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Understanding WhatsApp Conversations
WhatsApp conversations are 24-hour threads between your business and customers, initiated when a message is delivered. Meta classifies conversations into three types: Marketing, Utility, and Service. Each serves a unique purpose and follows Meta's pricing structure.
Marketing Conversations
Initiated by businesses to promote products or services to customers. These include targeted offers, promotions, or announcements for customers who have opted in.
Example: Notify customers about an upcoming sale or a special promotion using an approved marketing template.
Utility Conversations
Focused on transactional updates such as order confirmations, delivery notifications, or recurring billing statements for opted-in customers.
Example: Inform a customer about their order status or share an invoice using a utility message template.
Service Conversations
Initiated by customers to resolve queries or seek assistance. Businesses can respond within the 24-hour service window to address customer needs effectively.
Example: A customer asks about product details, and your business responds with the necessary information within the service window.
Note: Charges apply when a conversation is initiated. Sending multiple messages within an open conversation is included in the same cost, but switching categories incurs additional charges.
Key Features of Whatsapp Cloud API

Verified Business Profiles
Businesses can create a verified profile on WhatsApp, complete with a green verification tick, company logo, description, and contact details, ensuring trust and security for customers.

Proactive Customer Notifications
Keep your customers informed by sending proactive updates on purchases, sales, receipts, account changes, reminders, and secure OTPs through WhatsApp for authentication.

Rich Media Sharing
Enhance your communication by sending media-rich messages with text, images, videos, audio files, documents, location details, and call-to-action buttons, offering a dynamic customer experience.

Targeted Promotional Messages
Increase customer engagement by delivering tailored promotional offers via WhatsApp to customers who have opted in, helping to drive conversions and enhance customer loyalty.

Interactive Messaging Features
Allow customers to interact directly through WhatsApp by using buttons for product purchases, issue resolution, item returns, and more, making customer service more seamless and efficient.

Seamless Integration with CRM
Effortlessly integrate WhatsApp with your existing Customer Relationship Management (CRM) systems, enabling automated messaging, and personalized interactions at scale.
WhatsApp Cloud API Documentation
This section of our API Documentation is designed for customers with access to the WhatsApp Cloud API. To use this part of the API, it is essential to request access through our Channels Portal. Approval is required to enable functionality.
Important Notes:
- WhatsApp comes with specific business rules outlined in the WhatsApp Business Policy and the WhatsApp Commerce Policy. Ensure you review these policies before implementation.
- As WhatsApp is used for 2-way communication (chat), it is crucial to implement the inbound flow using our API documentation for handling incoming messages.
Fact Sheet
Feature | Supported | Remarks |
---|---|---|
Text Messages | Yes | Maximum length: 4096 characters. Must be UTF-8 encoded. |
Media | Yes | Media name must have the proper file extension. Only one media file allowed per message. |
Media: Images | Yes | Maximum file size: 5 MB. Supported formats: PNG, JPEG. |
Media: Audio | Yes | Maximum file size: 16 MB. Supported formats: ACC, M4A, MP3, AMR, OGG-OPUS. |
Media: Video | Yes | Maximum file size: 16 MB. Supported format: MPEG4. |
Media: Document | Yes | Maximum file size: 100 MB. Supported formats: Plaintext, PDF, MS Word, MS PowerPoint, MS Excel. |
Interactive Messages | Yes | Supports List, Reply buttons, call-to-action (CTA) URL button, or location request messages. List messages can contain 10 options, Reply buttons can contain a maximum of 3 reply buttons. |
Location Messages | Yes | Share location details. |
Contact Messages | Yes | Send one or more contact details. |
Catalog Messages | Yes | Messages containing your entire product catalog. |
Product Messages | Yes | Messages with up to 30 items from a business’ inventory. |
Template Messages | Yes | Available templates include Media and Interactive. |
Here are the list of industries and how the WhatsApp Cloud API can be used smartly in each :
Retail
Retailers can send order confirmations, shipping updates, and promotions directly to customers on WhatsApp. With the Cloud API, businesses can automate and personalize messages, increasing customer satisfaction and engagement.
Banking and Finance
Banks can use WhatsApp to send real-time transaction alerts, OTPs, balance updates, and account activity notifications. The Cloud API ensures secure and efficient communication for financial transactions and customer service.
Healthcare
Healthcare providers can send appointment reminders, prescription updates, and health tips to patients. WhatsApp Cloud API enables the delivery of sensitive information securely, improving patient engagement and reducing no-shows.
Travel and Hospitality
Travel agencies can use WhatsApp to send booking confirmations, itineraries, and flight updates. The WhatsApp Cloud API allows businesses to automate customer interactions and provide instant support for bookings and inquiries.
Education
Educational institutions can communicate with students about exam schedules, class updates, and fee reminders via WhatsApp. Using the Cloud API, institutions can automate attendance updates and other student-related communications.
Real Estate
Real estate agents can send property listings, schedule viewings, and send rental or purchase agreements to clients. WhatsApp Cloud API helps in keeping communication personal and prompt, improving lead conversions.
Automotive
Car dealerships can send promotional offers, new car releases, service reminders, and financing options via WhatsApp. With WhatsApp Cloud API, businesses can track customer interactions and tailor communication for better customer experiences.
Food and Beverage
Restaurants and food delivery services can use WhatsApp to confirm orders, provide delivery status updates, and send promotional offers to customers. The WhatsApp Cloud API enables efficient order management and real-time customer notifications.