What is WhatsApp Business Platform (API)?

In this article, we will explain what the WhatsApp Business Platform (API) is and how it can benefit your business.

In addition to the traditional application for private use, WhatsApp also offers two options for businesses. At first glance, their similar names might make you think they're pretty much the same apps, but in terms of functions, possible use cases, and costs, they are quite different.

Differences between WhatsApp Messenger App, Business App, and Business Platform (API)

WhatsApp Messenger App 

The WhatsApp Messenger App is the regular WhatsApp app that you can freely download for Android and iOS and is made for personal communication. It offers one-to-one chats and groups between individuals. Businesses, even small ones, do not use the WhatsApp Messenger App to communicate with their customers. It is only made for personal communications and does not offer any business tools.  ezgif.com-gif-maker-2.gif

WhatsApp Business App

ezgif.com-gif-maker-3.gif WhatsApp Business App is a professional app similar to the regular WhatsApp app. It is designed for small businesses to communicate with individual recipients through manually sent messages. It offers a set of built-in business features for communicating with customers such as quick responses, labels, and a company profile. The main drawback of the WhatsApp Business app is its lack of flexibility and the fact that it is limited to one user.

WhatsApp Business Platform (API)

To provide medium and large businesses with a scalable and flexible way to use WhatsApp Business, Facebook launched the WhatsApp Business Platform (API) in August 2018. This application programming interface (API) allows businesses to receive and respond to WhatsApp messages from their customers at scale.


Unlike the WhatsApp Business App, no separate operational interface or application is offered for the API. Instead, you must use a Business Solution Provider, like Brevo, that integrates WhatsApp Business Platform (API) within their platform.

What is the best WhatsApp account for my business? 

It is important to choose the right type of WhatsApp account for your business size and needs. Let’s go over the three options, so you can choose the best WhatsApp account for your business: 


Messenger App
Business App

Business Platform (API)

Suitable for

Personal communications

Small and Medium Businesses (SMBs) with a small customer base

Medium to Large Businesses with a large and expanding customer base that they want to engage

Type of use

• Customer service
• Small-scale marketing

• Strategic customer service
• Mass messaging marketing

Type of communication

One-to-one messages with friends and family

One-to-one messages between your company and your contacts

One-to-one and one-to-many messages between your company and your contacts.
Send one WhatsApp message to multiple contacts at a time, schedule automatic messages, and discuss with your contacts.

Pricing Free Free Paid
Device  App, browser

App, browser

Business Solution Provider platform like Brevo
Users 1 user, 2 devices max (phone and computer simultaneously)  1 user, 2 devices max (phone and computer simultaneously) Unlimited users and devices
Business tools No business tools • Business profile
• Product catalog
• Broadcast messages (limited)
• Automated messages (limited)
• Create and participate in group chats
• Business profile
• Product catalog
• Broadcast messages 
• Automated/template messages (chatbots, transactional)
• Session messages
• Create but not participate in group chats
• Green tick for official account possible
Scope of use Contacts from phone with a WhatsApp account Contacts from phone with a WhatsApp account Contacts imported from an opt-in list

What are the benefits of WhatsApp Business Platform (API)?

With more than 2 billion users, WhatsApp is no longer just the world's most popular messaging application for communicating with friends and family: more and more companies are starting to offer their services on their customers' preferred channel. 

Private and secure messaging

The WhatsApp Business Platform (API) has been developed to be secure for everyone by protecting businesses and end-users alike with:

  • "Business Profiles" that are unique to each company and that must be verified by WhatsApp before activation;
  • End-to-end encryption on all messaging;
  • Two-factor authentication (2FA);
  • Messages that must be approved by WhatsApp before sending;
  • No duplication of phone numbers or accounts to avoid confusion between brands;
  • Required opt-in for all contacts to ensure that all communications are GDPR compliant.

High reach and engagement

Businesses must communicate with their customers through the channels they already use. With more than 2 billion people around the world using WhatsApp, there is a high chance your customers have already installed the app on their phones or desktop. By communicating with your customers through a channel like WhatsApp, it makes them more likely to see your message, read the content, and further interact with your business.

Interactive platform

WhatsApp Business Platform (API) supports media attachments such as audio, documents, videos, and links. Rich messages enable businesses to capture and retain the attention of customers better than static text messages. This helps boost customer engagement and experience to better promote your brand.

WhatsApp Business Platform (API) also allows you to personalize the content of your messages for each customer with attributes such as their name and their location, including country and city.

Two-way messaging

Through WhatsApp Business Platform (API), businesses and customers can easily engage in two-way interactions in real-time. Today’s customers want to reach out to businesses and have real conversations, not just respond to one-way messages directed at them. WhatsApp addresses these issues by being the first app built for conversation that delivers quality, reliable two-way messaging around the globe. To learn more, check our dedicated article Reply to WhatsApp messages with Conversations.

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