What is the WhatsApp API?
The WhatsApp API — officially the WhatsApp Business Platform — lets a business send and receive WhatsApp messages programmatically instead of through the WhatsApp app. It supports two kinds of messages: free-form service messages (only within a 24-hour reply window) and pre-approved template messages (marketing, utility and authentication) — covering text, images, documents, buttons, lists, forms and more.
Service messages vs template messages
Every WhatsApp API message is one of these two kinds — which one you can use depends on whether the customer messaged you recently.
Free-form — only inside the 24-hour window opened when a customer messages or calls you. No approval needed, compose and send instantly.
Used for: support replies, order help, answering questions.
Pre-approved by Meta — send anytime, even to someone who hasn't messaged you in months. Split into Marketing, Utility and Authentication.
Used for: OTPs, order confirmations, delivery updates, broadcasts, re-engagement.
Both are billed differently by Meta — see the full WhatsApp API pricing breakdown or estimate your monthly cost.
Every message type the WhatsApp API supports
Tap a type — the phone updates live with a real WhatsApp conversation.
Plain text with an optional link preview — the simplest, most common type.
Interactive Flow messages open a full multi-screen form inside WhatsApp — try the Flow builder →
What you can actually build with it
Real business workflows, built from the message types and template categories above.
Utility templates plus service-message follow-ups keep customers updated without a single call-center ticket.
Authentication templates deliver time-bound codes with WhatsApp's built-in one-tap autofill.
Marketing templates re-engage customers who haven't messaged you in weeks or months.
Interactive Flows collect structured answers inside the chat. Try the Flow builder →
Interactive list messages and commerce catalogs let customers browse without leaving WhatsApp.
Service messages, handled by a real team inbox instead of one person's personal phone. See the inbox →
Keyword and stage-based automations answer common questions instantly, day or night. Try the builder →
Estimate exactly what Meta will charge before you commit to a plan. Open the calculator →
Turn your number into a scannable QR code or a website button — both free. Generate a QR code → · Get a chat button →
Answers before you ask
What is the WhatsApp API?
The WhatsApp API — officially called the WhatsApp Business Platform — lets a business send and receive WhatsApp messages through code instead of the WhatsApp app, so messages can be logged in a CRM, triggered by automations, or handled by multiple support agents at once.
What's the difference between the WhatsApp API and the WhatsApp Business App?
The WhatsApp Business App is a free phone app for one person to manage chats manually. The WhatsApp API (Cloud API) is built for teams and software — it connects to a CRM or platform like ChatShree, supports automation, and lets multiple agents share one number.
What is a WhatsApp customer service window?
It's the 24-hour period that opens when a customer messages or calls you. Inside that window you can send any free-form service message; once it closes, you can only reach them with a pre-approved template message.
Can I send images, videos and documents through the WhatsApp API?
Yes. Alongside text, the API supports images, documents, video, audio, stickers, location, contact cards and several interactive message types like buttons, lists and Flows.
Do I need Meta's approval to send messages?
Only for template messages — marketing, utility and authentication — which Meta reviews before you can send them. Service messages sent inside an open customer service window need no pre-approval.
What is a WhatsApp Flow message?
A Flow is a multi-screen form that opens inside WhatsApp itself — used for appointment booking, lead capture, feedback surveys or catalog browsing — so the customer never has to leave the chat.
Message-type details and terminology on this page follow Meta's own documentation — see the Messages API reference, About the WhatsApp Business Platform, Templates overview, and WhatsApp Flows documentation.
See it running, not just explained
Every message type above is live on ChatShree today — connect a number and send your first one in five minutes.