WhatsApp Overview

WhatsApp Business API enables professional customer communication through WhatsApp:

Key Features:

• Rich media messages (images, videos, documents, audio)
• Read receipts and typing indicators
• Message templates for notifications
• Business profile with verification
• Product catalogs
• Interactive buttons and lists
• End-to-end encryption
• Free messaging (after API setup)

Use Cases:

• Customer support conversations
• Order confirmations and shipping updates
• Appointment reminders with confirmation buttons
• Product catalogs and sales
• Payment links
• Customer feedback and surveys
• Service notifications

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Configuration

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Quick Start

1. Business Verification: Complete Facebook Business verification
2. Phone Number: Obtain WhatsApp Business phone number
3. API Access: Get WhatsApp Business API credentials via Authentication
4. Business Profile: Set up profile with description, address, hours
5. Message Templates: Create templates for customer notifications
6. Configure Settings: Set routing and preferences in Settings
7. Test: Send test messages to verify
8. Launch: Start customer conversations

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WhatsApp vs SMS

Feature	WhatsApp	SMS
Rich Media	✅ Images, video, audio, documents	❌ Text only (MMS limited)
Read Receipts	✅ Yes	❌ No
Typing Indicators	✅ Yes	❌ No
Message Length	✅ 4096 characters	⚠️ 160 characters (splits)
File Sharing	✅ Up to 100MB	❌ MMS limited
Encryption	✅ End-to-end	❌ No
Cost	✅ Free (after setup)	💰 Per message
Interactive	✅ Buttons, lists, replies	❌ Text only
Reach	🌍 2+ billion users	📱 All mobile phones
Business Profile	✅ Verified badge	❌ Just phone number
Best For	Rich customer engagement	Universal notifications

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WhatsApp Business Requirements

Business Verification:

• Facebook Business Manager account
• Valid business information
• Business verification documents
• Business website or social media presence
• Operational business (not brand new)

Phone Number Requirements:

• Dedicated phone number (not personal WhatsApp)
• Number not registered on personal WhatsApp
• SMS/voice capable for verification
• Not previously banned from WhatsApp
• Can be toll-free or landline

Technical Requirements:

• HTTPS webhook endpoint
• 20-second webhook response time
• Handle message volumes
• Store message templates
• Maintain opt-in/opt-out lists

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Message Types

Session Messages (Customer-Initiated):

• Customer messages you first
• 24-hour conversation window opens
• Free-form replies within 24 hours
• Rich media, links, any content
• No template required
• Cost: Free

Template Messages (Business-Initiated):

• Business messages customer first OR after 24-hour window
• Pre-approved templates only
• Notifications, alerts, confirmations
• Must follow template format exactly
• Cost: Varies by country ($0.001-0.05 per message)

Template Categories:

1. Utility: Account updates, order status, appointment reminders
2. Authentication: OTP codes, verification
3. Marketing: Promotions, offers (opt-in required)

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WhatsApp Business Features

Rich Media:

• Images: JPG, PNG (5MB max)
• Videos: MP4, 3GP (16MB max)
• Audio: MP3, OGG (16MB max)
• Documents: PDF, DOC, XLS, etc. (100MB max)
• Location: Send/receive GPS coordinates
• Contacts: vCard format

Interactive Elements:

• Quick Reply Buttons: Up to 3 buttons
• Call-to-Action: URL, phone call buttons
• List Messages: Menu with up to 10 options
• Product Messages: From catalog
• Location Request: Ask for customer location

Business Profile:

• Business name and description
• Logo/profile picture
• Business address
• Business hours
• Website
• Business category
• WhatsApp verified badge (after approval)

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Compliance & Policies

WhatsApp Business Policy:

• No Spam: Only message customers who opted in
• 24-Hour Rule: Free-form only within 24 hours of customer message
• Template Approval: All business-initiated templates require approval
• Opt-Out: Respect customer blocks
• Quality Rating: Maintain high-quality rating (low block rate)
• Content Restrictions: No prohibited content (see policy)

Opt-In Requirements:

• Explicit customer consent required
• Opt-in via website, SMS, email, in-person
• Clearly state they'll receive WhatsApp messages
• Document consent
• Can't message without opt-in

Opt-Out Mechanism:

