Skip to main content

Proactive messages in HubSpot workflows

Send SMS from your own Twilio number, or approved WhatsApp templates, from HubSpot workflows, to one contact or a whole list. Set up the action, map variables and fix failed sends.

Written by Mohamed Elbadwihi

Use HubSpot workflows to send SMS from your own Twilio number, or approved WhatsApp templates, to one contact or to a whole list. This is how you run bulk SMS and SMS campaigns from HubSpot with Octopods, without a separate SMS marketing app. When customers reply, the replies arrive in your HubSpot inbox.

What you need

  • A HubSpot workflow you can edit, enrolled on the Contact object.

  • An Octopods workspace connected to HubSpot, with at least one Twilio SMS channel, one WhatsApp Cloud channel, or both.

  • For WhatsApp, at least one approved, active template on the channel you plan to send from.

  • To receive and answer replies in the HubSpot inbox, a HubSpot Professional or Enterprise GTM seat.

Adding the Octopods workflow action

The Octopods app adds two workflow actions:

  • Send SMS via Octopods, for Twilio SMS channels.

  • Send WhatsApp Template Message, for WhatsApp Cloud channels.

To add one:

  1. In HubSpot, open your workflow in edit mode.

  2. Click the + icon where you want the action.

  3. In the action picker, search for Octopods and choose the action for the channel you want to send from.

Configuring the SMS action

The action panel opens on the right. For Send SMS via Octopods:

  1. Twilio Number: pick the Octopods Twilio SMS channel to send from.

  2. Message: type the SMS. Use HubSpot's property picker to insert contact properties, such as first name.

  3. Click Save.

Use an SMS-capable phone number if you want contacts to be able to reply. An alphanumeric sender ID can send but can't receive replies.

Configuring the WhatsApp action

For Send WhatsApp Template Message:

  1. WhatsApp Business Number: pick the WhatsApp channel to send from.

  2. Message Template: pick an approved template from the list.

  3. Fill in the template variables (see "Mapping WhatsApp template variables").

  4. Click Save.

This action sends approved templates only. It can't send free-form WhatsApp text.

Mapping WhatsApp template variables

After you pick a template, the panel shows one field per template variable. Each field takes plain text, a contact property inserted with HubSpot's property picker, or both.

  • Body Variable 1 to Body Variable 8: one field for each {{1}}, {{2}} and so on in the template body. Templates with more than eight body variables can't be sent from HubSpot workflows.

  • Header Variable: only if the template has a text header with a variable.

  • Header Media URL: only if the template has an image, video or document header. Use a public link that points straight to the file.

  • Button URL or OTP: only if the template has a URL button that ends with a variable, or is an authentication template that expects a one-time password.

Tip: map each variable to a contact property that's always filled in, so the workflow doesn't fail for contacts with blank fields.

For what each template part is and how variables are counted, see WhatsApp message template components.

How the recipient's phone number is chosen

The workflow uses the enrolled contact's phone number, in this order:

  1. The contact's Mobile phone number property, if it's set.

  2. Otherwise, the contact's Phone number property.

Both must be in E.164 format, for example +14155552671. For WhatsApp, Octopods can also use a WhatsApp identity it has already linked to the contact. If there's no usable number or linked identity, the step fails for that contact.

Sending bulk SMS to a HubSpot list

Octopods Broadcasts are available on Intercom only. On HubSpot, you send bulk SMS through a workflow, which sends one message to each contact it enrolls.

  1. In HubSpot, build the list (segment) of contacts you want to text.

  2. Create a contact-based workflow, with membership of that list as the enrollment trigger.

  3. Add the Send SMS via Octopods action (see "Configuring the SMS action"). Pick your Twilio Number and write the Message, inserting contact properties such as first name with HubSpot's property picker.

  4. Check that every contact has a Mobile phone number or Phone number in E.164 format. Contacts without one fail at this step.

  5. Turn the workflow on. HubSpot enrolls the list, and Octopods sends each message from your Twilio account.

When a contact replies, the reply arrives in your HubSpot inbox and your team can answer from there.

For a drip sequence, add more Send SMS via Octopods actions with HubSpot delays between them.

What limits how much you can send

  • Your Octopods message allowance. Each paid channel includes 50,000 messages a month, pooled across your account. For example, 3 paid channels give you 150,000 messages to share. Customer messages and your replies both count. Going over never stops your messages: you get warning emails, and Octopods bills $100 for every extra 25,000 messages on the 1st of the next month. See Messaging Limits and Included Messages.

  • Sending pace. Octopods accepts about 15 workflow sends every 10 seconds per HubSpot account. HubSpot holds and retries the rest automatically, so enrolled contacts get the message a little later rather than not at all.

  • Twilio and carrier limits. Twilio and the carriers limit how fast each number type can send. Twilio bills each SMS to your own Twilio account.

  • WhatsApp charges. Meta charges for template messages by category and country.

Number types and US registration

  • Supported Twilio senders: long codes (local or mobile), toll-free numbers and alphanumeric sender IDs (outbound only).

  • Short codes aren't supported.

  • In the US, texting from a local number needs A2P 10DLC brand and campaign registration. You can create and register these from the Octopods dashboard. See Setting Up Twilio SMS for HubSpot.

Consent

Only text contacts who have agreed to receive SMS from you. Carriers can filter or block numbers that send unwanted messages. Set up your enrollment, consent and suppression rules in HubSpot, for example a suppression list for contacts who opted out, before you turn the workflow on. Opt-outs such as STOP replies are handled by Twilio, not Octopods.

Common workflow patterns

  • Order confirmation: in a contact-based workflow, enroll the customer when their order is confirmed, send a WhatsApp order-confirmation template, and map the order details to its variables.

  • Appointment reminder: enroll contacts one day before an appointment date property, and send a reminder template or an SMS.

  • Form follow-up: enroll contacts when they submit a form, and send a confirmation SMS such as "Thanks for your request. Reply here if you have a question."

  • Re-engagement: enroll contacts after a period of inactivity, and send a Marketing-category template or an SMS check-in.

What happens when a workflow message fails

If Octopods can't send the message, the action records a failure and the workflow moves on to its next step. Common reasons:

  • The contact's phone number is missing or not in E.164 format.

  • The selected template is no longer approved or active on the channel.

  • The Octopods channel has been disconnected since the workflow was set up.

You can see failures for each contact in the workflow's action log in HubSpot. A successful action means Octopods sent the message; it doesn't prove the customer received it. Check delivery in the channel's delivery information or with a test send. For every error and its fix, see Troubleshooting Failed Proactive Messages.

FAQ

Can I send a mass SMS to a HubSpot list with my own Twilio account? Yes. Enroll the list in a workflow that uses the Send SMS via Octopods action. Messages go out from your Twilio number, and replies arrive in your HubSpot inbox.

Can I run SMS marketing campaigns from HubSpot with Octopods? Yes, through workflows: build a list, enroll it, and send with the Send SMS via Octopods action. Only text contacts who have agreed to receive SMS from you.

Is there a limit on how many contacts I can text? Octopods never stops your messages when you go over your pooled allowance; extra messages are billed. Twilio's and the carriers' own limits still apply.

Can I use Octopods Broadcasts in HubSpot? No. Broadcasts are available on Intercom only. On HubSpot, use workflows.

Can the WhatsApp action send a normal text message? No. It sends approved, active WhatsApp templates only.

Can a teammate send one message without a workflow? Yes. Use Proactive Cards to send SMS or a WhatsApp template from a HubSpot contact record. See Sending Proactive Messages from HubSpot.

Read more about sending SMS and WhatsApp from HubSpot workflows.

What's next

Did this answer your question?