WhatsApp Business API
The WhatsApp Business API, renamed WhatsApp Business Platform by Meta, is the programming interface that lets businesses send and receive WhatsApp messages programmatically, integrating them with CRMs, management systems and marketing platforms. It has no graphical interface of its own: it is used through a software platform or an authorized provider. It is designed for high volumes, automations and teams with multiple agents — scenarios the apps don't cover.
Using the API requires a WhatsApp Business Account (WABA) linked to a Meta Business Manager, a dedicated phone number and an access method: the Cloud API hosted by Meta, or a BSP. Inbound messages arrive via webhook, outbound ones are sent with HTTP calls. The API supports text, media, interactive buttons, lists and templates, and lets multiple agents and automated systems work on the same number at the same time.
The core rules are set by Meta: messaging a user outside the 24-hour customer service window requires pre-approved templates, divided into the marketing, utility and authentication categories. Each number has a quality rating and progressive messaging limits that grow with conversation quality. Template billing is handled by Meta, with public rates that vary by category and by the recipient's country.
SendApp Official connects your business to the WhatsApp Business API through Meta's Cloud API, with campaigns, a multi-agent inbox and an AI agent on the same number. Meta's rates are passed through at cost, with no per-message markup.
Frequently asked questions
From theory to practice
Everything you read in this glossary can be done with SendApp: try it free, no credit card required.