Managing a dozen conversations across SMS, WhatsApp, and email can leave you scrambling to remember what was said and where.

HubSpot’s new custom channel API (currently in beta) solves this by directly connecting virtually any text-based messaging platform to HubSpot. Instead of jumping between tools, you can manage all your customer conversations in one centralized place.

Let’s learn how the custom channel API streamlines your messaging workflow, boosts efficiency, and helps you deliver a seamless customer experience.

What Is the Custom Channels API?

The Custom Channels API is a tool that lets you integrate any text-based messaging platform into HubSpot. 

It works similarly to native integrations like Facebook Messenger or WhatsApp but with the flexibility to include channels unique to your business, like SMS or proprietary chat systems. 

You can send and receive messages, automate responses, and use HubSpot’s built-in tools—like ticketing and workflows—with your preferred communication platforms.

For example, if your customers prefer WhatsApp for real-time support or WeChat for international messaging, the API allows you to connect those channels to HubSpot. 

You’ll be able to manage conversations, track customer details, and even automate replies without leaving your CRM.

Benefits of Using the Custom Channels API

This API can potentially transform how you engage with customers and handle data. Here’s a closer look at the benefits it brings to your business.

Enhancing Communication Through Preferred Channels

Every customer has their favorite way of staying in touch. Some might prefer quick updates via SMS, while others rely on WhatsApp or regional platforms like LINE or WeChat. Integrating these channels into HubSpot lets you meet your customers where they are.

Businesses communicating on preferred channels have higher customer satisfaction and retention. For example, 41% of consumers prefer live chat support, and 51% are more likely to stay with a company that offers it.

With the API, you can provide faster, more personalized support, all while keeping everything organized within HubSpot.

Streamlining Data Collection and Customer Interactions

When conversations happen across disconnected platforms, valuable context gets lost. All customer data and interactions live in one place with the Custom Channels API. 

Your support reps can see the whole picture—past conversations, purchase history, or preferences— alongside the current chat.

This centralization doesn’t just improve response times and accuracy; it also makes life easier for your team. Companies using unified communication tools report a workplace productivity boost of up to 52%. 

And because the API works seamlessly with HubSpot’s reporting and workflow features, you can use the data to automate tasks, track trends, and refine your customer engagement strategy.

Setting Up the Custom Channels API

The Custom Channel API can bring all your communication channels—email, social media, and even messaging platforms like WhatsApp—into one centralized space. This makes customer service more consistent, organized, and efficient.

Here’s how to set it up:

Step 1: Preparing for Integration

To get started, ensure you have the right type of HubSpot account. The Custom Channel API is available only with a Sales Hub Enterprise or Service Hub Enterprise account, so you’ll need one of these.

You’ll also need access to a HubSpot developer account. This special environment lets you safely create and test your app without affecting live customer data. If you don’t have one yet, it’s easy to set up through HubSpot’s developer portal.

A custom channel is like building a new communication bridge. Think of it as adding a "door" to HubSpot so messages from another platform (e.g., WhatsApp or your custom service) can come in and go out.

To do this, you need to:

1. Create a public app to act as this bridge.
2. Register your custom channel with HubSpot.
3. Set up how messages are sent and received.

Identify the messaging platform you want to integrate. This could be a service like WhatsApp, Facebook Messenger, or even a custom email platform. You should know the specifics of the platform you’ll be working with because each service has its quirks and requirements.

Within a custom channel, you have channel accounts. Channel accounts are the individual accounts or profiles you’ll connect, like a customer support email or a social media inbox.

With everything ready, you’re now set to move on to creating your app and starting the integration process.

Step 2: Creating a Public App

Now that you’re prepared, the next step is to create a public app in your HubSpot developer account. This app allows your custom channel to communicate with HubSpot’s system, handling incoming and outgoing messages. It’s essentially the engine that powers the integration.

Here's how to create it:

1. Log into HubSpot

Start by heading to the HubSpot developer portal. Once logged in, find the option to create a public app.

1. Set the Permissions

Permissions (called scopes) are like rules telling HubSpot what your app is allowed to do. For a custom channel, you’ll need these:

• conversations.custom_channels.read – Lets your app read messages already in HubSpot.
• conversations.custom_channels.write – Lets your app send messages to HubSpot.
• conversations.read – Lets your app access HubSpot inboxes to connect channels.

