What Are WhatsApp Flows? A Comprehensive Primer

WhatsApp has evolved beyond simple messaging into a powerful business channel. One of the latest innovations is WhatsApp Flows – a feature that allows businesses to create interactive, multi-step experiences within a WhatsApp chat. In this in-depth guide, we’ll explain what WhatsApp Flows are, why they matter for business owners and marketers, how you could implement them via Meta’s official route, and how tools like Flowella make it much easier to leverage this capability.

Introducing WhatsApp Flows

WhatsApp Flows (also known as WhatsApp Forms) let you build a structured, interactive journey directly inside a WhatsApp conversation[1][2]. Instead of sending users to an external webpage or app, a Flow keeps the entire interaction within the chat. This means customers can browse products, fill out forms, place orders, or submit feedback right in WhatsApp, without ever needing to switch platforms[1]. Meta launched WhatsApp Flows in late 2023 as part of the WhatsApp Business Platform, aiming to make common business interactions faster and more seamless inside the chat app[3].

At its core, a WhatsApp Flow is like a mini-app or form that runs in the chat. It consists of a series of screens and input elements that guide the user step-by-step through a task or form. Flows support familiar form components, including text fields, buttons, menus, dates, and file uploads, all presented natively in WhatsApp [4][5]. For example, a Flow can include:

• Text Input: The user types a free-form answer into a chat bubble (e.g. their name or email address)[5].
• Multiple-Choice/Dropdown: The user is presented with a list of options as tappable buttons or a dropdown menu, allowing them to select a predefined answer (for instance, picking a product or choosing “Yes/No”)[5].
• Date Picker: A mini calendar interface lets the user select a date (for scheduling appointments or bookings) without typing out the date manually[5].
• File Upload: The user can attach or snap a photo/document (for example, an ID image or a PDF) directly in the chat as part of the flow[6].

Each screen can have one or multiple input components, and the Flow can validate the inputs and require mandatory fields before moving to the next step. In fact, WhatsApp Flows ensure that required fields are filled and inputs are in the correct format in real time – no more “oops, wrong format” errors after the fact[7][8]. The “Continue” or submit button in a Flow can be disabled until all required fields are completed, so customers can’t accidentally skip crucial info[8]. This real-time validation means you get clean, structured data (e.g. valid emails, properly formatted dates) from the chat interaction, without needing follow-up fixes[7].

Why WhatsApp Flows Matter for Businesses

For business owners and marketers, WhatsApp Flows represent a new, highly engaging way to interact with customers. Consider some key benefits:

• Frictionless Customer Experience: Flows reduce the friction that typically comes with getting customers to complete actions. Users don’t have to click a link and wait for a mobile web page or app; everything happens inside the chat they’re already engaged in. This in-app approach delivers app-like interactions within WhatsApp and guides users step-by-step through tailored journeys[9]. By removing extra steps (like logging into a site or navigating a form on a tiny screen), flows help customers complete tasks with far less hassle[10]. In short, it feels like a natural conversation rather than a formal form.
• Higher Engagement & Completion Rates: Because WhatsApp is a channel where people are highly active and responsive, flows can dramatically improve response rates. WhatsApp messages enjoy near-email reach with a much higher engagement – about 98% of WhatsApp messages are opened, and 40–60% get a response, which is 2–3× higher response than email or SMS[11]. By meeting customers where they already spend time (WhatsApp has over 2.5 billion users globally), businesses can expect more forms to be filled, more sign-ups completed, and fewer drop-offs. In fact, early results show structured in-chat experiences lead to better task completion and fewer drop-offs compared to sending users to external channels[12]. Customers are simply more likely to finish the process when it unfolds in a friendly chat environment they trust, rather than a clunky web form on a mobile browser.
• Personal, Real-Time Interaction: WhatsApp is inherently conversational and immediate. A flow within WhatsApp feels like a personal chat exchange, not a tedious form. Customers can ask questions or get clarifications in real time if needed (even alongside a chatbot or live agent), which eliminates the disconnect of a one-way form submission and enhances customer satisfaction[13]. Moreover, when using WhatsApp, users know they are interacting with an account that can be verified (green tick for official business accounts), which adds trust. All of this contributes to a more positive customer experience, which in turn can boost conversions and brand perception.
• Seamless Data Capture: Each answer the customer gives in a flow is captured as structured data immediately. With flows, there’s no need to manually export or clean up form responses – the data is collected in a format ready to feed into your systems in real time[14]. This means marketers and sales teams can get instant, usable data (leads, feedback, orders, etc.) without waiting or doing extra work. Integrations can tag or segment users based on their responses automatically, enabling faster follow-ups and personalisation down the line[15].

