Case Study: HubSpot achieves rapid WhatsApp integration and major engagement gains with Twilio

A Twilio Case Study

Creating Exceptional Customer Conversations With Hubspot and Twilio

HubSpot, a leading all‑in‑one marketing, sales, and service platform used by nearly 70,000 companies worldwide, needed to meet customers on the channels they prefer and create a holistic view of each customer. Until recently, reps relied on personal devices for WhatsApp conversations and customer data lived in disparate systems, which hurt the experience and made it hard to deliver consistent, connected support.

HubSpot partnered with Twilio to build a centralized WhatsApp integration using the Twilio API in just a few weeks with two developers, creating a single source of truth and enabling multichannel conversations. After adding WhatsApp CTAs in emails and their in‑app contact modal, HubSpot saw 88% more clicks to the WhatsApp CTA in Brazil, 86% in India, and a 4% overall lift in people reaching sales (55% of that lift went to WhatsApp), while unlocking faster experimentation and broader conversational possibilities.

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