Attio x Hubspot: Which CRM excels at WhatsApp integration?

When WhatsApp fuels your sales strategy, selecting the right CRM can make the difference between securing a deal and losing a lead. With Attio vs Hubspot, you'll find features like instant chat access, seamless message logging, AI-enhanced follow-ups, and intuitive drag-and-drop workflows. However, each platform offers unique advantages in terms of customization, pricing transparency, and pipeline sophistication. Meanwhile, a next-gen contender is quietly revolutionizing what true WhatsApp integration should encompass.

Why WhatsApp CRM Integration Matters

Integrating WhatsApp directly with your CRM connects conversations to revenue, enabling automated contact syncing and message logging that eliminate manual data entry and prevent lost leads—transforming every interaction into an actionable record.

• Accelerate response times by automatically triggering follow-ups and reminders as soon as a customer engages.
• Enhance engagement through personalized outreach using templates that feel bespoke.
• Optimize workflows with a single, unified dashboard for chats, contacts, and campaign analytics.

When your team can view every WhatsApp message alongside emails, calls, and deals, they spend less time searching for context and more time closing deals—transforming casual conversations into consistent conversions.

What is Attio?

Attio is an AI-native CRM designed for modern teams that value flexibility and data-driven insights. Every field, workflow, and view is completely customizable, transforming your CRM into a tailored command center for sales, support, or operations. Its intelligent automations consistently enhance contact records and provide real-time reporting—no spreadsheets necessary.

Attio is built to scale from early-stage startups to enterprises ready for an IPO, adapting to your processes rather than forcing you to change. Although Attio doesn't natively integrate with WhatsApp, you can link it to WhatsApp Notifications through Zapier, automating messages triggered by Attio events (like new list entries) without the need for coding.

What is Hubspot?

HubSpot offers a free CRM that consolidates all your contacts, deals, and tasks within a user-friendly interface, with no credit card needed. It provides live chat, email tracking, meeting scheduling, and ticketing tools right out of the box. Seamless integrations with Marketing Hub and Service Hub enable you to automate team handoffs effortlessly. Plus, as part of HubSpot's ecosystem, you can upgrade to paid plans for advanced automation and reporting when needed. HubSpot's native WhatsApp integration allows you to send and receive messages directly in a shared inbox, automate template-based notifications through workflows, and engage in two-way customer conversations at scale.

Feature comparison of Attio and Hubspot

Two-Way Messaging

Attio is an AI-native CRM designed for modern teams seeking flexibility and data-driven insights. Every field, workflow, and view is entirely customizable, transforming your CRM into a tailored command center for sales, support, or operations. Its intelligent automations continuously enhance contact records and provide real-time reporting, eliminating the need for spreadsheets.

Built to scale from early-stage startups to IPO-ready enterprises, Attio adapts to your processes rather than the other way around. While it doesn't offer native WhatsApp support, you can easily integrate it with WhatsApp Notifications through Zapier, automating messages triggered by Attio events (such as creating a new list entry) without any coding required.

HubSpot’s native WhatsApp integration, available in the Professional and Enterprise Service Hub plans, allows two-way messaging directly within your shared conversations inbox. This enables agents to respond to customer inquiries using text, images, or videos—all from HubSpot. Incoming messages automatically create new threads linked to the appropriate contact, company, deal, or ticket record, while outgoing template or free-form messages initiate 24-hour sessions to keep the conversation going. You gain complete visibility into session limits and conversation counts, ensuring you stay within your monthly quotas without any surprises. Additionally, workflows can trigger business-initiated template messages (for re-engagement or reminders) and log every interaction as a timeline event.

Template Management

Although Attio doesn’t include a native WhatsApp feature by default, you can achieve true two-way messaging by integrating it with WhatsApp Business Cloud using low-code platforms like Kanal or Latenode. Once set up, all incoming and outgoing WhatsApp messages will be logged directly in the contact’s record in Attio, complete with timestamps and session details, ensuring you never lose context during follow-ups. This configuration allows your team to send personalized replies, share images or documents, and access the full conversation history without needing to switch between different applications.

HubSpot’s WhatsApp integration, available on Professional and Enterprise Service Hub, provides a synchronized template manager directly within your CRM. After connecting your WhatsApp Business account, every approved template from Meta automatically syncs to HubSpot’s CRM under Templates > WhatsApp tab, where you can filter by status (Ready to use, Needs personalization, Rejected), language, and category (promotional, transactional, OTP).

Automated Responses & Chatbots

By integrating Attio with WhatsApp Business Cloud through platforms like Kanal or Latenode, you can seamlessly send and receive rich media—such as images, videos, documents, and audio files—directly linked to your contact records.

When a file is shared on WhatsApp, our integration captures the media object ID, retrieves the binary data via the Graph API, and embeds a secure link within Attio’s timeline, complete with essential metadata like file name, size, and MIME type.

