Every enquiry answered on the channel the customer chose
Enquiries arrived by WhatsApp, web form, phone and social, and were handled from personal devices.
The challenge
- Conversations lived on staff members’ own phones and left when they did.
- There was no view of how many enquiries were open, unanswered or overdue.
- Response times varied with whoever happened to be looking at their phone.
- Marketing could report cost and clicks, but not which spend produced customers.
Capabilities
- WhatsApp Platform
- Shared inbox
- Lead routing
- Attribution
What made it complex
Named rather than counted. These are the moving parts the operation already had, and the ones the system had to hold together.
Channels into one queue
- Web forms
- Phone
- Social
Routed by
- Product
- Language
- Availability
Automated follow-through
- Immediate acknowledgement on the customer’s own channel
- Sequenced follow-up
- Escalation when a conversation stalls
Control points
- Signature-verified webhooks
- Consent capture and opt-out enforced in the data layer
- Duplicate detection
- Retry and rate-limit handling
ConnectsThe WhatsApp Business Platform, web forms, phone and social channels, the customer record and the advertising platforms.
The solution
What we designed and built, part by part.
- 01
Official WhatsApp integration
Business-owned conversations on the WhatsApp Business Platform, attached to the customer record.
- 02
Shared inbox
Assignment, ownership, internal notes and handover with the history preserved.
- 03
One queue for every channel
Web, WhatsApp, phone and social enquiries normalised and routed by product, language and availability.
- 04
Immediate acknowledgement
An automatic first reply on the customer’s own channel, then a sequenced follow-up with escalation when it stalls.
- 05
Attribution
Source and campaign carried through to conversion, with server-side reporting back to the advertising platforms.
Architecture
The shape of the system, named component by named component. Deliberately abstract: no hostnames, endpoints, credentials or infrastructure layout.
Channels
- WhatsApp Business PlatformConnected
- Web forms
- Phone
- Social
Intake
- Signature-verified webhooks
- One ingestion API, per-channel adapters
- Duplicate detection
Work
- Queue with retry and rate limits
- Routing by product, language and availability
- Shared inbox with owners and notes
Follow-through
- Automatic reply and follow-up
- Consent and opt-out in the data layer
- Attribution to pipeline and revenue
- Advertising platformsConnected
Connected: an existing or third-party system we integrated withFour channels, one queue, one owner per conversation.
Technical detail
Described at the level that shows the work without exposing anything belonging to the client.
- Cloud API integration with signature-verified webhooks and managed templates
- Queue-backed message processing with retry and rate-limit handling
- One lead ingestion API with per-channel adapters and duplicate detection
- Consent capture and opt-out enforcement in the data layer
How it was governed
A delivery standard, not a record of this project. Every engagement is held to these, so nothing below is evidence about this system specifically. The project detail above is.See the method.
Scope agreed before work started
A written scope and a system design, kept current through build and integration. No part of any of these projects began on a verbal scope.
Releases that could be undone
Environments, deployment and a rehearsed way back were part of the build, not added afterwards, so a bad release was recoverable rather than an incident.
Decisions that can be audited
Administrative actions and consequential decisions are logged and reviewable, with roles and row-level rules enforced on the server rather than in the interface.
Integrated without replacement
Where a system was doing its job it was connected rather than rebuilt. Replacement had to earn a business case in every one of these engagements.
Handed over, not held hostage
The data, the integrations and the deployment belong to the client, with export and deletion paths built in advance.
Still our responsibility after launch
Monitoring, support, integration upkeep and a continuing improvement backlog, because launch is a step in the route rather than the end of it.
The outcome
Described qualitatively. Commercial results belong to the client and are shared only with their permission.
- Conversation history belongs to the business and survives staff changes
- Every enquiry is acknowledged immediately and owned by a named person
- Response and resolution times became measurable and manageable
- Advertising is assessed against pipeline and closed revenue
What we owned
The platform integration, the ingestion API, routing, the shared inbox, automation, consent handling and attribution.
What this demonstrates
Event-driven messaging at volume, routing, workflow automation, consent and attribution.
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