In summary, WhatsApp Flows combine the convenience of chat with the structure of forms, giving businesses a powerful tool to engage users and drive actions. Companies that traditionally struggle with low form completion rates or unanswered emails can see a significant uplift by moving those interactions to WhatsApp flows[16][17].

Key Use Cases for WhatsApp Flows

What kinds of business tasks can you handle with WhatsApp Flows? The short answer: anything involving a structured exchange of information. Flows are ideal for form-like use cases across the customer journey. Here are some popular examples:

• Lead Generation & Sign-Ups: Use flows to capture new leads or registrations seamlessly in chat. For instance, you can create an interactive sign-up flow for a newsletter, event, or promotion during a marketing campaign[18]. Instead of a user clicking a link to a landing page, they receive a WhatsApp message asking a few questions (e.g. name, email, preferences) right in the conversation. This lowers the barrier to entry and can significantly boost lead capture rates[19].
• Appointment Booking: Allow customers to schedule appointments or reservations via WhatsApp. A flow can guide the user through selecting a service, picking an available date/time (with a date picker), and confirming the booking – all in chat[19]. This is great for salons, clinics, consultants, test-drive bookings and more. The interactive flow ensures the appointment details are collected correctly and confirms instantly, without back-and-forth calls or emails.
• Customer Feedback & Surveys: Gather feedback or run surveys where customers are more likely to respond. For example, after a purchase or support interaction, you can send a WhatsApp Flow that asks an NPS (Net Promoter Score) question, collects a rating and an optional comment[20]. Because it’s just a quick chat interaction, response rates are much higher than traditional email surveys. Companies use flows for product feedback, service evaluations, or post-event surveys to get insights in real time[21]. All the responses can feed directly into your survey tool or CRM for analysis.
• Product Browsing & Orders: Flows can even facilitate e-commerce actions. You can create a mini catalogue or guided shopping experience inside WhatsApp – for example, showing product options and capturing an order or pre-order. Users can browse products, configure their selection, and place orders natively within WhatsApp[1]. This is like having a simplified app or website store embedded in chat. For businesses, this means fewer abandoned carts since customers never leave the conversation. Confirmation and payment (if needed) can be integrated into the flow or followed up by an agent.
• Onboarding & KYC (Know Your Customer): For businesses that require collecting customer details or documents (common in financial services, telecom, or any user onboarding), WhatsApp Flows are a game-changer. You can design an onboarding flow that asks for information step by step – e.g. personal details, address, then prompts the user to upload a photo of their ID or other documents – all securely in chat[22][6]. Flowella’s own use-case shows a KYC flow where screens like “Identity Info → Address → Document Upload → Consent” capture everything and feed it straight into a CRM (like creating a contact and an attached KYC record in HubSpot)[23][24]. Customers find this much easier than navigating a complex form or portal. It also reduces errors since each input can be validated (e.g., the format of an ID number) and required documents are collected right away.
• Customer Support Workflows: Beyond proactive use, flows can support customer-initiated processes too. For instance, a support chatbot or agent can trigger a flow to gather structured info for a support ticket (“Tell us your issue – choose from this list, provide details, etc.”) or to guide troubleshooting. Similarly, flows can handle things like updating account information (change of address or phone number) by walking the user through verification and input screens[25]. By using flows in support, businesses ensure they get all the necessary info in a single session, and customers get their issues resolved faster.

These are just a few examples – WhatsApp Flows are versatile and can be tailored to many scenarios, from collecting event RSVPs to processing insurance quotes[26][19]. Meta is continuing to expand what flows can do, so we can expect even more use cases to emerge as the feature evolves[27].

(Note: WhatsApp Flows are currently available only via the WhatsApp Business Platform/API, not in the regular WhatsApp Business App[28]. That means businesses generally access flows through an API integration or a solution provider – more on that below.)

