IndiaMART + WhatsApp API Integration — Complete Guide 2025

IndiaMART sends you buyer enquiries. WA.Expert makes sure your team responds within 2 minutes — and the buyer gets an instant WhatsApp acknowledgement. The businesses that respond fastest on IndiaMART win the most orders. WhatsApp automation makes instant response effortless.

Connect IndiaMART + WhatsApp → Talk to an Expert

2 min

Auto WhatsApp response to IndiaMART buyer enquiry

India B2B

India's largest B2B marketplace + WhatsApp automation

Team alert

Sales team WhatsApp notification for every new lead

3×

Higher conversion with sub-2-minute response time

What You Can Automate

Top use cases for IndiaMART + WhatsApp API

IndiaMART is India's largest B2B marketplace — generating millions of buyer enquiries monthly. WA.Expert connects IndiaMART's lead notification system to WhatsApp so your sales team receives instant WhatsApp alerts for every new buyer enquiry, and automated follow-up fires to the buyer within 2 minutes.

🔔

New enquiry → team WhatsApp alert

New IndiaMART buyer enquiry fires WhatsApp to your sales team with buyer details and product requirement.

↩️

Buyer auto-follow-up → WhatsApp

Automated WhatsApp sent to buyer within 2 minutes: "We received your enquiry, our team will call within 1 hour."

📋

Lead assignment → rep WhatsApp

Enquiry assigned to a specific sales rep fires WhatsApp to that rep with full lead details.

📊

Daily lead digest → WhatsApp

Summary of all IndiaMART leads received that day sent to sales manager at 6 PM.

Trigger → Action

How IndiaMART events trigger WhatsApp messages

IndiaMART trigger	WhatsApp action (WA.Expert)	Business impact
New buyer enquiry received	WhatsApp alert to sales team + auto-reply to buyer	2-min response, never miss a lead
Enquiry from specific city/state	WhatsApp to regional sales rep assigned to that territory	Geo-based routing
Multiple enquiries same buyer	Consolidated WhatsApp to prevent duplicate follow-up calls	Clean lead management
No response to enquiry in 24 hrs	WhatsApp follow-up to sales rep reminder	Lead follow-up accountability
Daily IndiaMART lead count	WhatsApp digest to sales manager at 6 PM	Pipeline visibility

Setup Guide

How to connect IndiaMART to WhatsApp API

Access IndiaMART Lead Manager API

Register for IndiaMART's Lead Manager API at seller.indiamart.com. Get your API key. This gives programmatic access to all buyer enquiries received on your IndiaMART listing.

Set up polling or webhook

IndiaMART Lead Manager API supports query-based polling (fetch leads every 5 minutes) or push notification (beta). Set up a script that polls the API every 5 minutes and checks for new leads since the last poll timestamp.

Configure WA.Expert for team alerts

When a new lead is detected, WA.Expert sends two messages: (1) Internal WhatsApp alert to sales team with buyer name, phone, product requirement, and quantity. (2) External WhatsApp to the buyer as auto-acknowledgement.

Map IndiaMART lead fields to WhatsApp

Map lead.mobile to buyer WhatsApp. Map lead.name, lead.subject (product requirement), lead.query_message to template variables. Pass lead.city and lead.state for geographic context.

Set up lead assignment routing

For teams with multiple sales reps handling different products or regions: use WA.Expert's conditional routing to assign IndiaMART leads to the correct rep based on product category or buyer location, and send WhatsApp to that specific rep.

Sample IndiaMART → WhatsApp configuration

// IndiaMART Lead Manager API → WA.Expert
// Polling script (runs every 5 minutes)

GET https://seller.indiamart.com/api/lmscontact/
  ?glusr_usr_id={USER_ID}
  &key={API_KEY}
  &start={last_checked_timestamp}

// Response includes new leads:
{"RESPONSE": [{
  "SENDER_NAME": "Rajesh Gupta",
  "SENDER_MOBILE": "9876543210",
  "SUBJECT": "Steel Pipes Requirement",
  "QUERY_MESSAGE": "Need 500 MT of..."
}]}

// Forward to WA.Expert for both team alert
// and buyer auto-acknowledgement

WA.Expert handles WhatsApp API authentication, template approval, and delivery. You pass the trigger data from IndiaMART — no WhatsApp API expertise needed on your end.

FAQ

IndiaMART + WhatsApp — common questions

Can I send WhatsApp directly to IndiaMART buyers?

Yes — IndiaMART shares the buyer's phone number in the Lead Manager API response. WA.Expert can send a WhatsApp acknowledgement to the buyer automatically. However, since the buyer did not opt in to your WhatsApp specifically, use a utility message template (not a marketing template) for the first message. The content must be service-related: "We received your enquiry for [product]. Our team will contact you within 1 hour."

How fast does IndiaMART deliver leads to the API?

IndiaMART Lead Manager API delivers leads within 5–10 minutes of the buyer submitting the enquiry on IndiaMART. With 5-minute polling, you receive leads within 15 minutes of buyer submission. This is fast enough for the first automated WhatsApp to still reach the buyer while they're actively looking.

Does IndiaMART have a native WhatsApp integration for sellers?

IndiaMART has its own internal messaging system and WhatsApp Business integration (separate from the standard WhatsApp Business API). The WA.Expert integration uses IndiaMART's Lead Manager API for lead data, bypassing IndiaMART's own communication tools and using your own WhatsApp Business number.

Can I track which IndiaMART leads converted to orders?

WA.Expert logs all WhatsApp interactions. If you also update your CRM when an IndiaMART lead converts, you can build a conversion tracking view. Connect IndiaMART lead ID to your CRM deal to track the full journey from enquiry to order.

What product categories work best with IndiaMART + WhatsApp follow-up?

Industrial products, raw materials, B2B food ingredients, construction materials, and manufacturing components see the highest conversion improvement with fast WhatsApp follow-up. These are high-consideration B2B purchases where the buyer contacts multiple suppliers — the fastest and most professional responder wins.

How do I avoid duplicates if multiple reps call the same IndiaMART lead?

WA.Expert logs each IndiaMART lead ID when the team alert WhatsApp is sent. Before sending another alert for the same lead, it checks the log. Additionally, configure your CRM to auto-assign the lead to one rep and WA.Expert routes the WhatsApp only to the assigned rep.

Related Integrations

More WhatsApp integration guides

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