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The WhatsApp Business Platform (formerly WhatsApp API) has revolutionized how businesses interact with their customers.
Unlike the free WhatsApp Business app, the platform is designed for medium to large businesses, enabling seamless, scalable, and personalized communication. As a leading WhatsApp Business Solution Provider (BSP), charles empowers brands to unlock the full potential of WhatsApp, providing tools to integrate it with CRM systems, automate customer interactions, and drive measurable results.
However, it's sometimes hard to get factual information about what it is and how it works.
Do you need special software? How much does it cost? Can't you just use the app? Why is everyone talking about it in 2025?
In this article, we go into detail about the WhatsApp Business Platform is, how much it costs, who it's for, why it's different to SMS, email and the WhatsApp Business app, why it's good (and bad) and more, so you can make an informed decision for your business.
What is the WhatsApp Business Platform (API)?
The WhatsApp Business Platform is an advanced API solution developed by Meta, tailored for businesses that handle high volumes of customer interactions. It allows companies to manage conversations efficiently, automate workflows, and integrate WhatsApp with existing tools like CRMs, e-commerce platforms, and marketing software.
According to WhatsApp, the platform is designed to: "start conversations with customers in minutes, send customer care notifications or purchase updates, offer customers a level of personalized service and provide support in the channel that customers prefer to be reached on."
It was made available to all businesses in May 2022 through the Cloud API, hosted by Meta. Since then, the platform has grown into an essential tool for medium and large businesses across the world wanting to enjoy one-to-one communications with customers.
The WhatsApp Business Platform is not a final solution, it's the tech engine behind a company's WhatsApp Business channel. Businesses wanting to use the platform need to have software on top of it, which they can either:
- Build themselves: develop an in-house user interface on top of the WhatsApp Business Platform to manage WhatsApp conversations, integrate with existing business systems and provide analytics.
- Pay monthly for: subscribe to a readymade software-as-a-service solution (like charles) with rich functionality, deep integration, intuitive user experience and ongoing support. There are many official WhatsApp Business Solution Providers (BSPs) to choose from, including us.
Key Features of WhatsApp Business Platform (API):
The WhatsApp Business Platform is for medium to large businesses handling 1,000s of messages per day, with many customer agents using multiple devices. Small businesses handling low message volumes usually use the free WhatsApp Business app.
- Rich Messaging: Use interactive buttons, lists, and multimedia to engage customers
- Automation: Automate replies, notifications, and marketing campaigns
- CRM Integration: Sync customer data from tools like HubSpot, Salesforce, or Shopify
- Unlimited Agents: Scale your customer service with multiple agents managing the same account
- GDPR-Compliance: Ensure secure, privacy-compliant communication
Unlike the free WhatsApp Business app, the platform is built for scalability, offering advanced analytics, green tick verification, and complete control over customer interactions.
Why charles?
charles takes this platform further by layering a user-friendly interface, advanced segmentation, and actionable insights on top of the API – providing businesses with a one-stop solution for conversational commerce.
WhatsApp Business app vs. WhatsApp API
The main difference between the WhatsApp Business app and the WhatsApp Business Platform is that the app is made for small businesses and the platform is made for larger businesses.
Here are the differences between the app and the API in more detail:
| WhatsApp Business app | WhatsApp Business Platform (API) | |
| Used by | Small businesses | Medium and large businesses |
| Cost | Free |
The new model: Per-Template BillingPreviously: Cost per conversation |
| Functionality | Limited: - Quick replies - Catalogue - Add labels to contacts |
Rich - Buttons - Lists - Multimedia attachments - Chatbot integration - Fine customer segmentation - Deep analytics - Clickable messages |
| User interface | Mobile app or web app | None (needs software like charles to access the API) |
| Green verified tick | Not possible | Possible |
| Buttons | Not possible | Possible |
| Numbers of users | 4 devices plus 1 phone | Unlimited agents to manage conversations |
| Business profile | Yes | Yes |
| Integrations | None | Can integrate with any existing business tools, like CRM, messengers and shop systems like Shopify |
| Number of messages | Maximum 256 contacts | Unlimited |
| Automation | Limited to quick replies, greeting/away messages | Many possibilities for fully automated conversational flows with personalization, API integration and more |
| AI Agents | Not possible | Possible with charles and the Agent Squad |
The WhatsApp Business Cloud API explained
Businesses can access the WhatsApp Business Platform in two ways:
- Through the Cloud API, hosted by Meta
- "On-Premises"
With the Cloud API, the WhatsApp Business API is hosted by Meta. With On-Premises, the API is hosted in-house by the business' own servers.
