Custom form API and WhatsApp forms that post straight to your CRM

The trouble with forms today

Most businesses have forms scattered everywhere. One on the website contact page, one on the admissions landing page, a Google Form someone made last year, and a WhatsApp chat where people type their details as free text. Each lands somewhere different. Someone copies it all into the CRM on Friday, if they remember.

The custom form API is our way of making every form send its data to the same place, automatically, the moment someone hits submit.

Two kinds of forms

WhatsApp forms

These open inside the WhatsApp chat as a neat, step-by-step form with text fields, dropdowns and choices. Someone who tapped your Click-to-WhatsApp ad, or replied to a broadcast, can share their name, class, course and city in a few taps, without leaving the app. Because the fields are structured, you get clean data instead of "hi pls send details."

Website forms

Your existing website forms can post to Smart Growth AI too. When someone submits, they can instantly receive a WhatsApp welcome message, and their entry follows the same route as WhatsApp form entries.

Where submissions go

• Your own endpoint: any URL you give us, for your ERP, admissions software or custom backend.
• Your CRM via webhook/API: Zoho, HubSpot, LeadSquared, TeleCRM and others that accept incoming data.
• A free Google Sheet: one sheet chosen by you, which many smaller teams use as their main lead list.

You can send to more than one at once, for example to your CRM and to a sheet the owner checks every evening.

How setup works

Step 1, decide the fields. Keep it short. Name, phone, and two or three questions that help you qualify, like course interest or preferred appointment day.

Step 2, map them. We match each form field to the field name your endpoint expects. If your CRM calls it "lead_source" and the form calls it "where did you hear about us", we line them up.

Step 3, connect the webhook. You share the endpoint and any authentication it needs. We send test submissions until they land correctly.

Step 4, trigger follow-ups. A submission can kick off an instant WhatsApp reply, an agent alert, or a reminder sequence.

Fitting into the bigger picture

Forms are most useful alongside traffic. After a WhatsApp Status ad or a retargeting round in the Smart Growth AI Campaign, interested people tap into WhatsApp and get a short form. Their answers go straight to your system with the source attached, so you can later see which campaign brought which leads.

If you also want the chat to pull data back from your systems, pair forms with the dynamic API chatbot.

An example from admissions

A college running admissions has enquiries arriving from its website, a Meta lead form and WhatsApp. With the custom form API, all three post to the same admissions software with a source tag: website, lead form or WhatsApp. The admissions head can see in one view which source is busiest this week, and every enquiry gets the same instant WhatsApp acknowledgement, whichever door it came through.

Keeping forms people actually finish

Every extra field loses a few people. Ask only what you need for the first conversation; the counsellor can ask the rest. Use dropdowns where possible so answers are consistent. And tell people what happens next: "Our counsellor will call you within the day" reassures more than a blank thank-you.

Want your forms flowing into one place? Book a demo and bring your CRM or endpoint details.