Automated WhatsApp follow-up that stops when the lead replies
Build the cadence once: ConverZAP sends approved templates at the right pace, stops when the lead replies or opts out, and logs everything in the pipeline. When the lead starts talking again, the AI agent or your team takes over the chat.
- Starts on its own: list, pipeline stage, tag, segment or reply
- Approved template outside the 24-hour window, during the hours you set
- Stops when the lead replies or asks to opt out
- Every contact with the current step, history and reason it ended
Day 0, 10 a.m. — deal entered “Proposal sent”. “Proposal follow-up” automation started.
Approved template sent by the automation: “Hi, Marina! This is Example School. We sent you the proposal for the English course. Any questions I can help with? Reply STOP if you don’t want to receive messages.”
Waiting for a reply for 2 days. No reply.
Day 2 — email with the proposal summary sent.
What is automated WhatsApp follow-up?
Automated WhatsApp follow-up is a sequence of messages that starts on its own from an event, such as a lead entering a pipeline stage or getting a tag. Outside the 24-hour window, every send uses a Meta-approved template. The sequence follows the waits you set and stops when the lead replies or asks to opt out.
Follow-up is one of the steps in how AI sells on WhatsApp, from first contact to close.
Follow-up today vs. follow-up with ConverZAP
| Before | With ConverZAP |
|---|---|
| The rep remembers the lead days later, or never. | The cadence starts on its own when the deal enters the stage. |
| Every rep follows up in a different way. | Every lead in the stage gets the same sequence, in the same tone. |
| Free-form messages outside the 24-hour window are rejected by the API. | Outside the window, the WhatsApp step only uses approved templates. |
| The lead replies and still gets the next reminder. | The journey stops on the reply, and the chat goes to the agent or the team. |
| People who opted out keep getting messages. | The opt-out request ends the journey and blocks new sends. |
| Nobody knows who got what or why it stopped. | Each run shows the current step, source, reply and why it ended. |
How it works
The 24-hour window opens when the lead messages you. While it’s open, free-form messages are allowed: a team member replies in the Conversations inbox, or the AI agent connected to the number does.
When the window is closed, a business can only reach the lead with an approved template. That’s why every WhatsApp step in the automation uses an approved template, and the journey only lists templates Meta has already approved.
In practice: if the lead replied, the window opened and the journey stops (with “Stop when the contact replies” turned on). If they didn’t reply, the wait ends and the next template goes out during the allowed sending hours.
Sample cadence (fictional): proposal sent
An illustrative example to show how the steps fit together. It’s not a recommended interval or a measured result. Adjust it to your sales cycle.
| When | Step in ConverZAP | Channel | If the lead replies |
|---|---|---|---|
| Day 0 | Deal enters “Proposal sent” (trigger) | — | — |
| Day 0, during sending hours | Send WhatsApp: “proposal sent” template with the lead’s name | WhatsApp (template) | Journey stops; the chat continues with the rep or the agent |
| Day 0 to 2 | Wait for a reply for 2 days | — | End the journey |
| Day 2 | Send email: proposal summary with an unsubscribe link | Journey stops | |
| Day 5 | Wait 3 days and send WhatsApp: “questions about the proposal” template | WhatsApp (template) | Journey stops |
| Day 5 to 9 | Wait for a reply for 4 days | — | End the journey |
| Day 9 | Move to “No response” and add the “follow-up-done” tag | Pipeline and tag | — |
Features
Triggers: when follow-up starts
Deal entered a pipeline stage
Follow-up comes from your sales process, not from a rep’s memory.
Pick the stage (e.g., “Proposal sent”). It works for deals created in it or moved to it, by hand, by the agent or by another automation.
Joined a list or segment
Imported leads, form leads or a specific profile enter the right cadence.
The list trigger fires on entry. The segment trigger is checked every 10 minutes. When you turn it on, you decide whether to include people already in it.
Received a tag
A tag becomes the signal to start a specific sequence.
The tag can be applied by hand, during import, by the AI agent or by another automation.
Replied on WhatsApp or manual enrollment
React to people who start talking again, or run the cadence on a one-off list.
The reply trigger comes from the official API webhook. For manual enrollment, you pick the list on the automation screen.
