WhatsApp Business API
WhatsApp Business API: what it is, what it costs and how to get it
The WhatsApp Business API is Meta’s official way for a business to send and receive WhatsApp messages from software instead of from a phone. Meta charges per delivered message. WhatChimp gives you the API with a full toolset on top, and adds 0% to Meta’s price.
- Official WhatsApp Business API, through a Meta Business Partner
- 0% markup on Meta’s message charges
- Keep the WhatsApp Business app on the same number
Trusted by businesses in 90+ countries
Proudly used by small businesses and large enterprises worldwide
India- Mexico
- Colombia
- Nigeria
- South Africa
- Indonesia
- United Arab Emirates
- Ghana
- Côte d’Ivoire
- Egypt
- Argentina
- Malaysia
- Peru
- Tanzania
- Guatemala
- Kenya
- Saudi Arabia
- Senegal
- Morocco
- Cambodia
- Israel
- Sri Lanka
- Italy
- Brazil
- Qatar
- United Kingdom
- Ecuador
- Nepal
- Turkey
- Bolivia
- Singapore
- Hong Kong
- Costa Rica
- United States
- Chile
- Portugal
- Spain
- Oman
- Australia
- Canada
- Kuwait
- Belgium
- Ireland
- Germany
- Jordan
- Bangladesh
- Pakistan
- France
- Philippines
- Thailand
India
Mexico
Colombia
Nigeria
South Africa
Indonesia
United Arab Emirates
Ghana
Côte d’Ivoire
Egypt
Argentina
Malaysia
Peru
Tanzania
Guatemala
Kenya
Saudi Arabia
Senegal
Morocco
Cambodia
Israel
Sri Lanka
Italy
Brazil
Qatar
United Kingdom
Ecuador
Nepal
Turkey
Bolivia
Singapore
Hong Kong
Costa Rica
United States
Chile
Portugal
Spain
Oman
Australia
Canada
Kuwait
Belgium
Ireland
Germany
Jordan
Bangladesh
Pakistan
France
Philippines
Thailand
The short answer
The WhatsApp Business API in six facts
What it is, who runs it, what it costs and where a new number starts.
- What it is
- Meta’s official way for a business to send and receive WhatsApp messages from software instead of from a phone. Meta’s own name for it is the WhatsApp Business Platform.
- Who runs it
- Meta. The version in use today is the Cloud API, which Meta hosts, so there is no server for you to run.
- How you use it
- It has no app of its own. You use it through a platform such as WhatChimp, or your developers write code against the Cloud API.
- What it costs
- There is no fee for the API itself. Meta charges per delivered message, and the price depends on the message category and the recipient’s country.
- Where you start
- A new business can message 250 people in a rolling 24 hours. The limit rises to 2,000, then 10,000, then 100,000, then unlimited.
- Who it is for
- Any business that has outgrown one phone: several people answering, messages sent in bulk, or WhatsApp connected to a store or a CRM.
App or API
WhatsApp Business app vs WhatsApp Business API
The app is a free phone app for one person. The API is the same WhatsApp, opened up to a team and to software.
| What you need | WhatsApp Business API | WhatsApp Business app |
|---|---|---|
| Built for | A team and its toolsUsed through a platform or your own code. | One person on a phoneA small shop answering by hand. |
| People answeringOn one number | As many agents as your platform allowsEach with their own login in a shared inbox. | One phone and a few linked devices |
| Messages in bulk | Approved templates to people who opted inUp to your messaging limit, which grows with use. | Broadcast listsOnly reach contacts who saved your number. |
| Automation | Chatbots, AI agents and flows | Greeting, away and quick replies |
| Connects to other toolsStore, CRM, sheets, webhooks | Yes | No |
| What you pay | Meta’s charge per delivered messagePlus the plan of the platform you use. | Free |
| Both on one number | Yes, with coexistenceKeep the app on your phone and add the API to the same number. | The app alone |
You do not have to choose. With WhatsApp coexistence the Business app on your phone and the API run on one number.
Pricing
What the WhatsApp Business API costs in 2026
Since 1 July 2025 Meta charges for each delivered message, not for each conversation. The price is set by the category of the message and the country code of the person receiving it.
Marketing
Template message
- Offers, launches, reminders to buy
- Can be sent at any time
- The highest rate in most countries
Utility
Template message
- Order updates, receipts, alerts
- Can be sent at any time
- Lower rates as monthly volume grows
Authentication
Template message
- One-time passcodes
- Can be sent at any time
- Lower rates as monthly volume grows
Service
Free-form reply
- Any reply that is not a template
- Only within 24 hours of the customer’s last message
- First 1,000 a month per number are free
| Recipient’s country | Marketing | Utility | Authentication |
|---|---|---|---|
| India | $0.0118 | $0.0014 | $0.0014 |
| Brazil | $0.0625 | $0.0068 | $0.0068 |
| Indonesia | $0.0411 | $0.0250 | $0.0250 |
| Mexico | $0.0397 | $0.0085 | $0.0085 |
| United Arab Emirates | $0.0576 | $0.0157 | $0.0157 |
| Saudi Arabia | $0.0576 | $0.0107 | $0.0107 |
| United Kingdom | $0.0635 | $0.0220 | $0.0220 |
| Germany | $0.1365 | $0.0550 | $0.0550 |
| North America | $0.0250 | $0.0034 | $0.0034 |
Meta’s rates in US dollars per delivered message, for nine of the 47 markets on its rate card, checked on 12 October 2026. Full list and other currencies: Meta’s pricing page. Meta may change rates on 1 January, 1 April, 1 July or 1 October.
