Sync conversations with existing business tools

A freight brokerage's sales team logs every lead in Zoho, but half the actual conversation with a prospect happens over WhatsApp — quotes, back-and-forth on rates, a final yes — and none of it makes it into the CRM unless someone remembers to copy it across by hand at the end of the day. By then, half the detail is gone.

CRM and tool integrations close that gap by syncing automatically in both directions. An admin connects the CRM once, and new contacts, tags, and conversation events push into it as they happen; a status change made inside the CRM — quote sent, deal closed — can also flow back and update what an agent sees against that customer's record in the WhatsApp inbox.

The connection itself relies on an OAuth token that authorises Wavy to read and write to the connected CRM, and that token expires — automatically, on a schedule set by the CRM provider, not by anything Wavy controls. If it isn't refreshed in time, the sync doesn't throw an obvious error; it can simply stop working while everything upstream still looks fine, and a business that isn't checking sync health can go weeks assuming data is flowing when it isn't. Monitoring the connection's live status matters as much as setting it up.

Field mapping is where a well-intentioned sync can do real damage. If a WhatsApp contact has a blank field — no tag set, no email captured — and the mapping is configured to push that field regardless, a two-way sync can overwrite a populated, correct value already sitting in the CRM with an empty one. This is why mapping decisions deserve real scrutiny at setup, particularly for any field the CRM side considers more authoritative than what WhatsApp captures.

There's also a data-governance dimension that's easy to overlook once the integration feels routine: a customer's phone number, name, and purchase history now exist in two systems instead of one. Whatever access controls, retention policy, or deletion request handling the business has for that data inside its CRM needs an equivalent inside Wavy too — a deletion request honoured in one system but not the other leaves that customer's data only partially removed, which defeats the purpose of honouring the request at all.