WhatsApp Business app vs. WhatsApp Business Platform
What each option can do, what needs approval, and when automated messaging makes sense.
Businesses often hear about WhatsApp automation without a clear picture of what is required. There are two different products, and they suit different needs.
WhatsApp Business app
A free app for small teams, used on a phone or linked devices. It supports quick replies, labels and a catalogue, but it is not designed for system integrations.
WhatsApp Business Platform
The platform (often called the API) is accessed through Meta or an approved provider. It allows integration with CRMs and websites, approved message templates and automated workflows. Templates need approval, messaging limits apply to new numbers, and charges are set by Meta and the provider.
Which should you choose?
- Start with the app and click-to-chat links if volumes are small
- Move to the Platform when you need CRM integration, multiple agents or automated follow-ups
- Always message only users who have opted in
Policies and pricing change, so check Meta’s current documentation or your provider before planning a campaign.