The WhatsApp Business app
A free app from Meta for small businesses. You use it on your phone, with a few linked devices such as a computer. It adds a business profile, a product catalog, labels, greeting and away messages and quick replies on top of normal WhatsApp.
- Best for: one owner or a small team answering chats by hand.
- Limits: replies are typed by people (apart from simple away messages), it gets hard to share one inbox across a team, and it can't connect to software that answers or takes orders for you.
The WhatsApp Business Platform (often called the API)
Meta's official way for software to send and receive WhatsApp messages for a business. There is no phone app: you use it through a provider or a tool built on it, such as a shared inbox, a chatbot or an AI sales assistant.
- Best for: shops that want automatic replies, several staff on one number, and orders and payments handled inside the chat.
- Rules: you can reply freely for 24 hours after the customer's last message. After that, you can only send message templates that Meta has approved, such as order updates or a reminder.
- Costs: Meta charges for some template messages; replies inside the 24-hour window are generally free. Rates depend on the country and message type, so check Meta's current WhatsApp pricing page. The tool you use may charge its own monthly fee.
Side by side
| Business app | Business Platform (API) | |
|---|---|---|
| Price from Meta | Free | Free replies within 24 hours; some templates charged |
| Automatic replies | Greeting and away messages only | Full automation through your tool |
| Team on one number | Limited linked devices | Many staff through a shared inbox |
| Connect AI, catalog and payments | No | Yes |
| Setup | Download the app | Meta business sign-up through a provider |
When should a shop switch?
- You regularly miss messages at night, during drops or on weekends.
- More than one person answers the same WhatsApp number.
- You answer the same questions (price, size, stock, delivery) many times a day.
- Most of your orders come from chats, and you want them to end with a payment instead of "I'll transfer later".
If none of these apply yet, stay on the free app. If several do, the Business Platform lets software do the repetitive part while you keep the conversations that need a person.
What to know before you move
- A number connected to the Business Platform is managed through your provider; ask how your existing chats and contacts are handled before you move it.
- Your business display name is reviewed by Meta, and some product categories are restricted by Meta's commerce policy.
- Only use official providers. Unofficial tools that copy the WhatsApp app break WhatsApp's terms and put your number at risk.
Common questions
Is the WhatsApp Business API free?
Replies within 24 hours of the customer's last message are generally free from Meta. Some template messages sent outside that window are charged per message, and the provider or tool you use may add its own fee.
Can I use the WhatsApp Business app and the API on the same number?
Normally a number is used on one or the other. Meta has been adding ways to use both on one number in some countries; ask your provider what's available for Malaysia before you switch.
Do I need a company (Sdn Bhd) for the WhatsApp Business Platform?
You need a Meta business account, and Meta may ask you to verify your business. Registered sole proprietors and companies can both apply; your provider guides you through the steps.