WhatsApp Business app or API: what changes for a small business?
The WhatsApp Business app is a free app for replying yourself from your phone or linked devices; the WhatsApp Business Platform (the API) lets software such as an AI receptionist reply for you, with your team answering from that software’s dashboard. With Zatio, your number works on the Platform rather than the app, and on the Platform Meta charges for some messages.
App or Platform, side by side
| What we compare | WhatsApp Business app | WhatsApp Business Platform (API) |
|---|---|---|
| Who replies | You and your team, in the app | Connected software, such as Zatio, and your team from its dashboard |
| Where from | The app on your phone and linked devices | The provider’s dashboard (with Zatio, the Zatio dashboard, also on mobile) |
| Automatic replies | Greeting and away messages, quick replies | Full conversations, at night too |
| What Meta charges | The app is free | Meta charges for some messages, by type and country |
| 24-hour window | Does not apply | Free-form replies within 24 hours of the customer’s last message; approved templates outside it |
| Setting up | Download the app and verify the number | Through a provider, with a Meta business account, and Meta may ask to verify the business |
What changes when you move to the Platform
Your team replies from a dashboard
Conversations live in your provider’s dashboard rather than the app. With Zatio, that is the Zatio dashboard, on a computer or mobile, and Zatio steps aside when someone from your team joins the conversation.
Your number can usually come with you
An existing WhatsApp Business number can usually be migrated. With Zatio, once migrated it works through the Platform and no longer in the WhatsApp Business app. History already on your devices stays there.
Meta’s rules on timing
When a customer messages you, you can reply freely for 24 hours from their last message. Outside that window, WhatsApp only allows templates approved by Meta.
Meta’s charges
Meta charges for some messages, depending on the type of message and the country, and publishes its rates. With Zatio they are passed through at cost, with no markup.
Business verification in Meta
Timings depend on Meta, so it helps to have your company details ready.
A Meta business account
To connect a number to the Platform you need a business account with Meta (Meta calls it a business portfolio).
Verification
Meta may ask you to verify your business with official details, such as your registered name and address. How long it takes depends on Meta.
Display name
Meta reviews the name customers see on your WhatsApp profile, so use your business’s real trading name.
Which suits a small business
The app suits you if
You reply yourself, messages are few and an away message is enough out of hours.
The Platform suits you if
You want every message answered straight away, at night too, with the same assistant on your phone line and website, and your team stepping in from one dashboard.
How Zatio does it
The official Platform, from your dashboard
Zatio is verified by Meta as a WhatsApp Business Tech Provider: you connect your WhatsApp number yourself from your dashboard.
Your team, in the Zatio dashboard
Your team replies from the Zatio dashboard, also on mobile, not from the WhatsApp Business app. Every conversation is there with its summary.
In all 3 plans
WhatsApp, phone and website chat on every plan, with 300, 1,000, 3,000 chat and WhatsApp conversations a month. Meta’s fees at cost.
Questions
Can I keep using the WhatsApp Business app with Zatio?
Not on the same number. With Zatio, the number moves to the WhatsApp Business Platform and works through Zatio rather than the app, and your team replies from the Zatio dashboard, also on mobile.
What does Meta charge?
Meta sets its own WhatsApp charges, which depend on the type of message and the country. With Zatio they are passed through at cost, with no markup, on top of your plan, which starts at £69 a month excluding VAT.
Do I need a new number?
Usually not: your WhatsApp Business number can be migrated. With Zatio, once migrated it stops working in the WhatsApp Business app and works through Zatio instead.
What is the 24-hour window?
When a customer messages you, you can reply freely for 24 hours from their last message. Outside that window only templates approved by Meta can be sent, and Zatio uses those templates when it needs to message later.
How do I connect WhatsApp?
Zatio is verified by Meta as a WhatsApp Business Tech Provider: you connect your WhatsApp number yourself from your dashboard. Along the way, Meta may ask for business verification.
How many WhatsApp conversations does each plan include?
Essential, 300; Professional, 1,000; Growth, 3,000 chat and WhatsApp conversations a month. All 3 plans include the phone line and website chat too.
Zatio in your industry
How Zatio works in each industry: what it asks, what it books and what it passes to your team.
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