The quickest way for a small business to start answering customers on WhatsApp is the free WhatsApp Business app. Install it on a compatible Android phone or iPhone, verify a dedicated business number, complete the profile, configure a greeting message, add a catalog if you sell products or services, and link approved team devices. Choose the WhatsApp Business Platform instead only when you need developer-built or provider-assisted integrations.
Choose the right WhatsApp product first
WhatsApp offers two distinct ways to handle customer conversations. The WhatsApp Business app is a self-setup mobile app aimed at small businesses. The WhatsApp Business Platform is the API route for companies that need custom software, automation or a Business Solution Provider (BSP). The Platform is not a mandatory upgrade for every business.
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| Decision point | WhatsApp Business app | WhatsApp Business Platform |
|---|---|---|
| Best fit | Owner or small team handling chats directly in a mobile app | Business that needs developer-built or provider-assisted integration |
| Onboarding | Download the app, accept terms and verify a phone number | Developer account through WhatsApp Developer Documentation, or setup in Meta Business Manager through a BSP |
| Primary workspace | WhatsApp Business mobile app | Your software or an integration supplied by your developer or BSP |
| Profile and messaging tools | Business profile, contact and chat organization, greeting and other in-app messaging tools | Determined by the integration architecture you build or select |
| Team access documented in the setup material | Linked-device flow with a QR code; up to four linked devices simultaneously, with periodic primary-phone login | Access is handled by the integration rather than the app’s linked-device workflow |
| Pricing and service guarantees | WhatsApp describes the app as free to download; no service-level or comparative pricing claim is established here | Pricing, response windows and provider performance vary and are not established by the setup documentation |
For a local shop, consultant, clinic, restaurant or small online seller that mainly needs a recognizable profile and an organized way to reply, start with the app. Consider the Platform when your requirement is an API connection to business systems or a provider-managed implementation. WhatsApp describes the Platform onboarding paths in its Platform getting-started guidance.
What you need before setup
- A compatible Android phone or iPhone with internet access. WhatsApp says the Business app is free to download from the appropriate app store.
- A phone number that can receive the verification code. Decide whether it will be a dedicated business number or an existing WhatsApp Messenger number.
- Your exact public business name, one to three relevant categories, opening hours, address, website and a square profile image.
- A short customer-facing description explaining what you sell, where you operate and when customers can expect replies.
- For a catalog, product or service names, prices or other details you want to show, and approved images or videos.
- If several people will answer messages, the phones you intend to link and a process for deciding who owns each conversation.
Have the business name and number ready before you begin. Changing identity details after customers have saved or shared your contact can create avoidable confusion.
1. Install WhatsApp Business and verify the number
- Download the correct app. Open the Android or iPhone app store, search for WhatsApp Business, install it and open it. Review and accept the Business Terms of Service and, where presented, the Business App Privacy Policy. WhatsApp’s download instructions are at How to download the WhatsApp Business app.
- Enter the business number. Choose the country code and type the number that customers should use. Confirm that you can receive the verification code by SMS or the available verification method.
- Decide whether to migrate an existing account. If the number is already used with WhatsApp Messenger, WhatsApp says the account may be migrated to Business, including chat history and media. Follow the in-app migration prompts and allow the requested backup or media permissions. Do not assume Messenger and Business can share one number: one number cannot be active in both apps at the same time. To keep Messenger and Business on the same phone, use two different phone numbers.
- Complete verification. Enter the code, or finish the alternative verification flow offered in your region. Keep the verified SIM or number under the business’s control so the account can be recovered when staff or phones change.
Number choices that prevent future disruption
A dedicated number keeps personal conversations separate from customer service and makes ownership easier to transfer. An existing Messenger number can be migrated when preserving its chats and media matters, but migration changes where that number is managed. Document who controls the SIM, recovery access and the phone used as the primary device.
