Integration

Turn Meta lead forms into customer follow-up

Q: Can Endelir receive Facebook Lead Ads automatically?

Not today. Endelir has no Facebook or Instagram lead-form connector. If your CRM, agency tool or script already receives the submissions, it can call Endelir's API to create each contact and write the form answers to existing custom fields.

A lead form on Facebook or Instagram costs money to fill in, and its value falls while it waits. Endelir has no direct lead-form connector today. If your CRM, agency tool or script already receives the submission, it can create the contact through Endelir's API and start the follow-up on your WhatsApp business number. Click-to-WhatsApp ads take the more direct route and open the conversation first.

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A man in a storeroom preparing an offer on a laptop, monsoon rain on the window

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Message to inbox in under a second.

The form is filled in, and then the lead waits

Lead forms are good at what they do. Someone taps an ad, the fields are already filled in from their profile, and they submit without leaving the app. That is also the weakness: submitting costs the person almost nothing, so it leaves them almost no memory of it. By the time anyone rings, they have forgotten which ad they answered.

What usually happens next is a download. Someone opens Ads Manager on Monday, exports a CSV, sends it to whoever is doing follow-up, and the calls start on Wednesday. The calls that do get answered open with the caller explaining who they are and what the person filled in. The phone number on that form is the most useful thing in it, and it is the part that gets used last.

What reaches Endelir today, and how

Start with the plain limit. Endelir does not read lead forms from your Facebook or Instagram Page. There is no connector you can switch on that watches a form and creates the contact for you. A submitted lead form does not arrive here on its own.

Two routes do work now. Whatever already receives your lead forms — your CRM, your own script, the tool your agency runs — can call the Endelir API: one call creates the contact with the name, the number and a group named in the call itself, and a second call writes the form answers onto custom fields you have already set up in your workspace. Or you skip the form: an ad whose button opens a chat sends the person straight to your business number, and Endelir records which ad they came from. Both end in the same place, which is a real conversation rather than a spreadsheet.

How it works

1 The ad runs A lead form ad on Facebook or Instagram, or an ad whose button opens a chat on your business number. The two can run side by side.
2 The lead is captured The form is submitted to Meta and picked up by the system you already use for it, or the person writes to you directly and there is no form at all.
3 It reaches Endelir Your system calls the API to create the contact with the name, the phone number and a group such as "August lead ads", then calls it again to write the answers onto custom fields. A chat lead is already here.
4 Where it came from is recorded For a chat lead, Endelir stores the referral identifier, the source type, the source ID, the source URL and the ad headline against that message. For a form lead, you pass the campaign in yourself — as a group name on the create call, or a custom field on the update call.
5 Consent decides what can be sent Endelir refuses a marketing-category template to a contact with no consent record. Granting that record is not yet something the app or the API offers, so marketing to lead-form contacts waits on it.
6 The first message goes out Business-initiated contact uses a template approved by Meta in advance. Endelir checks the template's status and category before it sends.
7 A person takes it from there The reply opens the customer-service window. A flow can qualify first, then hand the conversation to the right salesperson with the answers already visible.

What this looks like in practice

A car dealership runs lead form ads for a test drive. The forms land in its CRM already, which is where the sales team lives, and nothing about that changes. What changes is a short piece of work its developer does once: when a new lead is written to the CRM, the CRM also calls Endelir. The first call creates the contact and adds it to the group for that month's campaign; the second writes the model of interest and the preferred showroom onto two custom fields the dealership defined once in its workspace.

The dealership rings the lead as it always did, and the number it rings from is now the number the lead can write back to. When the person writes, the customer-service window opens, a flow asks which showroom and which day, each answer is written onto the contact record, and the conversation is assigned to the salesperson who covers that site. The salesperson opens the chat with the model of interest already on screen instead of asking for it again.

What can happen next

They answer the first message The reply opens the customer-service window, so your team can write freely for a while without another template.

A flow qualifies before anyone is involved Question steps ask budget, timing or location, and each answer is written onto the contact record.

It goes to the right salesperson A flow step assigns the conversation to a team, so the lead reaches the person who covers that product or that area.

Your own system is told A flow step can call a URL you control, so the qualification result reaches your CRM while the conversation is still going.

Nothing comes back A wait step can send one approved follow-up later, and it stops on its own if the person replies first.

They ask to be left alone An opt-out is honoured immediately, marketing stops for that contact, and any scheduled follow-up is cancelled rather than left to fire.

Who this suits

Real estate A site-visit form ad becomes a chat about which project, which budget and which weekend, owned by one agent.

Automotive Test-drive leads reach the showroom that covers the customer, with the model of interest already on the record.

Education and coaching Admission enquiries arrive with the course and the intake recorded, so the counsellor opens with the right one.

Clinics and wellness A consultation enquiry is answered on the number the clinic publishes, and anything clinical goes to a person.

Travel and tour operators Package enquiries reach a consultant with the dates and party size collected before the first call.

Financial services Callback requests are answered in writing first, on a number the customer can read back through before they commit.

Events and webinars Registration leads get their joining details on the number they registered with, and can reply there to ask about timing.

