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Guide · WhatsApp

WhatsApp BusinessAPI

Your customers already live on WhatsApp, so talk to them there. Here's how it works and what Meta charges. Who this is for: Businesses that have outgrown the free WhatsApp Business app.

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Since 201565+ in-house teamKolkata office, 5 team bases

By , Front-end designer and developer with Shivanand MishraPublished 9 Oct 202611 min read

This is general guidance, not legal or tax advice. Check with a qualified professional before you act.

Brands we have worked with

  • Sai Angan
  • Rupa Peekaboo
  • Tea Junction
  • Zandu Vigorex
  • Fox & Mandal
  • Veedol
  • Tata Efee
  • Avadh Sugar & Energy
  • Taj Cement
  • Weichai
  • Rerasathi
  • Honest AI
  • Walton
  • Supertron
  • Balrampur Foundation
  • Fine Organics
  • Kopran
  • Bengal Aerotropolis Projects Limited
  • FIVB
  • Hanumanta Foods
  • Linc
  • Nitya Gold & Diamonds
  • Novozymes
  • PSPL
See all 122 clients
/ 01 The short answer

What is theWhatsApp Business API?

A phone app cannot carry a business that talks to thousands of customers. That is where the WhatsApp Business API (Application Programming Interface) comes in.

PromotEdge plans the use case and sets it up. The API sends and receives WhatsApp messages through software instead of the phone app. It lets many team members share one number and send approved templates to many people. It can connect chatbots and your CRM (customer records), and track results. Meta charges per delivered template message. In India, as of 9 October 2026, that is about ₹0.86 for a marketing message and ₹0.12 for a utility or authentication one. Your service provider charges extra.

PromotEdge sets up templates and flows, links your chatbots and CRM, and reports on replies and sales.

Many small businesses start on the free WhatsApp Business app. Then they hit its limits: one phone, a few helpers, no automation. The API is the next step. It comes with rules, templates and a price per message.

This guide explains how it works in plain words. It shows Meta's own rates in rupees. It helps you decide if you need it yet.

Key takeaways
  • The API is for businesses that need many people, automation or large volumes on one WhatsApp number.
  • Meta charges per delivered template message, by category: marketing, utility, authentication or service.
  • Marketing messages cost the most. Utility and authentication messages cost far less. Replies inside the customer service window are free.
  • A service provider usually sits between you and Meta. Its fees are on top of Meta's. Ask for them in writing.
  • You need people's permission to message them, and every template is approved by Meta first.
/ 02 Meta's rates

WhatsApp Business Platform ratesfor India, in rupees

Read from Meta's India (INR) rate calculator on 9 October 2026. Meta revises these from time to time, so check the current rate before you budget. Rates exclude GST and your provider's fees.

Message categoryWhat it is forMeta's rate per message (₹)
MarketingOffers, launches, reminders to buy, re-engagement0.8631
UtilityOrder updates, delivery status, payment confirmations, appointment reminders0.1150 (falls to 0.0805 at very high monthly volumes)
AuthenticationOne-time passwords and login codes0.1150 (falls to 0.0805 at very high monthly volumes)
ServiceReplies to a customer who messaged you firstFree inside the customer service window

Figures as of 9 Oct 2026.

Volume tiers for utility and authentication messages start well into the lakhs of messages a month. So a small business pays the first rate. Source: Meta, WhatsApp Business Platform pricing.

WhatsApp Business app vs the API

  • The Business app is free and runs on one phone (with a few linked devices). It is managed by hand. It suits a small shop answering customers one by one.
  • The API connects your number to software. Many agents can answer from one inbox. Chatbots can reply instantly. Your CRM can trigger messages, such as an order update or a payment reminder.
  • Meta charges for template messages sent through the API. The Business app has no per-message charge, but it has limits on scale and automation.

Not sure which you need? Start with our WhatsApp marketing guide, which covers what you can do before moving to the API.

How WhatsApp messaging works on the API

Two ideas matter most.

  • Template messages: when you start a conversation, you send a pre-approved template, for example "Your order {{1}} has shipped." Meta reviews each template before you can use it.
  • Customer service window: when a customer messages you, a window opens. You can reply freely in it, without a template. Replies in that window are free of Meta's per-message charge.

And one rule: message only people who have agreed to hear from you (opt-in). Collect it on your website, at the counter or in a form, and keep a record.

What Meta charges, and how

Since 1 July 2025, Meta charges for each template message that is delivered, by category. The rate depends on the category and the country of the person you are messaging. For utility and authentication messages, it also depends on your monthly volume.

A worked example with made-up volumes. A shop sends 10,000 marketing messages and 5,000 order updates in a month. At Meta's rates above: 10,000 × ₹0.8631 = ₹8,631 for marketing, and 5,000 × ₹0.1150 = ₹575 for utility. That is ₹9,206 in Meta charges, before GST and the provider's fees.

Notice what drives the bill: the marketing messages. Fewer, better-aimed marketing messages cost much less than blasting everyone.

Meta has also moved India billing for eligible customers to rupees. Ask your provider how this applies to you.

The costs on top of Meta's charge

  • Provider fees: most businesses reach the API through a business solution provider (BSP). It may charge a monthly platform fee, a small mark-up per message, or both. Meta doesn't publish these, and they vary.
  • GST on your invoices; ask your provider and your accountant how it applies to you.
  • Setup and templates: someone has to design the templates and flows, and connect your CRM.
  • Your own team's time for replying to customers.

Ask each provider for a written quote that shows Meta's charge and the provider's own fee separately. That makes quotes easy to compare.

