The WhatsApp Business app is free and perfect for one person answering customers from a phone. The WhatsApp Business API is what you move to when a team replies, you message hundreds of people, or you want reminders and chatbots to run on their own.
Side by side
| WhatsApp Business app | WhatsApp Business API | |
|---|---|---|
| Who replies | You, on a phone and a few linked devices | A whole team from one shared inbox |
| Messaging many people | Broadcast lists, up to 256 people each, only those who saved your number | Approved templates to every opted-in contact |
| Automation | Greeting, away message, quick replies | Chatbots, reminders, workflows, website and ad triggers |
| Integrations | None | Your website, store, CRM and ads |
| Cost | Free | Meta's per-message charges plus a provider plan |
| Verified badge | Meta Verified | Meta Verified or Official Business Account |
Signs it is time to switch
- More than one person needs to answer customers.
- You want to message more than a few hundred opted-in customers at once.
- Customers ask the same questions all day, and a chatbot could answer them.
- You want reminders, order updates or cart reminders to go out automatically.
- You run ads that open WhatsApp and want to know which ad brought which chat.
What happens to your existing number
You can usually bring your current business number. In many countries Meta now offers coexistence, which lets one number keep working in the WhatsApp Business app while it is connected to the API. Where that is not available, the number moves to the API and the app stops working on it, so plan the move — your provider sets it up with you.