{"id":100169,"date":"2026-10-07T13:02:46","date_gmt":"2026-10-07T13:02:46","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/whatsapp-business-api\/"},"modified":"2026-10-07T13:02:50","modified_gmt":"2026-10-07T13:02:50","slug":"whatsapp-business-api","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/whatsapp-business-api\/","title":{"rendered":"WhatsApp Business API"},"content":{"rendered":"\n

The WhatsApp Business API<\/strong> is Meta’s official interface that lets a company send and receive WhatsApp messages from its own software, at scale.<\/p>\n\n

With the WhatsApp<\/a> app, you write from your phone, one chat at a time. With the WhatsApp API, messages are sent from a platform, a CRM or your online store.<\/p>\n\n

You can use it to send an order update, send a code or launch a campaign to thousands of contacts who have given their permission.<\/p>\n\n

What is the WhatsApp Business API?<\/h2>\n\n

Meta now calls it the WhatsApp Business Platform<\/strong>. It’s the option for companies that need multiple agents, integrations and bulk sending.<\/p>\n\n

It only comes in one version, the Cloud API<\/strong>, hosted on Meta’s servers. The old On-Premises version stopped working on October 23, 2025.<\/p>\n\n

The WhatsApp API has no interface of its own. That’s why almost every company uses it through a provider, which adds the dashboard, templates and statistics.<\/p>\n\n

How is it different from the WhatsApp Business app?<\/h2>\n\n

The WhatsApp Business app<\/a> is free and suits businesses that handle chats manually. The WhatsApp Business API is designed for sending at volume, automating and integrating WhatsApp with other tools.<\/p>\n\n

<\/th>WhatsApp Business app<\/th>WhatsApp Business API<\/th><\/tr><\/thead>
Use<\/td>Phone or WhatsApp Web<\/td>Platform, CRM or in-house system<\/td><\/tr>
Bulk sending<\/td>Limited broadcast lists<\/td>Campaigns to contact groups<\/td><\/tr>
Business-initiated messages<\/td>Free-form, one by one<\/td>Approved templates only<\/td><\/tr>
Automation<\/td>Quick replies and away messages<\/td>Flows, chatbots, notifications and codes<\/td><\/tr>
Statistics<\/td>Basic<\/td>Sent, delivered, read and replies<\/td><\/tr>
Cost<\/td>Free<\/td>Per-message price plus provider fee<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

That said, you no longer have to choose. Since 2025, Meta lets you use the same number in the app and in the API (known as coexistence). While it’s active, the app loses features such as broadcast lists<\/a>.<\/p>\n\n

How does the WhatsApp API work?<\/h2>\n\n

Imagine a sports store that wants to announce its sale. With the WhatsApp Business API, the process looks like this:<\/p>\n\n

    \n
  1. It connects its number to a WhatsApp Business account in its Meta business portfolio.<\/li>\n\n\n\n
  2. It creates a template with text, an image and a button, and submits it to Meta for approval.<\/li>\n\n\n\n
  3. It imports its contacts who have a mobile number and permission to receive WhatsApp messages.<\/li>\n\n\n\n
  4. It launches the campaign and tracks deliveries, reads and replies.<\/li>\n<\/ol>\n\n

    There’s one rule worth being clear about: the 24-hour customer service window<\/strong>. When a customer messages you, you can reply with free-form messages for the next 24 hours.<\/p>\n\n

    Outside that window, any message you initiate has to be an approved template.<\/p>\n\n

    \"How<\/figure>\n\n

    What types of messages can you send?<\/h2>\n\n

    Meta assigns each template to a category. The rules and the price depend on it.<\/p>\n\n

    Category<\/th>What it’s for<\/th>Example<\/th><\/tr><\/thead>
    Marketing<\/td>Promotions, news, carts<\/td>\u201cGet 20% off everything in store today\u201d<\/td><\/tr>
    Utility<\/td>Information about an order or service<\/td>\u201cYour order 4512 has shipped\u201d<\/td><\/tr>
    Authentication<\/td>One-time codes<\/td>\u201cYour code is 482910\u201d<\/td><\/tr>
    Service<\/td>Free-form replies within the 24-hour window<\/td>Answering a customer’s question<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

    If a template mixes an offer with an order update, Meta classifies it as marketing. It’s better to send two separate messages.<\/p>\n\n

    How much does the WhatsApp Business API cost?<\/h2>\n\n

    Since July 1, 2025, Meta charges for each template message delivered<\/strong>. The price depends on the category and the recipient’s country. Messages that customers send you are free.<\/p>\n\n

    Marketing messages are the most expensive. Utility and authentication messages cost less and get cheaper as your monthly volume grows.<\/p>\n\n

    Meta reviews its rates several times a year and has announced changes to what it charges within the 24-hour window. Before budgeting a campaign, check Meta’s current pricing table for your country.<\/p>\n\n

    On top of that comes the provider’s fee. Work out what each sale costs you, not just each message.<\/p>\n\n

    What do you need to get started?<\/h2>\n\n

    If you work with a provider that guides you through connecting to Meta, the requirements are simple:<\/p>\n\n