The DIY Approach: Developing WhatsApp Flows with Meta’s Tools

If you want to implement WhatsApp Flows on your own using Meta’s official resources, it’s certainly possible – but be prepared for some technical effort. Here’s what the official route involves:

• WhatsApp Business Account & API Access: First, your business needs to be on the WhatsApp Business Platform. Flows are enabled for WhatsApp Business API accounts (Cloud API or through an official provider)[28]. You’ll need to set up a WhatsApp Business Account (WABA) and a phone number that’s registered for the API.
• Flow Builder or API Coding: Meta offers two ways to create flows:

• • Using the Meta Flow Builder UI: In the WhatsApp Manager (the web interface for managing your WhatsApp Business account), there is a Flow Builder tool under “Account Tools” that allows you to visually design flows[29]. You can create screens, add questions and input fields, and define how the flow progresses. This is a no-code approach, handy for building simple static flows (e.g. a fixed form) and testing things quickly.

• • Using the API/Programmatic Approach: For more complex needs or for automation, you can define flows by sending JSON definitions via the WhatsApp API. Meta has introduced new API endpoints for creating, publishing, and managing flows[30]. In this approach, you’d write a JSON structure that describes the screens, components, and logic of the flow, and then use the API (or a provider’s API, such as Infobip’s or 360dialog’s) to upload and send that flow. This method is flexible and necessary for dynamic flows (flows that query your backend or change based on user input), but it requires developer resources.
• Triggering the Flow in Conversations: WhatsApp Flows aren’t standalone apps – they have to be sent to users as part of a message. Typically, you would use a special Interactive Message with a call-to-action that launches the flow. For example, you might send a template message saying "Hi, please fill out your details" with a button that opens the flow when tapped[31]. Flows can be initiated in two contexts:

• • Business-initiated (outbound) messages, sending a templated message blast that contains a “Fill Form” button which starts the flow[32].
  • Within a session, a customer messages you and your chatbot/agent responds with a flow CTA as part of the conversation. Either way, you’ll need to have the appropriate template approved (if it’s outside the 24-hour session) and ensure the user is opted in to receive WhatsApp messages[33]. This is all part of WhatsApp’s messaging policy, which keeps user trust high.

Now, building the flow via the official methods is one thing – but integrating it into your business processes is another. Many teams start with Meta’s Flow Builder or API, but soon encounter a technical wall when moving from a pilot to a fully integrated solution. Some challenges you’ll face if you go the DIY route include:

1. Encryption & Security Setup: For any flow that exchanges sensitive or dynamic data with your backend, Meta requires setting up an encryption key pair and handling encrypted payloads[34]. In practice, you must generate a public-private key pair, register the public key with WhatsApp, and then decrypt incoming flow data on your server. This ensures data exchanged during the flow (e.g. a user’s input that is sent to your server for validation or next-step logic) is secure. It’s a vital step, but it adds complexity and requires developer expertise in cryptography. As one guide notes, this isn’t just a checkbox – it’s a prerequisite to process dynamic screens securely[35].
2. Building and Hosting a “Data Exchange” Endpoint: If your flow is dynamic – for example, it needs to fetch live information (product availability, customer records, etc.) or you want it to automatically push submissions into your database – you’ll need to build a backend service endpoint to interact with the flow. The flow will call this endpoint during navigation (e.g., when moving from one screen to the next) to get data or to deliver the user’s input. That endpoint must be robust – Meta expects it to be secure, handle encryption, respond quickly (low latency), and be highly available[36]. Essentially, you’re standing up a mini API service that must stay up 24/7 to support the flow. Many providers and docs refer to this as the data exchange or Flow backend service. Implementing this is non-trivial: you need server infrastructure, database integration, and error handling to ensure the flow doesn’t break mid-way. Infobip’s documentation, for instance, notes that advanced (dynamic) flows require connecting to a backend through the WhatsApp Business Manager for full functionality[37] – meaning custom work on your side.
3. Ongoing Maintenance (Keys, Monitoring, Updates): Each WhatsApp Business Account (and phone number) you use will have its own encryption keys and settings for flows. You’ll need to monitor the health of your flow setup – keep keys updated, check that your endpoint is always up, handle retries or failures, etc.[38]. In effect, you end up maintaining a small “flows infrastructure” in addition to your core product. Over time, as Meta updates the API or your business logic changes, you may need to update your flow definitions and backend code. There’s also the need to log and audit the flow interactions, especially if you care about tracking submissions or troubleshooting errors. All of this is before you even deal with mapping the collected data into the right places in your CRM or database!
4. Data Integration and CRM Mapping: Finally, after a user completes a WhatsApp Flow, you’ll receive their responses (either via a webhook from the WhatsApp API or by parsing the data from your flow endpoint). It’s then up to you to map that data into your systems – for example, creating a new lead in your CRM, or updating a customer record, or storing the responses in a spreadsheet. This often requires writing additional integration code or using a tool like a middleware. It’s not automatic unless you build it to be. As the Flowella team put it, “Even before you map the data back to your CRM, you’re maintaining encryption plumbing, infrastructure, and schema validation” – which explains why many teams pilot flows but stall out before achieving a smooth end-to-end deployment[39].