Cadence: what happens at each step
Up to 30 steps per journey
Short or long sequences, shaped to your sales cycle.
Combine sending WhatsApp, sending email, waiting, waiting for a reply, moving in the pipeline and adding a tag, in any order.
Wait and wait for a reply
Clear intervals between attempts, without chasing the lead on the same day.
“Wait” uses fixed days and hours (up to 90 days). “Wait for a reply” waits up to 30 days and lets you choose to continue or end depending on whether the lead replied.
Templates with contact variables
A personal message without typing lead by lead.
Template variables are filled with name, company, city, email or custom fields, with default text if a field is empty.
Email in the same sequence
One more channel for people who don’t reply on WhatsApp.
The step uses templates from the Email marketing module and your SMTP server. The template needs an unsubscribe link.
Sending hours
No messages at 11 p.m. or on Sundays.
Set the start, the end and whether it sends only on business days (Brasília time). Outside that window, the send waits for the next allowed time.
Stop rules and respect for the contact
Stop when the contact replies
A lead who replied gets no more automated reminders.
This option is on by default. The reply arrives through the webhook and the journey ends with the reason “Replied”.
Keyword opt-out
People who ask to opt out are respected on every send.
Messages such as STOP (or SAIR and PARAR in Portuguese) or the “Stop promotions” button mark the contact as opted out, and the WhatsApp journey ends.
Once per contact
No loops, and no lead getting the same sequence twice.
Each contact goes through an automation only once, even if they re-enter the list or the stage.
End it by hand
The rep took over or the deal closed? The cadence stops right away.
In the automation’s list of runs, end the contact’s run with one click.
Tracking in the CRM
Runs per contact
One system to track sales follow-ups, no spreadsheet.
Each run shows its status (in progress, completed, ended, failed), current step, source, reply date and the log of every step.
Summary per automation
See in seconds whether the cadence is working.
Totals for in progress, completed, ended, failed and how many replied.
Pipeline and tags as steps
The follow-up result shows up on the Kanban board.
Move the deal to another stage or add a tag in the middle or at the end of the journey. If there’s no open deal, one is created in the chosen stage.
Templates in the chat history
Whoever handles the chat sees what the lead already got.
Every template sent by the automation goes into the Conversations inbox history, marked as an automated send.
Sample conversation (fictional)
A language school sent an enrollment proposal; the deal entered “Proposal sent” and the follow-up automation started.
SystemDay 0, 10 a.m. — deal entered “Proposal sent”. “Proposal follow-up” automation started.
SystemApproved template sent by the automation: “Hi, Marina! This is Example School. We sent you the proposal for the English course. Any questions I can help with? Reply STOP if you don’t want to receive messages.”1
SystemWaiting for a reply for 2 days. No reply.
SystemDay 2 — email with the proposal summary sent.
SystemDay 5, 9 a.m. — next step: “questions about the proposal” template.2
SystemApproved template sent by the automation: “Marina, any questions about the class times or prices in the proposal? I can help right here.”
CustomerHi! Yes, actually. Do you have evening classes?
SystemLead replied: 24-hour window open. Automation ended (reason: Replied).3
AI agentWe do. There are classes on Tuesday and Thursday evenings. Would you like me to check with the team which option fits your level best?4
CustomerYes, please. Can I pay in installments?
SystemAgent handed off to a human with a summary in an internal note. Chat under “Waiting for a human”.5
Team memberHi, Marina! This is Júlia from sales. I see you want an evening class and installments. I’ll send you the options now.
- 1Outside the 24-hour window: the WhatsApp step uses an approved template, with the name filled in by a variable.
- 2The send follows the sending window (business days, 9 a.m. to 6 p.m. in this example).
- 3The reply opens the 24-hour window and stops the journey. From here on, free-form messages are allowed.
- 4The number’s AI agent replies with what’s in the knowledge base.
- 5Prices and terms stay with the team: the agent hands off to a team member with a summary.
Stop rules: when follow-up stops
The lead replied
With “Stop when the contact replies” on, the journey ends at the first reply. If you’d rather continue after a reply, turn the option off and use “Wait for a reply” to choose the path.
