The WhatsApp Business app is a free app you run on a phone for one-to-one chats with customers. The WhatsApp Business Platform, which most people call the WhatsApp Business API, lets software send and receive WhatsApp messages for you: bots, shared inboxes, order alerts, OTPs. The app has no per-message fee. The Platform has no fee to access, but Meta charges for every message it delivers. Stay on the app until you need software to talk to your customers, then move.
Checked against Meta's pages on 9 October 2026.
The comparison
| Business app | Business Platform (API) | |
|---|---|---|
| Who replies | You, plus up to four linked devices | Any number of agents or bots, through software |
| Built-in automation | Greeting, away message, quick replies, labels | Whatever your software does |
| Bulk sending | Broadcast list, up to 256 contacts | Approved templates to opted-in people |
| Outside 24 hours | Not limited by the window | Templates only |
| Integrations | Limited | Order systems, CRM, inbox, bots |
| Cost | Free to use | Meta charges per delivered message |
Meta's business FAQ says the app is for small businesses talking to customers from a single device, and the Platform is for businesses that chat at scale through programmatic access. That means software, yours or a provider's, sends and receives messages through Meta's Cloud API. Small shops use the Platform too, once they want a bot or order system wired in.
Details behind the table:
- Devices. Meta's linked devices page says you can use up to four linked devices and one phone at a time. Linked devices log out if the phone is unused for over 14 days, and cannot create or view broadcast lists.
- App automation. Meta's features page lists a business profile, a greeting, away messages, quick replies, labels, a catalogue and a cart. Eligible businesses can also switch on Meta Business Agent. See WhatsApp AI agents for business.
- Broadcasts. Per Meta's broadcast list page, a list holds up to 256 contacts, and only people who saved your number receive it.
- The 24-hour window. On the Platform, a customer message opens a window, reset by each new message. Outside it you may only send pre-approved templates, to opted-in people.
- Cost. Meta charges for messages businesses send, and providers may add fees. Since 1 October 2026 that includes ordinary replies inside the window. See our WhatsApp Business API pricing in India guide.
Can one number use both?
Yes, with limits. Meta calls it onboarding WhatsApp Business app users, and some support pages call it coexistence. Meta's documentation says your existing app account and number connect to the Cloud API, and message history stays in sync.
- The app must be version 2.24.17 or higher.
- A Meta solution provider or tech provider sets it up.
- A number on both runs at a fixed 20 messages per second.
- Broadcast lists become read-only, and disappearing messages, view-once and live location are turned off.
- Group chats are not synced. Up to six months of one-to-one history can sync.
- Linked devices are unlinked when you connect. Windows and WearOS are not supported.
- App messages stay free and ignore the 24-hour window. API messages are charged.
Without it, a number already in use on WhatsApp cannot be registered on the Platform unless you delete that account first.
What you need to get onto the Platform
- A Meta business portfolio. Required. It holds your WhatsApp accounts and billing.
- A phone number you own that can receive SMS or voice calls for the verification code. Meta recommends a mobile number. New portfolios can register two numbers at first, rising to 20 once verified or at a limit of 2,000.
- A display name, following Meta's guidelines. You can change it up to 10 times in 30 days.
- A two-step verification PIN for the number.
- A payment method. With solution partners, Meta bills the provider. With tech providers, you add your own payment method, per Meta's partner overview.
- Business verification, when you need it. You can start without it, limited to 250 people messaged outside the window in a moving 24 hours, per Meta's messaging limits page. Verifying is one way to reach 2,000.
What business verification asks for
Meta's verification steps ask for your legal business name, address, phone number and website. The details must match your legal entity exactly, and the website must load over HTTPS. If no matching record is found, Meta may ask for official documents, such as a business licence or articles of incorporation. A decision can take up to 14 business days.
That page does not mention GST. We found no Meta page that names GST registration as a requirement, lists accepted Indian documents, or covers verifying without a website. Ask Meta or your provider.
Directly or through a provider
Meta's FAQ says you can sign up directly if you have developers who can call the APIs and set up webhooks, and suggests a partner for an inbox, support software or bot platform. Direct access has no extra fee, and for India the FAQ says Meta is introducing UPI as a prepayment method. Provider fees are separate from Meta's.
Stay on the app, or move
Stay on the app when one phone and four linked devices cover your team, customers write first, and greetings, away messages and quick replies cover the routine.
Move to the Platform when you:
- need a bot or order lookup tied to your own systems
- send order, shipping or appointment messages from software
- need OTPs sent by WhatsApp
- have more agents than linked devices allow
- need to message people outside the window at scale, with templates
Before your first template, read why WhatsApp templates get rejected. For a bot, see how to create a WhatsApp chatbot for business. Tell us about your project to get the Platform connected.
Frequently asked questions
Can I use WhatsApp API and WhatsApp Business on the same number?
Yes, through Meta's coexistence option. A provider connects your app number to the Cloud API, and history stays in sync. The number then runs at 20 messages per second, broadcast lists become read-only, and some app features switch off. API messages are charged; app messages stay free. See Meta's documentation.
Is the WhatsApp Business API free?
No. There is no extra fee to access the Platform directly, but Meta charges for messages you send, and providers may add fees. The Business app is free. India rates are in our pricing guide.
Can WhatsApp API be banned?
Yes. Meta's enforcement page says repeated breaches, such as spam or template misclassification, bring warnings, then blocks of 1 to 30 days, then an account lock, and eventually permanent removal. Severe harm, such as scams, can mean immediate offboarding. Violations can often be appealed.
Do I need a GST number or a website to get the WhatsApp Business API?
Meta's verification page asks for your legal business name, address, phone number and website, and may ask for official documents. It does not mention GST. You can start without verification, limited to 250 people messaged outside the window per day. We found no Meta page that settles the no-website case.