt-out and Brazil’s data protection law (LGPD)
Contacts who reply STOP, or Portuguese keywords such as SAIR and PARAR, are flagged with date and reason, and new sends are blocked. You can also flag or unflag them by hand. Inbox history has a configurable retention period per workspace.
What ConverZAP doesn’t do
There’s no native sync with external CRMs. To exchange data with another system, you build the flow in the ConverZAP app on Zapier or the n8n node (Sales and Complete plans), or the AI agent calls your own endpoint (Make or your own API) through the HTTP tool. The base can also be exported as a CSV.
Volume on screen
The Kanban shows up to 2,000 deals at a time. Beyond that, use search or the owner filter. Each column’s counts and totals include every deal.
WhatsApp rules your CRM needs to follow
The 24-hour window
According to Meta, a business can send free-form messages for up to 24 hours after the customer’s last message. Outside that window, only an approved template can be sent. The Inbox shows whether the window is open and switches to template sending when it closes.
Templates and categories
To reach a CRM contact outside the window, use an approved template in the marketing, utility or authentication category. See the step-by-step guide to templates.
Click-to-WhatsApp ads
When a lead comes in through a Click-to-WhatsApp ad (Android and iOS) and the business replies within 24 hours, Meta opens a free ad window of up to 7 days. That’s the time to qualify the lead and log the deal in the pipeline. Learn how Click-to-WhatsApp ads work.
Opt-in and unsubscribe
Having a contact in the CRM isn’t permission to message them. Only send to people who agreed to receive messages, and make it clear how to opt out. See how to collect WhatsApp opt-in.
Meta’s fees
In Brazil, from October 1, 2026, Meta charges per delivered message: R$ 0.3217 for marketing and R$ 0.035 for utility, authentication and service, with 1,000 free service messages per number each month. Check Meta’s official pricing and run the numbers in the API cost calculator.
In practice, by industry
Real estate
A website form lead arrives tagged with the property and enters the pipeline at "New lead". The broker moves it to "Showing booked" from the chat, and a segment shows who toured a property and hasn’t replied in 7 days.
Clinics
The agent records the procedure of interest in a contact field and opens the deal at "Quote". The front desk views the pipeline by owner and knows who hasn’t booked yet.
Schools and courses
Each course is a tag and each enrollment phase is a stage. The spreadsheet of people who showed interest at an education fair is imported into a list and becomes bulk deals in the first stage.
Gyms
People who asked about membership plans enter the "Memberships" pipeline. Those who didn’t sign up move to a "no reply in 15 days" segment and get a sequence with an approved template.
E-commerce
Pre-sale questions become contacts tagged with the product. A segment by city and tag becomes a campaign audience of people who can receive WhatsApp and haven’t opted out.
B2B services
The website form opens the deal with the lead’s company and industry. The AI SDR qualifies the lead and moves it to "Qualified", and the rep logs the value and expected close date. Learn more
Customer reactivation
A segment of customers tagged "bought" with no reply in 90 days enters a reactivation automation. Those who reply go back into the pipeline at "New lead". Learn more
Full examples by industry: AI agents on WhatsApp by industry.
Integrations
Official WhatsApp API (Meta)
Messages to the connected number create contacts and appear in the Inbox, next to the deal.
AI agents
The number’s agent saves answers to contact fields, applies tags and creates or moves deals in the pipeline.
Automations
A stage, list, segment, tag or reply triggers journeys that send templates and emails, move stages and apply tags.
Website forms
Elementor forms or any JSON submission become a contact, a tag, a list entry and a deal in a stage.
Company enrichment
On the Sales and Complete plans, a Google Maps search or a CNPJ search (for Brazilian companies) saves the companies found as contacts in a list.
Zapier
The ConverZAP app on Zapier connects contacts, deals and chats to other apps, such as Google Sheets, RD Station and Slack. Available on the Sales and Complete plans. See the integration
The agent’s HTTP tool
To talk to another system, the agent calls your endpoint (n8n, Make or your own API) during the chat.
