WhatsApp, 2 min read
The WhatsApp Business API, now part of the WhatsApp Business Platform, connects WhatsApp to your own software. Instead of replying from one phone, your team and your systems can send and receive messages from one business number.
What can it do?
- Send automatic replies to new enquiries, day or night.
- Share one number across several team members.
- Send appointment, payment and renewal reminders.
- Connect conversations to your CRM.
- Run approved marketing campaigns to customers who opted in.
How messaging works
Businesses send pre-approved message templates to start a conversation. Meta groups these templates as marketing, utility or authentication. When a customer messages you, a 24-hour customer service window opens, and you can reply freely during that time.
What does it cost?
Since July 2025, Meta charges per template message. Rates depend on the message category, the customer's country and your volume. Normal replies inside the 24-hour window are free. A business solution provider or software partner may add its own fee.
Meta also offers a free entry point. When someone reaches you through a Click to WhatsApp ad and you reply within 24 hours, a 72-hour free messaging window opens.
Who needs it?
The API suits businesses that receive many enquiries, send regular reminders or want WhatsApp inside their CRM. Real estate, consultancies, clinics, retail and education are common examples.
Getting started
You need a verified Meta business account, a phone number and an approved setup. Purple Giraffe builds WhatsApp API automation that connects to your CRM and sales process.