Always-on WhatsApp for real estate agents.
Real estate runs on WhatsApp. Listing inquiries at midnight, tour confirmations on the drive over, document collection on closing day, follow-up six weeks after the deal cooled off. Mossmoon connects each agent’s own WhatsApp number to your CRM, 24/7, with no Meta Business API in the loop. Every inbound message lands in your stack the instant it arrives. Every reply sends from the agent’s actual line, so the lead is always talking to the agent they know. $15 per agent line per month, flat.
A WhatsApp lead at 2am is worth as much as one at 2pm. If you’re still up.
Listing portals send leads in waves. A buyer scrolling Zillow on their lunch break sends a question. A relocator browsing at midnight in another timezone sends three. A FSBO who finally got tired of his price replies to a follow-up from last March. The agent who responds first wins the conversation.
When the WhatsApp conversation lives only on the agent’s phone, the team can’t triage. The CRM doesn’t know it happened. There’s no automation, no AI receptionist, no rep-coverage handoff. The lead drops.
Every agent’s WhatsApp, online inside your CRM, 24/7.
Each agent scans one QR. An always-on connection joins their WhatsApp account and stays online continuously. Every inbound message fires your webhook with the lead’s number, the message body, the timestamp, and any media. Your CRM creates or matches the contact, runs your routing rules, and either fires an automation or pings the agent on duty.
The agent’s phone stays the primary device. The lead still sees the agent’s normal WhatsApp identity. Nothing about the lead-facing experience changes. The back office just gets to see and act on every conversation in real time.
Six patterns brokerages ship in the first month.
Inbound lead capture
Every new WhatsApp message creates or matches a CRM contact and tags the source listing if the lead opened with a property reference. No more screenshots forwarded from the agent's phone the next morning.
After-hours AI qualifier
Inbound message past business hours kicks off an AI agent that qualifies (budget, timeline, neighborhood, financing), books a showing from the agent's calendar, and warm-transfers in the morning. The lead sees the agent's number the entire conversation.
Tour confirmations + reminders
CRM books a showing, the workflow sends a WhatsApp confirmation from the agent's line, then a same-day reminder, then a 'I'm pulling up' message. Reduces no-show rate without the agent thinking about it.
Post-tour follow-up drip
Custom drip from the agent's WhatsApp: 'Loved the kitchen but worried about the floors? Here's what the inspection turned up.' Sends like the agent typed it because, structurally, it's going through the agent's actual line.
Document collection on closing
Closing coordinator sends doc requests through the agent's WhatsApp, lead replies with photos, inbound media payload fires your DMS workflow, attachments end up filed under the deal. No 'please email me PDF copies' tax.
Reactivation campaigns on dormant leads
Mailchimp lists are 6% open rates. WhatsApp from the agent's actual number is closer to 90%. Send a personalized check-in from the agent's line on price-drop alerts or new matching listings. Keep it human-paced.
Plugs into the CRM you already run.
Mossmoon is a clean REST API plus signed webhooks. Every modern real estate CRM speaks that. Two endpoints (one inbound webhook configured in our dashboard, one outbound POST when your CRM wants to send) is the entire integration surface.
Wire via custom-webhook action + automation trigger
Webhook automations + outbound webhook step
Workflow webhook trigger + Zapier-mediated send
Webhook listener + custom HTTP send step
Zapier + custom-webhook in both directions
Native webhook automations both ways
Two-webhook pattern, see /for/gohighlevel-agencies
Plain REST, JSON payloads, your own logic
Per agent line, per month. Flat.
$15 per active agent line per month. No per-message fees, no per-lead fees, no per-seat charges for internal users on your dashboard. First agent line free for 7 days from when it goes ready. Easy to mark up inside a brokerage’s per-agent tooling fee.
Voice calling on a line is an extra $5/mo, unlimited minutes, no per-minute fees. Common pick for FSBO outreach and first-call qualification.
Unlimited inbound + outbound on the agent’s WhatsApp line. Text, images, video, voice notes, documents. First line free for 7 days.
Everything in messaging, plus click-to-call from your dashboard through the agent’s WhatsApp. Unlimited minutes.
