WhatsApp Business
Do more with conversations
WhatsApp Business is a customer messaging platform for communicating with people on WhatsApp. It supports two-way conversations for marketing, sales, and support, with organized chats, automated responses, and business profiles. The platform is offered in two forms: WhatsApp Business App for small businesses that manage conversations directly, and WhatsApp Business Platform for medium to large businesses that need programmatic access at scale.
The Business Platform provides enterprise-level APIs for lead generation, conversational commerce, engagement marketing, and customer care. Capabilities include interactive CTAs, dynamic product lists, rich media, automated conversational flows, smart routing to live agents, and integrations with CRM and marketing automation systems. Use cases span notifications, promotions, commerce, customer care, account verifications with multi-factor authentication or one-time passwords, and custom conversational flows. The platform also includes Meta Business Agent, an AI feature for customer engagement.
Pricing is usage-based, charged per message delivered rather than sent, with rates varying by market and message category. Categories include marketing, utility, authentication, and service. Service messages and utility messages sent in response to users are not charged, and volume tiers apply to utility and authentication messages. Free entry points are available for messages following customer-initiated contact from ads or Facebook Page call-to-action buttons.
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