The app works for one person
The WhatsApp Business App is free and fine when one person replies from one phone. It breaks when the team grows, the phone is with the receptionist, or you want automation.
The API is for teams and automation
The WhatsApp Business API puts your number on Meta's Cloud API. Several people reply from one inbox, and you can send approved templates, reminders and automated replies.
Opt-in matters
Only message people who agreed to hear from you. Collect opt-in on forms, at checkout or in the first chat, and honour stop requests immediately.
What to automate first
Start with instant replies and FAQs, booking confirmations and reminders, then follow-ups for leads who went quiet.
Quick checklist
- More than one person replying? Move to the API
- Collect opt-in everywhere you capture a number
- Use approved templates outside the 24-hour window
- Keep a human handoff for anything sensitive