WhatsApp has over two billion active users worldwide, and in the UK, around 75% of adults use it regularly. For businesses, the WhatsApp Business Platform (formerly the WhatsApp Business API) provides a structured way to communicate with customers at scale, without resorting to the consumer app.
What is the WhatsApp Business Platform?
The WhatsApp Business Platform is Meta's official enterprise messaging product. Unlike the free WhatsApp Business App designed for sole traders and micro-businesses, the Platform is built for companies that need to send messages at volume, integrate with existing systems, and maintain compliance with data protection regulations.
Key features include:
- Template messages — pre-approved message formats that can be sent outside the 24-hour customer service window. Templates must be submitted to Meta for review before use.
- 24-hour service window — when a customer messages your business, you have 24 hours to reply with free-form messages. After that window closes, only approved templates can be sent.
- Rich media support — images, documents, videos, location pins, and interactive buttons can be included in messages.
- End-to-end encryption — all messages are encrypted by default, providing security assurance for both businesses and customers.
Meta's conversation-based pricing
Unlike SMS, which is priced per message, WhatsApp Business uses a conversation-based pricing model. A conversation is a 24-hour window that opens when a message is delivered. Meta categorises conversations into four types:
- Utility — order confirmations, delivery updates, account alerts (lowest cost)
- Authentication — one-time passcodes and verification messages
- Marketing — promotional messages, product announcements, offers (highest cost)
- Service — customer-initiated conversations, currently free of charge
Pricing varies by country. For the UK, utility and authentication conversations cost less than marketing conversations. Each WhatsApp Business account receives 1,000 free service conversations per month.
GDPR and compliance considerations
UK businesses must consider several compliance factors when using WhatsApp Business:
- Data processing — WhatsApp messages are processed through Meta's servers. You need a clear data processing agreement and should understand where message data is stored.
- Consent — just like SMS marketing, you need explicit opt-in consent before sending marketing messages via WhatsApp.
- Record keeping — maintain records of customer consent, message history, and opt-out requests to comply with GDPR and PECR.
- Data subject rights — be prepared to respond to access requests, deletion requests, and portability requests related to WhatsApp communications.
Faretext's approach to compliance and fraud prevention applies the same rigour to all messaging channels.
How WhatsApp complements SMS
WhatsApp and SMS serve different purposes, and the most effective communication strategies use both. SMS reaches every mobile phone regardless of whether the recipient has a smartphone or internet connection. WhatsApp requires both, which means it cannot achieve the universal reach that SMS provides.
For time-critical alerts, two-factor authentication, and messages to broad audiences, SMS remains the more reliable channel. WhatsApp excels at richer, more interactive conversations — customer support dialogues, product catalogues, and media-rich marketing campaigns.
The two channels are complementary rather than competitive. Many businesses use SMS for transactional messages and WhatsApp for engagement and support, achieving broader coverage than either channel alone. Our SMS API provides the reliable foundation for the SMS side of this strategy.
Getting started
To use the WhatsApp Business Platform, businesses need to verify their Meta Business account, register a dedicated phone number, and work with an official Business Solution Provider. The onboarding process typically takes one to two weeks, including template message approvals.
Before committing, consider your customer base. If your customers are smartphone users who already communicate via WhatsApp, the platform can deliver excellent engagement. If your audience includes older demographics, rural customers, or anyone without reliable internet, SMS should remain your primary channel. You can register for a Faretext account to ensure reliable SMS delivery alongside any WhatsApp strategy.
Frequently asked questions
Do I need a separate phone number for WhatsApp Business?
Yes. You need a dedicated phone number that is not already registered with the consumer WhatsApp app. This number becomes your business identity on the platform.
Can I send bulk marketing messages on WhatsApp?
Yes, but only using pre-approved template messages, and recipients must have opted in. Marketing conversations are the most expensive category. For large-scale campaigns, SMS marketing is often more cost-effective.
Is WhatsApp Business free?
The WhatsApp Business App (for small businesses) is free. The WhatsApp Business Platform (API) charges per conversation, with costs varying by conversation type and country.
Sources: Meta WhatsApp Business Platform Pricing, Meta WhatsApp Business Platform Documentation
