The app and the API
The WhatsApp Business app is the one on your phone: free, for one person or a small team. The API has no app: the number lives on a server and is used by software (a shared inbox, a CRM, a chatbot). A number moved to the API generally stops working in the app in the usual way.
How it works
- A Meta business account, with business verification to raise your limits.
- A dedicated number and an approved display name.
- The 24-hour window: when a customer messages you, you can reply freely for 24 hours.
- Templates: outside that window you can only message with Meta-approved templates (marketing, utility or authentication).
- Messaging limits that grow with your number's quality rating and verification.
What is a BSP?
A Business Solution Provider is a company Meta authorises to give access to the API, usually with an inbox, chatbot builder or CRM on top. You can skip them and use Meta's Cloud API directly if you have developers; most small businesses go through a provider or a platform built on one.
WhatsApp Business API pricing
Meta charges per delivered template message, with rates that vary by category (marketing, utility, authentication) and by the recipient's country. Replying within the 24-hour window carries no Meta fee, and utility templates sent inside that window are free too. Rates change, so always check Meta's official pricing page rather than a figure in a blog post. On top of that comes the fee of whatever provider or platform you use. We compare the full costs in what a WhatsApp AI agent costs.
When you need it
- You send lots of transactional messages: order confirmations, appointment reminders, codes.
- You have a large team with dozens of people on the same number.
- You need to integrate WhatsApp into your software with guarantees.
- You can't accept any risk to your number.
When you don't
If you're a small business selling through conversations on your usual number, the API can be more set-up and cost than you need. MultiChats links by QR, like WhatsApp Web: the number stays on your phone, there are no templates to get approved and messages are included in the plan.
Frequently asked questions
Is the WhatsApp Business API free?
There's no fee for the API itself, but Meta charges for template messages and providers charge for their service. Replying within 24 hours carries no Meta fee.
Can I use the same number in the app and the API?
Meta has been allowing some numbers to work in both in certain cases, with limitations. A dedicated API number is still the norm; check the current terms.
How long does API set-up take?
With a provider, often a few days, mostly business verification and display-name approval. Template approval can add time for each new message.
Can I send bulk messages with the API?
Yes, with approved marketing templates, to people who have given consent, paying for each message.