A custom CRM that turned Google Maps into a lead machine
Built a purpose-built CRM for a digital agency that captures leads from Google Maps, reaches them via official WhatsApp (Twilio + Meta API), and uses AI to suggest replies and standardize templates. The system scaled the lead base by over 500%, with 250 new leads entering the pipeline every day.
1,500 leads a day. We could never do that manually.
Norte Web Digital was growing but had no system to capture, qualify, or contact prospects at scale. Leads were found manually. WhatsApp outreach ran through unofficial channels, which created delivery risk and account-ban exposure. There was no pipeline visibility, no automation, and no way to handle volume without adding headcount.
A custom CRM built around the agency's sales motion. An automated scraper pulls businesses from Google Maps and other directories, enriches each lead with contact and location data, and routes them into a structured pipeline. Each new lead receives an automated WhatsApp opener sent through the official Meta Business API via Twilio — approved, deliverable, and ban-proof. Inside the chat view, an AI model reads the conversation and suggests a reply with a confidence score. Pre-approved message templates can be sent at one click.
Next.js with TypeScript on Vercel for the frontend. Node.js backend handling the scraping pipeline and WhatsApp webhook events. WhatsApp integration via Twilio and the Meta Business API with HSM-approved templates. AI reply suggestions powered by Claude. PostgreSQL for pipeline and company data. HubSpot sync for CRM continuity. Automation engine for scheduled batch opener campaigns.
Results
Measurable outcomes that drove real business value
From manual outreach to 250 new leads entering the pipeline every single day.
AI-assisted responses and automated openers compressed the full sales cycle from weeks to days.
Active, enriched leads from Google Maps and other directories, each with WhatsApp contact and segment data.
Official Meta Business API through Twilio ensures full compliance and high deliverability.
How the Machine Works
Three automated layers — from cold prospect to paying client in days.
Lead Capture
Automated scraper pulls businesses from Google Maps and other directories, enriches each record with WhatsApp contact and segment data, then routes it straight to the pipeline.
WhatsApp Opener
Every new lead receives an HSM-approved template message sent via the official Meta Business API through Twilio — fully compliant, high-deliverability, zero ban risk.
AI Reply Engine
Claude reads the live conversation and suggests the next reply with a confidence score. Pre-approved templates send in one click. Replies feel human, scale like software.
Project Gallery
Visual highlights of the delivered solution
Further Reading
Custom Web App Development: Process, Cost & What to Expect (2026)
A founder's guide to custom web applications — from defining scope to understanding what drives costs.
Custom Web App Development: Process, Cost & What to Expect (2026)How to Build an MVP with Laravel and React: Timeline, Cost & Process
Step-by-step guide to shipping a validated MVP using Laravel and React without over-engineering.
How to Build an MVP with Laravel and React: Timeline, Cost & ProcessAPI Integration Guide: Connect Your Systems and Scale
How to connect your business systems with APIs — REST, GraphQL, security, and real implementation costs.
API Integration Guide: Connect Your Systems and ScaleWant a similar result?
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