WhatsApp Business API: a practical guide for Indian businesses

Most small businesses start on the free WhatsApp Business app. It works well for one person on one phone. The moment you have a team, a customer list in the thousands or ads sending people to WhatsApp, the app becomes the limit. That is when the WhatsApp Business API, part of the WhatsApp Business Platform, comes in.

How the API differs from the Business app

• The app is tied to a phone. The API is used through software, so a whole team can answer from one number.
• The app has simple automatic greetings. The API supports chatbots, triggers and integrations.
• The app lets you message people one at a time or in small lists. The API supports broadcasts with approved templates to larger audiences.
• The app has no CRM. With the API you can keep leads, stages and tags next to the chats.

What you need to get started

1. A Meta business account for your company.
2. A phone number that can receive a verification code and is eligible for the Business Platform.
3. A provider that gives you the software. Ten Digit connects your number through Meta Embedded Signup, so most of the steps happen inside a guided popup.

How messaging works

WhatsApp separates messages that a customer starts from messages that a business starts. After a customer writes to you, you can reply freely for 24 hours. This is the customer service window. To message someone outside it, you must use a template message that Meta has approved.

Templates fall into categories such as marketing, utility and authentication. Each category has its own price per message. Replies inside the 24-hour window are service messages. Your provider charges these from a prepaid wallet, and you can see the balance and every transaction.

Opt-in matters. WhatsApp expects you to have a customer’s permission before you start a conversation. Record where each contact opted in.

What to set up first

• Connect your number and complete your business profile.
• Create two or three approved templates for the messages you send most.
• Invite your team and decide what each person can see.
• Build a simple bot for your top three questions.
• Point your ads, QR codes and website at WhatsApp and decide how leads will be tagged.

Common mistakes

• Sending marketing messages to contacts who never opted in.
• Using the wrong template category, which can lead to rejection or higher charges.
• Leaving the inbox unassigned so nobody owns a chat.
• Forgetting to keep the wallet topped up before a campaign.