2. Build a customer-ready business profile
After verification, open the profile setup and enter information customers can use immediately. WhatsApp’s profile guidance explains that customers may see the business name, description, address, hours and category; email and website can also be shared. See About your business profile for the fields and availability that WhatsApp currently documents.
- Enter the public business name. Use the name customers recognize on receipts, signage and your website. Check spelling and capitalization before saving.
- Select categories. Choose up to three available business categories that accurately describe the company. The setup guide says you cannot create a custom category, so select the closest official options.
- Add hours. Set regular opening and support hours. If your response team works different shifts, publish the hours when a customer can realistically expect a human reply.
- Upload a profile photo. Use a clear logo or recognizable business image with enough contrast to remain legible as a small icon.
- Add the address. Include a customer-facing location when visits, pickup or delivery coverage depends on it. Use the address format customers can understand.
- Add a website and email when useful. These give customers another route for order details, policies or documents.
- Write the description. State the main products or services, service area and the kind of help customers can request. Avoid promises about response times that your team cannot keep.
Linking a Facebook Page or Instagram Business profile is optional. WhatsApp notes that this option may not be available in every region, so its absence does not indicate a failed setup.
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WhatsApp describes the Business app’s tools as helping businesses automate, sort and quickly respond to incoming communications. Start with the greeting message because it sets expectations before a staff member reads the chat.
Greeting messages
In the Business app, open the business messaging tools and choose the greeting-message option. Write a short welcome that identifies the business and tells the customer what information will speed up a reply. WhatsApp says a greeting can be sent to a first-time customer and to a customer who returns after 14 days of inactivity. It requires an active internet connection, and you can choose recipient rules. The documented behavior is described in How to use greeting messages.
A useful greeting has three parts:
- Identity: “Thanks for contacting Acme Repairs.”
- Scope: “We can help with estimates, appointments and order questions.”
- Next step: “Send your order number or a photo of the issue so we can start.”
Do not use the greeting to claim that a person is available 24/7 unless that is true. If the team is offline, state the next staffed period in the message or profile hours.
Organizing incoming chats
Use the app’s available organization and response tools to separate new requests from conversations that are waiting on a customer, payment or internal action. Establish a simple internal convention before multiple people begin replying, such as one person owning a conversation until the next handoff. This is an operating practice rather than a WhatsApp service guarantee; the app’s exact labels can change by platform and version.
Write replies that reduce back-and-forth
Ask for the minimum information needed to act: order or invoice number, product or service, preferred date, location and a concise description of the problem. Keep sensitive data out of the first message and move payment or identity verification to the approved process your business already uses.
4. Add a catalog for products or services
A catalog lets customers view selected products or services inside the business experience. It is optional: a service business that handles bespoke work may prefer a profile, greeting and direct conversation instead.
- Open the catalog tool in WhatsApp Business.
- Add each product or service with a clear name, description, price or other fields the app provides, and relevant media.
- Review spelling, availability and images before submitting.
- Wait for review before telling customers that an item is visible.
WhatsApp says catalog items and associated media are reviewed. Pending or rejected items are not visible to customers until approved. A catalog therefore should not be your only source of current inventory or appointment availability. Keep a separate order or booking process for details that change frequently. The moderation and maintenance rules are covered in How to create and maintain a catalog.
Catalog maintenance checklist
- Remove discontinued products instead of letting customers request unavailable stock.
- Update prices and descriptions when your real offer changes.
- Use images that show the actual item or service clearly and do not expose customer information.
- Check the catalog after approval; a submitted item that is still pending will not be customer-visible.
5. Connect a small support team with linked devices
When more than one person needs access, use the Business app’s linked-device flow rather than sharing the primary phone informally. WhatsApp’s documented procedure uses a QR code and supports up to four linked devices simultaneously. The primary phone must log in at least once every 14 days to keep those linked devices connected. Follow the current steps in How to link a device with QR code on the WhatsApp Business app.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware match- On the primary phone, open WhatsApp Business and go to the linked-devices area.
- Choose the option to link a device and authenticate if prompted.