Meta highly recommends businesses use Cloud API "due to ease of implementation and maintenance." charles uses the Cloud API.
A business phone number can only be used on one platform at a time so businesses need to choose which one they want to use.
Why Your Business Needs WhatsApp CRM Integration
The key to thriving in today’s competitive landscape is personalized engagement. Integrating WhatsApp with your CRM unlocks the ability to:
- Streamline customer conversations: Track customer interactions across channels for a unified experience.
- Boost marketing efficiency: Use WhatsApp as a marketing tool to send newsletters, promotions, and abandoned cart reminders.
- Enhance sales: Sync WhatsApp with e-commerce tools like Shopify to enable seamless transactions.
- Automate engagement: Automate FAQs, personalized recommendations, and follow-ups to save time and improve service quality.
With charles, businesses can integrate WhatsApp directly into their sales, marketing, and support workflows, creating a 360-degree customer experience.
And there are many advantages of the WhatsApp Business Platform (API) over the free app, including:
- Richer functionality
- More ways customers can interact (buttons, lists...)
- More customers reached
- More agents can use the platform simultaneously
- Better analytics
- The possibility to do A/B testing
- Automation functionality to save time, be always available and boost revenue
- Integration with existing software
- Easier management and prioritisation of conversations through team
- More sales with online shop integration – for faster checkouts
How to Get Started with WhatsApp Business Platform
Starting with the WhatsApp Business Platform is easy – especially when you have a trusted partner like charles. Here’s how:
Step 1: Choose a WhatsApp BSP
Select an official BSP and Meta partner like charles to access the platform and enjoy added features, including advanced analytics, seamless integrations, and ongoing support.
What should you look for in a WhatsApp BSP?
Here are the must-haves for choosing the right provider:
- Sales, Marketing, and Support features
- Advanced audience segmentation
- GDPR-compliance
- Automation capabilities
- Easy integrations with tools like Shopify and Klaviyo
- Chat bubbles for seamless communication
- Focus beyond chatbots: Prioritize human-like interactions
- User-friendly interface
- Fair pricing
- Platform stability
- Comprehensive support
- AI capabilities (security focus, guardrails, brand-safe)
👉 For more details, check out why to choose a platform like charles
Step 2: Set up Your profile
Create a professional WhatsApp business profile that includes your company’s details, such as name, address, website, and business hours. A well-optimized profile builds trust and makes it easier for customers to engage with your brand.
Step 3: Onboard and integrate with existing tools
Onboarding should be quick and seamless with the help of your BSP. Typically, this includes:
- Access to a user-friendly interface for managing conversations.
- Training your team to use the platform effectively.
- Connecting your WhatsApp Business Platform to existing tools like CRMs, e-commerce platforms, and marketing systems.
Integrating WhatsApp with tools like Shopify, Klaviyo, or Zendesk enhances automation, streamlines workflows, and provides a unified customer experience. With charles, these integrations are made easy.
Here are the integrations we offer at charles.
Step 4: Leverage automations
Set up automation for FAQs, marketing campaigns, and transactional messages. With charles, you can create fully personalized flows that save time and drive results. See these 8 use cases for automated WhatsApp campaigns.
For Enterprises: Scaling WhatsApp for big brands
The WhatsApp Business Platform is ideal for enterprises looking to scale customer engagement. Global brands like Volkswagen and adidas already use WhatsApp for marketing, sales, and customer support with great success.
Why Enterprises Need WhatsApp:
- Personalized customer interactions: Customers crave direct, humanized communication
- Efficient support: Quick replies and issue resolution build customer trust
- Revenue growth: WhatsApp channels drive higher engagement and conversions.
Getting Started as an Enterprise:
- Use the WhatsApp Business Platform (not the limited Business App)
- Collaborate with a BSP: Enterprise-focused BSPs like charles offer bespoke solutions tailored to large-scale operations, including:
Approval Process:
While enterprises may face longer internal approval processes, the payoff is worth it. With a dedicated Success Manager, enterprises can implement best practices, seasonal campaigns, and team-wide collaboration for maximum ROI.
