Case Study - Leads qualified and booked 24/7 via WhatsApp — zero manual follow-up.

Overview

Oshara, a digital marketing agency based in Montreal with offices across multiple continents, needed an automated WhatsApp lead qualification system for their client in the construction industry targeting French-speaking African markets — Sénégal, Côte d'Ivoire, and Congo. When a prospect signed up through the landing page, the team had to manually message them on WhatsApp, ask a series of qualifying questions (country, land ownership, project stage, timeline), and decide who was worth following up with. Leads who didn't respond immediately were often forgotten entirely.

The system we built replaces this entire manual flow. When a new lead signs up, they immediately receive a WhatsApp message with a welcome guide and the first qualifying question. An AI agent reads each reply, determines the correct next step, and sends the appropriate follow-up — branching the conversation based on whether the lead owns land, what stage their project is at, and when they plan to start.

Hot leads are flagged and handed off to the human team for personalized follow-up. The system handles booking confirmations when a lead schedules a diagnostic call through Calendly, sends reminders at 24 hours and 1 hour before the appointment, and automatically follows up with leads who go silent — sending a light nudge after 3 days, a closing message after 7, and permanently closing cold leads after another week to protect the WhatsApp number's sender reputation.

Five Make.com automations run in parallel: Welcome New Lead, Incoming Reply Handler, No Reply Follow Ups, Booking Confirmed, and Booking Reminders. Lead data is tracked in both a Make.com Data Store and Systeme.io CRM, keeping everything in sync.

What we did