Free after a Click to WhatsApp ad
When someone messages you from a Click to WhatsApp ad on their phone and you reply within 24 hours, Meta opens a free entry point window. It can stay open for up to 7 days, and your marketing, utility, authentication and service messages to that person inside it are not charged.
Free service messages every month
From 1 October 2026 each business phone number has 1,000 free service messages a month. The count resets monthly and does not carry over. Meta charges its service rate from message 1,001.
The provider question
What a provider adds to Meta’s price, and what WhatChimp adds
Meta’s charge is the same whichever platform you use. The difference is what the platform puts on top of it.
What many platforms do
Two costs, and one of them grows with every message.
- A plan feeFor the software, per month or per year.
- A markup on each messageAdded to Meta’s rate, so a bigger campaign means a bigger margin for the platform.
- A prepaid walletYou top it up before you can send.
What WhatChimp does
One cost that does not move with your volume.
- A plan feeFrom $24 a month billed yearly, or $40 paid monthly.
- 0% markupA marketing message to India costs you Meta’s $0.0118, and a utility message $0.0014.
- Meta bills you directlyFor messages, on your own payment method.
Getting access
How to get the WhatsApp Business API
You do not apply to Meta by form. You connect a number through a platform, and Meta’s own sign-up window does the rest.
1. A Meta business portfolio
The free Meta account that holds your business details. If you run Facebook or Instagram ads you already have one.
2. A phone number
A number that can receive a text or a call to confirm it. It can be a new number or the one on your WhatsApp Business app.
3. Connect it
Sign up to WhatChimp and connect the number in Meta’s sign-up window. You choose a display name and Meta reviews it.
4. Send
You can message 250 people a day at once. Verifying your business with Meta raises that to 2,000.
Messaging limits
How many people you can message, and how the limit grows
The limit counts the different people you start a conversation with in a rolling 24 hours. Replies to customers who wrote to you first do not count. It is shared by every number in your business portfolio.
- 1250
Where every new business starts
No verification needed.
- 22,000
After the first step up
Verify your business with Meta, or send 2,000 delivered template messages of high quality within 30 days.
- 310,000
Raised by Meta automatically
Keep quality high and use at least half of your limit over the last 7 days.
- 4100,000
Raised the same way
Meta raises the limit within six hours of the conditions being met.
- 5Unlimited
The last step
The same two conditions: high quality, and half of the limit in use.
Source: Meta’s messaging limits documentation, read on 12 October 2026.
The rule that shapes everything
Templates and the 24-hour window
Two kinds of message, and one clock that decides which you may send.
Inside 24 hours
Every message a customer sends you opens, or resets, a 24-hour customer service window.
- Write anythingText, images, files and buttons, with no approval.
- Billed as service messagesAfter the 1,000 free ones each month.
- A person or a bot can answerAnd hand over to each other.
Outside 24 hours
To write first, or to write again after the window closes, you send a template.
- A template is a message Meta approvedIn advance, with blanks for names, dates and amounts.
- Three categoriesMarketing, utility and authentication, each with its own rate.
- Only to people who opted inThey agreed to hear from you on WhatsApp.
An honest answer
Build on the Cloud API yourself, or use a platform
Both reach the same API and pay Meta the same rates. The question is who builds the inbox, the campaign tool and the chatbot.
Build it yourself if
You have developers and one narrow job.
- You only send system messagesSuch as passcodes or order updates from your own app.
- You have engineers to maintain itMeta changes versions, webhooks and pricing.
- Nobody needs an inboxNo one reads or answers replies by hand.
Use a platform such as WhatChimp if
People, not only code, will use WhatsApp.
- Marketing sends campaignsWith segments, scheduling and reports.
- A team answers customersIn one shared inbox, with a chatbot or AI agent in front.
- You still want the APIWhatChimp has its own developer API and webhooks on every plan.
What you can do with the WhatsApp Business API on WhatChimp
The API is the pipe. These are the tools on top of it, in every plan.
Broadcasts
Send a campaign to thousands at Meta’s price
Write a template once, pick a segment and send. Each message is billed by Meta at Meta’s rate, with nothing added.
- Unlimited message credits in every plan
- Segments, scheduling and buttons
- Delivered, read and replied for every campaign
Chatbots and AI
Answer the first question before a person has to
Build a flow without code, or train an AI agent on your website, PDFs and FAQs. It hands over to a person when it should.
- A WhatsApp AI agent from the first plan
- Keyword, button and flow triggers
- Unlimited chatbot sessions
Shared inbox
One number, the whole team, every chat owned
Each person has their own login on the same WhatsApp number. Conversations are assigned, so nothing is answered twice or left waiting.
