Setup Marketing Automation with WhatsApp: How to Use Flows with Make.com.

Why Marketing Automation on WhatsApp Matters for Small Businesses

WhatsApp is more than just a messaging app—it’s a powerful tool for direct customer communication. Small businesses across Belgium and Europe are leveraging WhatsApp to deliver timely updates, build loyalty, and engage customers like never before. But as audiences grow, so do the demands of keeping up with individual chats, offers, and follow-ups. That’s where marketing automation comes in. By integrating WhatsApp with platforms like Make.com, you can streamline repetitive tasks, personalize communication, and free up your team to focus on high-impact activities.

What Are WhatsApp Flows?

WhatsApp flows are structured sequences of automated messages, prompts, and actions that guide your customers through specific journeys—whether it’s onboarding, promotions, collecting feedback, or distributing digital loyalty cards. Rather than replying manually to every customer, automation lets you offer instant responses, segment your audience, and even trigger actions in other business tools.

The Benefits of WhatsApp Automation

• Instant replies to common questions
• 24/7 customer engagement without growing your staff
• Efficient delivery of loyalty cards, coupons, and promotional offers
• Improved customer data collection for future marketing campaigns
• Consistent and professional brand communication

What Is Make.com and How Does It Work?

Make.com (previously Integromat) is a powerful automation platform. It helps connect WhatsApp (via APIs or third-party gateways), your CRM, email, SMS systems, and marketing tools. Using simple drag-and-drop workflows, even small teams without heavy IT resources can automate tasks, trigger personalized WhatsApp flows, and integrate digital loyalty solutions like those from xis.agency.

Step-by-Step Guide: Setting Up WhatsApp Flows with Make.com

1. Define Your Automation Goals

Begin by answering:

• What do you want to achieve—automatic order confirmations, delivering a digital coupon, new member onboarding, or survey collection?
• Which common customer journeys will benefit most from WhatsApp automation?
• How will automation integrate with your other channels (email, SMS, web)?

2. Prepare Your WhatsApp Business Account

Make sure you have a verified WhatsApp Business API (not just the standard app). If you need help getting started, check out our WhatsApp newsletter and marketing services or get in touch with our team for setup support.

3. Connect WhatsApp to Make.com

• Sign in to Make.com and navigate to "Create a new Scenario."
• Search for WhatsApp integrations (such as Twilio, 360dialog, or other approved gateways).
• Authenticate your WhatsApp Business account through the selected integration.

4. Map Out Your Customer Flow

Design the sequence of WhatsApp messages your customer will receive:

• Initial welcome or trigger message
• Follow-up options (e.g. "Reply 1 for more info, 2 for a coupon")
• Conditional logic based on user replies
• Capture user data and send it to your CRM or loyalty platform
• End-of-flow confirmation or thank you message

5. Build the Flow in Make.com

Using the drag-and-drop UI:

• Add a trigger (e.g., new order, form submission, or incoming WhatsApp message)
• Configure filters and routes for different user responses
• Insert WhatsApp message modules for each step in your flow
• Integrate with other tools (e.g., add a customer in your CRM, issue a digital loyalty card, or send a coupon)
• Test the scenario to check for errors and optimize message timing

6. Go Live and Monitor Responses

Activate your scenario and watch new leads, loyalty card registrations, or coupon redemptions roll in automatically. Make.com provides logs and analytics to fine-tune your automations and customer journeys over time.

Popular WhatsApp Flow Use Cases for Small Business

• Loyalty Card Registration: Automatically send digital loyalty cards via WhatsApp after a customer signs up on your website or in-store. For small businesses, quick and paperless loyalty schemes delight customers and keep them coming back. Learn more about digital loyalty programs.
• Promotion & Coupon Distribution: Deliver time-sensitive offers, game codes, or discounts directly in WhatsApp chats, boosting engagement and redemption rates. Find out more about coupons and vouchers.
• Event Reminders: Remind customers of appointments, sales, or special events, reducing no-shows and maximizing attendance.
• Customer Feedback Collection: Automate structured follow-ups after a purchase, gathering net promoter scores or testimonials via WhatsApp prompts.
• Brand Activation Games: Use Make.com to trigger unique marketing gamification experiences, further integrating with loyalty solutions for lasting impact. Explore gamification ideas.

Best Practices for WhatsApp Marketing Automation

• Keep messages personal and concise: Automation shouldn’t sound robotic. Use first names and a friendly tone.
• Respect privacy and consent: Only message customers who’ve opted in. Clearly explain how their data will be used.
• Respond quickly but allow opt-out: Make it easy for users to leave the conversation or unsubscribe at any point.
• Combine channels for maximum impact: For best results, combine WhatsApp with SMS, email, or in-store promotions.
• Measure and adapt: Track open rates, response times, and campaign ROI—refine your flows for continuous improvement.

Integrating WhatsApp Automation with Digital Loyalty Cards and Promotions

One of the most powerful uses of WhatsApp automation for small businesses is in the area of customer loyalty. By linking Make.com flows with your loyalty platforms, you can:

• Send a digital punch card or stamp card instantly when a customer registers or completes a purchase
• Automatically update their card status via WhatsApp after each visit or transaction
• Share targeted promotions or limited-time offers based on their loyalty tier or past behavior
• Encourage participation in marketing games or brand activation events

This seamless integration not only boosts participation but also positions your business at the forefront of digital convenience and customer experience. Interested? Browse our recent case studies for real examples from Belgian retailers, restaurants, and local brands.

Getting Started: How XIS Agency Can Help

Ready to try WhatsApp automation but unsure where to begin? Our expert team at XIS Agency specializes in helping small businesses across Flanders and Europe achieve real results with digital loyalty programs, SMS/WhatsApp communication, and custom automation via Make.com.

• Strategy sessions to design your WhatsApp automation flows
• Technical setup of WhatsApp API and Make.com integration
• Message templates tailored to your local audience
• Ongoing support and optimization

See our approach or learn more about our team.

FAQ: WhatsApp Marketing Automation with Make.com

• Do I need technical skills to set up WhatsApp flows with Make.com?
  Basic computer skills are enough for simple flows, but more complex automations benefit from expert support. Our team is happy to set it up for you.
• Is it expensive to automate WhatsApp marketing?
  Costs depend on your WhatsApp provider, Make.com plan, and message volume. For small businesses, start-up and running costs are usually very manageable—and offset by time savings and increased engagement.
• Is it GDPR compliant?
  Yes, as long as you collect proper consent and follow privacy best practices. We offer guidance to ensure your automation stays compliant in Belgium and across Europe.
• Can I integrate WhatsApp automation with SMS or email campaigns?
  Absolutely! Make.com easily connects WhatsApp with SMS, email, and CRM tools for 360° marketing automation.
• How do I get customer opt-in for WhatsApp marketing?
  Use opt-in forms online, in-store QR codes, or SMS invitations. Document consent and clearly explain how you’ll use their number.

Want direct assistance, a demo, or a custom proposal? Get in touch!