WhatsApp Business (the app)
Free on Android and iPhone. On top of standard WhatsApp it adds a business profile with hours and address, a catalogue, greeting and away messages, quick replies, labels and the option to open the account on up to four linked devices. For a sole trader or small business it's the obvious starting point. How to get more from it: WhatsApp auto reply.
The WhatsApp Business API
For connecting WhatsApp to software: a CRM, a shared inbox for many agents, automatic order notifications. There's no app; you use it through a platform. Replying within 24 hours carries no Meta fee; messaging first requires approved templates, paid per message. Everything in our guide to the WhatsApp Business API.
Tools on top of the app
Some tools link to your WhatsApp by QR, as WhatsApp Web does, and add what the app lacks. MultiChats is one of them: several numbers in one inbox, an AI agent that replies in your tone, lead sorting and follow-up. The number stays on your phone.
Good practice whatever you use
- Use a dedicated business number rather than your personal one.
- Fill in your business profile: hours, address, website.
- Put prices, dates and terms in writing in the chat.
- Only send marketing to people who agreed to it: PECR in the UK and the ePrivacy rules in the EU generally require prior consent. This is general information, not legal advice.
- Reply fast, and say when you'll reply if you can't. More in how to reply to customers on WhatsApp.
Which suits your size
- Sole trader with a handful of messages: the WhatsApp Business app and good replies.
- Small business where chats pile up, or with several numbers: the app plus an agent like MultiChats (see multiple WhatsApp numbers).
- Company with many human agents or messages in volume: the API through a platform.
Frequently asked questions
Is WhatsApp Business free?
Yes, the app is free. The API isn't: Meta charges for template messages and providers charge for their service.
Can several people use one WhatsApp Business number?
The app lets you open the account on up to four linked devices. For more people, or several numbers on one screen, you need a tool on top or the API.
Can I switch my personal number to WhatsApp Business?
Yes. Your chats come with you, though we recommend keeping personal and business numbers separate.
Do I need the API to use AI on WhatsApp?
No. AI can run on the API or on a QR-linked number like MultiChats. Each route has its own trade-offs on cost, flexibility and risk.