WhatsApp Business Platform

A business verifies itself with Meta, registers a phone number and uses the Cloud API, which Meta hosts, either directly or through a Business Solution Provider (BSP) such as Twilio, Gupshup, Interakt or MSG91 that adds a dashboard and its own fees. Messages to people who have not written in recently must use templates approved in advance, in three categories: marketing, utility (order and account updates) and authentication (login codes).

When a user messages the business, a 24-hour customer service window opens, and free-form replies are allowed inside it. Since July 2025, Meta has charged per delivered template message, with the rate set by category and by the recipient's country. From 1 October 2026, service replies are charged too, after 1,000 free a month per business number, and utility templates sent inside the window are no longer free.

People must opt in before a business messages them. New numbers start with a daily limit on how many people they can contact first, which rises while the number's quality rating stays good; blocks and reports lower that rating.