WhatsApp Business app vs API: the differences

Who each one suits

• WhatsApp Business app

  A shop, salon or freelancer who answers customers personally from a phone. It is free to download and comes with a business profile, catalog, greeting and away messages, quick replies, labels and broadcast lists. You can link up to four extra devices.

• WhatsApp Business API (Cloud API)

  A team that shares one number, sends order updates and reminders automatically, runs a chatbot or connects WhatsApp to a store, CRM or booking system. It needs software on top, such as BelloSend, and Meta charges per delivered message.

WhatsApp Business app vs API, side by side

When the WhatsApp Business app is enough

If one or two people answer every message, you send a few broadcast lists a month and nothing needs to connect to other software, the app is simple and free. Many small businesses start here.

Signs you need the WhatsApp Business API

• Several people need to answer from the same number without sharing one phone.
• Messages get lost, or you cannot tell who replied to whom.
• You want order confirmations, reminders or delivery updates to go out automatically.
• You want a chatbot to answer common questions and hand over to a person.
• You need reports on response times, campaigns and agent performance.
• You want WhatsApp connected to your store, CRM or booking tool.

You can use both on one number

With Meta's Coexistence onboarding, an eligible WhatsApp Business app number can also connect to the Cloud API. You keep chatting one to one in the app, while the same number works in software like BelloSend. Meta keeps messages in sync and can share up to six months of chat history. Messages you send from the app stay free; messages sent through the Cloud API follow Cloud API pricing.

Some app features change after onboarding. Broadcast lists are disabled and existing ones become read-only, and disappearing, view-once and live location messages are turned off in one-to-one chats. Throughput is fixed at 20 messages per second for these numbers.

How BelloSend fits

BelloSend is software for the API side. It connects through Meta Embedded Signup or a manual Cloud API setup, with Coexistence where Meta makes your number eligible. Your team gets a shared inbox for WhatsApp and Instagram, contacts with tags, templates, chatbot and AI, analytics and an Android app. BelloSend charges one monthly price per workspace, adds no fee per message and includes unlimited contacts on every plan.

Frequently asked questions

Is the WhatsApp Business API better than the app?

It is different. The API suits teams, automation and integrations. The app suits one person answering from a phone. Many businesses use both on one number with Coexistence.

Is the WhatsApp Business API free?

The Cloud API has no access fee, but Meta charges per delivered message by category and country, and you need software to use it. The app's messages are free.

Can I move my app number to the API?

Usually yes. With Coexistence an eligible number keeps the app as well. With a Direct Cloud API setup the app is disconnected for that number.

Do I lose my chat history?

With Coexistence, Meta can sync contacts and up to six months of one-to-one chat history if you agree to share it. Group chats are not synced.

Can I still make calls in the app after connecting?

Yes. Meta lists voice and video calls in the app as unchanged after Coexistence onboarding.

Related pages

• WhatsApp Coexistence: the app and the API on one number
• The WhatsApp Business API, ready for your team
• WhatsApp shared inbox: one number, your whole team
• WhatsApp API pricing: how Meta charges per message