How it works
WhatsApp offers businesses two main options:
- WhatsApp Business app: a free phone app for a single business, used on a phone with a few linked devices. Good for very small operations, but conversations live on that device and team features are limited.
- WhatsApp Business Platform: programmatic access for businesses that want to connect WhatsApp to their own software. Messages flow through Meta’s infrastructure (for example the Cloud API) into tools like a CRM or team inbox.
To use the Platform, a business typically sets up a Meta business account, verifies a phone number for WhatsApp and connects it either directly or through a provider (often called a Business Solution Provider). The exact onboarding steps and verification requirements are set by Meta and change from time to time.
Key rules come with the Platform. Businesses can reply freely within a customer service window after a customer messages them; outside that window they must use pre-approved message templates. Meta charges for certain messages, and its pricing model has changed over time, so check current rates with Meta or your provider.
Example
A language school started on the WhatsApp Business app on the director’s phone. As enrollment questions grew, three staff members needed to answer them, and the director didn’t want to hand over her phone.
By moving the number to the WhatsApp Business Platform and connecting it to a team inbox, all three staff answer from their own logins, each conversation is assigned to one person, and replies to past students outside the 24-hour window go out as approved templates.
Why it matters for messaging teams
The Platform is what makes WhatsApp a team channel instead of one person’s phone. It lets conversations connect to contacts, owners and deals, and keeps history with the business when staff change.
Common mistakes
- Assuming you can keep using the same number in the Business app at the same time. Moving a number to the Platform generally affects how it can be used in the app; check current rules before migrating.
- Planning outbound campaigns without reading the template and opt-in policies.
- Treating it as an official partnership. Using the Platform doesn’t mean Meta endorses your business or your software provider.
WhatsApp is a trademark of its owner. WhatsApp support in inChat is in development as a launch channel.