What is the WhatsApp Business API: Requirements and Costs
The WhatsApp Business API is the programming interface that allows medium and large businesses to integrate WhatsApp directly into their communication systems, CRM, customer care platforms and automation tools. Unlike the WhatsApp Business application (designed for small businesses with up to 4 devices), the API has no graphical interface of its own: it connects through third-party platforms or direct integrations to manage conversations at scale.
As of 2022, Meta will rename and unify its offer under the name WhatsApp Cloud APIMeta's API, a version hosted on Meta's servers that eliminates the need for proprietary infrastructure. This is currently the most common and recommended way to access the API.
In this guide we explain what the WhatsApp Business API is, how to get access, the requirements you must meet, the current pricing model, the types of messages available, the sending limits and how a BSP (Business Solution Provider) such as Aurora Inbox can simplify the whole process.
What exactly is the WhatsApp Business API
The WhatsApp Business API is a Meta product designed for companies that need to:
- Communication at scaleSend and receive thousands of messages daily without the limitations of the mobile app.
- AutomationConnecting chatbots, automated flows and intelligent responses.
- Multiple agentsAllow a whole team to attend conversations from a single WhatsApp number.
- IntegrationsLink WhatsApp with CRMs, e-commerce, ticketing systems, calendars and more.
- Proactive messagingSend notifications, confirmations, reminders and marketing bells with Meta-approved templates.
The API is not an application that you download, but a technical service that you connect to through HTTP endpoints. Companies can access it in two ways:
1. WhatsApp Cloud API (direct access via Meta)
Meta offers free access to the API infrastructure through its Meta for Developers platform. The company configures its own integration, manages the webhooks and builds the business logic. This path requires a technical team with software development experience.
AdvantagesNo infrastructure costs, direct access to the latest features, full control of the code.
DisadvantagesRequires in-house development, ongoing maintenance, does not include user interface or management tools.
2. Through a BSP (Business Solution Provider)
A BSP is a Meta-authorized provider that offers API access along with out-of-the-box tools: inbox, chatbots, automations, reporting and technical support. This is the preferred option for most companies that do not have a dedicated development team.
AdvantagesQuick implementation (same day), graphical interface included, technical support, additional valuable tools.
DisadvantagesAdditional cost for the BSP platform (usually a monthly subscription).
Requirements to access the WhatsApp Business API
To use the WhatsApp Business API, either directly or through a BSP, you need to meet the following requirements:
Mandatory requirements
| Requirement | Description |
|---|---|
| Meta Business Account | A verified account in Meta Business Suite (formerly Facebook Business Manager). It is free and is created at business.facebook.com. |
| Business verification | Meta requires verification of your company's identity through official documents (commercial registry, utility bill, bank statement). This process can take from 2 to 7 working days. |
| Phone number | A phone number that is not currently registered in WhatsApp personal or WhatsApp Business app. It can be a landline or mobile number capable of receiving calls or SMS for verification. |
| Policy compliance | Your business must comply with the WhatsApp Commerce Policy and the Meta Business Messaging Policy. Certain sectors such as weapons, tobacco, controlled substances and adult content are prohibited. |
| Active website | Meta check that your company has a verifiable web presence. A functional website with contact information and business description is a must. |
Technical requirements (only if you access directly)
- HTTPS enabled server to receive webhooks from Meta.
- Processing capacity to handle real-time responses.
- Secure storage of access tokens and credentials.
- Knowledge of REST APIs and JSON format.
If you access through a BSP such as Aurora Inbox, these technical requirements are handled by the platform.
Verification process step by step
- Create Meta Business accountLogin to business.facebook.com and register your company.
- Add business information: Legal name, address, web site, phone number.
- Upload verification documentsArticles of Incorporation, Tax ID or equivalent document in your country.
- Awaiting approvalMeta reviews the documentation (2-7 business days average).
- Register phone numberOnce verified, you register the number you will use with the API.
- Create your first template: Before sending proactive messages, you need at least one approved template.
WhatsApp Business API Pricing Model
Meta charges for the WhatsApp Business API using a model based on conversations. We do not charge per individual message, but per 24 hour conversation window.
What is a conversation
A conversation is a 24-hour period that starts when the first message is sent (either by the company or by the user). All messages exchanged within that 24-hour window are included in the cost of a single conversation.
