WhatsApp Cloud API vs the WhatsApp Business app

Updated · Jawab team

Short answer

The WhatsApp Business app is free and works for one owner replying from a phone. The WhatsApp Cloud API is Meta's official platform for businesses that need automated replies, several staff on one number, bookings, payments or broadcasts at scale; it is used through software such as Jawab, and Meta charges per message. Most businesses move to the API once enquiries outgrow one person.

Side by side

WhatsApp Business appWhatsApp Cloud API
CostFreePer message, charged by Meta, plus your software plan
Who repliesThe phone owner, plus a few linked devicesAny number of staff from a shared inbox
AutomationGreeting, away message and quick repliesFull flows: menus, qualification, bookings, payments
BroadcastsLimited to contacts who saved your numberApproved templates to opted-in customers at scale
IntegrationsNoneCalendars, CRMs, stores and ERPs via software and webhooks
Where it runsA phone appMeta's cloud, used through a provider

When the free app is enough

  • One person answers every chat and can keep up.
  • You get a handful of enquiries a day, mostly in working hours.
  • You don't need bookings, payments or reminders to happen automatically.

Signs you need the API

  • Enquiries arrive in the evening or on Sundays and go unanswered until the next day.
  • Several staff share one phone, or customers get different answers from different people.
  • You want appointment reminders, payment links or order updates sent without anyone typing them.
  • You want to know which enquiries became customers, not just scroll a chat list.

Moving your existing number

You can keep your current business number. It is moved onto the Cloud API during setup, and from then on it is used through your provider's inbox rather than the phone app: a number can't be on the API and in the WhatsApp Business app at the same time.

Chat history in the phone app does not move across, so export anything you need to keep first. Customers keep messaging the same number and notice no change, other than faster replies.

Frequently asked questions

Is the WhatsApp Cloud API free?
Access is free, but Meta charges per message sent, in rupees plus GST in India: about ₹0.86 for a marketing message and ₹0.12 for a utility message. Replies to customers are free for the first 1,000 a month per number. Your software provider's plan is separate.
Can I use the WhatsApp Business app and the API on the same number?
No. Once a number is on the Cloud API it is used through your provider's inbox, not the phone app. Many businesses keep a separate personal number for the app.
Do I need a developer to use the WhatsApp Cloud API?
Not if you use a provider. Jawab connects your number, builds the replies and flows with you and gives your team an inbox on the web and on phones; you go live in about two weeks.

More guides

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जवाब · jawāb · noun — an answer

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