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When a company adds a messager to its CRM, it usually ends up with a point integration: one channel, one workflow, a separate piece of code for a specific project. This works exactly until the next channel or task comes along—and then everything has to be redone. We built our multichannel products differently: not as a set of separate connectors, but as a shared communications layer within Creatio, on which an entire family of products operates.
This isn’t just a matter of terminology. Whether the products share a common foundation determines how much each new channel costs the business and whether the customer’s journey gets fragmented across separate tools.
After installing any of our communication products in Creatio, a single “Message Channels” section appears. There, you configure a channel—Telegram, WhatsApp, Viber, Slack, MS Teams, Instagram, Facebook, SMS, Email, Push, or Widget—just once, and it’s immediately available to all products.
In other words, this isn’t eleven separate integrations, but a single configuration layer. Once you’ve set up a channel, it’s visible to mass mailings, trigger notifications, chatbots, and live chat. You don’t need to set up the same channel a second time for another product.
The second level of connectivity is a shared data model. Any message, in any channel, is linked to Creatio objects: Contact, Account, Case, Order, Activity. A customer remains a single record regardless of where they messaged from, and all communication with them is threaded into a single card rather than split across multiple parallel threads in different applications.
Products operate on top of the channel layer, each covering its own type of communication. They do not duplicate each other but cover different stages of customer interaction.
Widget Chat Channel is a web chat on the website integrated with Creatio. It serves as the entry point for a significant portion of cases: a visitor opens the chat on the page, and the conversation is immediately routed into the system. The appearance, colors, and welcome messages are customized to match the website’s design in Creatio; synchronization occurs in real time, and a customer logged in to the website is automatically recognized—the manager immediately sees who they’re talking to. The conversation history is stored in the same customer profile as the rest of the communication.
Multichannel Notifications handles system-triggered messages: order status updates, reminders, and responses to events in the business process. These are initiated by the system itself, without any involvement from a manager. In projects with a high volume of operational events—from agribusiness to distribution—these notifications relieve staff of the routine task of manually informing customers.
Multichannel Bulk Messaging handles mass mailings—promotions, announcements, and segmented campaigns across multiple channels. Mailings can be sent in batches to avoid overloading the system: for an audience of thousands of contacts, messages are divided into batches of a specified size and sent in parallel. Delivery statuses are returned to Creatio—the same place where customer records are managed.
Multichannel Chatbots serve as an automated first line of support: contact registration, order processing, surveys, and basic support. The bot operates on Widget, Telegram, WhatsApp, Viber, and internal chat channels, handling typical inquiries before a human takes over.
Multichannel Chats — live two-way communication: group and private messenger chats are consolidated into a single Creatio interface with real-time two-way synchronization, reactions, attachments, and @mentions. Messages from Creatio appear instantly in the messenger, and the customer’s reply appears immediately in Creatio. Each chat is linked to a system object and can trigger a business process directly from a message: sales can create a lead or contract in two clicks, and support can open a case with autofilled fields without leaving the conversation. Internal team chats are included in the product at no extra charge.
Let’s break it down using a single end-to-end scenario. A customer opens a chat on the website via the Widget Chat Channel. The chatbot classifies the case and creates a record. More complex questions are forwarded to a live agent in Chats, who can see that this isn’t a cold lead but an existing account with an order history. Later, the customer receives a promotion via Bulk Messaging, and updates on their orders are sent via Notifications from the Business Process. Five different mechanisms — all linked to a single customer profile.
In a B2B scenario, the logic is the same, but the scale is different: group chats with the client’s teams are linked to the Account and the Order, and the full history of negotiations is stored in the system rather than in the personal accounts of individual managers. When a project is handed off to a new person, they can get up to speed in minutes, rather than having to piece together the context from scattered messages.
The main benefit is that communication is no longer something that exists outside the system. Negotiations don’t remain in a manager’s personal Telegram account, and the client’s history doesn’t disappear when the manager goes on vacation or leaves the company: a new employee opens the record and sees the full context. Processes are initiated directly from the conversation, rather than after someone manually transfers it to the CRM. At the same time, the team’s internal communication remains within the same workflow as communication with clients.
This is particularly noticeable in industries with a high volume of communication. In FMCG distribution, a manager manages dozens of retail locations simultaneously across several messaging apps — this is exactly where we’ve refined our multichannel approach through various projects. In finance and pharmaceuticals, transparency of history and the manageability of processes triggered by messages become even more critical. A unified layer provides all these industries with the same advantage: the channels may differ, but the customer view remains consistent.
This is where the difference in approach lies. Most channel integrations with CRM are one-off custom tasks for a specific project: build it, deliver it, then move on to the next channel—with a new budget and a new development cycle. This approach delivers results here and now, but doesn’t build on itself: each new channel exists in isolation and requires separate support.
We’ve turned communications into a product system: several products that complement each other, built on a shared architecture, with support and regular releases on the Creatio Marketplace. This is a deliberate priority. We own the entire communications stack—from web chat on the site to mass outbound messaging, live two-way communication, and internal chats—and we’re developing it as a unified system, not as separate add-ons.
For the client, this means predictability. Adding a new channel or product means expanding the existing framework, not rewriting the system from scratch. The investment in configuring channels doesn’t lose value when the next task arises, because it benefits the entire system at once. And the more of the system’s products a company uses, the greater the return on each subsequent one.
Each product covers its own type of communication—from mass mailings to live chats—but they all feed into a single customer profile. That’s why the company gets a complete picture of its communications, rather than four separate reports from different tools,
says Mykyta Kalinichenko, Marketplace Leader at Sales’Up.
The next steps are obvious given the system’s logic: product development and expanding the list of channels. But the fundamental advantage is already built into the architecture—when communications are structured as a unified layer, each new solution reinforces the previous ones rather than existing separately from them. This is the practical difference between a product system and a set of integrations: the system grows stronger over time, while a set of integrations simply gets longer.
