Business app or Business API — which do you need?
The free WhatsApp Business app is fine for one person answering a few messages a day on one phone. The Business API is what you need when several people must answer from the same number, when you want to broadcast to thousands, when you want automation, or when you want a verified green tick. This is the API — properly.
Meta's embedded signup, inside the app
You do not fill in a form and wait for us. You click connect, Meta's own dialog opens, and you create or select your WhatsApp Business Account, verify your number and grant permissions in one flow. Come back and your number is live. Bring a new number, or migrate one you already use.
- Meta's official embedded signup — no manual application to us
- Use a brand-new number, or migrate an existing one
- Business verification handled with Meta directly, in your own name
- Disconnect and reconnect a different number whenever you need to
The 24-hour window, explained once and properly
When a customer messages you, a 24-hour window opens and you can reply with anything — text, images, PDFs, buttons. When it closes, you may only send templates Meta has pre-approved. This single rule explains almost everything about how WhatsApp business messaging works, including why campaigns need templates.
- Inside 24 hours: reply freely with any message type
- Outside 24 hours: approved templates only
- A customer replying to a template reopens the window
- The app tells you which side of the line you are on before you send
10:00 — customer asks about a product. Window opens.
Any time before 10:00 tomorrow — reply however you like, free of charge to you.
After that — send an approved template, which costs a conversation fee.
Every message type WhatsApp supports
Text and media are only the start. Quick-reply buttons let customers answer with a tap instead of typing. List menus present options cleanly. Call-to-action buttons open a link or dial a number. Location pins and contact cards work too.
- Text, images, video, audio notes and documents
- Quick-reply buttons — up to three, answers feed back into automations
- List menus for longer sets of options
- Call-to-action buttons that open a URL or start a call
- Location pins and contact cards
Protecting your number's rating
Meta scores every business number on how recipients react. Too many blocks or reports and your messaging limits drop, then your number is restricted. The product is built to keep you safe: templates only where required, opted-in phonebooks, permanent failures never retried, and honest reporting when something did not send.
- Quality rating visible in your account
- Free-tier accounts can only message a registered tester number
- Invalid numbers are never retried, so failures do not compound
- Blocked contacts are respected everywhere, including campaigns
What comes with the WhatsApp channel
Shared inbox
Your whole team answering from one number, with assignment and takeover.
AI auto-replies
An agent that answers from your documents and hands over when needed.
Template campaigns
Broadcast to opted-in contacts with per-recipient tracking.
Automations
Keyword, webhook and store-event triggered journeys.
Green tick eligible
Apply for the verified business badge through Meta once you qualify.
Multi-agent
Add your team with roles and permissions — no extra number needed.