HubSpot: WhatsApp strengthens its role across marketing, sales and customer service

June 24, 2026 2 min read

HubSpot announced a new CRM integration that centralizes WhatsApp conversations across marketing, sales and customer service teams while enabling message automation and shared conversation management.

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WhatsApp continues to expand its role in business strategies, becoming an increasingly important channel for marketing, sales and customer service.

In Colombia, more than half of marketing teams already use the platform to engage their audiences, according to a study by HubSpot.

WhatsApp has become one of the leading channels for interaction between businesses and consumers, expanding its role beyond messaging to support marketing, sales and customer service efforts.

In Colombia, this trend is reflected in the growing adoption of the platform by organizations, which use it to attract customers, manage business opportunities and strengthen customer relationships throughout the buyer’s journey.

According to HubSpot’s latest report on the state of AI-powered marketing, sales and customer service, 54% of marketing teams in Colombia use WhatsApp as an activation channel. This figure is 14 percentage points higher than the global average, positioning the country among the markets with the highest adoption of the platform for audience engagement and demand generation.

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The report also found that 71% of sales teams use WhatsApp to prospect and engage potential customers, while 36% of customer service teams identify it as one of their primary support channels. These findings reflect the role the platform has assumed across different stages of the relationship between businesses and consumers.

”WhatsApp has become one of the spaces where the most important conversations between businesses and their customers take place. Today, it is much more than a messaging channel—it is a strategic tool for generating demand, strengthening relationships and delivering more personalized experiences throughout the customer journey,” said Andrés Aranda, Sales Director for Latin America at HubSpot.

CRM integration.

In this context, HubSpot announced the integration of WhatsApp with its CRM platform to centralize conversation management across marketing, sales and customer service teams.

The integration will enable organizations to manage messages from a shared inbox, access the complete interaction history, track business opportunities and keep conversations initiated through WhatsApp Business on mobile devices synchronized.

It will also facilitate message automation, conversation organization and centralized access to contact information, with the goal of maintaining end-to-end visibility into customer interactions regardless of the channel through which they are managed.

A strategic channel.

In practice, the integration of WhatsApp into business management platforms reflects the growing convergence of messaging, automation and artificial intelligence to improve customer communications and optimize commercial processes.

The study also shows that, across Latin America, WhatsApp remains the only digital channel ranked among the most widely used for marketing, sales and customer service, reinforcing its role within customer engagement strategies.