With HubSpot’s WhatsApp integration on the Service Hub Professional and Enterprise tiers, you can set up workflows that send automated messages—such as welcome sequences, abandoned cart reminders, and delivery updates—as WhatsApp template notifications.

Although HubSpot doesn’t offer a native chatbot builder for WhatsApp, you can easily integrate external chatbot platforms using Zapier or respond.io. This allows you to funnel conversation flows into HubSpot’s shared inbox and customer records, enabling a chatbot to qualify leads or manage common inquiries before handing off to a live agent, all within your established workflow.

Multimedia Support (Images, Videos, Files)

By linking Attio to WhatsApp Business Cloud through services like Kanal or Latenode, you can effortlessly send and receive rich media—such as images, videos, documents, and even audio files—directly associated with your contact records.

When a file is shared via WhatsApp, the integration captures the media object ID, retrieves the binary data through the Graph API, and embeds a secure link in Attio’s timeline, complete with essential metadata like file name, size, and MIME type.

HubSpot’s native WhatsApp integration (available in Service Hub Professional and Enterprise) allows users to send and receive various media attachments—including images, videos, audio, stickers, and documents up to 15 MB—directly from the conversations inbox or contact record.

Incoming media messages generate timeline events that feature thumbnails and download links, enabling sales and support teams to view or share assets seamlessly without switching between applications.

Contact & Lead Synchronization

By utilizing integration platforms like Latenode, Attio enables seamless two-way contact and lead synchronization with WhatsApp Business Cloud. Whenever a new contact is created or updated in Attio, Latenode immediately reflects those changes in your WhatsApp Business account—carefully mapping fields such as name, phone number, and custom tags—so every message you send is based on the most up-to-date information.

On the flip side, when a prospect sends a message to your WhatsApp number, Latenode captures their contact details—including name, profile photo, and last seen—and updates Attio accordingly, ensuring that every conversation starts with complete context.

HubSpot’s native WhatsApp integration (available for Professional and Enterprise Service Hub) directly syncs every new WhatsApp conversation to the respective contact record in your CRM, creating or updating the contact based on the phone number used.

Upon connecting your WhatsApp Business account, only new messages will trigger this synchronization (historical chats will remain in WhatsApp), and each incoming thread generates a new timeline event linked to that contact or associated deal. For channels needing lead capture—such as click-to-WhatsApp ads—you can automate contact creation from form submissions and continue the conversation via WhatsApp, all meticulously tracked in HubSpot.

Workflow Triggers & Notifications

Attio’s integrations with platforms like Latenode enable you to promptly react to any WhatsApp interaction by initiating custom workflows and real-time alerts. When a prospect sends a message with a trigger word—such as “pricing” or “demo”—Attio can automatically generate follow-up tasks, advance deal stages, and send notifications via Slack or email, all while recording each event on the contact’s timeline for complete visibility.

HubSpot’s Service Hub connects to WhatsApp through certified partners, allowing events like new messages, template sends, or delivery failures to be displayed directly in its workflow engine. This lets you activate downstream automations—such as escalating high-priority conversations into deals or support tickets and notifying your team—ensuring that every WhatsApp interaction transforms into an actionable signal within your CRM.

folk CRM: The Ultimate CRM Integrated with WhatsApp

If your sales team utilizes WhatsApp to connect with leads and seal deals, folk CRM's WhatsApp integration is a revolutionary tool.

With folk’s WhatsApp CRM, every conversation is automatically synced and recorded, eliminating the hassle of manual copy-pasting and the risk of lost messages. You’ll gain full visibility into your team's WhatsApp interactions with leads and customers, ensuring you always grasp the context behind each deal. Whether you're following up or facing a critical decision, the complete picture is always at your fingertips.

However, folk goes beyond just WhatsApp.
It seamlessly integrates with Gmail, Outlook, LinkedIn, Google Meet, Instagram, Facebook, X (formerly Twitter), and more—allowing you to manage emails, meetings, and social interactions all from one platform. Import contacts from any channel and manage them effortlessly within folk.

What truly distinguishes folk is its AI agents, which enhance your sales process by automating workflows, revealing deal insights, and increasing productivity—freeing your team from administrative tasks so they can concentrate on closing deals.
Are you ready to revolutionize your sales operations and achieve remarkable results?

Conclusion

In comparing Attio and HubSpot, we see Attio excels in customization and scalability, ideal for data-driven teams, while HubSpot provides an intuitive interface and robust WhatsApp integration for seamless communication. Both CRMs offer unique advantages in automation and workflow management. However, folk stands out as a superior alternative, offering full WhatsApp integration alongside Gmail, LinkedIn, and more, while its AI agents optimize workflows and enhance productivity—empowering your sales team to focus on closing deals efficiently.

Start your 14-day free trial or book a demo today.