What to know before you set it up

The packaged connector is not open. Endelir does not subscribe to lead-form notifications from your Page, so nothing here happens without the API step, and that step needs someone who can make two HTTP calls from the system holding your leads — one to create the contact, one to write the answers. The custom fields have to exist in your workspace before anything can be written to them; group names do not, and are created by the call. If you would rather avoid the work entirely, run the ad as a click-to-WhatsApp ad instead: the person lands in your inbox with the ad recorded, and there is nothing to connect. We will say plainly when the lead-form connector opens.

A lead form submission is not blanket permission. Someone giving you a phone number so a salesperson can ring them has not agreed to receive marketing on WhatsApp, and treating those as the same thing is what gets a number reported. Endelir refuses a marketing-category template to a contact with no consent record, and there is a second limit behind that one: granting the consent record is not yet something the app or the API lets you do. So a lead-form contact cannot be sent marketing today. Design the form to ask for what you actually intend to send, in its own words, and keep that answer where it lands now; we will say when Endelir can hold it.

Starting a conversation uses a template approved by Meta in advance, and the category matters: a slot offer or an appointment detail is one thing, a discount is another, and they are not interchangeable. Once the person replies you have a customer-service window in which to write freely, and Endelir keeps track of which situation you are in. How many contacts and campaigns each plan allows is on the pricing page, and the software enforces it exactly.

What to watch

How long a lead waits between submitting the form and the first message
How many form leads reached Endelir, against how many your CRM recorded
How many of the first messages get a reply
How many replies reach a named person, and how fast
Which ad or campaign each conversation came from
How many leads are qualified out before anyone rings them

Integrations Click-to-WhatsApp ads Your Facebook and Instagram ads open a chat instead of a landing page. Endelir answers it, records which ad se… Use cases Lead generation Turn ad clicks, QR scans and website taps into conversations on your business number. Endelir creates the cont… Use cases Lead qualification Ask each enquiry the questions your sales team needs answered, save the replies onto the contact record, and r… Use cases Lead follow-up Follow up on enquiries on a timer, with an approved template outside the service window. The sequence stops th… Use cases Shared team inbox One WhatsApp number, your whole team. Assign every conversation to a person, see the full history, and stop tw…

Questions people ask

Can Endelir receive Facebook Lead Ads automatically?

Not today. There is no connector in Endelir that watches a lead form on your Page and creates the contact for you. What works now is the API: whatever already receives your form leads, whether that is your CRM, a script, or the tool your agency runs, calls Endelir to create the contact and then calls it again to write the form answers onto custom fields. It is a one-off piece of setup rather than a switch, and once it is done the leads arrive as they are submitted.

Does filling in a lead form mean I can send WhatsApp marketing?

No, and this is the part most businesses get wrong. Someone handing over a phone number so a salesperson can ring them has agreed to a call, not to a marketing message on WhatsApp. Endelir enforces that rather than trusting it: a marketing-category template is refused for any contact with no consent record. Today there is a further limit — nothing in the app or the API grants that record yet — so marketing to lead-form contacts is not available at all. A reply to someone who wrote to you first is a different situation and needs no template.

How do the leads actually get into Endelir?

Your system makes two calls. The create call carries the phone number, the name and one or more group names — a group is created if it does not exist, so "August lead ads" can be named in the call rather than set up first. The update call writes the form answers onto custom fields, and those are the other way round: they have to exist in your workspace already, and are not created on the fly. From there the contact behaves like any other — it can be sent an approved template, added to a campaign, or picked up by a chat flow when it replies. The same API sends that template, so one integration covers the whole job.

What is the difference between a lead form ad and a click-to-WhatsApp ad?

A lead form ad collects details inside Facebook or Instagram and hands you a record. A click-to-WhatsApp ad skips the form: the button opens a chat on your business number with a message already typed, and the first thing you get is a conversation rather than a record. The difference that decides the work is what has to happen next. The form ad needs the two API calls described above before anyone can answer; the chat ad needs no integration at all, because the person is already in your inbox. Endelir supports the chat ad today with no setup beyond connecting your number. Run both if you want, and compare what each is worth to you.

Can I see which ad a lead came from?

For a chat lead, yes, and in detail. When someone reaches you from an ad, Endelir stores the referral identifier Meta sends, the source type, the source ID, the source URL and the ad headline against that message, so a conversation can be traced back to the creative that produced it rather than to "Facebook" in general. For a form lead the attribution is yours to pass in: name the campaign as a group on the create call, or write it to a custom field on the update call. Both approaches survive the conversation, so the person who closes the sale can still see where it started.

What happens when the lead replies?

The reply opens the customer-service window, and everything Endelir does with any other conversation applies. A chat flow can ask the two or three questions your team always ends up asking — budget, timing, which branch — and write each answer onto the contact record. It can then assign the conversation to the team or the person who should own it, so the lead does not sit in a shared queue. A person taking over by hand pauses the automation on that conversation, so the customer is never answered twice by two different things.

Close the gap between the form and the first real conversation

Connect your business number, and we will walk through which of the two routes fits your ads — the API push from the system you already use, or a click-to-WhatsApp ad that needs no integration. We do that on a call, with the limits stated up front.