Spreadsheet vs. generic CRM vs. WhatsApp CRM
| Criterion | Spreadsheet and WhatsApp on the phone | Generic CRM, no WhatsApp | WhatsApp CRM (ConverZAP) |
|---|---|---|---|
| Adding the lead | Manual, when someone remembers | Manual or through an extra integration | Automatic on the first message, no duplicates |
| Chat and deal | In different places | In different tools | On the same screen, with the stage editable in the chat |
| Pipeline updates | Outdated spreadsheet | Depends on the rep typing | The rep, the AI agent or an automation moves the card |
| Data collected in the chat | Stays in the chat history | Copied by hand | Saved by the agent to the contact’s fields |
| Segmentation | Spreadsheet filter | CRM filters, without WhatsApp data | Includes the last WhatsApp reply and whether the contact can receive messages |
| Opt-out | Noted down (or forgotten) | Separate from the sending channel | Flagged on the contact and respected in sends |
| History | None | Depends on the setup | Stage, value, owner and title logged automatically |
| Manager’s view | Manual count | CRM reports | Open value, weighted forecast, won deals and a customer service report |
It’s a fit for…
- Teams that sell on WhatsApp and lose track of who is at which stage
- Businesses that use a spreadsheet as their CRM and want to move off it without rework
- Managers who need to see open value, owners and stalled deals
- Anyone who wants the AI agent to qualify leads and log them in the pipeline
- Businesses that get leads from ads, the website and WhatsApp and want everything in one base
Maybe not yet for…
- Anyone who needs native sync with an external CRM already in use
- Anyone who wants to use the base to message contacts without opt-in
- Operations that don’t use WhatsApp as a sales channel
Which plans include it
Contacts, lists, tags, custom fields and segments come with every plan, as do Pipeline, Inbox, Automations and AI Agents: Essential (R$ 197/month, 1 number, 1 agent, 3 users), Sales (R$ 497/month, 3 numbers, 3 agents, 10 users, enrichment of 2,000 companies/month) and Complete (R$ 997/month, 5 numbers, unlimited agents, 20 users). Prices are in Brazilian reais. For a sales team, the number of users is usually the limit that matters most. WhatsApp message fees are paid separately, directly to Meta. See the details on Pricing.
Compare plansWhatsApp CRM FAQ
It’s a CRM where contacts, deals and pipeline stages are linked to your WhatsApp chats. In ConverZAP, everyone who writes becomes a contact, the deal appears next to the chat and the stage can be changed by the sales rep, the AI agent or an automation.
You don’t need one: the pipeline, contacts and history are ConverZAP’s own. There’s no native sync with external CRMs. If you need to read from or write to another system, the AI agent can call your own endpoint through the HTTP tool, and the contact base can be exported as a CSV. On plans with API access (Sales and Complete), the ConverZAP app on Zapier connects contacts, deals and chats to other apps, such as Google Sheets, RD Station and Slack.
In five ways: automatically when a new number writes on WhatsApp, by importing a spreadsheet (CSV or XLSX), through website forms, through the enrichment module (Sales and Complete plans) or added by hand. In every case, the phone number is standardized and used as the key to avoid duplicates.
Only if you turn on the pipeline tool in the agent. Then it creates or moves the contact’s deal to the stages you allowed, and it can move the deal automatically when your rules mark the lead as qualified or unqualified. See how to create an AI agent.
Yes. The admin creates as many pipelines as needed, adds, renames and reorders stages, and sets each stage’s color, probability and whether it is open, won or lost. A stage with deals can only be deleted after they are moved.
Yes. CSV or XLSX with a header row, up to 20 MB and 100,000 rows. The app suggests the mapping, shows a preview and creates custom fields for the extra columns. Repeated contacts are updated without erasing what was already filled in, and you can create bulk deals from the imported list.
Admins set up pipelines and stages. Members create, move and edit deals. The read-only role sees everything without changing anything. The admin can also limit each member’s modules, and the Kanban can be filtered by owner.
Contacts who reply STOP, or Portuguese keywords such as SAIR and PARAR, are flagged as opted out, and new sends are blocked. Inbox history has configurable retention. Only send to people who gave permission; see the guide to WhatsApp opt-in.
ConverZAP has monthly plans starting at R$ 197 (prices in Brazilian reais), and the CRM is included in all of them. WhatsApp messages are billed by Meta, directly to your account: from October 1, 2026, per delivered message. See Meta’s official pricing and the cost calculator.
No. Pipelines, stages, tags, fields and segments are set up on screen. For website forms, just paste the generated URL into the form’s Webhook action. To connect your number, follow the step-by-step guide to the official API.
Start with the basics
Want leads to reach the pipeline already qualified? See how the WhatsApp AI SDR agent works.
Technical background: the complete guide to the WhatsApp Business API.
Other solutions
Move your pipeline out of the spreadsheet and into WhatsApp
Connect your number through the official API, import your base and set your stages. ConverZAP creates the contacts, links each chat to its deal and lets the AI agent and automations update the pipeline for you.
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