WhatsApp Business API vs WhatsApp Business App: Which Do You Need?
Both are official WhatsApp products from Meta, but they are built for very different situations. Here is how to choose.
Side by side
| WhatsApp Business app | WhatsApp Business Platform (API) | |
|---|---|---|
| Who replies | The owner's phone plus a few linked devices | Any number of team members through software |
| Assignment & roles | No | Yes, depending on the software |
| Starting conversations | Message anyone in your contacts | Approved templates outside the 24-hour window |
| Campaigns | Broadcast lists to people who saved your number | Template campaigns to opted-in contacts, with reports |
| Automation | Greeting, away and quick replies | Any automation the software provides |
| Cost | Free | Meta per-message fees plus software subscription |
Choose the app if…
- One or two people answer all chats
- You rarely message customers first
- You do not need reports or integrations
Choose the Platform if…
- Several staff need to answer from the same number
- Leads come from ads and must be followed up
- You send reminders, order updates or campaigns
- You need to know who replied and how fast
You may not have to choose
With Meta's coexistence feature, an eligible app number can also be connected to the Platform. The owner keeps the app on the phone and the team uses software like Comzun on the same number.