The WhatsApp Business Platform (often called the WhatsApp Business API) lets software, such as your CRM, send and receive WhatsApp messages programmatically. Businesses can reply freely within a 24-hour customer service window after a customer messages them; outside that window they must use pre-approved message templates, which Meta charges for by category and country.
WhatsApp Business app vs WhatsApp Business Platform
The free WhatsApp Business app is designed for a person (or a few people) chatting from a phone. The WhatsApp Business Platform is designed for systems: it has no chat interface of its own and is used through an API, either directly via Meta's Cloud API or through a Business Solution Provider (BSP).
| Business app | Business Platform (API) | |
|---|---|---|
| Used through | Phone or desktop app | Your CRM or software, via API |
| Multiple agents | Limited | Yes, as many as your software supports |
| Automation | Basic quick replies | Full: notifications, bots, routing, CRM logging |
| Cost | Free | Per-message charges for templates |
The rules you need to design around
The 24-hour customer service window
When a customer messages you, a 24-hour window opens in which you can reply with normal, free-form messages. Each new customer message restarts the window.
Message templates
To start a conversation, or to message someone outside the window, you must use a template that Meta has reviewed and approved. Templates fall into categories such as marketing, utility (order updates, reminders) and authentication (one-time passcodes), and the category affects the price.
Opt-in
Customers must agree to receive WhatsApp messages from you. Capture and store that consent in your CRM, and make it easy to opt out.
What a CRM integration typically does
- Logs every inbound and outbound message against the right contact and deal.
- Routes new conversations to the right salesperson or team.
- Sends template messages automatically: order confirmations, appointment reminders, payment links.
- Captures leads from click-to-WhatsApp ads and website buttons.
- Shows the full conversation history to anyone who picks up the customer next.
Pricing basics
Meta charges for template messages based on their category and the recipient's country, while replies inside the 24-hour service window are generally free. Meta revises its pricing model from time to time, so always check the current rates on Meta's official pricing page before you estimate costs. BSPs may add their own fees on top.
Getting started
- Set up a Meta Business account and verify your business.
- Choose a phone number that is not already registered on WhatsApp.
- Decide between the Cloud API directly or a BSP.
- Draft and submit your first templates for approval.
- Connect the API to your CRM and test with real conversations.
Building a CRM with WhatsApp at its centre is something we do often. See our custom CRM development service.