The lead asked to opt out
STOP (or the Portuguese SAIR, PARAR, CANCELAR and DESCADASTRAR) or the “Stop promotions” button record the opt-out with a date and reason. The WhatsApp journey ends and the Conversations inbox blocks new sends. For email, anyone who unsubscribed is skipped.
The deal moved forward or closed
When the rep takes over or the deal is won, they end the run with one click. You can also use “Wait for a reply” with “end” and a final step that moves the deal to the right stage.
Attempt limit
The journey ends at the last step you built. You decide how many templates to send. A few well-spaced attempts help protect the number’s quality.
Setup problems
A rejected template, an SMTP server refusing connections or a number without a token don’t burn the contact: the automation shows the error and tries again every 30 minutes.
Who takes over after the reply
The AI agent connected to the number replies from your knowledge base and hands off to a person when the lead asks or a rule requires it, with a summary in an internal note. If a human replies, the agent pauses.
WhatsApp rules every follow-up has to follow
24-hour window
According to Meta, a business can send free-form messages for up to 24 hours after the customer’s last message. After that, only with an approved template. Follow-up almost always happens outside the window.
Approved templates
You create the template in the Templates module and submit it for Meta’s approval. The categories are marketing, utility and authentication. The automation only accepts templates with an approved status. See the step-by-step guide to templates.
Opt-in and unsubscribe
Only send follow-ups to people who gave permission to receive messages from your business. Make it clear how to opt out, for example with a “Stop promotions” button. Learn about WhatsApp opt-in.
Number quality
Blocks and reports from people who don’t want your messages lower the number’s quality and can limit sending. The WhatsApp Health screen shows each number’s quality and limit.
Meta’s fees
In Brazil, from October 1, 2026, Meta charges per delivered message, with a rate by template category. Check Meta’s official pricing and estimate your cadence with the API cost calculator.
In practice, by industry
B2B services
The deal enters “Proposal sent” and gets a template the same day. No reply in 2 days, an email goes out. Still no response at the end of the cadence, the deal moves to “No response”.
Real estate
A lead from the website form joins the list and gets the introduction sequence. People who reply leave the journey and go to the broker in the Conversations inbox.
Schools and courses
People who got the “visit-booked” tag receive a reminder before the visit and a follow-up after it, only during business hours.
Clinics
A patient who asked for a quote and didn’t book enters a pipeline stage. The cadence sends two well-spaced templates and stops when they reply to book.
E-commerce
Customers in a segment with no recent purchase get a win-back sequence with a template and an email. Anyone who opts out is ended right away.
Billing and payments
Contacts with the “payment-pending” tag get a reminder with a utility template and a second notice a few days later. The reply goes to the finance team.
Leads qualified by AI
The AI agent qualifies the lead and moves the deal to “Qualified”. That stage triggers the follow-up cadence until a rep takes over.
See the AI agent for your industry, with a ready-made script for each type of business.
Integrations
Pipeline (ConverZAP CRM)
Kanban stages trigger journeys and receive the deals they move. No external CRM needed.
Conversations inbox
Sent templates go into the history. When the lead replies, the team takes over, and can snooze the chat to come back to it later.
AI agents
The number’s agent replies to people who start talking again, applies tags and moves stages that trigger other journeys.
Website forms
A form that sends a webhook (e.g., Elementor) creates the contact, adds it to the list, applies a tag and opens the deal, and the cadence starts on its own.
Contact import
Imported spreadsheets go into a list, which can be the journey’s trigger.
Email through your SMTP
The email step sends through the SMTP server you configure, with open, click and unsubscribe tracking.
