Overview
WhatsApp Business enables customer support via WhatsApp messaging, requiring API access for business-scale operations.
What it covers
Platform options: WhatsApp Business App (free, small business, limited features) vs WhatsApp Business API (scalable, requires Business Solution Provider or direct access). API requirements: Meta Business verification, BSP partner or direct API access, compliance with WhatsApp policies. Support capabilities: automated messages, quick replies, chatbot integration, product catalog, human handoff. 24-hour messaging window: businesses can only message customers who initiated contact within 24 hours (outside window requires template messages with approval).
Pricing
Meta conversation fees (varies by region and conversation type), plus BSP fees if using partner.
Integrations
Available through Zendesk, Intercom, Freshdesk, Gorgias, or specialized BSPs like Twilio, MessageBird.
Target audience
Businesses with international customers, mobile-first audiences, markets with high WhatsApp penetration (LATAM, Europe, India, APAC). Compare to SMS, other messaging channels.
Pros
Massive global reach, rich messaging, familiar for customers.
Cons
24-hour window complexity, template approval process, Meta conversation fees.