All these requirements mean that launching a production-grade WhatsApp Flow via the native approach can be a significant project. It typically involves software developers or IT resources, not just marketers. In fact, unless you have a technical team or a third-party platform handling it, the “DIY” complexity is a barrier for most marketing teams[40][41]. This is where third-party solutions come in – to simplify or remove the heavy lifting.

How Flowella Simplifies WhatsApp Flows (No Code Required)

This is the part where good news comes in. Flowella is a platform designed to eliminate the technical hurdles and let business users reap the benefits of WhatsApp Flows without needing to write code or manage infrastructure. In other words, Flowella brings a no-code WhatsApp form builder to the table, integrated with the tools you already use.

What is Flowella? In brief, Flowella is a no-code integration platform that connects WhatsApp to your existing forms and CRM systems. It takes the forms or surveys you have in tools like HubSpot, Google Forms, Typeform, SurveyMonkey, etc., and converts them into interactive WhatsApp Flows[42]. When customers fill out those flows in WhatsApp, Flowella sends the results right back into your original system as if the user had filled out the standard web form – no custom backend or manual data entry required[43].

Here’s how Flowella works, at a high level:

1. Connect Your Form/CRM Tool: You start by connecting Flowella to the system where your form or data lives. This could be a CRM like HubSpot or a form service like Google Forms or Typeform. Flowella uses secure access (OAuth or API keys) to read the form fields and validation rules you already have in that tool[44]. For example, if you have a HubSpot contact form with fields for “Name,” “Email,” and “Company,” Flowella will retrieve that structure.
2. Generate a WhatsApp Flow: Flowella then automatically generates a WhatsApp Flow from your form, mirroring those inputs, labels, required/optional settings, and even branching logic if your form has conditional fields[44]. Essentially, it creates the JSON flow definition for you – you don’t have to code any of the WhatsApp Flow screens by hand. If your form has 5 questions, the flow will have 5 screens or one screen with multiple fields, appropriately structured. You can, of course, customise the text and order as needed, but the heavy lifting of building the flow UI is handled by Flowella’s builder.
3. Publish and Share the Flow: Once you’re happy with the flow, you can deploy it through multiple channels. Flowella lets you send the flow to users via various entry points – for instance, you can broadcast it to a list of WhatsApp contacts (using an approved template message that contains the flow), have a customer service agent trigger it in a 1:1 chat, generate a QR code or link for the flow, or even use a click-to-WhatsApp ad that starts the flow when clicked[45]. This flexibility allows you to utilise flows in marketing campaigns, on your website (e.g., “Chat with us on WhatsApp” QR code), or in response to inbound queries.
4. Receive Structured Data Back: As users go through the WhatsApp Flow and submit their responses, Flowella captures the data and sends it straight into your original form or database[46]. If it were a HubSpot form, for example, the WhatsApp responses create a new submission in HubSpot (complete with all the fields and even metadata like submission time or source). If it were a Google Form or a SurveyMonkey survey, you’d see a new entry in those tools. In the case of CRM integrations, Flowella can also update contact properties or create records directly. The key point is that to your backend systems, it looks like a normal form was filled – except it all happened via WhatsApp. You don’t need to build any custom integration; Flowella handles the mapping of each WhatsApp answer to the right field in your system, and it does so securely and in real time[43]. There’s no need for your team to set up any separate databases, endpoints or even spreadsheets to collect the input.

