WhatsApp Business API

Profile Headshot of Satyam Gupta
Satyam Gupta

mins read

January 23, 2024

WhatsApp Business API

Key Takeaways

  1. WhatsApp business APIs were launched by Meta back in 2018 so that brands can leverage the channel for a better customer experience
  2. Using WhatsApp business APIs help brands access some advanced features like broadcast at scale, scheduling messages, chatbots for support etc.
  3. WhatsApp business APIs differ from WhatsApp business app both at functional and suitability level like integrations, CTA verification, coding requirements etc.
  4. Among many other benefits, using WhatsApp business APIs can help brands elevate customer experience, extend personalized support etc.
  5. Businesses can get started with WhatsApp business APIs using WhatsApp Now by Message Central. The platform is easy to use and solves multiple use cases using WhatsApp as a channel

Businesses are constantly seeking innovative ways to connect with their customers effectively. With the rise of messaging apps as a primary mode of communication, leveraging these platforms has become crucial for businesses to stay connected and drive growth.  

One such platform that has gained immense popularity is WhatsApp, with its user base of over 2.2 billion monthly active users. This has especially become very popular in certain geographies like WhatsApp marketing in Malaysia.  

To cater to the needs of businesses, Facebook introduced the WhatsApp Business API in 2018. This programmable API has revolutionized business communication by enabling seamless and personalized interactions with customers on a global scale, of course with correct policies.

Should your Business use WhatsApp Business API?

To assess that, you can try answering the following questions: -

  1. Are your customers on WhatsApp?
  2. Would you be interested in an open rate of around 98%?
  3. Does a CTR of 45-60% important for you?
  4. Do you want to enable personalized omnichannel experiences for your customers?

Understanding the WhatsApp Business API

The WhatsApp Business API acts as a bridge between businesses and their customers, allowing them to communicate efficiently and securely. It offers a range of powerful features that enhance customer engagement and streamline business operations. By integrating the WhatsApp Business API with their existing systems, businesses can:-

  1. Automate processes,  
  2. Provide personalized customer support, and  
  3. Drive sales through targeted marketing campaigns
  4. Collect feedback instantly
  5. Stay connected with customers 24/7

The API functions as a software intermediary, enabling two applications to communicate with each other. Businesses need to choose a WhatsApp Business Solution Provider (BSP) to integrate the API with their systems effectively. These providers, such as WhatsApp Now, offer a comprehensive platform that simplifies the setup process and provides additional functionalities to enhance the WhatsApp Business API experience.

From the ease of sending multimedia-rich customer support messages to the integration of transactional capabilities like payment processing in markets like WhatsApp marketing in India with WhatsApp Pay, WhatsApp Business API has become a cornerstone in digital customer experience strategy​​​​.

The high open rates of WhatsApp messages combined with the platform's familiarity make it a potent tool for business marketing and customer support​​.

Difference Between WhatsApp Business API and WhatsApp Business App

Infographic displaying differences between WhatsApp business App and WhatsApp business API by Message Central

Benefits of WhatsApp Business API

Infographic displaying the Benefits of WhatsApp business API by Message Central.

The WhatsApp Business API offers numerous benefits for businesses looking to enhance their customer communication with WhatsApp marketing campaigns at scale and drive growth. Let's explore some of the key advantages of leveraging the WhatsApp Business API:

1. Enhanced Customer Engagement

With the WhatsApp Business API, businesses can provide personalized and interactive customer experiences. Through features like quick replies, chatbots, and interactive messages, businesses can engage with customers in a more meaningful and efficient manner. These WhatsApp marketing strategies offer timely and relevant information, by which businesses can build stronger relationships with their customers and increase customer satisfaction.

2. Increased Reach and Visibility

WhatsApp boasts an impressive user base of over 2.2 billion monthly active users, making it a prime platform for businesses to reach a wide audience through a WhatsApp broadcast. By leveraging the WhatsApp Business API, businesses can tap into this vast user base and expand their reach globally. With features like WhatsApp broadcasting, businesses can send mass personalized messages to their customers, ensuring their messages are seen and heard.

3. Streamlined Business Operations

The WhatsApp Business API allows businesses to automate various aspects of their operations, saving time and resources. With features like automated replies, chatbots, and WhatsApp marketing message templates, businesses can handle customer inquiries, provide support, and send transactional notifications more efficiently. This automation not only improves customer service but also frees up valuable time for businesses to focus on other critical tasks.

4. Secure and Reliable Communication

WhatsApp Business API ensures secure and reliable communication between businesses and customers through a WhatsApp marketing software. With end-to-end encryption and two-factor authentication, businesses can rest assured that their interactions with customers are protected. Additionally, the API offers features like verified business profiles and green tick verification, further enhancing the trust and credibility of businesses on the platform.

5. Cost-Effective Solution

Compared to traditional communication channels like phone calls and SMS, the WhatsApp Business API offers a cost-effective solution for businesses. By leveraging the power of messaging apps, businesses can save on communication costs while reaching a larger audience. The API also allows for automation, reducing the need for manual intervention and minimizing operational expenses.

