How edtech Hashtag automates WhatsApp support with Wati

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Case Study

Hashtag Treinamentos scales communication with over 150,000 students through WhatsApp automation

Hashtag Case Study Hero
Gabriel Manager at Hashtag Treinamentos

Hashtag Treinamentos is an online education company focused on professional upskilling, offering courses in areas such as Excel, technology, languages, and advanced specializations.

With a base of more than 150,000 students, the company needed to ensure efficient, scalable, and personalized communication across the entire customer journey — from onboarding to retention and reactivation.

We spoke with Pedro and Gabriel, leaders at Hashtag, to understand how Wati helped transform a communication operation limited by traditional channels into an automated and scalable communication engine.

Before and After: The Wati Transformation

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The Challenge
Communication limited by scale
With a large student base, it was difficult to maintain consistent contact — especially for onboarding, follow-ups, and reactivation.
Low response rates in traditional channels
Most communication was done via email, with low effectiveness in surveys and engagement.
Manual and non-scalable processes
Interactions like onboarding and follow-ups required manual effort and couldn’t keep up with growth.
Lack of personalization at scale
Difficulty segmenting and reaching different student groups with relevant messages.
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The Results
Scalable communication via WhatsApp
Hashtag started reaching large volumes of students with personalized and automated messages.
3x more responses in satisfaction surveys
By shifting part of the communication to WhatsApp, engagement increased significantly.
Faster and more efficient onboarding
Contact with new students became quicker and more consistent.
Reduction in refunds
Better onboarding led to improved retention.
Integrated operation with CRM and automations
Integration with HubSpot and APIs enabled a more connected and intelligent workflow.
"Basically, everything is possible."
— Pedro Head of Customer Experience and Success, Hashtag Treinamentos
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At Hashtag, communication is not just about sending messages — it’s a core part of the student experience.

With a growing base and multiple products, the challenge was to ensure every student:

• had a proper onboarding experience

• received follow-ups throughout their journey

• was engaged with relevant content

• had access to efficient support channels

WhatsApp became the ideal channel — but it needed structure and automation to scale.

“We needed a tool that allowed us to talk to many customers in a personalized and scalable way.”

The turning point: When email was no longer enough

Before Wati, Hashtag faced clear limitations:

Low response rates in email surveys
Difficulty reactivating inactive students
Manual onboarding and follow-up processes
Lack of segmentation
As the student base grew, these issues became even more critical. It wasn’t just about changing tools — it required changing the way they operated.

Why Hashtag chose Wati

After evaluating different solutions, Hashtag found the ideal fit with Wati.
"It was very easy to get started. Within a week, the whole team was already using it."
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Mass messaging with personalization

Enables reaching different segments with relevant communication
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Intuitive platform and fast onboarding

The team was fully operational in less than a week
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Flexibility with APIs and Webhooks

Communication connected to customer data and journey
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Multi-team usage

Supports advanced automations and integrations
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Long-term scalability

Different teams using the platform simultaneously

Measurable business impact

From Manual to Automated
Automated onboarding, follow-ups, and surveys
• Scalable contact with new students
• Structured follow-ups
• Automated WhatsApp surveys
From low response to high engagement
3x more survey responses
• WhatsApp replacing email as the main channel
• Significant increase in engagement
From fragmented to integrated
Communication connected to CRM
• HubSpot integration
• Use of APIs and Webhooks
• Advanced segmentation
From limited to scalable
Communication with over 150,000 students
• Personalized mass messaging
• Distributed operation across teams
• Scale without proportional team growth
"We were able to collect 3x more feedback than before."

How Hashtag uses Wati in their daily operations

Wati became a central part of their operation, with multiple use cases:

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New student onboarding

Automated initial contact

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Customer support

Used across multiple teams and accounts

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New student onboarding

Automated initial contact

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System integrations

HubSpot, APIs, and custom automations

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Satisfaction surveys

Collecting feedback with high response rates

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Segmented campaigns

Targeted messaging for specific audiences

More than messaging: a platform for possibilities

The biggest value was not just functionality — but flexibility. Wati enables teams to:
Wati helped us solve problems we couldn’t solve before.
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Test ideas quickly

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Integrate internal systems

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Automate complex processes

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Scale without friction

The role of support and partnership

Another key factor was Wati’s support throughout the journey.
"Whenever we needed help, we were supported quickly and with great attention."
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Close relationship with the team

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Strong technical support

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Openness to evolve the product

What’s next: expanding automation and AI

With a solid foundation in WhatsApp communication, Hashtag continues to evolve:

Expanding automation use cases

Adopting more advanced AI

Building new integrations

Increasing operational efficiency

"We want to keep building this together."

Key insight

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WhatsApp is no longer just a channel, it’s communication infrastructure

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Scaling communication doesn’t require more people, it requires systems

Want to transform your B2B communication like Hashtag Treinamentos?

Book a demo with Wati today