What does Flowella bring to the table that makes this possible? Essentially, it abstracts away all the messy parts of implementing WhatsApp Flows natively. According to Flowella’s documentation, the platform takes care of:

• Encryption and Data Security: Flowella manages the encryption keys and the secure data exchange between WhatsApp and the Flowella platform for you[47]. You don’t have to configure or rotate encryption keys manually; Flowella ensures that any sensitive data transmission (for dynamic flows or file uploads) meets Meta’s requirements behind the scenes.
• Backend Endpoint & Reliability: Instead of you hosting a custom endpoint for the flow, Flowella’s cloud service is the endpoint. It handles all requests from the flow (e.g., fetching dynamic dropdown options or validating input server-side) with low latency. The platform is built to be reliable, with proper handling of retries, timeouts, and monitoring. In short, Flowella runs the server so you don’t have to[47].
• Data Validation & Field Mapping: Flowella automatically enforces the same validation rules that your original form has (for example, if an email field is required and must match a certain pattern, the WhatsApp Flow will mirror that). It also maps each field’s response to the correct place in your connected system[48]. This means no manual CSV imports or scripting to get data into your CRM – it’s instant and correct by design. If a user chooses an option or makes a typo, Flowella can prompt them to correct it just like your web form would, ensuring quality data.
• Error Handling & Alerts: If something does go wrong during a flow (say a network issue or an integration error), Flowella handles the error gracefully and can alert you[49]. Your team doesn’t have to build a whole monitoring system for flows; Flowella provides the oversight (e.g. notifying if a submission failed to post to the CRM so that you can retry or fix it).

By covering these aspects, Flowella makes a WhatsApp Flow behave like just another front-end for your existing forms. From an operations and analytics standpoint, nothing breaks – you still get all your data in one place, you can measure conversion rates, and govern the data as you normally would[50]. But from the customer’s standpoint, you’ve now given them a far better way to engage (via WhatsApp).

Another major benefit Flowella provides is native integration with HubSpot (and other CRM/tools). HubSpot users, for instance, can leverage Flowella to convert any HubSpot Form or marketing form into a WhatsApp Flow, automatically feeding responses into HubSpot. This means new leads collected via a WhatsApp conversation show up in HubSpot instantly, complete with all properties, and can trigger your existing HubSpot workflows just like a regular form submission[51][14]. The integration of WhatsApp Flows with HubSpot creates a seamless funnel: a contact can go from a WhatsApp chat into your CRM without any copy-pasting or developer work, enabling automated follow-ups or sales actions immediately[52][53]. For marketing teams, deploying conversational forms on WhatsApp without a single line of code is a huge win[14].

In summary, Flowella’s no-code builder lowers the barrier to entry for WhatsApp Flows dramatically. It enables business-focused teams, not just developers, to design and launch flows in hours, not weeks. If you know how to create a form, you can create a WhatsApp Flow with Flowella[4]. By meeting customers on WhatsApp, where open rates approach 98%[54], and removing the usual drop-off points (external links, logins, etc.), Flowella helps businesses achieve much higher completion and engagement rates with minimal effort[55][16].

Conclusion

WhatsApp Flows represent a new era of conversational interaction on the world’s most popular messaging app. They allow businesses to deliver rich, app-like experiences – from capturing leads to servicing customers – in a channel that feels personal and immediate. For business owners and marketers, this opens up exciting possibilities to boost engagement and conversions: imagine turning lengthy signup forms or feedback surveys into quick chats that customers actually finish.

While implementing WhatsApp Flows directly through Meta’s API can be complex (involving encryption, custom endpoints, and significant dev work), solutions like Flowella have emerged to bridge the gap. Flowella enables a business-focused, no-code approach to WhatsApp Flows, converting your existing forms into interactive chats and syncing results straight into your CRM or database. In doing so, it removes the need for specialised development and lets you focus on crafting great customer journeys and questions rather than plumbing and code.

As you plan your marketing and customer engagement strategies for 2025 and beyond, WhatsApp Flows – or WhatsApp Forms – are definitely a trend to consider. Early adopters are seeing higher response rates, richer data collection, and faster customer actions by leveraging flows in scenarios like lead generation, bookings, and customer onboarding. And with tools like Flowella making it straightforward to deploy flows (even integrating with HubSpot and other systems out of the box), there’s less and less reason not to experiment with this channel.

In the end, it comes down to a simple idea: meet your customers where they already are. They’re on WhatsApp – and now, thanks to WhatsApp Flows, your forms can be there too, waiting for a quick tap or reply. By embracing WhatsApp Flows, businesses can turn once-static processes into dynamic conversations, creating a smoother experience for customers and better results for themselves. It’s a win-win, delivered in a WhatsApp chat thread. 🚀