Conversation categories
Meta classifies conversations into 4 categories, each with a different price:
| Category | Who starts | Description | Example |
|---|---|---|---|
| Service | The customer | Conversations where the customer writes first and the company responds. | A customer asks for product availability. |
| Marketing | The company | Promotional messages, offers, invitations to events, reactivation campaigns. | Send a Buen Fin promotion to your contact base. |
| Utility | The company | Transactional notifications: order confirmations, shipping updates, appointment reminders. | Restaurant reservation confirmation. |
| Authentication | The company | Messages with OTP (One-Time Password) codes for identity verification. | Verification code to log in. |
Costs per conversation (prices per region)
Prices vary according to the recipient's country. Below are the approximate costs for the most relevant regions in Latin America (prices in USD, current as of 2025):
| Region/Country | Service | Marketing | Utility | Authentication |
|---|---|---|---|---|
| Mexico | $0.0042 | $0.0366 | $0.0090 | $0.0044 |
| Colombia | $0.0024 | $0.0107 | $0.0014 | $0.0021 |
| Argentina | $0.0027 | $0.0270 | $0.0034 | $0.0030 |
| Brazil | $0.0025 | $0.0265 | $0.0032 | $0.0027 |
| Chile | $0.0040 | $0.0359 | $0.0075 | $0.0044 |
| Peru | $0.0029 | $0.0300 | $0.0037 | $0.0032 |
| Rest of LATAM | $0.0024 | $0.0215 | $0.0030 | $0.0027 |
| Spain | $0.0040 | $0.0365 | $0.0080 | $0.0042 |
| United States | $0.0025 | $0.0250 | $0.0035 | $0.0028 |
Important noteThe conversations of Service (customer-initiated) are the most cost-effective and, in addition, Meta offers 1,000 free service conversations per month for each WhatsApp Business number.
Example of monthly cost
For a company in Mexico that manages:
- 2,000 service conversations (customer writes first)
- 500 marketing messages (bells)
- 1,000 utility messages (confirmations)
Calculation:
- Service: (2,000 - 1,000 free of charge) x $0.0042 = $4.20 USD
- Marketing: 500 x $0.0366 = $18.30 USD
- Profit: 1,000 x $0.0090 = $9.00 USD
- Total Goal: $31.50 USD/month
This cost is in addition to the subscription of the BSP platform you use to manage the conversations.
Template messages vs. session messages
The WhatsApp Business API handles two fundamental types of messages:
Session messages (within the 24-hour window)
When a customer writes to you, a 24-hour window opens during which you can respond freely with any type of content: text, images, documents, videos, interactive buttons, lists and locations. You do not need approved templates for these messages.
Key ruleIf 24 hours pass without the customer sending a new message, the window closes and you will only be able to contact him/her again using an approved template.
Template messages (outside the 24-hour window)
Templates are pre-approved Meta messages that allow companies to initiate conversations or resume contact after the 24-hour window has expired.
Characteristics of the templates:
- They must be approved by Meta before they can be used (review in 24-48 hours on average).
- They can include dynamic variables (customer name, order number, date, etc.).
- Quick response buttons, URL buttons and call buttons are supported.
- They can include headers with images, videos or documents.
- They are subject to quality rating: if too many users report or block them, Meta can pause them.
Examples of common templates:
- "Hello {{name}}, your order #{{order_number}} has been shipped. Track it here: {{url_tracking}}"
- "{{name}}, we have a special offer for you: 20% off your next purchase. Valid until {{date}}."
- "Your appointment with {{doctor_name}} is confirmed for {{date}} at {{time}}. Answer YES to confirm or NO to reschedule."
Shipping limits and number quality
Meta imposes limits on the number of conversations you can initiate in a 24-hour period. These limits depend on the quality of your number and increase progressively:
Messaging limit levels
| Level | Company-initiated conversations (24h) | Requirement |
|---|---|---|
| Level 1 | 1,000 | Newly created account |
| Level 2 | 10,000 | Good quality track record + sustained volume |
| Level 3 | 100,000 | Maintained high quality + increasing volume |
| Level 4 | Unlimited | Excellent quality sustained over time |
How to level up
- Maintain a quality rating High (green) or Media (yellow) in your number.
- Send at least 50% of the current limit on a sustained basis for 7 days.
- Do not receive an excessive number of blocks or reports from users.
- Meta evaluates automatically and raises the level without the need for a manual request.
Quality rating
Meta assigns a quality rating to each issue based on:
- Blocking rate by users.
- Spam reports received.
- Message reading rate.
- Positive responses from recipients.
If the quality drops to Download (red), Meta may reduce your sending limit or temporarily suspend the ability to send templates.
