WhatsApp for Business Customer Service, Live Chat and SMS
Every customer message in the same app as your calls.
Indigo Unified Communications connects website live chat, WhatsApp, Facebook Messenger and SMS to your business phone system, so your team answers messages and calls in one place. On 3CX, chats, WhatsApp and Facebook messages arrive in the 3CX app and can be shared across a team or queue. 8x8 offers these channels in its contact centre, and 8x8 also sends outbound SMS and WhatsApp notifications. We set up the channels, routing and saved replies, and support them from Glasgow.
Why put messages in the phone system?
Many customers would rather send a message than wait on hold. When those messages arrive in a separate inbox or on one person's mobile, they get missed, nobody knows who's replying, and there's no record when that person is off.
Handling messages in the phone system fixes that. Chats go to a queue or a named person, one agent takes ownership, and managers can see how many messages came in and how fast they were answered, alongside your call figures.
Which channels work on 3CX and 8x8?
| Channel | 3CX | 8x8 |
|---|---|---|
| Website live chat | A chat widget on your website, routed to agents or queues | In 8x8 Contact Center |
| Inbound: the customer starts the conversation. Needs a WhatsApp Business Platform account and a dedicated number | In 8x8 Contact Center, plus outbound WhatsApp notification campaigns (Proactive Outreach) | |
| Facebook Messenger | Facebook Page messages in the same inbox | In 8x8 Contact Center |
| SMS | UK business SMS in the 3CX app | UK business SMS from your 8x8 number, plus SMS notification campaigns |
| Saved replies | Quick-response templates across WhatsApp, SMS, live chat and internal chat | AI wrap-up summaries in the contact centre |
On 3CX, agents click "Take" to own a chat, so two people never answer the same customer. On 8x8, digital channels are routed through the same queues as voice. See how that works on our cloud contact centre → page.
UK business SMS is available on both 8x8 and 3CX, and we set it up with your phone system.
How WhatsApp for business works
The WhatsApp app on a phone isn't built for a team. To answer WhatsApp in 3CX or 8x8, you use the WhatsApp Business Platform, Meta's service for businesses, linked to a dedicated number.
Meta's WhatsApp Business Messaging Policy sets some ground rules:
- Opt-in first. You can only message people who have given you their number and agreed to hear from you on WhatsApp.
- The 24-hour window. You can reply freely within 24 hours of the customer's last message.
- Templates after that. Outside the 24-hour window, you can only send pre-approved message templates.
- Respect opt-outs. If someone asks you to stop, you stop.
On 3CX, the customer has to start a WhatsApp conversation. 3CX says outbound-initiated WhatsApp messages are not possible, so it suits enquiries and support rather than campaigns. 8x8's Proactive Outreach can send WhatsApp notifications.
Texts and marketing: what to watch
Service texts, such as a booking reminder, and marketing texts follow different rules. Under PECR, the ICO treats texts like emails: you generally need someone's specific consent to send them marketing texts. The "soft opt-in" can cover existing customers for similar products, as long as you gave them a clear chance to opt out when you collected their details and in every message. This is general guidance, not legal advice.
What we set up
- The live chat widget on your website, styled to match
- WhatsApp Business Platform connection and number, with Meta's sign-up steps handled with you
- Facebook Page messages routed into the same inbox
- Chat routing to queues or named people, with working hours and out-of-hours replies
- UK business SMS from your business number
- Saved replies for your common questions
- Training for the team, and support from Glasgow
Live chat and WhatsApp set-up is included in your phone system set-up.
Where it fits: leisure venues answering booking questions on WhatsApp (Leisure and entertainment →), and charities offering a text or chat option alongside a helpline (Phone systems for charities →).
Frequently asked questions
Can we use WhatsApp for customer service with a team?
Yes, through the WhatsApp Business Platform rather than the phone app. On 3CX, WhatsApp messages arrive in the 3CX app and can be shared across a team or queue, with one agent taking each conversation. 8x8 handles WhatsApp in its contact centre. Indigo Unified Communications sets up both for businesses across Scotland, supported from Glasgow.
What is the WhatsApp 24-hour rule?
Under Meta's WhatsApp Business Messaging Policy, a business can reply freely within 24 hours of the customer's last message. After that, it can only send pre-approved message templates. You also need the customer's opt-in before messaging them. The rule means WhatsApp works best for conversations the customer starts, such as questions and bookings.
Can we send WhatsApp messages to customers first?
It depends on the platform. 3CX says outbound-initiated WhatsApp messages are not possible, so customers need to start the conversation. 8x8 offers outbound WhatsApp and SMS notification campaigns through Proactive Outreach. Either way, Meta requires the customer's opt-in and approved templates for messages outside the 24-hour window.
Can we send texts from our business number?
Yes. UK business SMS is available on both 8x8 and 3CX, and we set it up with your phone system. Marketing texts need the recipient's consent under PECR, or the soft opt-in for existing customers, while service texts such as reminders follow different rules.
Is website live chat included with our phone system?
On 3CX, website live chat is included, and 3CX lists it on its free SMB edition. On 8x8, live chat is part of 8x8 Contact Center. In both cases chats are routed to the same agents or queues as calls, and set-up is included in your phone system set-up. We confirm what your edition includes in your free review.
Book a free phone system review
We'll look at how customers contact you now and which channels are worth adding. You'll get a written recommendation within 2 working days, and our business phone systems page → explains how pricing works.