How to get the WhatsApp Business API (before you build your first flow)

To run chatbot flows on WhatsApp, you need a number on the WhatsApp Business Platform, often called the WhatsApp Business API. It's different from the WhatsApp Business app on your phone, and it's what lets software like On-chat send and receive messages automatically.

This guide explains what you need, how to set it up, and the rules that affect how you design flows.

WhatsApp Business app vs. WhatsApp Business Platform

The WhatsApp Business app is for a person on a phone, while the WhatsApp Business Platform (API) connects WhatsApp to software like On-chat. Only the Platform supports chatbots, campaigns and a team inbox.

If you want a chatbot, campaigns or a team inbox, you need the Platform.

What you need before you start

You need a Meta business portfolio, a phone number that can receive a verification code, an approved display name, your business details and a payment method.

1. A Meta business portfolio (previously called Business Manager) at business.facebook.com.
2. A phone number that can receive an SMS or voice call for verification. It can be a landline or mobile.
3. A display name that matches your business. Meta reviews it against their display name guidelines.
4. Your business details for business verification: legal name, address, website, and documents if Meta asks.
5. A payment method in your Meta account for conversation charges.

Can I use a number that's already on WhatsApp?

Historically, a number had to be removed from the WhatsApp app before it could be registered on the Platform. Meta now offers coexistence in many markets, which lets you keep using the WhatsApp Business app on the same number while connecting it to the Platform. Check whether it's available for your number when you sign up. If not, use a new number or migrate the existing one.

Step-by-step setup

Setup takes six steps: choose a connection route, prepare your Meta business portfolio, register the number, verify the business, connect it to On-chat and create templates.

1. Choose how to connect

There are two main routes:

• WhatsApp Cloud API, hosted by Meta. This is the standard route today, and On-chat connects to it directly.
• A Business Solution Provider (BSP) such as 360dialog or Twilio, which can help with onboarding and support. On-chat also supports several of these.

2. Create or select your Meta business portfolio

Log in at business.facebook.com and create a portfolio for your company if you don't have one. Use your real legal business name. It matters for verification.

3. Register your number

During signup you'll add your phone number, choose a display name and verify the number with a code sent by SMS or voice call.

4. Complete business verification

Unverified businesses can start with limited messaging. Completing verification in the Meta business portfolio raises your limits and is required for wider use. It can take from a few days to a couple of weeks, so start early.

5. Connect the number to On-chat

In your On-chat workspace, add a WhatsApp channel and follow the steps to connect your Cloud API number (or your BSP account). Once connected, incoming messages appear in On-chat and your flows can reply.

6. Create your first message templates

Templates are needed to start conversations, so create a few right away:

• a utility template for reminders and order updates,
• a marketing template for offers (only for customers who opted in),
• an authentication template if you send one-time codes.

Approval is often quick but can take longer, so submit templates before you need them.

The rules that shape your flow design

Three WhatsApp rules shape every flow: the 24-hour customer service window, customer opt-in, and messaging limits that depend on quality.

The 24-hour customer service window

When a customer messages you, a 24-hour window opens. Inside it, your flows can send any message: free text, quick replies, images and so on. Each new customer message resets the window.

Outside the window, you can only start a conversation with an approved template. In practice:

• Flows that reply to customers (support, FAQs, ordering) work freely.
• Flows you start yourself (reminders, campaigns, follow-ups) should begin with a template message. Once the customer replies, the window opens and the rest of the flow continues normally.

Opt-in

You must have a customer's permission before messaging them on WhatsApp. Collect opt-in on your website, at checkout or in a flow ("Reply YES to get order updates on WhatsApp"), and record it, for example in a contact field or group.

Messaging limits and quality

New numbers can message a limited number of unique customers per 24 hours with templates. The limit rises as you complete verification and keep a good quality rating. Quality drops when customers block or report you, so send relevant, expected messages and make it easy to stop.

Pricing

Meta charges for some messages, mainly templates, at rates that depend on the template category and the customer's country. Replies inside the customer service window are generally not charged. Pricing changes from time to time, so check Meta's official WhatsApp pricing page for current rates. Your On-chat plan covers the platform itself.

Common setup problems

Most setup problems come from display names, verification details, template wording or a number that is still on the WhatsApp app.

• Display name rejected: make it clearly match your business name and website.
• Verification taking long: make sure your legal name, address and website match exactly across your documents.
• Templates rejected: avoid vague content, make variables clear ({{1}} with sample values), and choose the right category.
• Number already in use: check coexistence, or delete the number from the WhatsApp app before registering it.

You're ready to build

With your number connected, you can build your first automated conversation. Follow the step-by-step WhatsApp chatbot tutorial, learn what makes a flow dynamic, or see everything the WhatsApp chatbot can do.