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WhatsApp Business app vs the WhatsApp Business API

The free app is perfect for a shop with one phone. The Business Platform is for teams, automation and scale. Here is where the line is.

WhatsApp Business app compared with WhatsApp Business Platform (API)
	WhatsApp Business app	WhatsApp Business Platform (API)
Cost	Free app	Per template message by category; free service replies inside the window; plus your software
Who replies	Phone owner plus a few linked devices	Unlimited agents through a shared inbox
Automation	Greeting, away messages, quick replies	Full bots, AI agents, flows and integrations
Broadcasts	Broadcast lists to contacts who saved your number	Template campaigns to any opted-in contact, with reports
Integrations	Limited	CRM, commerce, payments, webhooks and APIs
Setup	Install the app	Connect through a provider or Meta's Cloud API; business verification recommended

Meta has introduced ways for some numbers to use the app and the Platform together. Rules change, so check before migrating. As of November 2026

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WhatsApp Business app

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FAQ

No. The Platform charges per template message by category. Service replies inside the 24-hour customer service window are free.

Yes. You can migrate the number to the Platform; depending on current rules you may lose access in the app or be able to use both.

Yes. The Platform is an interface for software. You use it through a tool such as ChatRhino or build your own.