BSP (Business Solution Provider)
A BSP (Business Solution Provider) is a Meta partner company authorized to provide businesses with access to the WhatsApp Business API. The BSP handles number onboarding, the technical infrastructure and often message billing, and typically offers a software platform for campaigns and customer service. With the Cloud API, businesses can alternatively connect to Meta directly.
Historically, BSPs were the only way to access the API: they hosted the On-Premises infrastructure and managed the entire technical relationship with Meta. With the arrival of the Cloud API, hosted by Meta, their role has shifted to the application layer: interface, automations, integrations, support and administrative management. The official partner program involves requirements and periodic reviews; the list of providers is published in Meta's partner directory.
The practical difference between providers lies in the pricing model and the services included. Some apply a per-message markup on top of Meta's rates or sell conversation bundles; others pass Meta's costs through at the official price and only charge for the software. Before choosing, it's worth checking WABA ownership (it must remain with the business), pricing transparency and the ability to migrate the number elsewhere.
SendApp Official runs on the Cloud API with guided number onboarding and the WABA registered to the customer: messages are paid at Meta rates, with no markups, and the only SendApp cost is the platform.
Frequently asked questions
From theory to practice
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