WhatsApp Ecosystem

The WhatsApp ecosystem consists of three applications: the consumer app, the small business app, and the business platform.

From an initial understanding of WhatsApp, we can see that there are three versions, each corresponding to one of the ecosystem applications.

Application	Version	Abbreviation
Consumer app	WhatsApp Messenger	Personal account
Small business app	WhatsApp Business	SMB
Business platform	WhatsApp Business API	Business account

WhatsApp Business Platform

The WhatsApp Business Platform (WBP) is designed specifically for enterprises, enabling large-scale one-on-one communication with customers.

To use the WhatsApp Business Platform, a business account registration must be completed via embedded signup.

Embedded Signup

Embedded signup is a way for Business Solution Providers (BSPs) to allow businesses to register directly for the WhatsApp Business Platform from the BSP’s own website. Through embedded signup, businesses can obtain their own WhatsApp Business Account (WABA).

1) Basic Registration Flow

Operate through the embedded signup entry point provided by the BSP.
Log in with a Facebook account for authorization.
Create a Meta Business Account (BM), or select an existing one.
Create a WABA, or select an existing one.
Create a WhatsApp Business Profile.
Register a WhatsApp business number.

Module	Name	Abbreviation	Description
Meta Business Account	Meta Business Account	BM	Company entity for embedded signup
WhatsApp Business Account	WhatsApp Business Account	WABA	-
WhatsApp Business Profile	WhatsApp Business Profile	Business Profile	Information visible to end users

2) Additional Registration Notes

One Facebook account can create up to 2 BMs.
If Meta Business Verification is completed, one BM can register up to 20 WhatsApp numbers.
If Meta Business Verification is not completed, one BM can register up to 2 WhatsApp numbers, with a limit of 250 customer messages per 24 hours.
End users can only see the content under the business profile (e.g., avatar, display name, contact info), depending on what is filled in.

Meta Business Verification

After embedded signup, the corresponding BM must undergo business verification. The enterprise must select a suitable method and submit proper documents.

1) Verification Methods

There are four methods: email, phone, SMS, and domain. The official recommendation is email verification.

2) Accepted Document Types

Make sure all documents are valid and issued by the relevant authority:

Business license / Articles of incorporation
Company registration or license documents
Government-issued tax documents (e.g., tax certificate; self-declared tax docs not accepted)
Company bank statements
Utility bills (only for business address and phone number; must include the company’s legal name; utility bills are not accepted as proof of legal name verification)

Message Templates

WhatsApp numbers under the same WABA can share templates.

Without Meta Business Verification: up to 250 templates can be created.
With verification: up to 6,000 templates can be created.

1) Template Types

There are three main types of message templates:

Name	Category	Description
MARKETING	Marketing	Promotions, offers, updates, or inviting customers to respond/take action. Anything not falling under Utility or Authentication.
UTILITY	Notification	Fulfills a specific agreed request/transaction, or provides updates related to an ongoing transaction (e.g., post-purchase notifications, recurring billing).
AUTHENTICATION	Verification	Allows businesses to use one-time passwords (OTPs) to verify user identity (e.g., account login, recovery, verification challenges).

2) Template Review

Review times depend on Meta Business Verification and content complexity (e.g., inclusion of images, videos, variables). Normally, approval takes within 24 hours.

Status	Review Speed
Verified Business	From under 1 minute to several hours, usually within 24 hours
Unverified Business	Often takes closer to 24 hours

Message Types

Messages fall into two main categories: template messages and non-template messages.

Template Messages: Pre-created messages sent by businesses (marketing, notifications, or verification).
Non-Template Messages (Service Messages): Messages exchanged during a customer-initiated 24-hour service window. Includes text, images, videos, etc.

📌 Note: During the 24-hour customer service window, businesses can also send template messages. Marketing and verification templates are charged; notification templates are free.

1. Message Types

Marketing messages: Announcements, promotions, re-marketing (e.g., new product, special offer, cart abandonment reminders).
Notification messages: Transaction-related updates (e.g., order confirmation, delivery updates, account reminders, surveys).
Verification messages: OTPs for authentication (e.g., account login, recovery, trust challenges).
Service messages: Responses to customer inquiries.

3. Message Pricing Rules

Template messages are charged.
Non-template messages are free.
Notification templates are free within the 24-hour service window.
Messages sent during a free entry point window (e.g., ad click → WhatsApp chat) are free for 72 hours.

4. Pricing Example

Example: 4 Messages Sent, But Only 2 Are Charged

Hour	Action	Price	Reason
0	The business sends a marketing template message to a WhatsApp user to promote a new product.	Marketing (Charged)	All marketing template messages are chargeable.
2	The user replies with a message about the product. This opens a 24-hour Customer Service Window (CSW).	-	Messages from WhatsApp users to businesses are always free.
3	The business sends a text message ("type":"text") with more details about the product.	Free	All non-template messages sent within an active CSW are free.
4	The user purchases the product, and the business sends a notification template message to confirm the order.	Free	CSW is still active. Notification templates sent within an active CSW are free.
26	CSW closes, meaning the business can no longer send non-template messages.	-	24 hours have passed since the user’s last message.
30	The business sends a notification template message with an order update.	Notification (Charged)	Sent outside CSW, so this notification template is billable.

5. Free Conversation Window

Trigger: User clicks a “Click to WhatsApp” ad or brand’s Facebook/Instagram “Message” button.
Rule: If the business replies within 24 hours, a 72-hour free period begins.
- All template messages are free during this time.
- If the user interacts again, a new 24-hour service window opens for free-form (non-template) replies.
  ✅ In short: timely replies after ad-driven entry allow 3 days of free messaging (both templates & non-templates).

Other Concepts

1. Messaging Tiers

Four levels: 1K, 10K, 100K, Unlimited.
Verified businesses: Start at 1K/24h → scale up to unlimited.
Unverified businesses: 250/24h, no upgrade.

2. Official Business Account (OBA / Blue Badge)

Requires Meta Business Verification + display name approval.
Must provide proof of public visibility (non-paid media coverage).
Up to 5 supporting links from reputable sources (e.g., India Today, Economic Times, WSJ, Reuters, Wikipedia, Business Insider).
Not mandatory but useful for brand recognition.

3. Country Restrictions

Businesses in Cuba, Iran, North Korea, Syria, and three sanctioned regions of Ukraine (Crimea, Donetsk, Luhansk) are not eligible.
Users in these regions cannot receive messages via the WhatsApp Business Platform.
As of May 15, 2024, Cloud API messaging is available in Turkey. Businesses can now initiate and receive conversations with Turkish WhatsApp numbers.