Manual follow-up vs. scheduled message vs. automated follow-up with rules
| Criterion | Manual follow-up | Scheduled message | Automated follow-up with rules (ConverZAP) |
|---|---|---|---|
| When it starts | When the rep remembers | On the date and time someone scheduled | On an event: stage, list, tag, segment or reply |
| 24-hour window | The rep needs to know the rule | Free-form messages outside the window are rejected | Approved template in every WhatsApp step |
| If the lead replies | Depends on someone seeing it | The next message goes out anyway | The journey stops and the chat continues with the agent or the team |
| Opt-out request | Noted (or forgotten) | Usually not checked | Ends the journey and blocks new sends |
| Sending hours | Whenever possible | Fixed per message | Sending window per automation, with a business-days-only option |
| Scale | Limited to the team’s time | One message per schedule | Every contact that hits the trigger follows its own run |
| CRM record | Manual | None | Moves the stage, applies tags and keeps the history of every step |
| Manager’s view | A spreadsheet, or nothing | List of scheduled messages | Runs per contact and a summary per automation |
It’s a fit if…
- Your sales team loses leads to silence after the proposal or the quote
- You already have a pipeline with defined stages, or want to start one
- You use, or want to use, the official WhatsApp API with approved templates
- Managers need to see who got what and why it stopped
- You want WhatsApp, email and CRM in the same sequence
Maybe not yet if…
- You want to message contacts who didn’t give permission (opt-in)
- You want to send free-form messages outside the 24-hour window: that’s Meta’s rule, and it applies to everyone
- You’re after volume with no stop rules or quality control
Which plans include it
Automations, Pipeline, Templates, Conversations and AI Agents are in every plan: Essential (R$ 197/month, 1 number, 1 agent, 3 users), Sales (R$ 497/month, 3 numbers, 3 agents, 10 users) and Complete (R$ 997/month, 5 numbers, unlimited agents, 20 users). Prices are in Brazilian reais. The email step uses templates from the Email marketing module, included in the Complete plan, and your SMTP server. WhatsApp message fees are paid separately, directly to Meta. See the details on Pricing.
Compare plansAutomated WhatsApp follow-up FAQ
It’s a sequence of messages that starts on its own from an event, such as a deal entering a pipeline stage, and follows the waits you set. Outside the 24-hour window, every send uses a Meta-approved template. The sequence stops when the lead replies or asks to opt out.
There’s no magic number. It depends on your sales cycle and the value of the offer. A common practice is a few attempts, with growing intervals, and stopping when there’s no reply. In ConverZAP you set the steps and the waits, and the summary shows how many people replied.
It’s the period, counted from the customer’s last message, in which a business can send free-form messages. After it, only approved templates are allowed. That’s why the automation’s WhatsApp steps always use approved templates. When the lead replies, the window opens again and your team or the AI agent can chat freely.
Yes, to reach the lead outside the 24-hour window. You create the template in the Templates module, submit it for Meta’s approval and, once approved, it shows up as an option in the WhatsApp step. See how to create templates.
Yes, if the “Stop when the contact replies” option is on (it’s on by default). The journey ends with the reason “Replied” and the chat continues with the AI agent or your team in the Conversations inbox.
By replying STOP (or the Portuguese SAIR, PARAR, CANCELAR or DESCADASTRAR), or by tapping a “Stop promotions” button in the template. The contact is marked as opted out, the WhatsApp journey ends and new sends are blocked. For email, the unsubscribe link is required in the template.
No tool removes that risk. What lowers it: using the official API, messaging only people who opted in, using approved templates, honoring unsubscribes, limiting attempts and sending during business hours. ConverZAP applies these rules and shows the number’s quality on the WhatsApp Health screen.
Yes. Template variables are filled with the contact’s name, company, city, email or custom fields. If a field is empty, you set a default text. If a value is still missing, the step is skipped and logged.
Yes. A scheduled message goes out on a fixed date, even if the lead has already replied. In ConverZAP, the automation sends templates at the pace you set and stops on a reply. Then the number’s AI agent talks with the lead, answers questions, applies tags, moves the deal in the pipeline and hands off to a person when needed.
Yes, Meta charges for templates. In Brazil, from October 1, 2026, billing is per delivered message, with a rate by category; see Meta’s official pricing and the calculator. You don’t need a developer: you build the journey on screen by choosing the trigger, steps and hours.
Start with the basics
Need follow-up and reminder messages? See how to create WhatsApp templates and submit them for Meta’s approval.
Technical background: the complete guide to the WhatsApp Business API.
Other solutions
Stop losing leads to silence
Build the cadence, pick the approved templates and decide when it stops. ConverZAP follows up at the right pace and hands the chat to the AI or your team when the lead replies.
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