• Customers can block your number
• Provide opt-out instructions in template messages
• Honor opt-out requests immediately
• Don't message blocked numbers

Quality Rating:

• High: Good quality, low blocks
• Medium: Moderate blocks, at risk
• Low: High blocks, restricted sending
• Improve: Send relevant messages, respect 24-hour window, respond quickly

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Pricing

API Access Costs:

• Facebook Business Verification: Free
• Phone Number: $0 (use existing) or carrier charges
• WhatsApp Business API: Free (no license fee)

Message Costs:

• Session Messages: Free (customer-initiated, within 24 hours)
• Template Messages: Varies by country
  • US: ~$0.01 per conversation
  • India: ~$0.001 per conversation
  • Europe: ~$0.02 per conversation
  • Others: See WhatsApp pricing page

Conversation-Based Pricing (as of 2024):

• Charged per 24-hour "conversation" (not per message)
• Multiple messages within 24 hours = 1 conversation charge
• Customer-initiated = "Service conversation"
• Business-initiated = "Utility/Marketing conversation"
• First 1,000 conversations/month free

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Use Case Examples

E-Commerce Order Updates:

Template (Order Shipped):
"Your order #{{1}} has shipped via {{2}}! Track your package: {{3}}
Expected delivery: {{4}}

Questions? Reply to this message."

Interactive Button: [Track Package] → Opens tracking URL

Appointment Reminders:

Template (Appointment Reminder):
"Hi {{1}}, this is a reminder about your appointment with {{2}} tomorrow at {{3}}.

Please confirm:"

Quick Reply Buttons:
[✓ Confirm] [↻ Reschedule] [✗ Cancel]

Customer Support:

Customer: "I need help with my order"
Agent: "Happy to help! Can you provide your order number?"
Customer: "#12345"
Agent: [Looks up order] "I see your order. The status is: Shipped. 
Tracking: [tracking link]. Expected delivery tomorrow.
Anything else I can help with?"
Customer: "That's perfect, thanks!"
Agent: "Great! Feel free to message us anytime. Have a wonderful day!"

Product Catalog:

Agent: "Here are our top products:"
[Sends product catalog with images, descriptions, prices]
Customer: [Taps product] "I'd like this one"
Agent: "Excellent choice! I'll send you a payment link."
[Sends payment link]
Customer: [Completes payment]
Agent: "Payment received! Your order #12346 is confirmed. 
You'll receive shipping notification within 24 hours."

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Best Practices

Response Times:

• Respond within 1 hour during business hours
• Set expectations (auto-response with hours)
• Use away messages after hours
• Monitor read receipts

Message Quality:

• Personalize messages (use name)
• Professional but conversational tone
• Use rich media when appropriate
• Keep messages concise
• Include clear call-to-action

Template Management:

• Create templates for common scenarios
• Test templates before approval
• Keep template library organized
• Review template performance
• Remove unused templates

Customer Experience:

• Quick replies to customer questions
• Proactive updates (shipping, appointments)
• Use interactive buttons
• Send receipts and confirmations
• Request feedback politely

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Troubleshooting

Messages Not Delivering:

• Verify phone number verified with WhatsApp
• Check customer has WhatsApp installed
• Confirm 24-hour window for session messages
• Use approved template for business-initiated
• Check quality rating (not restricted)

Template Rejected:

• Review template policy
• Remove promotional language (if utility template)
• Ensure variables used correctly
• Check for policy violations
• Revise and resubmit

High Costs:

• Use session messages when possible (free)
• Consolidate template messages
• Avoid redundant notifications
• Review conversation pricing by country
• Optimize message timing

Low Quality Rating:

• Reduce message frequency
• Send more relevant messages
• Respond quickly to customers
• Improve template quality
• Monitor block rate

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Migration from WhatsApp Business App

Differences:

• App: Single-device, limited features, free
• API: Multi-agent, automation, integrations, paid templates

Migration Process:

1. Set up WhatsApp Business API account
2. Use different phone number (can't reuse app number directly)
3. Export contacts from app (manually)
4. Notify customers of new number
5. Gradually transition conversations
6. Archive old app messages

Note: Can't directly migrate existing WhatsApp Business App number to API without losing history.

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Next Steps