Staff Product Manager - WhatsApp

For SMBs worldwide, WhatsApp is increasingly the primary way customers reach a business, ahead of email, SMS, and the phone. HighLevel's WhatsApp product is already our highest-volume conversational channel, carrying over 171 million messages a month for 58.5K businesses, and it accounts for 44% of every Conversation AI conversation on the platform.

As the Staff Product Manager for WhatsApp, you will own the strategy, execution, and quality bar for that product end to end: onboarding and Coexistence, templates, WhatsApp Flows, WhatsApp Calling on WebRTC, Conversation AI and Voice AI, and the credit-line and usage-billing systems that monetize it. You will define the roadmap for a reliable, self-serve platform that abstracts Meta's Business Platform for non-technical agency operators, at a scale where a single Meta policy change or quality-rating downgrade is a revenue event.

This is a hands-on, technically fluent IC product leadership role. You will partner closely with Engineering, Design, Data, Finance, Support, Go-to-Market, and Meta's own product and solutions engineering teams, and be expected to prototype your own ideas, run your own customer calls, and hold your own in a technical review. This is not a channel-integration role. It is for someone who can build a reliable, compliant, commercially meaningful product on top of a platform we do not control.

Key Responsibilities

• Define and drive the vision, roadmap, and success metrics for HighLevel WhatsApp across onboarding, templates, Flows, Calling, AI, and monetization, and make explicit calls on where not to invest.
• Make onboarding self-serve and fast, covering embedded signup, number and business verification, multi-WABA, and Coexistence, now the majority of new onboardings.
• Own deliverability and account health, including quality rating, messaging-limit tiers, and the failure taxonomy behind every undelivered message, made legible to a non-technical operator before a campaign fails.
• Own the template lifecycle, covering categories, approvals and rejections, quality-based pausing, rich formats, localization, and a pre-approved library that collapses time-to-first-message.
• Own WhatsApp Calling on WebRTC end to end, including the softphone experience, call permissions, recording, transcripts, and the call-quality instrumentation Meta does not provide.
• Own WhatsApp Flows, including Flow JSON authoring, endpoint-backed data exchange, per-WABA encryption key management, and the publishing lifecycle.
• Drive Conversation AI, WhatsApp bots, and Voice AI on the channel, covering engagement and handoff rules, guardrails, language coverage, and per-conversation cost metering so AI stays margin-positive.
• Own monetization, including subscription and usage pricing, per-currency credit lines and migrations, wallet debit accuracy, reselling markups, and discount programs such as Marketing Messages Lite.
• Work Meta directly as a platform partner to secure private betas and pre-release access, escalate policy and account issues for customers, influence their roadmap, and own partner-funded development programs through claim execution.
• Prototype to de-risk scope, run your own customer discovery, and partner with design on the highest-friction surfaces such as onboarding, template authoring, and Flows.
• Partner with Product Marketing, Support, Implementation, RevEx, and Finance to drive activation, retention, packaging, and revenue, and to reduce support volume.
• Lead breaking platform migrations across the live installed base, such as WhatsApp Business unique identifiers and usernames, with a clear migration and communication plan.

Ideal Candidate Profile

• 8+ years of product management experience owning complex B2B SaaS, messaging, communications, AI, automation, CRM, or platform products, including a senior IC role such as Staff, Principal, or Lead PM.
• Deep understanding of the WhatsApp Business Platform, or strong fluency in an adjacent messaging, CPaaS or BSP, conversational AI, or telephony domain.
• Working knowledge of real-time voice, including WebRTC and VoIP call quality, enough to reason about why calls drop and what to instrument when the provider exposes no metrics.
• Technical enough to work credibly with engineering on APIs and webhooks, LLM behavior, rate limits and retries, observability, and scalability.
• Comfort operating on top of a third-party platform you do not control, where the provider's policies and approval queues directly gate your customers.
• Strong grasp of usage-based monetization, including rate cards, margin mechanics, wallet and credit-line architecture, and billing accuracy.
• Hands-on prototyping ability, and a habit of running your own customer interviews rather than consuming someone else's summary.
• Strong analytical ability. Can define metrics, write your own SQL, diagnose funnel drop-offs, and separate noisy feedback from real problems.
• Experience in high-growth international markets, particularly LatAm, India, or SEA.
• Excellent written communication and high ownership in a fast-growth, remote-first environment.

Bonus Points For

• Hands-on experience with Cloud API, Marketing Messages Lite, embedded signup, or WABA operations, or time at a BSP, tech provider, or messaging aggregator.
• Experience with WebRTC, SIP, call recording, number provisioning, or telecom compliance.
• Experience building AI agents, voice bots, or virtual receptionists, including speech-to-text, text-to-speech, and LLM orchestration.
• Experience with content-approval or moderation pipelines where a third party gates what your customers can send.
• Experience with usage-based pricing, multi-currency billing, or credit lines.
• Experience shipping breaking platform changes across a large live installed base.