What To Choose: WhatsApp Business or WhatsApp Business API?

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WhatsApp is the most popular messenger in the world, with 3 billion users using the standard application. These numbers have attracted companies wanting to communicate with and get closer to their customers. If you are just starting your journey with WhatsApp for business, this article is for you.
If you want to know what WhatsApp Business is, our previous article will help you understand it: Will Your Business Win by Using WhatsApp Business?
WhatsApp Business is available in two versions:
WhatsApp Business and WhatsApp Business API
We will help you determine which version is right for you.

WhatsApp Business

WhatsApp Business App is a free application for small, medium, and large businesses. Essentially, it is the same messenger but with additional features, including:
  • 1
    A New WhatsApp Business logo
  • 2
    Business account notifications
    When you send the first message to a customer, they will see a notification in the chat saying, "This chat is being conducted with a business account. Click to get more information".
  • 3
    A WhatsApp business profile
    You can add the company name, description, address, email, and website.
  • 4
    A product catalog
    The catalog feature allows you to create an online showcase for your business. You can add images of your products and services, descriptions, prices, and codes.
  • 5
    Three messaging automation tools:
    • The WhatsApp Away message, which automatically responds to customers if they message outside working hours
    • A welcome message for first-time customers
    • Quick replies for creating templates for chats (responses or phrases that can be seen and sent by typing "/" in the chat window, allowing up to 50 quick replies).
  • 6
    Labels
    Labels allow for better organization of messages and quick access to relevant chats.
  • 7
    WhatsApp business statistics
    These statistics provide insights into customer interactions. You can see statistics such as messages sent, messages delivered, messages read, and received messages.
  • 8
    Short links
    You can share a URL leading to your WhatsApp Business chat using a short link. Customers can start communication immediately.
  • 9
    Bulk messaging
    (up to 256 messages, as exceeding this limit may be considered spam and result in blocking).

    It is important to note that the recipient must have your number saved in their contacts to receive bulk messages.
  • 1
    A New WhatsApp Business logo
  • 2
    Business account notifications
    When you send the first message to a customer, they will see a notification in the chat saying, "This chat is being conducted with a business account. Click to get more information".
  • 3
    A WhatsApp business profile
    You can add the company name, description, address, email, and website.
  • 4
    A product catalog
    The catalog feature allows you to create an online showcase for your business. You can add images of your products and services, descriptions, prices, and codes.
  • 5
    Three messaging automation tools:
    • The WhatsApp Away message, which automatically responds to customers if they message outside working hours
    • A welcome message for first-time customers
    • Quick replies for creating templates for chats (responses or phrases that can be seen and sent by typing "/" in the chat window, allowing up to 50 quick replies).
  • 6
    Labels
    Labels allow for better organization of messages and quick access to relevant chats.
  • 7
    WhatsApp business statistics
    These statistics provide insights into customer interactions. You can see statistics such as messages sent, messages delivered, messages read, and received messages.
  • 8
    Short links
    You can share a URL leading to your WhatsApp Business chat using a short link. Customers can start communication immediately.
  • 9
    Bulk messaging
    (up to 256 messages, as exceeding this limit may be considered spam and result in blocking).

    It is important to note that the recipient must have your number saved in their contacts to receive bulk messages.
Anyone can connect to WhatsApp Business. You don’t need to collect any documents; you download the application, register, and start working. However, compared to WhatsApp Business API, it cannot be fully integrated with other systems.
WhatsApp Business App Advantages:
  1. Completely free
  2. Simple and fast registration
  3. Can be installed on a smartphone
  4. Can initiate conversations with customers without limitations, except for bulk messaging
WhatsApp Business App Disadvantages:
  1. Can only connect to one phone number and four devices
  2. No official CRM integration
  3. Risk of blocking due to bulk messaging (max: 256 messages)

WhatsApp Business API

WhatsApp Business API (WABA) is a separate solution for medium and large businesses. Unlike the free application, WABA is a paid service.

Key features of WhatsApp Business API:

