The problem
Sport12 lets anyone join organized football matches without having a team of their own. As the community grew, player follow-up depended on manual work: welcomes, reminders, reactivating users, post-match follow-up, no-show prevention and frequent WhatsApp questions that ate the team’s time.
The implementation
An automation ecosystem built with n8n, Firestore, YCloud and the WhatsApp Business API: new-user activation, sign-up for the first, second and third match, post-match follow-up, a Dormant Agent that reactivates inactive users at specific milestones, a Game Fill Agent that fills matches with open spots by messaging at 48, 24 and 12 hours out, no-show prevention and follow-up, and a Customer Support Agent that classifies user intent, answers from approved responses and hands off to a human when needed.
The methodology
The opportunity was not to send more messages, but to build a system that understood where each user was and acted on their actual behavior. We connected Sport12’s database to workflows that read matches played, active sign-ups, attendance history and activity level; from there each bot decides whether to write, wait, exclude the user or escalate to a person.
The result
More timely communication with players and less manual work for the operations team: messages personalized to real behavior, inactive users reactivated, better use of open match spots, lower risk of duplicate or out-of-context messages, and full traceability over sends and replies. WhatsApp went from a messaging channel to an operational tool.