Differences between WhatsApp Business App and WhatsApp Business API
| Feature | WhatsApp Business App | WhatsApp Business API (Cloud API) |
|---|---|---|
| Cost | Free | Pay per conversation + BSP platform |
| Devices | Up to 4 devices | Unlimited (platform dependent) |
| Simultaneous agents | Max. 4 | Unlimited |
| Automation | Basic quick answers | Chatbots, AI, complete flows |
| Massive messages | Mailing lists (256 contacts) | Bells to thousands of contacts |
| Integrations | Not available | CRM, e-commerce, calendars, etc. |
| Catalog | Inside the app | Via API with interactive buttons |
| Reports | Basics | Advanced with detailed metrics |
| Verification | Optional (green seal) | Mandatory (Meta Business account) |
| Ideal for | Businesses with 1-3 people | Teams of 4+ agents with high volume |
How Aurora Inbox simplifies access to the WhatsApp API.
Aurora Inbox is an authorized BSP (Business Solution Provider) that eliminates the technical complexity of connecting to the WhatsApp Business API. Instead of managing servers, webhooks, tokens and software development, Aurora Inbox provides:
Same day activation
The Aurora Inbox team manages the entire API connection process: Meta Business account linking, phone number registration and initial setup. Most companies are up and running in less than 24 hours.
Complete platform included
By connecting your number through Aurora Inbox you get immediate access to:
- Multi-agent inboxAll the team attending from the same WhatsApp number, with automatic assignment of conversations.
- Artificial intelligence agentsAI chatbots that respond with knowledge of your business, schedule appointments, send catalogs and manage sales 24/7.
- Integrated CRMVisual sales pipeline linked to each WhatsApp conversation.
- Massive bellsSending marketing messages to your contact base with approved templates.
- Multichannel: In addition to WhatsApp, it connects Facebook Messenger, Instagram and TikTok in the same tray.
- Reporting and analyticsPerformance metrics per agent, response times and volume of conversations.
Transparent pricing
Aurora Inbox charges a fixed monthly subscription from $29 USD/month. Meta's conversation costs are charged separately and transparently based on actual consumption, with no hidden margins.
Support in English
Native Spanish-speaking support team specialized in Latin America, with assistance for Meta business verification, template creation and approval, and automation setup.
WhatsApp Business API Frequently Asked Questions
1. Can I use my current WhatsApp number with the API?
Yes, but with one important condition: the number cannot be registered simultaneously in the personal WhatsApp or WhatsApp Business app and in the API. When you migrate your number to the API, it is unlinked from the mobile application. If your number already has a history with customers, you can migrate it while keeping the verified account seal (if you have one). The migration process takes a few minutes and is handled by your BSP.
2. WhatsApp Business API is free of charge?
Access to the Meta Cloud API infrastructure is free (there is no license fee). However, you pay for each conversation that is opened according to the rates per category and region. In addition, if you use a BSP, you pay the platform subscription. In short: access is free, but usage is charged per conversation.
3. How long does it take to activate the WhatsApp Business API?
If your Meta Business account is already verified, activation can be completed in less than 24 hours through a BSP such as Aurora Inbox. If you need to verify your business with Meta for the first time, the total process can take anywhere from 3 to 10 business days, depending on the documentation and Meta's review.
4. What happens if Meta rejects my business verification?
The most common rejections occur for incomplete documentation, discrepancy between the legal name and the Meta Business name, or for belonging to a restricted business category. You can reapply for verification by correcting the problems noted. An experienced BSP can guide you on which documents are most effective for approval in your country.
5. Can I send mass messages with the WhatsApp API?
Yes, you can send messages to thousands of contacts using approved templates. However, you must respect your current conversation limit (based on your number level) and ensure that recipients have given prior consent (opt-in). Sending without consent can result in blocking and reports that affect the quality of your number, reducing your ability to send in the future.
Conclusion
The WhatsApp Business API (Cloud API) is the fundamental tool for companies that want to professionalize their WhatsApp communication: multi-agent customer care, AI automation, marketing campaigns and transactional notifications. The requirements are affordable (verified Meta Business account and a phone number), and the per-conversation pricing model allows for controlled scaling.
For most businesses, the most efficient way to access the API is through a BSP like Aurora Inbox, which eliminates technical complexity and provides a ready-to-use platform from day one. If you want to activate the WhatsApp API for your business, you can get started today by creating your Aurora Inbox account and connecting your number in minutes.