  • 1
    Non-standard interface:
    It is not the standard WhatsApp application with a user interface. WABA is a special service designed to interact with computer software programs (such as CRM) and WhatsApp.
  • 2
    Bulk messaging:
    You can send an unlimited number of messages, depending on the account level assigned to you by Meta:
    • Level 0: 250 conversations initiated by the company within 24 hours
    • Level 1: 1,000 conversations within 24 hours
    • Level 2: 10,000 conversations within 24 hours
    • Level 3: 100,000 conversations within 24 hours
    • Level 4: No limitations
    The limits depend on the quantity and quality of conversations. If you send many messages first and customers don’t complain about them, the number of conversations will increase.
  • 3
    Interactive and CTA buttons:
    • Call to action buttons prompt your customers to take action, such as "Buy Now" or "Register."
    • Interactive buttons are similar links but show recommended product collections, among other things. Using these buttons in messages instead of classic links can increase conversion rates by 1.5-2 times.
  • 4
    Official integration with your preferred CRM system:
    Adding WABA to software such as CRM provides additional benefits, such as implementing automatic message sending and receiving data and integrating the messenger into existing business processes. You can integrate WhatsApp Business API with systems like Kommo (amoCRM) and Hubspot.
  • 5
    Chatbots:
    WABA supports the creation of chatbots that can handle common customer inquiries and provide support. Chatbots can answer typical questions, help with product or service selection, and provide all necessary information. This feature improves communication efficiency and allows employees to focus on more complex tasks.
  • 6
    One account for the entire team:
    A significant advantage of WABA is the ability for the entire team to use one WhatsApp account simultaneously on multiple devices. (Note: You can also achieve this with WhatsApp Business in combination with CRM, such as Kommo or Wazzap24.com)
  • 7
    Unified mailbox:
    Connect WABA to CRM, and all customer communication will happen in one place with all messages in one lead card, whether from different messengers, emails, or phone calls. You will also have an internal team chat for a complete analysis of everything related to the customer and their CJM.
  • 1
    Non-standard interface:
    It is not the standard WhatsApp application with a user interface. WABA is a special service designed to interact with computer software programs (such as CRM) and WhatsApp.
  • 2
    Bulk messaging:
    You can send an unlimited number of messages, depending on the account level assigned to you by Meta:
    • Level 0: 250 conversations initiated by the company within 24 hours
    • Level 1: 1,000 conversations within 24 hours
    • Level 2: 10,000 conversations within 24 hours
    • Level 3: 100,000 conversations within 24 hours
    • Level 4: No limitations
    The limits depend on the quantity and quality of conversations. If you send many messages first and customers don’t complain about them, the number of conversations will increase.
  • 3
    Interactive and CTA buttons:
    • Call to action buttons prompt your customers to take action, such as "Buy Now" or "Register."
    • Interactive buttons are similar links but show recommended product collections, among other things. Using these buttons in messages instead of classic links can increase conversion rates by 1.5-2 times.
  • 4
    Official integration with your preferred CRM system:
    Adding WABA to software such as CRM provides additional benefits, such as implementing automatic message sending and receiving data and integrating the messenger into existing business processes. You can integrate WhatsApp Business API with systems like Kommo (amoCRM) and Hubspot.
  • 5
    Chatbots:
    WABA supports the creation of chatbots that can handle common customer inquiries and provide support. Chatbots can answer typical questions, help with product or service selection, and provide all necessary information. This feature improves communication efficiency and allows employees to focus on more complex tasks.
  • 6
    One account for the entire team:
    A significant advantage of WABA is the ability for the entire team to use one WhatsApp account simultaneously on multiple devices. (Note: You can also achieve this with WhatsApp Business in combination with CRM, such as Kommo or Wazzap24.com)
  • 7
    Unified mailbox:
    Connect WABA to CRM, and all customer communication will happen in one place with all messages in one lead card, whether from different messengers, emails, or phone calls. You will also have an internal team chat for a complete analysis of everything related to the customer and their CJM.

Connection - Features and Verification Speed:

It should be noted that you cannot connect to WABA on your own. You will need the services of an intermediary company. Such companies are:
  • ISV: providers of software products certified to work with WhatsApp
  • BSP: providers of business solutions.
The complete list of BSPs can be found at the link.

To register, you will also need, for example, a company page on Facebook, a company website, founding documents, and some proof to confirm the company's address (bank statement, payment of utility bills, etc.)

There Are Two Options for Connecting to WABA:

  • 1
    Connecting without verification and profile name verification
    You can start 250 conversations within 24 hours initially; this is a Meta limitation. However, you can respond to incoming messages as much as you like.
  • 2
    Connecting with company and profile name verification
    Is necessary if you need more than 250 conversations in 24 hours. Once you verify the company and profile name, you can start the first 1000 conversations. To do this, you must submit documents for verification and wait 3-4 days for Meta's decision (which may take up to a week). There is no guarantee they’ll verify your company and profile name on the first attempt. But you can add and correct the information if Meta is unsatisfied with something.
  • 1
    Connecting without verification and profile name verification
    You can start 250 conversations within 24 hours initially; this is a Meta limitation. However, you can respond to incoming messages as much as you like.
  • 2
    Connecting with company and profile name verification
    Is necessary if you need more than 250 conversations in 24 hours. Once you verify the company and profile name, you can start the first 1000 conversations. To do this, you must submit documents for verification and wait 3-4 days for Meta's decision (which may take up to a week). There is no guarantee they’ll verify your company and profile name on the first attempt. But you can add and correct the information if Meta is unsatisfied with something.
WhatsApp Business API Advantages:
  1. Bulk messaging
  2. Interactive and CPA buttons
  3. Official integration with CRM systems
  4. One account for the entire team
  5. No need for a smartphone with the WhatsApp application
WhatsApp Business API Disadvantages:
  1. Paid program
  2. Difficult registration process, providing documents, waiting for approval
  3. No mobile application
  4. Can only initiate conversations using templates (templates also need to be approved by Meta)

What To Choose for Your Business?

WhatsApp Business is more suitable for small and medium-sized companies, freelancers, and individual entrepreneurs. It provides a convenient interface for managing messages, contacts, and automated responses on one phone, though Kommo can resolve these issues and distribute access among managers.

WhatsApp Business API is more suitable for you if you are a medium or large business with a high volume of incoming customer inquiries and/or a large volume of outgoing marketing and service notifications (banking operations, order notifications, hotel reservations, tickets, etc.)
There is no right or wrong decision here. You need to consider the needs of your business, its size, and your available resources. In this article, we have discussed all the important features, pros, and cons of WhatsApp Business accounts, both in the application and in the API. I hope you apply this new knowledge effectively and that it will help you make the right choice.