API solutions for WhatsApp Business App Users

WhatsApp now offers businesses a way to use both the WhatsApp Business App and the Cloud API together. This update enables businesses to maintain simple direct messaging through the app while also expanding their communication capabilities through the API. It allows companies to combine manual customer interactions with automated, large-scale messaging strategies, depending on their needs and resources.

Core Principles: Usage and Cost Implications

Before diving into examples, it's important to understand the main rules:

• Messages sent from the WhatsApp Business App are free.
• Messages sent through the Cloud API (via a Partner Platform) are charged according to the WhatsApp Business Platform pricing model.
• Messages sent from the app do not count toward Cloud API trust tiering or usage limits.
• Messages sent from the Cloud API are priced and counted towards API limits.

This means businesses can save costs by handling one-to-one conversations manually through the app while using the API for automation, campaigns, and scaling their communication.

Another important detail: using the app for replies or updates does not trigger a new billable conversation in the Cloud API. However, when using the Cloud API, businesses must follow the standard conversation window rules, using templates to start conversations and paying based on the conversation type.

Exploring Usage Scenarios and Expectations

To provide clearer examples, we will refer to two characters:

• Bob: The business using both the WhatsApp Business App and the Cloud API.
• Alice: The customer interacting with Bob.

Understanding these two sides of Bob helps in seeing how conversations are handled and charged depending on the platform used.

Scenario 1: Using Only the WhatsApp Business App

In this case, Bob chooses to use only the WhatsApp Business App to communicate with customers like Alice.

• Messages exchanged are entirely free, regardless of the volume.
• There is no tracking or enforcement of conversation windows.
• Bob can freely send and receive messages without worrying about extra costs or limitations.

This scenario works well for small businesses or those that handle a low volume of customer inquiries and prefer a simple, manual process.

Scenario 2: Using Only the Cloud API/Partner Platform

Here, Bob decides to manage all communication with Alice through a Cloud API integration.

• Every interaction is subject to WhatsApp's Cloud API conversation pricing.
• Bob needs to use a pre-approved message template to initiate conversations.
• Messages are tracked by conversation type (service, marketing, utility, etc.) and are charged accordingly.
• Trust tiering and messaging limits apply.

This setup is best suited for businesses aiming for automation, CRM integrations, and large-scale customer engagement.

Scenario 3: Using Both WhatsApp Business App and Cloud API

In a hybrid approach, Bob combines the WhatsApp Business App and the Cloud API when interacting with Alice.

• If Bob starts a conversation manually from the app, the messages are free and not counted against API usage.
• Once the conversation is active, Bob can continue interacting either manually or through the Cloud API, as long as it's within the open conversation window.
• If Bob needs to initiate communication through the API after a period of inactivity, a template message must be sent to reopen a billable conversation window.
• Bob can use the Cloud API for automation (like order updates, appointment reminders, marketing campaigns) while still maintaining personal connections through the app.

This approach allows businesses to optimize costs by using the free WhatsApp Business App for personal service while scaling efficiently with the Cloud API for automation.

Conversation Windows and Messaging Dynamics

WhatsApp organizes conversations into different types:

• Customer Support Conversations: Triggered by customer-initiated messages.
• Service Conversations: Transactional updates.
• Marketing Conversations: Promotions or re-engagement.
• Utility Conversations: Updates like orders and appointments.
• Authentication Conversations: Account verification and security.

Messages sent from the WhatsApp Business App:

• Do not automatically create billable conversation windows.
• Allow businesses to communicate casually without costs.

Messages sent from the Cloud API:

• Must follow template requirements to initiate conversations.
• Are billed according to the conversation type.

Understanding this structure is essential for businesses that want to optimize messaging costs while offering the best customer experience.

Leveraging a Hybrid Approach

Using both the WhatsApp Business App and the Cloud API enables businesses to combine the best of both worlds. Companies can:

• Use the WhatsApp Business App for quick, cost-free customer conversations.
• Use the Cloud API for automated marketing, customer service, and transactional messaging.

This hybrid model provides flexibility, improves scalability, and offers greater control over customer interactions and costs. Businesses that learn how to balance both tools will be better positioned to grow and serve customers efficiently on WhatsApp.

Sources: https://developers.facebook.com/resources/API-solutions-for-WhatsApp-Business-App-users.pdf