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AI agents on WhatsApp with Kommo: how they work and how to start

By ProMarketing LLC · 3 min read

In Colombia and much of Latin America, WhatsApp is where customers ask questions, request quotes and buy. The most common problem is that messages get answered late, get lost on personal phones, or never get a follow-up. An AI agent connected to a CRM fixes all three.

What an AI agent on WhatsApp is

It's an assistant that replies on your company's WhatsApp number using your business information: products, prices, opening hours, coverage and FAQs. Unlike a menu bot ("press 1 for sales"), it understands what customers write in their own words and answers in natural language. When a conversation needs a person, it hands it over to a sales rep with the full context.

Why Kommo

Kommo is a CRM built around messaging. It brings WhatsApp Business, Instagram, Facebook Messenger and your website chat into one inbox, and turns every conversation into a lead in a sales pipeline. Automations and the AI agent are set up on top of that. ProMarketing is a Kommo Partner.

How it works, step by step

  • A message comes in. The customer writes to your WhatsApp from a Meta ad, the button on your website or a QR code.

  • A lead is created. Kommo records the contact and the source, and places it in the first stage of the pipeline.

  • The agent replies. It uses the information you loaded to answer, and asks the questions you defined to qualify the lead: what they need, by when, in which city and with what budget.

  • Handoff to a rep. If the lead meets your criteria or asks for a person, the conversation is assigned to a sales rep, who sees the full history.

  • Automatic follow-up. If the customer stops replying, the system schedules reminders and tasks so no lead goes unanswered.

What you need before switching it on

  • A number on the WhatsApp Business Platform. The agent runs on Meta's official API, not on the WhatsApp app installed on a phone.

  • Organized information. FAQs, catalog, prices or price ranges, shipping and warranty policies. The agent is only as good as the information you give it.

  • Qualification criteria. What makes a lead worth your sales team's time.

  • Handoff rules. When the agent should pass the conversation to a person, and who picks it up.

  • Approved templates. Once 24 hours have passed since the customer's last message, WhatsApp only lets you write to them with Meta-approved templates. Have them ready for reminders and follow-ups.

  • Data consent. Data protection laws apply wherever your customers are; in Colombia, Law 1581 of 2012 requires customers to authorize the use of their data and agree to be contacted.

Common mistakes

  • Switching the agent on without a knowledge base and expecting it to learn on its own.

  • Not defining when to hand the conversation to a person, leaving the customer going in circles.

  • Measuring how many messages the agent answers instead of how many qualified leads and sales it produces.

  • Neglecting the CRM: the AI handles the conversation, but closing is still your sales team's job.

What to measure

First-response time, share of conversations resolved without a rep, qualified leads per week, lead-to-sale conversion rate, and cost per lead when traffic comes from ads. In Kommo, those numbers come out of the same pipeline, with no manual exports.

How we do it at ProMarketing

We start by reviewing the sales process: how messages arrive today, who answers them and where customers drop off. Then we set up Kommo, connect WhatsApp and your ads, load the agent's information and leave the reports ready. If you'd like to see how it would work for your business, get in touch or message us on WhatsApp.