1. Save Your App Credentials

Once your app is created, HubSpot will give you:

• App ID
• Client ID
• Client Secret
  Think of these like a username and password that your app will use to talk to HubSpot. Keep them handy.

Step 3: Register Your Custom Channel

With your app ready, the next step is officially registering your custom channel with HubSpot. This tells HubSpot to recognize your app as a messaging channel that users can connect to their inboxes.

To do this, you’ll make a POST request to HubSpot’s Custom Channels API endpoint using the following URL structure:

https://api.hubapi.com/conversations/v3/custom-channels?hapikey={YOUR_API_KEY}&appId={YOUR_APP_ID}

Think of a POST request like filling out a form and submitting it online. In the request body, you’ll describe your channel. Here's a simple example of what that description might look like:

{

  "name": "My Custom Channel",

  "webhookUrl": "https://example.com/outgoing-messages",

  "capabilities": {

    "allowOutgoingMessages": true,

    "allowConversationStart": false,

    "maxFileAttachmentCount": 1,

    "richText": ["HYPERLINK", "BOLD"]

  }

}

• The name is what users will see.
• The webhookUrl is where HubSpot will send notifications about outgoing messages.
• The capabilities section describes what your channel can do, like sending attachments or supporting bold text.

If this sounds a bit technical, don’t worry! It’s like filling out a template where you describe your channel's features. 

After sending the POST request, you should receive a confirmation with a unique channel ID. This ID will be used in subsequent steps to link your channel to specific inboxes and manage messages.

Step 4: Connecting Channel Accounts to HubSpot

Next, you need to link the custom channel to specific user accounts. For example, if your channel integrates with WhatsApp, this step links individual WhatsApp accounts to HubSpot inboxes.

When a user installs your app, HubSpot will send an authorization code to your redirect URL. Use this code to request an OAuth token (this token allows secure access to the user’s account).

With the token, make a POST request to connect the channel to a specific inbox, like this:

{

  "inboxId": "123",

  "name": "My WhatsApp Inbox",

  "deliveryIdentifier": "user@example.com",

  "authorized": true

}

• inboxId links the channel to a HubSpot inbox.
• deliveryIdentifier is the unique ID for the account (e.g., an email or phone number).

Once connected, messages from this account can flow into the designated HubSpot inbox, and your team can reply directly from there.

Step 5: Publishing Messages to HubSpot

To make the integration genuinely functional, you should ensure that incoming messages from your external platform are published to HubSpot. Whenever a message is received on your platform, your system should send it to HubSpot using the Custom Channels API.

Think of this as creating two "doors." One door for incoming messages (e.g., someone sends a WhatsApp message, and it appears in HubSpot). Another door for outgoing messages (e.g., a HubSpot user replies, and the reply is sent back through WhatsApp).

For incoming messages:

• Make a POST request to /conversations/v3/custom-channels/{channelId}/messages.
• Include details like the message content, sender, and recipient.

For outgoing messages:

• Set up your webhookUrl to listen for notifications from HubSpot.
• When you get a notification, send the message through your external platform (e.g., WhatsApp API).

Step 6: Finalizing the Integration

Once all the technical pieces are in place, test everything thoroughly. Simulate incoming and outgoing messages to ensure they’re routed correctly and your custom channel behaves as expected in HubSpot’s interface.

Pay special attention to edge cases, like large attachments or unusual message formats, to ensure your integration is robust. If you plan to distribute your app through the HubSpot App Marketplace, prepare clear instructions and support resources for users.

At this point, your custom channel is ready to go live! With this setup, your team can now manage conversations from multiple platforms within HubSpot.

Features and Functionalities to Enhance Customer Engagement

The real value of the Custom Channel API lies in its ability to enhance customer engagement. It empowers businesses to have richer, more meaningful interactions by leveraging real-time data, automation, and personalization. 

Here are a few ways the features of this tool can help businesses:

1. Unified Customer Communication

The Custom Channel API brings all customer interactions into HubSpot CRM, providing a single source of truth for communication. Teams can track conversations seamlessly and ensure no message is missed.

For example, imagine a customer contacting via WhatsApp to inquire about a product. With the API, this message appears directly in HubSpot's conversations inbox, emails, and Facebook Messenger chats. 

