The WhatsApp Business API, without the jargon
The WhatsApp Business API is how a business sends and receives WhatsApp messages through software rather than a phone. There is no app to install and no screen to log into. It is a connection, and everything you actually use sits on top of it.
Three different WhatsApps
Consumer WhatsApp is the app on your phone. The WhatsApp Business app is a free app for very small businesses, with a catalogue, labels and away messages, tied to one phone.
The Business API is neither. It has no interface of its own. It lets a platform send messages, receive them, and connect WhatsApp to your other systems, with several agents working the same number at once.
- Business app: one phone, one user, manual sending, no integrations
- Business API: many agents on one number, automation, CRM sync, broadcasts to opted-in contacts
- Both keep the same number and the same customer-facing chat experience
Templates and the 24-hour window
Anything you send first must be an approved template. You submit the wording to Meta, it is reviewed, and only then can it be sent. Templates carry a category, and marketing templates require opt-in.
When a customer messages you, a 24-hour window opens in which you can reply freely in your own words. After it closes, you need a template again to restart the conversation.
Template approval is where most launches slip. Submit your templates while the verification is still processing rather than after.
What it costs
Meta bills per 24-hour conversation, not per message, and the price depends on the conversation category. India is among the least expensive markets Meta operates in.
Your platform charges separately. Rates change periodically, so treat any specific figure on a vendor page, this one included, as something to verify against Meta's current rate card.
Getting a number approved
You need a business that can be verified, a number that is not currently active on the consumer WhatsApp app, and a display name that meets Meta's naming rules.
TalkTaro handles registration, business verification and display-name approval. The number remains yours, and you can move it to another provider later.
- The number must not be in use on the regular WhatsApp app
- A landline can be used if it can receive a voice verification call
- Display names have to relate recognisably to the business
Frequently asked questions
Is the WhatsApp Business API free?
The API access itself has no licence fee, but Meta charges per conversation and platforms charge for the software on top. There is no version of the API that is free at volume.
Can I keep my existing number?
Yes, as long as it is not currently registered on the consumer WhatsApp app. If it is, you deregister there first, which deletes that chat history.
How long does approval take?
Business verification typically takes a few days depending on how quickly your documents check out. Display-name approval is usually faster. Template approval is often within a day.
What is the difference between the green tick and verification?
Business verification is the compliance step that lets you use the API. The green tick, an Official Business Account, is a separate badge Meta grants based on brand notability. You can run the API perfectly well without it.
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