WhatsApp Business app or the API?
| WhatsApp Business app | WhatsApp Business Platform (API) | |
|---|---|---|
| Cost | Free | Pay per message, plus any provider fee |
| Who replies | One phone, a few linked devices | A whole team, from a shared inbox |
| Automation | Quick replies and a greeting | Chatbots, order updates, reminders sent by your systems |
| Connects to your software | No | Yes — website, CRM, booking or billing system |
| Broadcasts | Limited, to contacts who saved your number | Template messages to customers who opted in |
If one person answers every chat on their phone, stay with the app. Move to the API when chats are missed, several staff need access, or you want your website and software to send messages automatically.
How pricing works now
From 1 July 2025, Meta moved from charging per conversation to charging per message delivered. What you pay depends on the message category:
| Category | Used for | Charge |
|---|---|---|
| Service | Your replies within 24 hours of the customer’s last message | Free |
| Utility | Order confirmations, delivery updates, appointment reminders | Charged — but free when sent inside an open 24-hour window |
| Authentication | One-time passwords for login | Charged per message |
| Marketing | Offers, new arrivals, re-engagement | Charged, and the most expensive |
In 2026, published rates for India sit at well under ₹1 per marketing message and a fraction of that for utility and authentication messages, with 18% GST on top. Meta revises rates during the year, so check the current rate card in your Business Manager before you budget.
The rules you must follow
- Opt-in first. Customers must agree to receive messages from you, for example with a checkbox at checkout. Keep a record of it.
- Templates for anything you start. Messages outside the 24-hour window must use templates that Meta approves in advance.
- Quality matters. If many people block or report you, your quality rating drops and sending limits tighten.
- Sending limits grow with trust. New numbers start with a cap on business-initiated messages per day, which rises as you verify your business and keep quality high.
These rules sit alongside India’s DPDP Act, which also expects clear consent and an easy way to opt out — see our DPDP Act checklist.
What small businesses use it for
- Order and delivery updates straight from your ordering system — see our guide to restaurant online ordering.
- Appointment confirmations and reminders that patients can reply to, as in our clinic software guide.
- Login OTPs for your app or customer portal.
- A shared support inbox where several staff answer, with notes and assignments.
- A chatbot for common questions — prices, timings, availability — that hands over to a person when needed.
- Invoices and payment links sent the moment a bill is created.
How to set it up
- 01
Create a Meta Business portfolio
In Business Manager, under your company’s legal name. Business verification with your registration documents unlocks higher limits.
- 02
Choose a phone number
A number that isn’t active on the WhatsApp app, or one you migrate from it. Many businesses use a new landline or mobile number.
- 03
Pick Cloud API or a provider
Developers can connect to Meta’s Cloud API directly. A Business Solution Provider adds a ready inbox, broadcast tools and support, for a fee.
- 04
Set your display name and profile
The name must match your business; Meta reviews it.
- 05
Write and submit templates
One for each message you start: order confirmed, appointment reminder, OTP. Keep them short and specific.
- 06
Connect your systems
Your website, booking or billing software sends messages through the API when something happens.
Use a ready tool, or build it in?
If you mainly need a shared inbox and occasional broadcasts, a provider’s ready-made dashboard is the quickest route. Building WhatsApp into your own software makes sense when messages are triggered by your business events — an order shipped, an appointment moved, a payment received — or when a chatbot needs to read live data like slots or stock. That’s the kind of work our bots and automation service covers.
Questions people ask
- Can I use the WhatsApp Business app and the API on the same number?
- Meta has added ways to link the app and the platform for some businesses, but the usual approach is still one number on the platform. Check the current options with your provider before moving a number you rely on.
- Do I need the green tick to use the API?
- No. The verified badge is optional and not needed to send messages. Customers see your approved display name either way.
- Can I send bulk messages to all my customers?
- Only to customers who opted in, and only with approved templates. Sending to people who didn’t agree hurts your quality rating and can get your number restricted.
- How long does setup take?
- The technical setup can take a day or two. Business verification and template approvals can add a few days, so start them early.
Planning something like this?
Tell us what you want to build. You’ll get a written scope and a fixed quote before any work starts.