Messaging

One platform. Voice. SMS. WhatsApp.

Customers don’t care which channel they reached you on — they care that you remember the conversation. Thirdlane runs voice, SMS, and WhatsApp on the same routing fabric as the PBX, with one identity and one history per customer.

And we’re a Meta WhatsApp Business Solution Provider ourselves. Not a reseller of someone else’s broker — a direct WABA integration baked into the platform.

Channels in the platform

WhatsApp Business

Thirdlane is a Meta WhatsApp Business Solution Provider — we integrate directly with the WhatsApp Business API, not through a broker. That means lower latency, no third-party markup, and no extra hop between your customers and Meta.

  • Native WABA integration with phone-number sync and message-template sync
  • DID-to-WhatsApp number mapping directly from the DID form
  • Tenant-scoped auto-match suggestions and a WhatsApp status column on the DID grid
  • WhatsApp routed through the same omnichannel queues as voice and SMS
  • WhatsApp campaigns from the built-in CRM with scheduled delivery and per-contact tracking

SMS & MMS

Two-way SMS and MMS with carrier-aware routing. A2P/10DLC-aware for US deliverability. Bring your own carrier or use one of the built-in providers.

  • Two-way SMS with conversation threading inside Connect and the agent UI
  • Built-in providers plus a Custom SMS Gateway for any carrier
  • Webhook-based custom-gateway integration with downloadable Perl, Python, and Node.js reference adapters
  • Per-tenant Messaging Channels configuration linking SMS and voice resources
  • Messaging Log (MDR) records channel, provider message id, error details, and lifecycle timestamps

Team Messaging in Connect

Persistent 1:1 and group chat for internal team collaboration inside the Thirdlane Connect apps — chat, presence, file sharing, and escalation to voice or video on the same identity.

  • One-to-one and group chat with read receipts and presence
  • File sharing inside conversations
  • Escalate from chat to voice to video on the same thread
  • Cross-platform — web, desktop, and mobile under your brand
  • Connect AI master switch for per-tenant control of voice messages, dictation, and on-device transcription

Why the WABA distinction matters

Most platforms that say they “support WhatsApp” are reselling another vendor’s WABA connection. That means an extra service in the path, a markup on every message, and a black box between you and Meta when something goes wrong.

Thirdlane is the WABA provider. Phone numbers, message templates, and account state sync directly with Meta. Your tenants get clear pricing, faster delivery, and a single vendor to call when a template review or 24-hour-window question comes up.

That’s also why the WhatsApp configuration is part of the platform admin, not a third-party integrations screen — it sits next to your DIDs, your trunks, and your messaging channels because operationally that’s where it belongs.

Inside the omnichannel contact center

Unified queues

Voice, SMS, WhatsApp, and web chat routed through the same queue model with consistent identity and history.

Interactions screen

Review every closed interaction across all channels — filter by agent, queue, channel, DID, disposition code, or date range.

Disposition & ACW

Configurable disposition codes and After Contact Work policies inherit Global → Tenant → Queue.

Marketing role

Dedicated Marketing administrator role scoped to CRM, messaging channels, and WhatsApp accounts.

Voice queues now handle calls and messages in a single unified routing model — true omnichannel, not separate queueing engines glued together.

CRM-driven outreach

Messaging is most useful when it’s tied to a contact, an account, and a campaign. The built-in CRM ships with that wiring already done.

  • Campaigns — bulk outbound WhatsApp and SMS to a contact list with scheduled delivery, timezone-aware time picker, and per-contact tracking.
  • Send-time windows — campaigns respect tenant delivery hours so you don’t accidentally text a customer at 2am in their timezone.
  • Static & dynamic lists — manual selection or live-query criteria (status, source, tag, account, opt-in flags, date ranges).
  • Contact timeline — every WhatsApp, SMS, and voice interaction lands on the contact’s timeline with content preview and recording links.
Contact Center → All Features →