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Comparison · WhatsApp Business app vs WhatsApp Business Platform (API)

WhatsApp Business app vs WhatsApp Business API

Many businesses start with the app and outgrow it. The jump to the Platform changes how you send messages, how much you pay and what you're allowed to send.

Quick answer

The WhatsApp Business app is free, runs on a phone, and suits small businesses chatting with customers by hand. The WhatsApp Business Platform (often called the API), offered by Meta through its Cloud API or partners, is for teams and automation: many agents, chatbots, CRM integration and approved template messages, charged per conversation or message type. Both need a phone number you'll keep. A number used on the API can't be used in the app at the same time.

Side by side

WhatsApp Business appWhatsApp Business Platform (API)
CostFree appCharged by Meta per conversation or message category
UsersThe phone plus linked devicesMany agents through a dashboard or CRM
AutomationGreeting, away messages, quick repliesFull chatbots and integrations
Messages to customers who haven't writtenBroadcast lists to saved contactsApproved templates to opted-in users
SetupMinutesMeta Business account and setup

Which to pick

  • One person replying to customers: the app.
  • A team, high volume or a chatbot: the Platform.
  • Marketing to customers: only with opt-in, through templates on the Platform.

The phone number

Both need a number the business controls long term. You can verify with SMS or voice. A temporary number isn't a good base for either, because you'd lose the account when the number is recycled.

Verdict

Start with the free app; move to the Platform when you need several agents or automation. Use a long-term business number for both, and message only customers who opted in.

Frequently asked questions

Can I move from the app to the API?

Yes, the number can be migrated to the Platform; it then stops working in the app.

Is the API free?

Meta charges by conversation or message category, and partners may add fees.

Services mentioned

WhatsApp Businessfrom $0.82WhatsAppfrom $0.82Facebookfrom $0.24

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