WhatsApp Business API
The WhatsApp Business API (part of the WhatsApp Business Platform) is Meta's programmatic interface that lets businesses send and receive WhatsApp messages at scale through approved software, rather than the manual WhatsApp Business app. It requires business verification, pre-approved message templates for business-initiated conversations, and uses conversation-based pricing.
How it works
You connect through a Business Solution Provider, verify your business, and register message templates that Meta approves for outbound (business-initiated) messages. Once a user replies, a 24-hour customer-service window opens in which you can send freeform messages; outside it, you must use an approved template.
Why it matters
WhatsApp has enormous global reach, and the API makes it a legitimate, high-open-rate channel for notifications, support and outreach. But it enforces opt-in, template approval and quality ratings — abuse lowers your quality tier and can restrict sending, so it must be used with genuine consent.
How Autocloz handles it
Autocloz includes WhatsApp as one of its five channels in the same sequence builder and unified inbox, with opt-out handling wired into the global compliance and suppression engine so consent and quiet-hours rules apply across channels.
FAQ
What is the difference between WhatsApp Business app and the API?
The WhatsApp Business app is a free, manual app for small businesses on a single phone. The Business API is a programmatic, scalable interface for larger operations — it supports automation, multiple agents and integrations, but requires business verification and template approval.
Do I need message templates for WhatsApp Business API?
For business-initiated messages, yes — they must use templates Meta has pre-approved. Once a customer messages you, a 24-hour service window opens in which you can reply with freeform content; after it closes, outbound messages require an approved template again.
Related terms
A Do-Not-Contact (or Do-Not-Call) list is a record of people who have opted out of your outreach — or registered on a government DNC registry — whom you must not contact again. Honoring it is both a legal requirement (TCPA, GDPR, CAN-SPAM) and a deliverability/reputation safeguard.
Cold email deliverability is the share of your outbound cold emails that actually reach the recipient's inbox (not spam, not blocked). It depends on domain authentication (SPF, DKIM, DMARC), sender reputation, mailbox warmup, list hygiene and content — not just whether the email was 'sent'.
DMARC (Domain-based Message Authentication, Reporting & Conformance) is an email standard that tells receiving mail servers what to do with messages that fail SPF or DKIM checks — and sends you reports. It prevents spoofing of your domain and is now effectively required by Gmail and Yahoo for bulk senders.
Multichannel sequencing is automating a coordinated outreach cadence across more than one channel — for example email, then a LinkedIn touch, then a call, then a WhatsApp follow-up — from a single sequence, with per-channel timing and safety rules.