Sneha Jasrasaria Quick answer
The free WhatsApp Business app suits small businesses with a few people replying from one phone and small broadcast lists. The WhatsApp Business Platform (API) suits growing businesses that need many agents, automation, chatbots, CRM integration and large-scale messaging, and it charges per conversation.
Key takeaways
- Start with the free app if you have one team and modest volume
- The API supports many agents, automation and integrations
- API messaging is paid per conversation
- Both need opted-in contacts and good content
Side by side
| Business App | Business Platform (API) | |
|---|---|---|
| Cost | Free | Paid per conversation, plus provider fees |
| Users | One phone plus linked devices | Many agents |
| Broadcasts | Limited lists | Large, template-based campaigns |
| Automation | Quick replies, greetings | Chatbots, flows, integrations |
| Catalogue | Yes | Yes |
| Best for | Small shops, studios, clinics | Brands, e-commerce, large teams |
When the app is enough
- A few hundred to a few thousand contacts.
- One or two people replying.
- Occasional broadcasts.
When to move to the API
- Many enquiries a day.
- Several agents or outlets.
- You want automated replies and order flows.
- You need CRM or website integration.
Examples from our work
- Tupperware used WhatsApp commerce flows, with 50,000+ opt-in contacts, 4,000+ orders and 6,000+ leads routed to consultants.
- Manik Chand Jewellers built 12,000+ customer contacts for festive broadcasts and gold rate updates.
Rules to follow on both
- Only message people who opted in.
- Make it easy to stop receiving messages.
- Send relevant, useful messages, not daily spam.
- Respect quiet hours.
- Keep customer data safe.
Breaking these rules can get your number restricted.
Setting up the free app well
- Complete your business profile: description, address, hours, website.
- Add a catalogue with prices and photos.
- Set a greeting and away message.
- Create quick replies for common questions.
- Use labels like New lead, Paid, Follow up.
Planning a move to the API
Before switching, list what you need: number of agents, automated flows, CRM sync, broadcast volume and reporting. Compare providers on price, support and features. Plan the switch on a quiet day and inform regular customers that your service is improving.
Getting started
Read WhatsApp marketing for small businesses and click-to-WhatsApp ads.