What is WhatsApp Business? App vs. Platform explained

WhatsApp is one of the world’s most popular messaging platforms, with more than two billion users globally. But what is WhatsApp Business?

Businesses can now use this same channel to communicate with customers through two different solutions. The WhatsApp Business App is a free app suitable for small businesses to message customers directly, while the WhatsApp Business Platform (the API) is more suited to medium and large businesses, enabling them to integrate WhatsApp into their existing systems and manage conversations at scale.

What is the WhatsApp Business Platform?

The WhatsApp Business Platform allows companies to deliver rich, personalised, and interactive conversations in a secure and reliable way. By connecting the API to existing tools such as CRMs or contact centres, businesses can centralise customer information, automate processes, and scale messaging. This turns WhatsApp from a simple chat app into a powerful business messaging platform.

Standard functions include setting up branded business profiles, sending secure customer messages, and supporting two-way conversations between customers and agents.

Larger businesses can take this further by automating replies, creating message templates for common updates, and using analytics to monitor engagement.

Rich media such as images, video and documents can be shared within the same chat, and guided flows can walk customers through booking or checkout processes.

Overall, the WhatsApp Business Platform allows for:

• The ability to communicate with your customers at scale

• Automated responses

• Real-time monitoring of conversations

• Conversion analytics

• Customisable message templates

• An unprecedented level of security with end-to-end encryption and data privacy

• Integration with existing internal systems facilitates high-volume messaging and advanced automation features

WhatsApp Business App vs. WhatsApp Business Platform

Although they share a name, the two solutions cater for different audiences.

The WhatsApp Business App is a free, downloadable app for small business owners. It provides simple tools such as quick replies, away messages, and labels to organise conversations. It’s ideal for businesses handling a modest number of enquiries and wanting a more professional presence than standard WhatsApp Messenger.

By contrast, medium and large businesses that need to connect with customers at scale use the WhatsApp Business Platform. Through API integration, it links directly into company systems and supports advanced features like chatbots, automated templates, and real-time analytics. This enables enterprises to engage thousands of customers simultaneously while maintaining a personalised experience.

What kinds of WhatsApp messages can businesses send?

WhatsApp supports a range of business-initiated messages and customer-initiated conversations. 

1. Notifications and alerts are commonly used for order confirmations, delivery updates or account activity.
2. Marketing messages, such as promotions or personalised recommendations, are also possible but require pre-approved templates.
3. Two-way chats allow real-time problem-solving through either a live agent or a chatbot.

In all cases, customers must first opt in to receiving business communications.

Why do customers like using WhatsApp for business communication?

Customers are already comfortable using WhatsApp Messenger with friends and family, so extending this to businesses feels natural. 

The platform provides immediacy — users receive and answer messages more quickly than email. It is also convenient; people can pick up and respond to chats when it suits them. 

Conversations are private and encrypted, giving customers confidence that their information is secure. For many users, WhatsApp is a trusted, familiar space, which makes communicating with a company feel straightforward and reliable.

What are the benefits for businesses? 

WhatsApp offers businesses the chance to meet customers where they already are. It reduces wait times because automation or direct messaging can answer enquiries instantly. 

It enables richer service since businesses can share videos, documents and images alongside text. 

Connecting WhatsApp to a CRM makes personalisation easier, allowing past interactions to shape future responses. And because the platform is scalable, companies can manage thousands of conversations without compromising quality.

How are businesses using WhatsApp in practice?

Well-known brands have already adopted WhatsApp for customer communication. Netflix uses it to send account notifications and tailored updates, while Booking.com provides booking confirmations and travel alerts directly to customers’ phones. 

A retailer might send shipping updates and then guide customers through returns using a chatbot. Banks use WhatsApp to flag suspicious account activity and get a quick confirmation from the customer. 

These scenarios show how WhatsApp fits into everyday customer journeys, providing speed and reassurance.

WhatsApp Business security and compliance

Security and compliance are central to WhatsApp’s design. End-to-end encryption protects all messages, meaning only the sender and recipient can read them. Businesses undergo a verification process to give customers confidence that they are dealing with an authentic account. 

The platform complies with regulations such as GDPR and CCPA, ensuring that it handles personal data responsibly. Spam and abuse prevention policies are also in place, so customers only receive relevant, authorised messages.

How to get started with WhatsApp Business

Getting started is straightforward. Businesses first create a WhatsApp Business account and verify their business phone number. Customer opt-in is required before any messages can be sent. 

Once approved, set up some message templates, and companies can begin sending notifications, responding to enquiries, and managing conversations through the Business App or by integrating the API with their systems.

Want to learn more about WhatsApp for Business and how it can benefit your business? Download our free WhatsApp for Business Guide! You’ll discover all of WhatsApp’s features and functionalities, as well as learn how large and small businesses use WhatsApp for Business to boost customer satisfaction. 

You can also get in touch with an Esendex expert today to find out how much the WhatsApp Business Platform costs, discuss your comms strategy and much more.