WhatsApp Business API vs WhatsApp Business App: Key Differences
WhatsApp is the most widely used messaging channel in the world, with more than 2 billion active users. For businesses, Meta offers two official solutions: the WhatsApp Business App (free application) and the WhatsApp Business API (software solution for medium and large companies). Although both allow you to communicate with customers via WhatsApp, their capabilities, limitations and use cases are radically different.
In this guide we explain the technical differences between WhatsApp Business API and WhatsApp Business App, the requirements to access the API, the cost model based on Meta conversations, the concept of BSP (Business Solution Provider) and when to use each option.
What is WhatsApp Business App
The WhatsApp Business App is a free application developed by Meta, available for Android and iOS. It is designed for small businesses that need basic customer service functionalities via WhatsApp.
Main functionalities of the App
- Commercial profileCompany name, address, opening hours, website and description.
- Product CatalogUp to 500 products visible within the app.
- Quick answersPredefined messages that are inserted manually with shortcuts.
- Tags: Basic organization of conversations by categories.
- Automatic messagesWelcome message and absence message (without conditional logic).
- Short linksDirect URL for customers to initiate a conversation.
- WhatsApp Business Premium: Paid version in some markets that allows up to 10 linked devices.
Technical limitations of the App
The free application has significant restrictions:
- Limited devicesFree version allows up to 4 linked devices (1 main phone + 3 additional devices). The Premium version allows up to 10.
- No integration with external systemsIt is not possible to connect the app to a CRM, ERP or any third party software natively.
- No advanced automationNo chatbots, conditional flows or artificial intelligence are supported.
- No programmatic APIYou cannot send or receive messages in an automated way.
- A single number: Each account is linked to a unique phone number.
- No advanced reports: Only basic statistics (messages sent, delivered and read).
- Limited mass mailings: The mailing lists only reach contacts who have saved the company number. Maximum 256 contacts per list.
- No real multi-agentAlthough multiple devices are allowed, there is no assignment of conversations, roles or supervisions.
What is WhatsApp Business API
The WhatsApp Business API (also called WhatsApp Cloud API or WhatsApp Business Platform) is Meta's enterprise solution that allows organizations to integrate WhatsApp directly into their systems, platforms and workflows through a programmatic interface (API).
Unlike the app, the API does not have its own graphical interface. It is accessed through HTTP endpoints that allow you to send and receive messages, manage templates, manage contacts and configure webhooks to receive real-time notifications.
Main API functionalities
- Unlimited multi-agentMultiple agents can attend conversations from the same number, simultaneously.
- Complete automationAllows the implementation of chatbots, conversational flows with conditional logic and artificial intelligence agents.
- Native integrationsConnection with CRM, ERP, e-commerce, calendars, payment gateways and any system via API.
- Template messages (templates)Pre-approved messages by Meta to initiate proactive conversations with customers.
- Mass mailings without restriction of saved contactsThe bells arrive to any number that has given consent (opt-in), without the need for the customer to have the company's number stored.
- Real-time WebhooksInstant notifications of incoming messages, delivery status and system events.
- Company verificationGreen badge of verified account (after verification process with Meta).
- Multiple numbers: The same business account can manage several phone numbers.
- Reporting and advanced analyticsDetailed performance metrics, response times, volume of conversations per agent and more (through the BSP platform).
- Rich media support: Images, videos, documents, locations, interactive buttons, selection lists and flow messages.
