New on ProConnect: Two-way WhatsApp messaging for outbound and inbound customer service

WhatsApp has quietly become one of the most important channels in B2B customer engagement — and the latest update to ProConnect makes it more powerful than ever.

From today, customers using ProConnect can run fully automated outbound AND inbound WhatsApp messaging. That means conversations no longer have to start with the customer, and replies no longer need a human in the loop to pick them up. Whether you’re chasing payment on an open invoice, walking a buyer through a new range, or fielding a 9pm question about delivery, ProConnect can handle the whole exchange end-to-end.

Why two-way messaging matters

Until now, ProConnect has been brilliant at broadcasting messages at scale, but pretty limited when it came to actual conversation. Customers received your message, but if they replied they would recieve a message informing them that the channel only supported one-way marketing.

The new two-way capability changes that. ProConnect can now initiate a WhatsApp conversation (e.g. “Hi James, your June order is ready to confirm — reply YES to place it”), interpret the response in plain English, and continue the dialogue using context from your CRM, product catalogue, and order history. No human is required unless one is genuinely needed.

Use cases that drive real ROI

A few of the workflows customers are already rolling out:

• 24/7 customer service. Common questions — opening hours, return policies, MOQs — answered immediately, freeing your team for the conversations that genuinely need a human.
• Order is ready for dispatch, please make payment. When an order has been finalised and payment is required before the goods can be dispatched.
• Managing substitutions. If goods can not be fullfilled a WhatsApp messsage is sent to the customer either informing them in advance of the order being dispatched, or substituted products are suggested which can be confirmed in one click
• Outbound payment links for invoicing. When an invoice is due, ProConnect sends a WhatsApp message with a clickable payment link. The customer pays in two taps. No chasing emails, no phone tag, much faster cash collection — especially when paired with Open Banking.
• Order status. When a delivery time has been confirmed an automated WhatsApp message informs the customer.

Why it works for B2B

Unlike B2C, B2B buyers tend to repeat-order, and they tend to do it on their phones, often outside of office hours. WhatsApp is already where most of them message colleagues and suppliers — meeting them there means lower friction, faster decisions, and stickier relationships.

The bonus: every conversation becomes structured data. ProConnect logs the exchange against the customer record, so your sales team starts every call already knowing what was discussed, what was ordered, and what’s outstanding.

Getting started

To find out how two-way WhatsApp could work for your business, email hello@b2b.store for a free demo.