The WhatsApp Business app works well for one person answering chats on one phone. Once you need several agents, automated replies, broadcasts to thousands of opted-in customers or connections to your store and CRM, you need the WhatsApp Business Platform, usually called the WhatsApp Business API.
App vs API at a glance
| WhatsApp Business app | WhatsApp Business API | |
|---|---|---|
| Users | A few devices | Unlimited agents through a platform |
| Automation | Basic greeting and away messages | Chatbots, journeys, triggers from other systems |
| Broadcasts | Small lists | Large, opted-in campaigns with templates |
| Integrations | None | CRM, e-commerce, payments, ads |
| Cost | Free | Per-message pricing from Meta plus the platform fee |
WhatsApp inbox, campaigns, journeys and deep analytics that turn one-time buyers into loyal customers.
Start free See the demoKey concepts
Customer service window. When a customer messages you, a 24-hour window opens. Inside it you can send any normal message.
Templates. To start a conversation (or message someone after 24 hours), you must use a pre-approved template. Templates can have variables, images, and buttons.
Template categories.
- Marketing — offers, announcements, cart reminders.
- Utility — order updates, payment reminders, appointment confirmations.
- Authentication — one-time passcodes.
Quality rating and messaging limits. Meta watches blocks and reports. High quality lets you reach more unique customers per day; poor quality can restrict your number.
How pricing works
Meta moved to per-message pricing: you're charged when a template message is delivered, at a rate that depends on the category and the recipient's country. Messages you send inside the customer service window are free, utility templates sent inside an open window are free, and conversations that start from Click-to-WhatsApp ads open a 72-hour free window when you reply in time. Rates change, so use Meta's official rate card for planning.
Getting a number live
- Choose a platform that gives your team an inbox, automation and integrations — for example MizUp CLM.
- Verify your business in Meta Business Manager (legal name, address, website).
- Pick a phone number that can receive an SMS or voice call for verification.
- Set a display name that matches your brand.
- Submit your first templates — an order update and a welcome message are good starters.
- Collect opt-ins on your website, checkout, forms and in-store.
What to automate first
- Welcome and FAQ replies for new chats.
- Order and delivery updates from your store.
- Abandoned cart reminders — see our cart recovery playbook.
- Payment reminders and links — see collecting payments on WhatsApp.
- Lead follow-ups synced with your CRM.
Good habits that protect your number
- Only message people who opted in.
- Keep marketing frequency reasonable and relevant.
- Make it easy to opt out ("Reply STOP to unsubscribe").
- Reply fast — slow responses hurt both sales and quality.
Ready to try? Create a free WhatsApp click-to-chat link today, and move to the API when you need automation and a shared inbox.
Frequently asked questions
Can I use the same number on the WhatsApp Business app and the API?
A number is normally registered to one or the other. Some providers support coexistence, which lets a number keep using the app while connected to the API — check what your provider supports before migrating.
Do I pay for every message?
Meta charges for delivered template messages by category (marketing, utility, authentication). Replies inside the 24-hour customer service window are not charged, and utility templates sent inside an open window are free.
Why was my template rejected?
Common reasons are wrong category, promotional wording in a utility template, missing sample values, or content that breaks WhatsApp’s commerce and business policies.
How many people can I message a day?
New numbers start with a limit on unique customers per 24 hours. It increases as you send to more people while keeping a good quality rating.