Comparison Table: WhatsApp Business API vs WhatsApp Business App
| Feature | WhatsApp Business App | WhatsApp Business API |
|---|---|---|
| Cost | Free (Premium from ~$5 USD/month) | Based on conversations (see pricing model) |
| Simultaneous devices | 1-4 (up to 10 with Premium) | Unlimited |
| Multiagent | No (linked devices only) | Yes, unlimited agents |
| Chatbots and AI | No | Yes |
| CRM Integration | No | Yes |
| Mass mailings | Broadcast lists (256 contacts, requires saved contact) | Opt-in contact hoods (no technical limit) |
| Message templates | No | Yes (approved by Meta) |
| Automation | Welcome message and absence | Complex flows, conditional logic, IA |
| Interface | Mobile/desktop application | No proprietary interface (accessed via BSP or development) |
| Verification (green badge) | Not available | Available after verification |
| Webhooks | No | Yes |
| Reports | Basics | Advanced (via BSP) |
| Ideal for | Microbusinesses, sole proprietorships, individual entrepreneurs | Growing SMEs, medium and large companies |
| Requirements | Phone number | Meta Business Account, Business Verification, BSP |
WhatsApp Business API Pricing Model
Unlike the free app, the WhatsApp Business API operates under a conversation-based pricing model. As of June 2023, Meta classifies conversations into categories with differentiated rates:
Conversation categories
-
Utility conversationsTransactional messages such as order confirmations, shipping updates, account alerts or appointment reminders. Approximate cost: $0.02 - $0.05 USD per conversation (varies by country).
-
Authentication conversations (authentication)Verification codes, OTP and identity confirmations. Approximate cost: $0.02 - $0.04 USD per conversation.
-
Marketing conversationsPromotions, offers, re-engagement campaigns, newsletters and any non-transactional messages. Approximate cost: $0.04 - $0.08 USD per conversation.
-
Service conversations (service)Customer initiated conversations (when the user types first). Currently free up to a certain volume (1,000 free service conversations per month, per phone number).
How does the collection work?
- A conversation is defined as a 24-hour window from the first message sent by the company (template) or from the company's response to a customer's message.
- Within that 24-hour window, the company can send unlimited messages at no additional cost.
- If the company wants to send a message outside the 24-hour window, it should use a template message (template) approved by Meta, which starts a new conversation with its corresponding cost.
- The cost per conversation varies significantly depending on the country of the recipient. Latin American countries generally have lower rates than Europe or North America.
Example of monthly costs
For a company in Mexico that manages 2,000 conversations per month:
- 1,000 service conversations: Free (first 1,000 of the month)
- 500 utility conversations (~$0.02 USD): $10 USD
- 500 marketing conversations (~$0.05 USD): $25 USD
- Total Goal~$35 USD/month in conversation costs
- More BSP cost: Variable according to provider (from $0 to $100+ additional USD/month)
What is a BSP (Business Solution Provider)?
A BSP (Business Solution Provider), also known as WhatsApp Business solution provideris a company authorized by Meta to provide access to the WhatsApp Business API. BSPs act as intermediaries that facilitate the configuration, integration and management of the API.
Functions of a BSP
- Simplified API accessThe BSP manages the technical infrastructure to connect the company to WhatsApp.
- User interfaceProvides administration panels, inboxes and management tools that the API alone does not include.
- Technical Support: Assistance in configuration, template approval and troubleshooting.
- Value addedMany BSPs offer additional functionalities such as chatbots, CRM, advanced analytics, AI agents and automations.
Types of API access
There are currently two ways to access the WhatsApp Business API:
-
WhatsApp Cloud API (direct from Meta)Hosted on Meta servers. Free in terms of infrastructure (only conversations are paid). Requires technical knowledge to integrate. Available through Meta for Developers.
-
API through BSPThe provider manages the infrastructure and offers additional tools. Generally includes a monthly subscription fee for the platform, in addition to Meta's conversation fees.
Requirements to access the API
To use the WhatsApp Business API, a company needs:
- Meta Business account (formerly Facebook Business)Verified and active.
- Business verification: Business identity verification process with Meta (legal documentation, active website, information matching).
- Dedicated phone numberA number that is not currently registered in the WhatsApp Business App or in WhatsApp Personal. When migrating to the API, the number is unlinked from the app.
- Opt-in policy: Evidence that contacts have given consent to receive messages.
- Compliance with Meta's policiesThe company must not belong to restricted industries (weapons, controlled substances, adult content, among others).