Getting Started with WhatsApp Business API

To get started with the WhatsApp Business API, businesses need to follow a few essential steps. Let's explore the process of setting up and integrating the WhatsApp Business API:

1. Choose a WhatsApp Business API Provider

To integrate the WhatsApp Business API, businesses need to select a WhatsApp Business API provider. These providers offer the necessary tools and infrastructure to connect businesses with the WhatsApp platform effectively. Choose one that aligns with your business requirements and provides comprehensive support throughout the integration process.

2. Set up a Facebook Business Manager Account

Before applying for the WhatsApp Business API, businesses need to create a Facebook Business Manager account. This account serves as the foundation for managing your WhatsApp Business API integration. Provide all the required information, including your business details, website URL, and industry category.

3. Complete the Application Process  

Once you have set up your Facebook Business Manager account, you can proceed with the application process for the WhatsApp Business API. You will need to provide information about your business, including your business website, business email, and a fresh phone number that is not currently registered with any WhatsApp accounts.

4. Connect with your WhatsApp Business API Provider

After the application has been submitted, you can connect with your chosen WhatsApp Business API Provider to complete the integration process. They will guide you through the necessary steps to connect your systems with the WhatsApp Business API and ensure a smooth setup.

5. Customize and Optimize your WhatsApp Business Account

Once your WhatsApp Business API integration is complete, you can customize and optimize your WhatsApp Business account to enhance your customer communication. Set up your business profile, add relevant information, and configure features like automated replies, chatbots, and message templates to streamline your operations.

Use Cases of WhatsApp Business API

The WhatsApp Business API offers a wide range of use cases across various industries and business functions. Let's explore some of the key use cases where businesses can leverage the power of the WhatsApp Business API:

1. Customer Support

The WhatsApp Business API is an excellent tool for providing efficient and personalized customer support. Businesses can use features like chatbots to automate common support queries and provide instant responses to customer inquiries. By integrating with their existing customer support systems, businesses can streamline their support processes and enhance customer satisfaction.

2. Sales and Marketing

WhatsApp Business API is a powerful platform for sales and marketing activities. Businesses can leverage features like WhatsApp broadcasting to send targeted promotional messages to their customers, driving sales and conversions. By integrating with CRM and e-commerce platforms, businesses can automate marketing campaigns, send personalized offers, and track customer interactions to optimize their marketing strategies.

3. Appointment Reminders and Notifications

The WhatsApp Business API can be used to send appointment reminders and notifications to customers. Businesses in industries like healthcare, beauty salons, or service providers can use the API to automate reminders for upcoming appointments, send notifications about order status, or provide updates on delivery schedules. This helps businesses minimize no-shows and improve customer satisfaction.

4. Order and Payment Updates

For businesses operating in the e-commerce space, the WhatsApp Business API offers a seamless way to provide order and payment updates to customers. Businesses can send automated notifications about order confirmations, shipment tracking, and payment reminders, ensuring customers are informed about their purchase journey. This improves transparency and enhances the overall customer experience.

5. Interactive Product Catalogues

The WhatsApp Business API enables businesses to create interactive product catalogues within the chat. Customers can browse through different products, view images, descriptions, and prices, and even place orders directly within the chat. This immersive shopping experience enhances customer engagement and drives sales for businesses.

WhatsApp Business API Pricing

Pricing for the WhatsApp Business API is based on two key factors:  

  1. WhatsApp conversation charges and  
  2. WhatsApp Business Solution Provider charges

The WhatsApp conversation charges are determined by the number of conversations initiated by businesses and can vary based on the country. The WhatsApp Business Solution Provider charges vary based on the provider and the services they offer.

Businesses should consider the conversation charges and the additional costs associated with integrating and using a WhatsApp Business Solution Provider when planning their budget for using the WhatsApp Business API. It is essential to choose a provider that offers transparent pricing and provides value-added services to optimize your WhatsApp Business API experience.


The WhatsApp Business API has transformed the way businesses communicate with their customers. With its powerful features, businesses can enhance customer engagement, streamline operations, and drive growth.  

While WhatsApp Business API is teeming with potential, businesses must navigate through certain limitations and adhere to WhatsApp's policies. These include the tier system for message limits, quality rating and status of phone numbers, and compliance with WhatsApp Commerce Policies. This ensures a high-quality user experience and maintains the integrity of service standards​​.

By leveraging the WhatsApp Business API, businesses can provide personalized customer experiences, increase reach and visibility, and automate various aspects of their operations. With the right integration and optimization, businesses can unlock the full potential of WhatsApp as a communication channel and stay ahead in today's competitive digital landscape.

WhatsApp Marketing with WhatsApp Now

WhatsApp Now enables quite a lot of use cases, one of the majors being WhatsApp marketing powered by WhatsApp broadcasts. With WhatsApp Now, you can simply signup and connect your account to get started.  

You can:-

  1. Enable WhatsApp broadcasts
  2. Drive data driven campaigns  
  3. Provide multi agent live support  

Ready to Get Started?

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