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Flowella works with Meta’s WhatsApp Business Platform: Meta delivers every WhatsApp message, and Flowella runs your inbox, templates, sends and opt-outs. This page shows the HubSpot integration, where HubSpot holds your contacts, forms and workflows, and Flowella builds WhatsApp Flows from your HubSpot forms and brings answers and conversations back into HubSpot. Other systems connect through the Flowella API and webhooks.

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The three systems

HubSpot

Your contacts, marketing forms, workflows and conversations inbox.

Flowella

Builds Flows from your forms, sends templates and messages, and runs the Inbox and opt-outs.

Meta

Hosts your WhatsApp Business Account, with its phone numbers, templates and published Flows, and delivers your messages.
A WhatsApp Flow is a form that opens inside a WhatsApp chat. A WhatsApp Business Account (WABA) is the Meta account that holds your business phone numbers, templates and Flows. For other terms, see the Glossary.

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How data moves

The diagram shows the main data paths between HubSpot, Flowella and Meta. The numbers match the sections below it.

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Forms become Flows (1 and 2)

  1. Flowella reads your HubSpot marketing forms and keeps the list on the Flows page up to date automatically. Only marketing forms appear there.
  2. When you select Create WA Flow for a form, Flowella builds a WhatsApp Flow from the form’s fields. It creates the Flow in the WhatsApp Business Account of the number you’re working in, then publishes it. The published Flow lives in your WhatsApp Business Account, not only in Flowella. If you change the form in HubSpot later, select Sync WA Flow to update the Flow.
For the full walkthrough, see Send your first Flow.

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Sending from HubSpot (3 and 4)

  1. A HubSpot workflow runs a Flowella action for each enrolled contact. To send a Flow, use Send WhatsApp Template. The Send WhatsApp Message and Send WhatsApp Reply actions send text messages. Once the 24-hour window has closed, Send WhatsApp Reply uses the Service smart reply template instead. See HubSpot workflow actions.
  2. Flowella sends the template through Meta to the contact’s WhatsApp. To open a Flow, the template carries a Flow button, and Meta must approve the template before you can send it.
Before each send, Flowella checks the contact against the opt-outs of the WhatsApp number that sends the message. If the contact has opted out of that number, Flowella blocks the send. See Opt-outs.

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Flow answers return to HubSpot (5 to 8)

  1. The contact taps the Flow button, fills in the Flow and submits it, all inside WhatsApp.
  2. Meta passes the answers to Flowella. They also appear in the Flowella Inbox as a Flow response.
  3. Flowella submits the answers to the original HubSpot form, so they appear as a form submission on the contact. HubSpot links a submission to a contact by email address, so Flowella adds the matched contact’s email address when the Flow doesn’t ask for one. Files the contact uploads in the Flow are also uploaded to your HubSpot account.
  4. Flowella logs a Form Completed event on the contact’s timeline. The event can start other HubSpot workflows, for example a follow-up based on the answers. See Contact activity in HubSpot.

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Replies and delivery statuses (9 to 11)

  1. When a contact replies, the reply reaches Meta.
  2. Meta sends Flowella each incoming message and each delivery status, such as sent, delivered and read. Your team sees the conversation in the Flowella Inbox. If the contact sends an opt-out keyword such as STOP, Flowella records the opt-out for that number.
  3. Flowella logs replies, sent messages and read messages on the HubSpot contact as Text Reply, Message Sent and Message Read events. Each event is also a workflow trigger.

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The HubSpot custom channel (12)

If you connect the HubSpot custom channel, Flowella also publishes the text-based messages of each WhatsApp conversation to HubSpot’s conversations inbox. When your team, or the Customer Agent, replies from HubSpot, Flowella sends the reply to the contact as text from your default number, as long as the 24-hour window is open. It also adds the reply to the conversation in the Flowella Inbox. For what syncs and what doesn’t, see How messages flow between WhatsApp and the HubSpot inbox.

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What lives where

Flowella also stores copies of messages and Flow answers so it can show them in the Inbox and in HubSpot. See Data security.

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Connections and access

  • HubSpot: you connect one HubSpot account to each Flowella organisation. Select Connect HubSpot in Settings → HubSpot, then approve Flowella’s access in HubSpot.
  • WhatsApp: you connect each WhatsApp number through Meta’s Embedded Signup. Select Connect WhatsApp, or Add WhatsApp number once you have one, in Settings → WhatsApp (Meta). See WhatsApp (Meta) settings.
  • Flowella API: requests use an API key from Settings → API keys, or an access token from an OAuth app. See API introduction.
  • Outbound webhooks: Flowella signs each delivery, so you can check that it came from Flowella. Set them up in Settings → Webhooks. See Webhooks.

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Several numbers in one organisation

One Flowella organisation can connect several WhatsApp numbers, from one or more WhatsApp Business Accounts. Pages such as the Inbox and Templates show one number at a time, and their URLs include the account and the number: /{org}/{waba}/{phone}/…. See Multi-channel.
If you’re evaluating Flowella for a technical buyer, pair this page with Data security.

Send your first Flow

Build a Flow from a HubSpot form, send it, and see the answers in HubSpot.

HubSpot workflow actions

The Flowella actions you can add to HubSpot workflows.

Contact activity in HubSpot

The Flowella events on the contact timeline, and how to use them as triggers.

HubSpot custom channel

Bring WhatsApp conversations into HubSpot’s conversations inbox.

Multi-channel

Work with several WhatsApp numbers in one organisation.

Data security

What Flowella stores, where it’s hosted and who processes it.
Last modified on October 30, 2026