WhatsApp Business, in plain English

• WhatsApp Business lets you talk to customers on the same app they already use, with extra tools for work. There are two flavors:

• The free WhatsApp Business app for small teams that want essentials like a profile, quick replies, labels, catalogs, and multi‑device access. (apps.apple.com)

• The WhatsApp Business Platform (Cloud API) for automation at scale: approved templates, chatbots, workflows, ads that open a chat, analytics, and integrations. (business.whatsapp.com)

• New in 2025: small businesses can use the Business app and the Business Platform together on the same phone number, so you can keep your day‑to‑day chats in the app while automations run on the platform. This is great for growing teams. (about.fb.com)

Why this matters for a solid Back Office

• Centralized customer comms. One inbox across phone, web, and desktops means fewer missed messages and faster answers. Labels and filters make triage simple for ops teams. (apps.apple.com)

• Predictable processes. Quick replies, greeting/away messages, and approved templates keep responses consistent and compliant. (apps.apple.com)

• Built‑in acquisition and re‑engagement. Ads on Facebook/Instagram can open straight into a WhatsApp chat, creating a clean handoff from marketing to support/sales. QR codes and short links make offline discovery easy. (business.whatsapp.com)

• Actionable analytics and controls. The Platform provides delivery/read metrics, quality ratings, and pricing analytics so ops can manage SLAs and costs. As of July 1, 2025, billing is per message, which is easier to forecast. (developers.facebook.com)

What you get in the free WhatsApp Business app

• Business profile with address, hours, and contact details to build trust. (apps.apple.com)

• Quick replies, greeting and away messages to speed up repeat answers and stay responsive after hours. (apps.apple.com)

• Labels and filters to organize conversations by stage (e.g., new lead, pending payment, VIP). (androidpolice.com)

• Catalog and cart so customers can browse items and place orders without leaving WhatsApp; in‑app payments are supported in select markets. (apps.apple.com)

• Multi‑device access for your team (up to five devices, or more with Meta Verified for Business). (apps.apple.com)

• QR codes and short links to start chats with a prefilled message from packaging, store signage, email signatures, or invoices. (developers.facebook.com)

What you get with the WhatsApp Business Platform (Cloud API)

• Approved message templates for three categories: Marketing, Utility, Authentication. Templates are the only way to start or restart conversations outside the 24‑hour service window. (developers.facebook.com)

• Per‑message pricing (global): since July 1, 2025, marketing and authentication templates are billed per delivered message; utility templates sent inside the 24‑hour customer service window are free. Service messages are free. (developers.facebook.com)

• Free‑entry conversations (ads/CTA): respond within 24 hours to a chat opened from a Click‑to‑WhatsApp ad or Page button and you get a 72‑hour free window. (developers.facebook.com)

• WhatsApp Flows to build forms and mini‑journeys (e.g., booking, lead capture, issue triage) right inside the chat—no browser needed. (developers.facebook.com)

• Automation and shared inboxes via your chosen tech stack or provider, plus reporting to track delivery, reads, and costs. (developers.facebook.com)

• Click‑to‑WhatsApp ads on Facebook and Instagram to turn media spend directly into chat conversations your back office can handle. (business.whatsapp.com)

• Payments, market‑dependent: for example, India removed the onboarding cap for UPI on WhatsApp Pay in December 2024; Brazil supports PIX via Meta integrations. (business-standard.com)

Important 2024–2025 updates you should know

• Per‑message billing replaced conversation billing on July 1, 2025. Build ROI models around delivered messages, not 24‑hour sessions. (developers.facebook.com)

• Utility templates are free inside the 24‑hour service window; plan your ops flows to reply with a utility template when appropriate. (developers.facebook.com)

• Marketing templates in the US are temporarily paused (from April 1, 2025). US businesses should rely on service windows, utility templates, Click‑to‑WhatsApp ads, and opt‑in collection until Meta lifts the pause. (help.manychat.com)

• On‑Premises API is sunsetting on October 23, 2025. If you’re still self‑hosting, migrate to Cloud API. (developers.facebook.com)

• Ads appear in the Updates/Status tab (not in chats), and businesses can run promoted channels. Plan for discovery here, while keeping chats signal‑only. (apnews.com)

• App + Platform on one number is now supported for small businesses, so you can automate spikes while keeping human chats in the app. (about.fb.com)

Privacy and compliance, simplified

• Chats are secured with WhatsApp’s Signal‑protocol encryption in transit. With the Cloud API, messages are decrypted by the API on the business’s behalf, temporarily stored (up to 30 days), and then delivered; Meta states Cloud API data isn’t used for ads. If you self‑host the API or use the Business app, WhatsApp considers the chat end‑to‑end encrypted. (developers.facebook.com)

• Opt‑in is required before sending templates to customers, and quality ratings matter. Keep messages relevant and expected to protect your number reputation. (developers.facebook.com)

How to roll this into your Back Office (fast)

• Pick the starting point. Use the free app for frontline conversations and labels today; layer in the Platform for automations, templates, and ads as volume grows. The new ability to run both on one number makes this smooth. (about.fb.com)

• Standardize replies. Write friendly quick replies for the top 20 questions and set greeting/away messages. Keep tone human, add emojis sparingly. (apps.apple.com)

• Capture consent. Add opt‑in checkboxes to forms, invoices, and checkout. Use QR codes and short links with a prefilled “Hi” to start compliant threads. (developers.facebook.com)

• Design your flows. Build simple Flows for lead capture, appointment booking, and order status. Start small and measure drop‑offs. (developers.facebook.com)

• Feed your CRM. Sync WhatsApp IDs, tags/labels, and outcomes so support, sales, and finance all see the same picture.

• Connect acquisition. Run Click‑