Your team can respond without switching tools, enhancing productivity and customer satisfaction.

2. Data Synchronization

Real-time data synchronization ensures that customer interactions and information remain consistent across platforms. Any update—whether a customer’s profile information or a new conversation thread—instantly reflects in HubSpot.

This synchronization is vital for maintaining up-to-date customer records. For instance, if a customer updates their email address on your website, the API ensures this change is reflected in HubSpot, avoiding outdated or duplicate records.

3. Personalized Communication

The API empowers businesses to send personalized messages tailored to customers' needs and preferences. You can craft communications based on purchase history, behavior, or support history.

For example, a customer who recently purchased a product might receive a follow-up WhatsApp message offering tips or an accessory recommendation. Personalization fosters stronger customer relationships and drives loyalty.

4. Improved Workflow Automation

Custom Channel API data can streamline workflows by automating repetitive tasks. Whether it’s sending acknowledgment messages, creating follow-up tasks, or triggering email sequences, automation saves time and ensures consistency.

For example, when a new inquiry arrives via a custom channel, the system can automatically assign the task to the relevant team member, set a response deadline, and notify the customer of the expected reply time. This reduces manual effort and keeps processes efficient.

Best Practices and Tips

While integrating the Custom Channel API into your HubSpot CRM can enhance your communication efforts, it’s not a set-it-and-forget-it solution. To truly make the most of this integration and ensure smooth, secure, and high-performing operations, remember some tips:

1. Ensure Secure Data Transmission

Data security is essential when dealing with customer information. Implement encryption for all data, both in transit and at rest. Use HTTPS for secure data transmission between servers and devices, and consider encryption standards like AES-256 for data storage.

Compliance with regulations like HIPAA, GDPR, and CCPA is a must for protecting customer privacy and avoiding fines. Ensure that only authorized people can access your customers' data and that your processes align with the legal data collection and usage requirements.

Additionally, you should allow secure authentication methods such as OAuth control access to sensitive data, ensuring that only authorized personnel or systems can interact with customer information.

2. Monitor API Rate Limits

HubSpot’s API has rate limits restricting the number of calls you can make within a set time. To avoid hitting these limits, monitor your API usage and optimize how often requests are made. Where possible, batch multiple requests into one larger call.

Managing your API usage ensures smoother operation without the risk of throttling or errors due to excessive requests.

3. Implement Robust Error Handling

API integrations are bound to encounter errors from timeouts, failed requests, or data inconsistencies. To minimize disruptions, create an error-handling strategy that includes retry mechanisms and automatic failure alerts.

This way, issues can be addressed quickly without affecting customer service or operational efficiency.

4. Regularly Test Your Integration

Frequent testing ensures your API integration remains functional, especially after HubSpot updates or changes to your external platforms. Run regular checks to ensure all features work properly and catch any potential issues early.

Also, you should include load testing to ensure the integration can handle high traffic or large volumes of data without performance issues.

5. Optimize API Response Times

Slow API responses can disrupt the customer experience and affect your team’s efficient management of conversations. To optimize response times, minimize the data load per request and optimize your system’s queries to reduce delays.

Focusing on these performance-enhancing tactics can ensure that your API integration responds quickly and keeps your operations running smoothly.

Maximizing the Impact of Your Custom Channel API Integration

Integrating the Custom Channel API into HubSpot CRM can significantly enhance your business’s ability to manage customer communication across various platforms. 

However, simply setting up the tool isn’t enough—implementing best practices, ensuring security, staying compliant with regulations, and optimizing performance will help you unlock its full potential.

These steps and tips can help you streamline workflows, improve customer engagement, and provide a seamless experience for your team and clients. 

With a solid understanding of how to best use the Custom Channel API, you're well on your way to transforming how you manage customer interactions in HubSpot.

Get the Most Out of Your HubSpot Integration with Origin 63

While integrating the Custom Channel API and adopting HubSpot may seem straightforward, working with experts can make all the difference. 

At Origin 63, we specialize in optimizing HubSpot CRM for businesses of all sizes, ensuring that tools like the Custom Channel API work seamlessly with your existing systems. 

Let us guide you through the process, customize the setup for your unique needs, and help your team maximize the benefits of HubSpot. 

Reach out to learn how we can help you get the most out of HubSpot and enhance customer communication!