WhatsApp offers two options for businesses: the free WhatsApp Business app and the WhatsApp Business Platform, usually called the API. Choosing the right one depends on your size and what you want to automate.
Quick answer: start with the free app if one or two people reply to customers. Move to the API when you need a team inbox, automation, integrations or large broadcasts to opted-in customers.
Comparison
| WhatsApp Business app | WhatsApp Business API | |
|---|---|---|
| Cost | Free | Per-message charges plus a provider fee |
| Users | A few linked devices | Many team members in one inbox |
| Automation | Greeting, away and quick replies | Chatbots, flows, integrations |
| Broadcasts | Limited, to contacts who saved your number | Approved templates to opted-in customers at scale |
| Integrations | Very limited | CRM, website, ads, stores |
| Setup | Download and go | Through a Meta provider, with verification |
Stay on the app if
- You get a manageable number of chats each day.
- One or two people handle replies.
- You mainly reply rather than send campaigns.
Move to the API if
- Several staff need to reply from one number.
- You want instant automatic replies to ad leads.
- You send offers or reminders to hundreds or thousands of customers.
- You want WhatsApp connected to your CRM or store.
Important to know
A number moved to the API generally stops working in the regular WhatsApp app. Many businesses use a new number for the API, or move carefully after planning.
See our API setup service and read API pricing explained.
Want the full picture? This article is part of WhatsApp marketing: the complete guide, our in-depth guide with everything in one place.