When to Use WhatsApp Business App
The free application is suitable if your business meets these conditions:
- Low message volumeLess than 50 conversations per day that a single operator can manage.
- Minimum equipment1 to 3 people attend WhatsApp without the need of assignment or supervision.
- No need for automationThe manual answers are sufficient for your operation.
- Zero budget for toolsYou can't invest in communication software.
- No integrations requiredYou don't need to connect WhatsApp with your CRM, e-commerce or other systems.
Typical examples: Neighborhood stores, freelancers, independent professionals with low volume of inquiries, start-up businesses.
When to Use WhatsApp Business API
The API is the right choice when:
- Medium or high volume of messagesMore than 50 conversations per day or peaks of demand that require automation.
- Commercial or support team3 or more agents need to work simultaneously on the same number.
- Necessary automationChatbots to answer frequently asked questions, schedule appointments, send confirmations or manage orders.
- Artificial intelligenceYou need AI agents that have natural conversations, solve complex queries or execute actions autonomously.
- Integrations with existing systemsCRM, online store, calendar, invoicing system or any business tool.
- Massive bellsSending promotions, offers or notifications to large contact bases.
- Reports and metricsYou need visibility into team performance, response times and conversation volume.
- Multiple numbers or marksWhatsApp : Management of several WhatsApp numbers under the same platform.
Typical examplesClinics with automatic scheduling, e-commerce with order tracking, service companies with sales teams, real estate, travel agencies, educational institutions.
Quick Decision Guide
Answer these questions to determine which solution you need:
- Do you have more than 3 people attending WhatsApp? If the answer is yes, you need the API.
- Do you want a chatbot or AI to respond automatically? It is only possible with the API.
- Do you need to connect WhatsApp with your CRM or online store? Requires API.
- Do you send more than 50 messages a day to customers? The API scales better.
- Is your team losing conversations or not following up? The API with multi-agent tray solves this.
- Do you need to send bells to contacts who do not have you saved? Only possible with API and approved templates.
If you answered "yes" to 2 or more questions, the WhatsApp Business API is the right solution for your business.
How Aurora Inbox Facilitates Use of the WhatsApp Business API
Aurora Inbox is a BSP (Business Solution Provider) that uses the Official WhatsApp Business API to offer a complete business communication platform. By using Aurora Inbox, companies get:
- Immediate access to the APINo need for in-house technical development. Aurora Inbox manages the entire infrastructure.
- Multi-agent inbox: The whole team works from the same number, with assigned conversations, roles and permissions.
- Advanced AI agents enhanced by GPT-5Artificial intelligence chatbots that understand the business context, answer complex questions, schedule appointments and manage sales 24/7.
- Integrated CRM: Visual sales pipeline linked directly to WhatsApp conversations.
- Massive bellsSending messages with approved templates to the entire contact base.
- MultichannelWhatsApp: In addition to WhatsApp, it manages Facebook Messenger, Instagram and TikTok from the same platform.
- Catalog with shopping cartCustomers can browse products (up to 3 catalogs, 3,000 items) and place orders directly on WhatsApp, with intelligent search by AI.
- Automatic Scheduling Engine: Configuration of locations, services and providers with synchronization to Google Calendar for customers to book appointments without human intervention.
- RAG Knowledge BaseUpload PDF, DOCX, XLSX documents or set up web crawling for the AI agent to learn about your business in 40+ languages.
- Aurora Copilot: Assistance tools for human agents: "Help me to answer", "Check spelling", "Improve my message".
- Automatic Sequence TrackingSet up to 4 automatic AI-driven follow-up messages for non-responsive prospects.
- Mobile AppAurora Mobile available on Google Play to attend conversations from anywhere.
- 7 Reporting DashboardsConversations, Messages, Teams, Response Time, Sentiment, Marketing and Home.