- Assign a conversation in one click
- Notes and tags on every chat
- Instagram, Facebook and website chat from Pro
Developer API
Send from your own system when you need to
Call WhatChimp’s API to send a template, or receive a webhook when a customer replies or taps a button.
- Shopify and WooCommerce
- Zapier, Make, Pabbly Connect and n8n
- Google Sheets, an API and outgoing webhooks
- 0% markup fees
- Official WhatsApp API
- Meta Business Partner
Customer stories
Success stories speak louder
The best way to show our commitment is through the people who work with us.
Robert JohnsonTechnology Industry Sales Recruiter, Inspiria Search
WhatChimp is very capable of sending bulk messages on WhatsApp at a very good price point. Thanks to Gopu from WhatChimp for all the support while setting up my account.View on LinkedIn
Pulkit GuptaFounder, E-Startup India
Our ads now take people straight to WhatsApp, and WhatChimp’s chatbot takes over: it asks the right questions, qualifies them and routes them to our team.View on LinkedIn
+75%Increase in customer engagement
Using WhatChimp for my clients’ lead nurturing has been a game-changer. The transparent pricing and user-friendly interface made it easy to set up, and we’ve seen significantly better responses and engagement rates. Highly recommend!
Rohan ChaubeyStartup Growth Advisor+65%Reduction in response time
We’ve seen significantly improved response times and higher customer satisfaction rates. The ability to personalize messages and automate responses has streamlined our support. WhatChimp has become an essential tool for our customer support.
Ritwik AhlawatSaaS Founder+70%Increase in campaign reach
We were constantly seeking a reliable communication solution for our clients that wouldn’t lead to banned numbers or exorbitant costs. WhatChimp has been instrumental in managing our bulk messaging campaigns. It’s incredibly user-friendly and efficient.
Pulkit GuptaBusiness Growth Consultant
Frequently asked questions
WhatsApp Business API questions
Short answers first. Can’t find yours? See every question or chat with our team.
What is the WhatsApp Business API?
It is Meta’s official interface for a business to send and receive WhatsApp messages from software instead of from a phone. Meta calls it the WhatsApp Business Platform, and the version in use today is the Cloud API, which Meta hosts. It has no app of its own, so you use it through a platform such as WhatChimp or through your own code.
Is the WhatsApp Business API free?
Access to the API has no fee. Meta charges for each delivered message, by category and by the recipient’s country. Each business phone number also has 1,000 free service messages a month, and messages inside a free entry point window after a Click to WhatsApp ad are not charged. The platform you use it through usually has its own plan fee.
How much does the WhatsApp Business API cost?
It depends on the message category and the country you send to. On Meta’s rate card a marketing message to India is $0.0118 and a utility or authentication message is $0.0014. To Brazil a marketing message is $0.0625. WhatChimp adds 0% to these rates; its plans start at $24 a month billed yearly.
What is the difference between the WhatsApp Business app and the WhatsApp Business API?
The app is a free phone app for one person answering by hand. The API lets a whole team share one number, send approved templates in bulk, run chatbots and connect WhatsApp to a store or CRM. With coexistence you can run both on the same number.
What is the WhatsApp Cloud API?
The Cloud API is the version of the WhatsApp Business API that Meta hosts on its own servers. When a platform says it gives you the WhatsApp Business API today, it is connecting you to the Cloud API.
How do I get the WhatsApp Business API?
You need a Meta business portfolio and a phone number that can receive a text or a call. Sign up to a platform such as WhatChimp, connect the number in Meta’s sign-up window and choose a display name. You can then send to 250 people in a rolling 24 hours, and to 2,000 once your business is verified.
How many messages can I send with the WhatsApp Business API?
A new business can start conversations with 250 different people in a rolling 24 hours. The limit rises to 2,000, then 10,000, then 100,000, then unlimited as your quality stays high and you use at least half of your current limit. Replies to customers who wrote first are not counted.
Do I need a WhatsApp Business API provider?
No. Developers can build directly on Meta’s Cloud API. Most businesses use a provider because they need an inbox, a campaign tool and a chatbot, which the API does not include. Meta’s rates are the same either way; what differs is the provider’s plan fee and whether it adds a markup per message.
Can I use my existing WhatsApp Business number with the API?
Yes. With coexistence the number on your WhatsApp Business app can be connected to the API, and both keep working on that one number. Coexistence is included in every WhatChimp plan.
Will my number get banned for sending bulk messages on the API?
Bulk sending through the official API is what it is built for, as long as you send approved templates to people who opted in. Numbers get restricted when recipients block or report them, which lowers the quality rating. Unofficial bulk tools are different: WhatsApp says they break its terms and it bans accounts that use them.
Written by Anant Gupta, founder of WhatChimp. Last updated .
Sources: Meta, Pricing on the WhatsApp Business Platform, Meta, Messaging limits. Meta can change its rates on the first day of a quarter, so check Meta’s page before you budget a large campaign. WhatsApp is a trademark of Meta. WhatChimp is a Meta Business Partner.
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- Official WhatsApp API
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