Engage, automate, and grow with WhatsApp Business Platform 

The WhatsApp Business App is a free mobile app designed for small businesses to chat with customers manually. The WhatsApp Business Platform is an API-based solution built for medium and large businesses that need automation, integrations, and large-scale messaging.

WhatsApp Business API platform includes two primary message types: templated and non-templated messages.

Message templates must follow WhatsApp guidelines and be pre-approved by Meta to ensure compliance and avoid spam. Templates contain preformatted text and optional rich media and interactive elements like buttons. They are categorized into Marketing, Utility, and Authentication types, each serving specific purposes.

Free-form messages are non-templated messages sent within a 24-hour customer service window that opens when a user initiates an interaction with the business. During this window, businesses can send free-form text, images, videos, audio, and other media as replies or follow-ups without needing message template approval.

Businesses can access the platform by partnering with an official WhatsApp Business Solution Provider (BSP) like Infobip.
Steps:

1. Apply for access through a BSP.
2. Get Meta approval for your WhatsApp Business Account (WABA)
3. Connect your number and start sending messages

• The business must have a legal existence and be officially registered with government authorities (e.g., incorporation papers, business licenses, or certificates).
• The business must have a valid website and/or social media presence showing clear information about the company and its products or services. 
• The business must complete verification in Meta Business Manager, submitting details such as legal name, address, phone number, and website. 
• The business must enable two-factor verification and provide documents that match exactly the WhatsApp business profile (e.g., utility bills, bank statements, or tax documents). 
• The business must be active on WhatsApp Business app or API and comply with Meta’s Commerce and Business Policies. 
• For the official verified badge (blue checkmark), the business should be notable, well-known, and recognized, often supported by reputable external references or media links. 

You don’t necessarily need a new number. You can use an existing business phone number if it meets WhatsApp’s requirements: it must be owned by your business, able to receive SMS or voice calls for verification, and not currently registered on another WhatsApp account. Businesses verified with Meta can register up to 20 phone numbers under a single WhatsApp Business account. If the number is already used on the WhatsApp mobile app (personal or business), you must delete the associated account before registering it on the WhatsApp Business Platform API.

Template messages are pre-approved message formats used for notifications, alerts, or promotions. You can submit templates for Meta review via your BSP dashboard. Approval ensures they comply with WhatsApp’s policies and content guidelines.

A BSP is a Meta-authorized partner that provides businesses with secure access to the WhatsApp Business Platform. They handle API hosting, compliance, onboarding, and technical support, helping brands launch faster and scale easily.

The WhatsApp Business Platform includes:

• Cloud API for sending and receiving messages at scale
• Marketing Messages Lite API (MM Lite)  for optimized marketing message delivery

WhatsApp Business Platform cost is based on the number of messages sent, with pricing varying by message category. There are three main message categories with corresponding rates: marketing, utility, and authentication. Utility messages sent within an open 24-hour customer service window are free. 

Check Infobip’s pricing page for detailed rates. 

All WhatsApp messages are end-to-end encrypted, ensuring user privacy. Businesses must obtain user opt-ins before messaging and use approved templates for outbound messages. Infobip provides tools to manage compliance easily across regions. 

The WhatsApp Business Platform through Infobip serves a wide range of industries, including WhatsApp Business for healthcare, eCommerce, banking, retail, travel, logistics and more. It helps brands improve engagement, automate support, and increase conversions.