App versus Platform.
| WhatsApp Business app | WhatsApp Business Platform (API) | |
|---|---|---|
| Built for | One business, people replying on phones | Software and teams, at any volume |
| AI agent | Not supported for automated agents | Yes, through the Cloud API or a provider |
| Several staff | Limited linked devices | Shared inbox or your helpdesk |
| Messaging outside 24 hours | Normal messages | Only Meta-approved templates, to opted-in users |
| Cost | App is free | Per-message charges for some message types; see Meta's rate card |
| Chat history | On the phone | Not migrated from the app; new history from the switch |
Summary of Meta's documentation for orientation. Check Meta's current pages for limits and pricing in your country.
Moving a number to the Platform.
Your current number or a new one. Customers already know the current one.
Created or confirmed, owned by your company, not by a supplier.
The number is removed from the app and registered on the Platform; display name reviewed.
Reminder and follow-up templates submitted for approval.
Agent, shared inbox and hand-off rules connected and tested.
Meta's rules for automated chat.
Accounts that break these rules can be restricted, so we build them in.
Not legal advice.
This guide is general information, checked against the sources listed, and not legal advice. Rules change; check the current text or ask a lawyer before you rely on it. Checked November 2026.
Common questions.
Can we keep using the app on some phones?
Not with the same number. Once a number is on the Platform, staff use a shared inbox or your helpdesk instead of the app.
Do we need a provider (BSP)?
Not necessarily. Meta offers the Cloud API directly; providers add inboxes and tools. We choose based on your volume and existing helpdesk.
What does the Platform cost?
Meta charges per message for some message types, at rates that depend on category and country. We estimate it from your volumes and link to Meta's current pricing.
Can the AI send promotions?
Only to customers who opted in, using approved marketing templates, and within local rules on marketing messages.
Want this in your business?
Tell us how you work today. We'll tell you honestly what AI can take off your team's plate, what it costs, and whether we are the right fit.