How WhatsApp Business API works

There are three versions of WhatsApp:

1. Standard WhatsApp (for personal use, supports calls)

2. WhatsApp Business App (for small businesses, also supports calls)

3. WhatsApp Business API (this is the version we use on our platform with extended features; calls are not supported)

Standard WhatsApp and WhatsApp Business App are managed directly through the mobile application. All registration, conversations, and chat management happen inside the app itself.

WhatsApp Business API, on the other hand, is designed for advanced business use. This version is aimed at medium and large companies and provides extended capabilities such as message templates, automation, analytics, and integration with external platforms (like our platform or a CRM).

⚠️ WhatsApp Business API cannot be used via the regular mobile or desktop WhatsApp app. All messaging and management take place only through specialized platforms.

Additionally, one phone number can only be connected to one version of WhatsApp at a time. For example, if a number is registered in the WhatsApp Business App, it must first be disconnected before being linked to the API.

WhatsApp Business API limitations and features

❌ Cannot be used via the mobile or desktop app — only through a web-based platform or an API integration.

📊 Quality Rating: Every number receives a quality rating (low, medium, high) based on user behavior. Spam reports or blocks lower the rating.

💬 Message Limits:

• No limits on incoming messages from customers.

• Daily limits on outgoing business-initiated messages — ranging from 250 to unlimited, depending on the number’s quality rating and company verification status.

⏳ 24-Hour Customer Service Window

What is the 24-hour window?
When a customer writes to your business, you have 24 hours to reply freely with any type of message (text, images, video, audio, files, or templates). These are called session messages. During these 24 hours, messaging works just like regular WhatsApp.

If more than 24 hours pass since the customer’s last message, you can no longer send free-form messages. To contact the customer again, you must use approved template messages.

Example of a 24-hour window:

• Monday, 3:00 PM — customer sends a message → the 24-hour window starts (until Tuesday, 3:00 PM).

• Monday, 5:00 PM — you reply (normal message).

• You can continue sending messages until Tuesday, 3:00 PM.

• Monday, 8:00 PM — customer replies again → the 24-hour window resets, now extended until Tuesday, 8:00 PM.

• Each new customer message resets the 24-hour window.
  

Template Messages

Template messages are structured messages that must be pre-approved by Meta (Facebook). They are used:

• After the 24-hour window has closed — to re-engage the customer.

• At any time — for notifications (order confirmations, reminders).

• At any time — for marketing campaigns (must avoid spam).

• To initiate a new conversation with a customer.

💰 Template messages are paid — Meta charges a small fee for each message. Therefore, when setting up WhatsApp Business API, you must link a payment method in Business Manager.

Example pricing by message type:

• Marketing: from $0.0107 (India) to $0.1597 (Netherlands)

• Utility (notifications): from $0.0002 (Colombia) to $0.0550 (Germany)

• Authentication: from $0.0014 (India) to $0.0768 (Germany)

  
  🔗 Pricing details: Facebook Developer Docs — WhatsApp Pricing

Pricing examples in different countries: