WhatsApp has become a crucial communication tool for businesses worldwide, allowing seamless interaction with customers. The WhatsApp Business API is designed for medium and large businesses to automate, integrate, and scale customer conversations efficiently. However, gaining access to the API can be challenging, as it requires approval from Meta (Facebook) and, in most cases, comes with associated costs. This guide explores how to obtain the WhatsApp Business API for free, both through the official method and alternative third-party solutions.
What is WhatsApp Business API?
The WhatsApp Business API is a communication solution that enables businesses to send messages, provide customer support, and integrate chatbots. Unlike the free WhatsApp Business App, which is designed for small businesses handling a limited number of customer interactions, the API is meant for large-scale operations, offering features such as:
Automation & Chatbots – Automate responses and customer interactions.
CRM Integration – Connect WhatsApp with customer management platforms.
Bulk Messaging – Send notifications, alerts, and promotional messages.
Multi-Agent Support – Multiple team members can manage conversations.
The API itself is not a standalone app but rather a tool that businesses must integrate into their systems, requiring hosting and setup.
WhatsApp Business API Pricing Explained:
WhatsApp Business API uses a conversation-based pricing model where businesses are charged per 24-hour conversation thread. Each WhatsApp Business Account receives 1,000 free service conversations monthly. Starting November 1, 2024, service conversations will be completely free to encourage businesses to be available for their customers on WhatsApp, including through AI-enabled experiences. Additionally, conversations initiated from Facebook Page call-to-action buttons or WhatsApp ads are free for 72 hours.
| Conversation Type | Description | Key Points |
|---|---|---|
| Marketing | Conversations related to business, products, or services | Includes offers, promos, product suggestions, and abandoned cart messages |
| Utility | Directly related to transactions | Includes post-purchase notifications and recurring billing statements |
| Authentication | Provides one-time passcodes | Used for account registration, recovery, or integrity challenges |
| Service | Initiated by users for customer enquiries | Currently has a 24-hour customer service window; will be free from Nov 1, 2024 |
Regional Pricing Variations
Rates vary by market region and currency, with different pricing tiers for different countries. WhatsApp organizes countries into regional groupings including North America, Rest of Western Europe, Rest of Asia Pacific, Rest of Latin America, Rest of Middle East, Rest of Africa, and Rest of Central & Eastern Europe. Businesses can select their specific market, preferred currency, and conversation category on the WhatsApp Business Platform website to view applicable rates.
| Region/Country | Utility Conversations | Authentication Conversations | Marketing Conversations | Service Conversations |
|---|---|---|---|---|
| North America | ||||
| United States | $0.0040 | $0.0135 | $0.0250 | Free (from Nov 1, 2024) |
| Canada | $0.0040 | $0.0135 | $0.0250 | Free (from Nov 1, 2024) |
| Europe | ||||
| United Kingdom | $0.0220 | $0.0358 | $0.0529 | Free (from Nov 1, 2024) |
| Germany | Similar to Western Europe | Similar to Western Europe | Similar to Western Europe | Free (from Nov 1, 2024) |
| France | Similar to Western Europe | Similar to Western Europe | Similar to Western Europe | Free (from Nov 1, 2024) |
| Asia Pacific | ||||
| Singapore | $0.0157 | $0.0425 | $0.0732 | Free (from Nov 1, 2024) |
| Hong Kong | $0.0157 | $0.0425 | $0.0732 | Free (from Nov 1, 2024) |
| Malaysia | $0.0140 | $0.0180 | $0.0860 | Free (from Nov 1, 2024) |
| India | Variable | Variable | Variable | Free (from Nov 1, 2024) |
| Middle East | ||||
| Saudi Arabia | Reduced rates | Reduced rates from Feb 1, 2025 | Updated Oct 1, 2024 | Free (from Nov 1, 2024) |
| UAE | Reduced rates | Reduced rates from Feb 1, 2025 | Updated Oct 1, 2024 | Free (from Nov 1, 2024) |
Key Regional Considerations
WhatsApp groups countries into several regional pricing tiers that affect conversation costs:
- Premium Markets: Countries like United States, United Kingdom, and Singapore typically have differentiated pricing based on their higher purchasing power.
- Regional Groups: Countries are organized into seven major regional groups:
- North America
- Rest of Western Europe
- Rest of Asia Pacific
- Rest of Latin America
- Rest of Middle East
- Rest of Africa
- Rest of Central & Eastern Europe
- Authentication-International Rates: As of February 1, 2025, special authentication-international rates apply to Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and the UAE, offering more competitive rates for authentication messages.
Official Methods: Applying for WhatsApp Business API
Meta provides an official way to obtain the WhatsApp Business API, but it requires a business verification process and compliance with WhatsApp’s policies.
Step-by-Step Process:
1. Ensure Business Eligibility
WhatsApp restricts API access to approved industries. Businesses involved in gambling, alcohol, adult content, or other prohibited services may not be eligible.
2. Create a Facebook Business Manager Account
Since WhatsApp Business API is managed through Facebook’s ecosystem, you must:
Register a Facebook Business Manager account.
Verify your business details.
Link your WhatsApp Business account.
3. Apply for WhatsApp Business API Access
Submit an application through the WhatsApp Business Platform on the Facebook Business Manager. You’ll need to provide:
Business details (name, category, website, etc.).
Intended use case for the API.
Approval can take several days to weeks, depending on Meta’s review process.
4. Get a Verified WhatsApp Business Number
You’ll need a dedicated phone number that:
Hasn't been used for personal WhatsApp.
Can receive SMS or voice verification.
5. Set Up API Hosting (Cloud API Option Available)
Businesses must self-host or use Meta’s Cloud API. The Cloud API option is free, but usage beyond certain limits may incur messaging costs.
6. Start Sending Messages
Once approved, you can integrate the API with your CRM or chatbot platform and begin messaging customers following WhatsApp’s template guidelines.
Third-Party BSPs Offering Free or Low-Cost Access
While Meta's Cloud API is the official route, businesses often use Business Solution Providers (BSPs) to simplify the setup and integration process. Some BSPs provide free trials or affordable entry plans.
1. Twilio
Twilio is one of the most popular providers for WhatsApp Business API. It offers a free trial credit, allowing businesses to test the API before committing to paid plans.
- Free Trial: $15 worth of Twilio credits
- Key Features: Messaging automation, chatbots, and multi-channel support
- Pricing: After using the free credits, pricing starts at $0.005 per message (plus WhatsApp conversation fees).
Step 1: Sign Up for a Twilio Account
Click Sign Up and create an account if you don’t have one.
Verify your email and phone number.
Step 2: Access the WhatsApp Sandbox
Log into Twilio Console and go to the Explore Products page.
Click Messaging, then select Send a WhatsApp message to open the WhatsApp Sandbox.
Twilio provides a sandbox number and a join message (e.g., join-white-butterfly).
Send the join message via WhatsApp to the provided number.
Once verified, you can test sending and receiving messages.
Step 3: Sending a Test Message
In the Twilio Console, select Send WhatsApp Message.
Choose a pre-approved template (e.g., order notification, verification code).
Modify the template (e.g., update the date in an appointment reminder).
Click Send to send a message to your WhatsApp number.
Check your phone to see the message appear in WhatsApp.
Step 4: Handling User-Initiated Messages
Reply to the test message from WhatsApp (e.g., “Confirm”).
Twilio will receive and display the response in the sandbox.
Since this is a user-initiated conversation, you can send a free-form response.
Enter a custom reply (e.g., “Thank you for confirming your appointment.”).
Click Send Your Reply and check your phone to see the response.
Step 5: Registering Your Business Number for WhatsApp
Once you're ready to move beyond the sandbox, register your own WhatsApp number:
In the Twilio Console, click Register Your Own WhatsApp Sender.
Provide the following details:
Business information (name, category, website, etc.)
Meta Business Manager account
Twilio phone number
Click Get Started to initiate the registration process.
Step 6: Get Approval from Meta
Meta will review your business information.
Once approved, your Twilio number will be linked to WhatsApp.
You can now send business-initiated messages and interact with customers.
Step 7: Set Up WhatsApp Messaging in Your App
Use Twilio’s API to send and receive WhatsApp messages.
Check out the Twilio WhatsApp Quickstart Guide at twilio.com/docs/whatsapp.
3. MessageBird
The MessageBird WhatsApp Sandbox allows you to try and prototype WhatsApp Business in a developer environment without going through the approval process. In this quickstart, you’ll learn how to get started with MessageBird’s WhatsApp Sandbox in 6 easy steps.
Step 1: Activate the Sandbox
Go to your ‘Channels’ in the MessageBird Dashboard, and click on ‘WhatsApp Sandbox’. Activate the Sandbox by agreeing to the WhatsApp Business Solution Terms.
Step 2: Connect your device to the Sandbox
You’ll now need to connect your device to the Sandbox. You can it in two ways:
Scan the QR Code: Open your phone camera and focus it on the QR Code, click on the push notification, you have a prefilled message with the word “join” followed by a two-word entry code, send the message, and you're connected!
Two-word entry code: Save the WhatsApp Sandbox number as a new contact in your phone, now go to WhatsApp and send your unique two-word entry code to this number, and you're connected!
Message received! Your device is now connected to the MessageBird’s WhatsApp Sandbox. The ‘Waiting for Your Message’ box now reads Congrats! You're now connected to the Sandbox. This means you're ready to start messaging.
For now, the WhatsApp Sandbox can only be active in one window at a time and only one user per Workspace can connect simultaneously. To successfully connect to the Sandbox, make sure to close any additional active windows. If another user is already connected to the workspace, simply switch to another workspace.
Pro-tip: Want to leave this Sandbox and join another? Simply reply Stop at any time to the WhatsApp Sandbox.
Let's keep moving. Hit ‘Next: Send an outbound message.’
Step 3: Choose a WhatsApp Message Template
It’s time to choose a WhatsApp Message Template. The displayed templates have already been submitted approved by WhatsApp, so you can start using them straight away.
You have three Message Template options:
Customer Support User Verification (2FA) Notification Check out some more examples of approved use cases for the WhatsApp Business solution.
Go to our Message Templates quickstart to learn more about it.
Step 4: Send a message from the Sandbox
In this step, the Sandbox is replicating a business-initiated conversation via the WhatsApp API using Message Templates.
We've chosen some custom variables for each Message Template. Feel free to play around with the custom variables using the text boxes.
You can go back and forth step 3 and step 4 as many times as you want. Ready to go? Click ‘Send a message’ and tada your WhatsApp Message Template with custom variables will be sent to your device.
You can also use the code snippet on the right side of the Sandbox to send a message from your project. You'll see an example response in the field below.
Easy, right? Let's start a conversation by sending a reply from your device.
Pro-tip: The dynamic API request automatically updates depending on the custom variables that you set, so you can use the code snippets from the Sandbox to start building while waiting for the WhatsApp approval.
Step 5: Send a reply from the device
In this step, the Sandbox is replicating a customer-initiated two-way conversation via the WhatsApp API.
You can now write a response from your device to the Sandbox number. This will enable a 24-hour conversation session, during which you can freely chat with yourself—to and from the Sandbox. You can send as many replies as you want—the reply will automatically update.
Learn more about the 24-hour window.
Once you send a reply to the Sandbox, the ‘Waiting for a message’ field will update with your message. Awesome, your 24-hour session is enabled. You're ready to continue the two-way conversation with the Sandbox.
Step 6: Send another reply from the Sandbox
This time you're not limited to a pre-approved WhatsApp Message Template because you're still in the 24-hour two-way conversation window. You can reply to the responses and the other way around as much as you wish.
Which Option is Best for You?
If you're looking for completely free access, the best option is Meta's WhatsApp Cloud API, which provides 1,000 free conversations per month. If you need additional features, Twilio, Vonage, and Zoko offer free trials or affordable entry points to get started with WhatsApp Business API.
Conclusion
While WhatsApp Business API itself is not entirely free, businesses can minimize costs by using Meta’s Cloud API or taking advantage of free trials from BSPs like Twilio and Vonage. By selecting the right provider based on your needs, you can enhance customer communication while keeping expenses low.
