Integrate WAX with Omnisend | Omnisend Help Center

WAX is a conversational marketing platform that lets you reach contacts through WhatsApp automations. This integration works differently from most: instead of WAX sending data to Omnisend, Omnisend sends contact data to WAX via a webhook block inside your Automation Workflow. This lets you trigger WAX flows directly from Omnisend automation events.

Before You Begin

Webhooks in Automation is a paid feature in Omnisend. To use it, upgrade your plan under Store Settings → Billing.
Phone number is required. WAX uses the phone number to identify and trigger flows for your contacts. If a contact doesn't have a phone number, the WAX flow will not trigger.

Setup Process

Step 1. In Omnisend, go to Apps → search for WAX → click Connect now → complete the connection by clicking Connect.

Step 2. In your WAX account, create a new automation and set the trigger to Inbound Webhook.

Step 3. Copy the webhook URL generated by WAX. You'll find it in the trigger settings panel under Webhook URL.

Step 4. In Omnisend, open the Automation Workflow you want to use to send data to WAX. This can be any existing workflow, or a new one created from scratch.

Step 5. Add a Webhook block at the point in the workflow where you want to trigger the WAX flow. Learn how to Use Webhooks in Automation.

Step 6. In the Webhook block settings, paste the WAX webhook URL into the URL field.

Under Headers, add the authorization credentials from your WAX account:

Key: Authorization
Value: Bearer <your WAX API key>

Step 7. In the Body field, configure the JSON payload. At a minimum, include the phone number – it's required for WAX to identify the contact and trigger the flow.

Example payload:

{
  "email": "[[contact.email]]",
  "phone_number": "[[contact.phone_number]]",
  "first_name": "[[contact.first_name]]",
  "last_name": "[[contact.last_name]]",
  "attributes": {
    "first_name": "[[contact.first_name]]"
  }
}

⚠️ Important: phone_number must always be included in the payload. WAX uses this field to match the contact and trigger the flow. Without it, the WAX automation will not run.

Step 8. Enable your Automation Workflow, then trigger it using a test contact with a phone number. Check your WAX account to confirm the webhook was received and the flow was triggered correctly.

FAQ

Which contacts will trigger the WAX flow?

Only contacts who pass through the Webhook block in your Omnisend automation and have a phone number in their profile. Contacts without a phone number will not trigger the WAX flow.

Can I send additional data to WAX beyond the example payload?

Yes. You can include any contact property available in Omnisend as a personalization tag (e.g., [[contact.last_name]], [[contact.city]]). Learn how to Use Personalization in Omnisend.

Didn't find the answer to your question? Reach out to our support team through the in-app chat or at [email protected] – we're available 24/7.