Glossary
WhatsApp Business API
In short
The WhatsApp Business API, part of Meta's WhatsApp Business Platform, lets a business connect WhatsApp to its own software, so messages can be answered, automated and shared across a team instead of living on one phone.
The free WhatsApp Business app suits one person on one phone. The API is built for businesses that need several team members in the same conversations, automated replies, links to a CRM or booking system, and notifications such as appointment reminders.
Meta sets rules for its use. A business can reply freely within 24 hours of a customer's last message; outside that window, messages the business starts must use pre-approved templates, and only reach customers who opted in.
Access is through Meta directly or through a provider that builds on the platform.
A worked example
A salon runs appointment reminders through the WhatsApp Business API: an approved template message goes out the day before, the customer replies "can I move it to 4 PM?", and because the customer wrote first, the salon — or its AI assistant — can answer freely for the next 24 hours and rebook the slot.
When it is worth it, and when it isn't
Worth it: your customers already use WhatsApp, several people need to answer, or you want automated replies and reminders. The free WhatsApp Business app is enough for one person handling a few chats a day.
Common questions
Is the WhatsApp Business API free?
Not entirely. Meta charges for messages a business starts with a template (prices vary by country and type), while replies inside the 24-hour window are generally free. Providers add their own fee.
What is a message template?
A pre-written message, approved by Meta, that a business uses to start a conversation or write outside the 24-hour window — such as a reminder or an order update.
Do customers need to opt in?
Yes. Businesses must have a customer's permission before sending them messages they did not ask for.