# WhatsApp Business API

> The WhatsApp Business API is the common name for Meta's WhatsApp Business Platform, which lets businesses and software send and receive WhatsApp messages programmatically instead of from a phone. Today it mainly means the Cloud API, which uses Meta's Graph API to send messages and webhooks to receive them. It needs a business portfolio, approved templates to start conversations, and Meta charges per message.

Source: https://milvao.com/glossary/whatsapp-business-api · Updated 2026-11-05

## Key takeaways

- The API is for software; the WhatsApp Business app is for a person on a phone.
- Outside the 24-hour window, only approved message templates can be sent.
- Meta bills message charges to the business's own account.

## WhatsApp Business API vs the WhatsApp Business app

|  | WhatsApp Business API | WhatsApp Business app |
| --- | --- | --- |
| Used by | Software, on behalf of a business | A person, on a phone |
| Starting a conversation | Approved templates only, outside the 24-hour window | Typed like any chat |
| Set-up | A Meta business portfolio, accounts and an access token | Install the app and verify the number |

## What you need to use it

Meta's Cloud API overview lists a business portfolio, a WhatsApp account and a Messaging account associated with it, a business app and the right access tokens and permissions. Most businesses reach the API through software that handles this set-up, but the account, number and message charges remain the business's own.

## Rules that come with the API

- The [24-hour window](https://milvao.com/glossary/whatsapp-24-hour-window): free-form replies only within 24 hours of the person's last message.
- [Message templates](https://milvao.com/glossary/whatsapp-message-template), reviewed by Meta, for anything sent outside that window.
- [Opt-in consent](https://milvao.com/glossary/opt-in-consent): Meta requires businesses to get permission before messaging people.

## How Milvao uses the WhatsApp Business API

Milvao runs on the Cloud API with the community's own number. The owner connects it with the [WhatsApp Business Account](https://milvao.com/glossary/whatsapp-business-account-waba) ID and a permanent system user token, and Milvao checks the set-up. The number must be new, not used in the WhatsApp or WhatsApp Business app, and works with one platform at a time. Meta bills message charges to the community's account. See the [WhatsApp Business Platform integration](https://milvao.com/integrations/whatsapp-business-platform).

## Frequently asked questions

### Is the WhatsApp Business API free?

No. Meta charges per message, with some service messages free under rules it changes from time to time. Check Meta's pricing page for current rates.

### Can I use my existing WhatsApp number with the API?

A number used in the WhatsApp or WhatsApp Business app has to be removed from that app first. Many businesses use a new number instead.

### Do I need a developer to use the WhatsApp Business API?

Not necessarily. Software built on the API, Milvao included, handles the technical side. You still own the Meta business portfolio, the account and the number.

## Sources

- [Meta for Developers: WhatsApp Cloud API overview](https://developers.facebook.com/docs/whatsapp/cloud-api/overview) (checked 2026-11-05)
- [Meta for Developers: Pricing on the WhatsApp Business Platform](https://developers.facebook.com/docs/whatsapp/pricing) (checked 2026-11-05)
- [Meta for Developers: Get opt-in for WhatsApp](https://developers.facebook.com/docs/whatsapp/overview/getting-opt-in) (checked 2026-11-05)

## Related pages

- [WhatsApp Business Platform integration](https://milvao.com/integrations/whatsapp-business-platform)
- [Connect your WhatsApp number](https://milvao.com/help/team-and-settings/connect-your-whatsapp-number)
- [WhatsApp message template](https://milvao.com/glossary/whatsapp-message-template)
- [WhatsApp 24-hour window](https://milvao.com/glossary/whatsapp-24-hour-window)