Aurora Inbox Plans and Pricing
Aurora Inbox offers three affordable plans with transparent pricing:
| Plan | USD/month | MXN/month | AI Agents | IA responses/month |
|---|---|---|---|---|
| Aurora CRM | $99 | $1,800 | 1 | 800 |
| Aurora IA | $179 | $3,200 | 2 | 10,000 |
| Aurora IA Plus | $329 | $6,000 | 3 | 20,000 |
All plans include: 3 users, 3 channels (WhatsApp, Facebook Messenger, Instagram), mass messaging and Aurora Copilot. Additional users: $13 USD / $240 MXN each.
Aurora Inbox removes the technical complexity of the API and offers a simple interface that any team can use from day one.
Concrete example: Dental clinic with Aurora Inbox
A dental clinic that receives 80 messages per day via WhatsApp can use Aurora Inbox as follows:
- Automatic schedulingAI agent checks availability on Google Calendar and schedules appointments for cleaning, orthodontics or general consultations, asking for preferred location and hours.
- Service CatalogThe patient asks "how much does a cleaning cost?" and the IA agent searches the service catalog and responds with prices, duration and availability.
- Knowledge baseIA agent answers questions about procedure preparation, cancellation policies or postoperative instructions by consulting documents uploaded to the RAG knowledge base.
- Automatic trackingIf a prospect asks for whitening but does not schedule, the automatic sequence sends personalized reminders by AI in the following days.
- Aurora CopilotWhen the case requires human attention, the dentist uses "Help me answer" to have the AI compose a professional response based on the context of the conversation.
Concrete example: E-commerce of clothing with Aurora Inbox
An online clothing store that manages orders by WhatsApp:
- Smart Catalog: The customer types "I am looking for a red dress size M" and the IA agent searches the catalog of 2,000 products, displays available options with photos and prices.
- Shopping cart: The customer adds products to the cart directly in the WhatsApp conversation and completes the order.
- Order trackingThe IA agent reports the status of the shipment by consulting the integrated system.
- Massive bells: The store sends seasonal promotions to its base of 5,000 contacts with Meta-approved templates.
Frequently Asked Questions (FAQ)
1. Can I migrate from WhatsApp Business App to the API without losing my number?
Yes, it is possible to migrate your current number from the WhatsApp Business App to the API. The process unlinks the number from the app and registers it on the API platform (via the chosen BSP). However, the conversation history from the app is not transferred to the new platform. The contacts will still have your number saved and will be able to write to you normally in the new system.
2. The WhatsApp Business API is free?
The Meta Cloud API infrastructure is free (there is no cost for using the API itself). What you pay for are the conversations under Meta's category pricing model. Additionally, if you use a BSP, they may charge a monthly subscription for their platform and tools. For example, Aurora Inbox has plans starting at $99 USD/month ($1,800 MXN/month) that include the multi-agent tray, CRM, AI agents powered by GPT-5 and all advanced functionality.
3. How many devices can I use with the WhatsApp Business API?
The API has no limit to the number of devices or agents connected. Unlike the app (limited to 4-10 devices), with the API you can have a full team of 5, 20 or 100+ agents working simultaneously on the same WhatsApp number. Access is through the BSP web platform, not the WhatsApp mobile app. In addition, with platforms such as Aurora Inbox you can use the Aurora Mobile app to attend conversations from your cell phone.
4. Do I need technical knowledge to use WhatsApp API?
If you access the Cloud API directly from Meta for Developers, you need programming skills (HTTP, webhooks, JSON) to integrate it. However, if you use a BSP like Aurora Inbox, you don't need any technical knowledge. The BSP provides a ready-to-use visual interface where you can manage conversations, configure AI agents, upload product catalogs, set up scheduling and send bells without writing a single line of code.
5. What is the difference between WhatsApp Cloud API and WhatsApp On-Premise API?
The Cloud API is hosted on Meta's servers and is currently the recommended option. It is free in infrastructure, updates automatically and is easier to configure. The On-Premise API (also called Local API) required the company to host the servers on its own infrastructure. Meta has phased out the On-Premise version from 2022, migrating all users to the Cloud API. For new implementations, it is always recommended to use the Cloud API (directly or through a BSP).