What real estate teams ask before signing up.
Yes. Mossmoon is a clean REST API with signed webhooks, which is what every modern real estate CRM speaks. Inbound WhatsApp messages POST to a webhook URL of your choice (your CRM's custom-webhook endpoint, a Zapier/Make/n8n hook, a custom backend). Outbound sends through one POST to /api/v1/wa/messages.
For HighLevel specifically, see /for/gohighlevel-agencies for the two-webhook wiring pattern. For Follow Up Boss, Lofty, BoomTown, kvCORE, the same pattern applies: point our inbound webhook at the CRM's webhook trigger, and put a custom-webhook step in the CRM's automations for outbound.
No. Their phone stays exactly as they use it. Mossmoon adds an always-on connection alongside it. They keep texting from their phone the same way they always did. The difference is every conversation also flows into your CRM in real time, and your team can reply from the desktop without picking up the agent's actual phone.
When the agent is on a tour and a lead messages them, the lead doesn't see 'forwarded to a team', 'auto-reply', or 'business profile'. They see their normal conversation with the agent.
That's exactly the structural problem Mossmoon solves. WhatsApp Web sessions drop the moment the agent's phone is offline for too long, the laptop tab gets closed, or WhatsApp pushes an update. New messages arrive as a grey 'Waiting for this message' placeholder and your team misses them.
Mossmoon's connection runs continuously in our infrastructure, never closes, monitors its own health, and re-establishes automatically when needed. The Waiting placeholder never appears in your CRM.
No. The lead sees the agent's normal WhatsApp number, the agent's normal display name, the agent's normal photo. Replies sent through Mossmoon land in the same conversation thread as messages sent directly from the agent's phone. There's no 'sent via' tag, no business-profile badge, no second number.
This is the structural difference between Mossmoon and a Business-API tool: the lead is talking to the agent, not to a business platform.
Yes, this is one of the most common patterns we see. Inbound WhatsApp message fires the webhook into your AI orchestrator (n8n, a custom backend, OpenAI Realtime, whatever you're using). The AI handles initial qualification, books a tour from the calendar, and replies through the agent's own line. The human agent steps in only for warm leads.
End-leads see the agent's number all the way through. They don't know there was an AI in the loop. They just know the agent replies fast and books their tour cleanly.
TCPA primarily covers SMS and outbound calls. WhatsApp messaging from one human-to-human or one consented business-to-consumer conversation is a different channel and a different consent model. That said, the same principle applies on WhatsApp: never unsolicited mass messaging.
Mossmoon rate-limits outbound and refuses bulk-blast patterns. Use the channel the way an agent uses a phone: warm leads who opted in, follow-ups in active conversations, replies to inbound. Treat it that way and your line stays healthy and your compliance posture stays clean.
Each agent scans their own QR on a Mossmoon-hosted connect page. Under two minutes per agent. Your platform issues a connect_url per agent (POST /api/v1/wa/lines with their CRM contact ID as the external reference), embeds it in your portal, fires it into the agent's email or onboarding flow.
Most brokerages onboard a 50-agent office in an afternoon. Compare to days-to-weeks per agent if you tried the same thing through Meta's WhatsApp Business API verification flow.
Yes. The $20/line/mo tier enables click-to-call from your dashboard. The call goes through the agent's WhatsApp to any phone number. Unlimited minutes, no per-minute fees. End-recipient sees the agent's WhatsApp identity, not a fake business number.
Many real estate teams use this for FSBO outreach, expired listings, and first-call qualification. Cleaner than a third-party dialer because the call (and the WhatsApp thread that often follows) all sit on the same number the agent already uses.
$15 per active agent line per month, flat. No per-message fees. No per-seat charges for internal users on your dashboard. First agent line free for 7 days. Voice-enabled lines are $20/line/mo. Most brokerages mark this up cleanly inside their internal-tooling cost or their per-agent SaaS fee.
Catch every WhatsApp lead, every hour, on every agent’s own line. First line free for 7 days.
Related reading: Waiting for this message · Business API vs personal API · HighLevel agencies guide