What businesses use it for

  • Sports teams and leagues: ticket confirmations, match reminders and fan updates.
  • Industrial and machinery companies: enquiry follow-up, order status and service reminders for dealers and customers.
  • Education: admission enquiries, fee reminders and class updates for parents and students.
  • Direct-to-consumer (D2C) brands: order updates, delivery status, restock alerts and repeat-purchase nudges.

For chat replies and automation, see our WhatsApp chatbots work. To link WhatsApp to your customer records, see marketing automation and CRM.

How to choose a provider

  1. Ask for the full price: platform fee, per-message mark-up, setup cost and any minimum commitment.
  2. Check that you can export your contacts and message history if you leave.
  3. See a demo of the shared inbox, template approval and reporting.
  4. Ask who owns the number and the Meta business account. It should be you.
  5. Start with a small pilot, such as order updates, before you move all your messaging.

Common mistakes

  • Messaging people who never opted in. It risks complaints and a drop in your number's quality.
  • Sending marketing messages when a utility message is what the customer needs, and paying more for it.
  • No plan for replies. If customers answer and nobody replies for a day, the channel loses its value.
  • Judging only by messages sent. Track replies, enquiries and sales.

Prefer a simpler channel for some jobs? Compare it with SMS marketing, and with our free WhatsApp link generator.

Our beliefThink creative. Act on numbers.

/ 03 Getting started

Five stepsto the API

  1. 01

    Decide the first use

    One clear job, such as order updates or enquiry follow-up.

  2. 02

    Collect opt-in

    Add a consent tick on forms and at the counter, and keep records.

  3. 03

    Pick a provider

    Compare full prices and ask who owns the number.

  4. 04

    Create and approve templates

    Short, clear and useful, then submitted to Meta.

  5. 05

    Pilot, then scale

    Track replies and sales before you add marketing campaigns.

/ 04 Where we fit

How PromotEdge helps with WhatsApp

We plan the use case and set up templates and flows. We connect chatbots and your CRM, and report on replies and sales.

The smallest first step is a free 30-minute call with a strategist and a one-page plan. We offer it for projects we think we can help. We take on a limited number, so we'll tell you honestly if it's a fit. We send the quote within 2 working days.

See our WhatsApp marketing service, or ask for a growth plan.

Rates and rules read on 9 October 2026. Meta changes them from time to time. So check the current rates before you rely on them.

  • Meta's per-message rates for India in rupees: WhatsApp Business Platform pricing (whatsappbusiness.com), India and INR selected, read on 9 October 2026.
  • Per-message charging since 1 July 2025, message categories and free service messages: Meta for Developers, WhatsApp Business Platform pricing.
  • Worked examples: arithmetic with made-up volumes. Not quotes or PromotEdge results.
What people say

In their own words

What clients told us after working with PromotEdge.

“PromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. …”
Bimal ShahBimal ShahExecutive Director at Fine Organic Industries Limited
“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”
Medha SharmaMedha SharmaStrategic Head at TATA Metaliks
“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeRajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.
“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. …”
Bobby SrinivasBobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh India
“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraRahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik Lighting
“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. …”
Shubham GadodiaShubham GadodiaDeputy Brand Manager at Shyam Metalics Group
“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaAbhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League
“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!! …”
Harsh GuptaHarsh GuptaManaging Director at Rishta Foods
“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think …”
Joy BhattacharjyaJoy BhattacharjyaCEO at Prime Volleyball League
“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. …”
Mom MitraMom MitraMarketing Head at Ilead
“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaPriyanka GuptaDirector at Nitya Gold & Diamonds
“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. …”
Sharif Rezwan KabirSharif Rezwan KabirBrand Manager at PRAN RFL Group
“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. …”
Anish Basu MallikAnish Basu MallikMarketing Executive at Unimark Group
“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan). I would like to give you a brief detail. …”
Hitesh MalhotraHitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVB
“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease. …”
Satabdi SahuSatabdi SahuLead - Brand and Content at ABP Education
“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). …”
GibaGibaBrazilian Former Volleyball Player
“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. …”
Hardeep SinghHardeep SinghMarketing ConsultantIndependent view
“It’s a great way to be back at PromotEdge. …”
Priyam GhosePriyam GhoseContent Creator
Read all 20 testimonials
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Straight answers.

  • The WhatsApp Business API is a way for a business to send and receive WhatsApp messages through software. Many people can share one number, chatbots can reply, and a customer relationship management (CRM) system can trigger messages. It suits businesses with many chats a day, which the free app on one phone cannot handle well.

  • Meta charges per delivered template message. As of 9 October 2026 its India rates are about ₹0.86 for marketing messages and about ₹0.12 for utility and authentication messages. Your provider's fees and GST come on top. Rates change, so check Meta's price page and your provider's quote before you plan a budget.

  • Replies to a customer who messaged you first carry no per-message charge from Meta. This holds inside the customer service window. Template messages you start are charged by category. So answering questions is free, while sending offers or reminders first costs money, and the cost depends on the type of message.

  • The app is free and runs on one phone. The API connects your number to software for many agents, automation and large volumes. Meta charges for template messages on the API. Small shops usually start with the app, and move to the API when chats pile up or they need chatbots and a shared inbox.

  • Yes. Message only people who have opted in to hear from you, for example by ticking a box on a form or sending you a message first. Keep a record of the consent, with the date and where it came from. This protects your number from being blocked and helps you follow India's data protection rules.

  • Most businesses go through a business solution provider that sets up the account, templates and inbox. Ask who owns the number, and compare full prices, including set-up, monthly fees, message charges and GST, before you choose. Make sure you can take your number and your chat history with you if you leave.

  • Ongoing work has a 3-month minimum. After that you can stop with 30 days' notice. We send a quote within 2 working days of your enquiry, so you can see the cost before you commit. Ask for the full terms in writing, and check what happens to your WhatsApp number and data if you stop.