New on ProConnect: Automated outbound WhatsApp messaging

WhatsApp has quietly become one of the most important channels in B2B — and the latest update to ProConnect lets you run fully automated outbound campaigns on it. No more “log into your portal” reminders that get ignored, no more chase emails sitting in junk folders. Instead, the right message lands in the right WhatsApp thread at the right moment, with a clickable action sitting right there in the conversation.

Why outbound on WhatsApp works

B2B buyers live on their phones. They open WhatsApp dozens of times a day, and they read messages from suppliers in much the same way they read messages from colleagues — quickly, and with intent. Email open rates across our customer base hover in the 20s. WhatsApp open rates rarely drop below 90%.

That changes what’s possible. Instead of nudging a buyer toward an action, you can present the action itself — pay this, confirm that, choose a substitute, accept the delivery slot — and have them complete it in two taps. The buyer doesn’t have to dig out a password, find the right tab in your portal, or call anyone. The whole exchange happens in a thread they already had open.

Outbound workflows customers are rolling out today

• Invoice payment links. When an invoice falls due, ProConnect sends a WhatsApp message with a clickable payment link. The customer pays in two taps. Paired with Open Banking, the cash lands the same day.
• Order ready for dispatch. When an order is finalised and payment is required before goods can leave, the notification — and the payment link — go straight to the buyer’s phone. No waiting on the finance team to chase.
• Substitutions. If a line can’t be fulfilled, the customer receives a message either flagging the shortage in advance or proposing a substitute. One tap confirms the change.
• Delivery confirmation. When a delivery slot is locked in, an automated WhatsApp message goes out with the ETA. Fewer “where’s my order?” calls landing on your service team the next morning.
• Range introductions and pre-launches. “Hi James, our new summer range goes live tomorrow — reply YES for a 5% pre-launch discount on the first 20 SKUs.” Conversational marketing the customer can actually engage with.

Built for cash flow, not just convenience

The biggest single win is faster cash collection. Email-based invoice chasing is slow, indirect, and easy to ignore. A WhatsApp payment link is instant, frictionless, and arrives in a thread the buyer already has open. Customers running outbound WhatsApp and Open Banking together on ProConnect are seeing days-to-pay drop sharply across the book.

There is a deeper benefit too. Every outbound message becomes structured data. ProConnect logs the conversation, the payment, the confirmation, the substitution — all tied back to the customer record. Your sales and finance teams stop chasing scraps of information across channels and start working from a single thread per customer.

How it fits the rest of ProConnect

Outbound WhatsApp doesn’t sit on its own. It pulls from the same customer record, catalogue and order history that powers ProConnect ordering, invoicing and Open Banking. Triggers are built once and reused: a single “invoice issued” event can fire the WhatsApp payment link, log the action in the CRM, and reconcile against the bank feed when the customer pays. Less integration work, less duplication, fewer places for a payment status to fall out of sync.

Getting started

To see how automated outbound WhatsApp could work for your business, email hello@b2b.store for a free demo.