Success Stories: How Brands Thrive with WhatsApp Business Platform
Case Study 1: fashionette
Challenge: As a leading online retailer for luxury handbags and accessories, fashionette needed a way to provide personalized shopping experiences and recover abandoned carts.
Solution:
Through charles, fashionette integrated WhatsApp with their CRM and Shopify store. They leveraged WhatsApp newsletters to send timely promotions and set up abandoned cart reminders to recapture missed sales opportunities.
Result:
- Higher Engagement: Open rates of 90%+ on WhatsApp newsletters.
- Increased Sales: Significant revenue growth from abandoned cart recovery campaigns.
- Stronger Customer Relationships: Enhanced loyalty through personalized communication.
Case Study 2: Takko Fashion
Challenge: Takko Fashion, a global clothing retailer, faced challenges in managing high volumes of customer inquiries during promotions and sales events.
Solution:
charles implemented robust automation tools to streamline responses, enabling Takko’s customer service agents to handle inquiries efficiently. Additionally, the team used WhatsApp campaigns to promote exclusive offers.
Result:
- Faster Response Times: Automated replies reduced wait times for customers.
- Improved Conversion Rates: Campaigns drove significant in-store and online traffic.
- Operational Efficiency: Freed up agents to focus on complex queries.
Unlock the full potential of WhatsApp with charles
At charles, we’re committed to helping businesses turn WhatsApp into their most powerful customer engagement channel. Here’s what sets us apart:
- Revenue optimization: Ensure every customer interaction is performance driven
- Ease-of-use: Intuitive, always-on automations, scale operations
- Security focus: ISO Certified, dedicated security team
- Advanced audience segmentation: Send the right message to the right person at the right time
- GDPR-Compliant opt-ins: Safeguard customer data while building your subscriber base
- Superior analytics: Gain actionable insights to optimize your campaigns.
- A/B Testing: Test and refine messaging to maximize impact
Ready to Transform Your Business?
Book a personalized demo with charles today and see how we can help you:
- Boost open rates and engagement.
- Simplify marketing and customer service workflows.
- Drive sales with conversational commerce.
In today’s digital-first world, businesses that adopt the WhatsApp Business Platform gain a competitive edge. By partnering with charles, you can unlock the full potential of WhatsApp as a marketing platform, CRM tool, and sales driver. Whether you’re looking to automate workflows, recover abandoned carts, or send engaging newsletters, charles has the tools and expertise to help you succeed.
Don’t wait – start your WhatsApp journey today and take your customer engagement to the next level.
Is the WhatsApp Business Platform right for your business?
The WhatsApp Business Platform is not for everyone. We advise companies to start with it only when they're ready.
How do you know if you're ready?
We see the most success with businesses who have:
- Over €1 million turnover
- Over 25k web visitors/month
- Customers who use WhatsApp regularly
It's a good idea to get going with the WhatsApp Business Platform now. Why? Because it's what we call a "blue ocean" in Europe right now. Many brands are still working hard with email marketing, while smart businesses have quick, direct conversations with customers on WhatsApp – helping them stand out and cut through the marketing noise (the "red ocean").
How much does the WhatsApp Business Platform (API) cost?
Under the old pricing model, when a brand sent an outbound message, it opened a 24-hour window during which:
- Brands could chat freely with customers.
- Follow-ups were unlimited and came at no additional cost.
This system allowed businesses to manage customer conversations efficiently without worrying about escalating costs. It was particularly beneficial for brands running high-volume campaigns or requiring multiple touchpoints to close a sale.
The new model: Per-Template Billing
- Every template message sent will be billed individually, regardless of when it’s sent.
- Conversations will now be categorized into marketing, utility, and authentication messages, each with its own pricing.
For example:
- If a customer doesn’t respond to your initial message, any follow-up will incur additional costs.
- Even within the same 24-hour period, each template message will be charged separately.
See our detailed look at WhatsApp Business API costs here.
Access the WhatsApp Business Platform with extra benefits with charles
We're WhatsApp experts who have made it our mission to create the most beautiful, easy-to-use WhatsApp software, combined with the widest integrations and excellent support.
As an official WhatsApp Business Solution Provider (BSP), we’re here to boost your business and help you provide an engaging experience that turns your customers into long-term fans 🤩
Book your demo with us now and let us show you around our tools.
