I see a lot of people enabling the native WhatsApp integration in HubSpot and then getting stuck, because they encounter workflows that don’t trigger, messages that don’t appear in the timeline, or billing that doesn’t match expectations. I’ve summarized the most common rules I see here:
- Who can use the WhatsApp + Hub integration?
The native integration is available in Marketing Hub Pro/Enterprise and Service Hub Pro/Enterprise. On the WhatsApp side, you need the official WhatsApp Business API connected via Meta Business Manager.
The catch lies with the phone number:
- it cannot be active on any other WhatsApp (personal or Business App)
- it must be able to receive a voice call for verification
- if it’s a PABX with an IVR, you need to disable the IVR before connecting
- and if you send more than 50 company-initiated messages per day, your Meta Business Manager must be verified
2. How many numbers can I have?
Up to 25 numbers per WhatsApp Business account, each becoming a separate channel in the inbox. You cannot connect the same number to two HubSpots. It’s important to emphasize that previous history does not sync completely.
After connecting via API, messages disappear from the WhatsApp Business app unless you enable coexistence mode, which syncs HubSpot and the app simultaneously.
- How do automations actually work?
The key point is the 24-hour session window: while it is open (the contact messaged you within the last 24 hours), you can reply with free-form text at no cost. Outside of it, you need to “start” a conversation, and it only reopens with a template approved by Meta (and then there is a charge).
HubSpot workflows always trigger a template, never free-form text.
Two details that often cause issues: if the contact does not reply, the message does not become a thread in the inbox (it was sent, but does not appear as a conversation), and automation only runs with opt-in registered in the contact’s subscription preferences (this is a Meta requirement, not just HubSpot’s).
- How does billing work?
In HubSpot: includes 1,000 template messages/month, shared across all numbers in the account. Beyond that, you can purchase additional blocks. Just remember the 24-hour windows. Remember them? Replies within the 24-hour window are free (they do not consume this limit).
Meta: changed in July 2025 and may change again in 2026: previously charged per 24-hour window opened, now charged per message delivered, varying by category.
- Marketing: always paid
- Utility: free within the window, paid outside of it
- Authentication: always paid, with volume discounts
- What can’t you do?
A quick list of “don’ts”:
Connect a number already active on personal WhatsApp or Business App
Customize templates with business/ticket/custom object data (automations will only work with contact and company information)
Sync conversations that are much older than the connection date
Use a template rejected by Meta without resubmitting it for approval
If anyone is setting this up now and gets stuck at a specific point, I can help in the comments, and I have a video on Aconcaia’s YouTube channel that might help!