- On the additional phone or computer, open the WhatsApp linking screen so it displays a QR code.
- Scan that code with the primary phone and wait for the device to synchronize.
- Give the linked user a clear role, such as sales, scheduling or technical support.
- When a staff member leaves or a device is lost, return to linked devices and remove access immediately.
WhatsApp separately describes an option of up to 10 devices and chat assignment with Meta Verified. Availability, subscription terms and regional eligibility can differ, so do not treat that separate description as a universal replacement for the four-device setup documented above.
Team rules that make linked access safe
- Keep the primary phone charged, updated and under the business owner’s control.
- Use a handoff note or internal label so two agents do not promise conflicting outcomes.
- Review linked devices regularly and remove anything no longer recognized.
- Never ask customers to send passwords, full payment-card numbers or other secrets in a normal chat.
6. Run customer service day to day
WhatsApp can be the front door for support, but the business still needs a repeatable workflow. Define what happens after a message arrives:
- Identify the request. Classify it as product information, order status, booking, technical issue, return or another category your team actually handles.
- Acknowledge and gather facts. Use the greeting and a concise follow-up to request the missing order number, date, location or product details.
- Resolve or assign. The first person who reads the message should either answer it or make the owner and next action obvious to the team.
- Confirm the outcome. Restate what was changed, booked, refunded or escalated, including any date or reference number.
- Close carefully. End with a clear invitation for the customer to reply if the issue remains unresolved, rather than leaving an ambiguous promise.
For high-volume operations, this app-based workflow may become difficult to coordinate. That is the point at which an API integration can be evaluated; adding the Platform is an architecture decision, not a requirement created by ordinary customer conversations.
7. When the WhatsApp Business Platform is the better route
The Platform is intended for API-oriented implementations. Choose it when a developer must connect WhatsApp conversations to your own systems, or when a BSP will provide the integration and operational tooling. WhatsApp identifies two onboarding paths:
Developer-led setup
A company developer creates an account through WhatsApp’s Developer Documentation and builds or connects the required components. This route gives your technical team control over the integration design, but it requires development and ongoing maintenance outside the mobile app.
Business Solution Provider setup
A BSP creates an account through Meta Business Manager. A business working with a BSP uses embedded signup. The provider may supply the interface or implementation services, but provider pricing, response times, feature coverage and policy handling are not established by the WhatsApp setup pages cited here. Confirm those terms directly before committing.
Questions to answer before choosing the Platform
- Which business system must receive or send WhatsApp messages?
- Who will maintain authentication, templates, routing and staff permissions?
- Do you need a provider to perform implementation, or does your own developer team own the work?
- What happens to conversations if the integration is unavailable?
- Which countries and business entities will the account serve?
If you cannot answer these questions, the Business app is usually the clearer starting point. The Platform’s onboarding distinction is documented in How to get started on the WhatsApp Business Platform.
8. Troubleshoot the most common setup problems
The verification code does not arrive
- Confirm the country code and number, and make sure the SIM can receive SMS or calls.
- Check that the number is not already being used simultaneously in WhatsApp Messenger and Business.
- Use the retry or alternate verification option shown in the app rather than repeatedly requesting codes.
- If the number belongs to a business phone system, verify that it can receive the method WhatsApp offers in your region.
Customers cannot find the business details
Reopen the profile and check the saved name, category, hours, address, website, email and description. Customers can see only the information that has been entered and shared. Optional Facebook or Instagram linking may be unavailable in some regions.
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Check whether the item is pending or rejected. WhatsApp says unapproved items and media are not visible to customers. Correct the listing or wait for review before treating it as published.
A linked device stopped working
Check the linked-devices list, internet connection and the 14-day primary-phone login requirement. Remove an unrecognized device and link it again with a fresh QR code if necessary.
The greeting did not send
Verify that the greeting is enabled, its recipient rule includes the customer, and the primary device has an active internet connection. Remember that the documented trigger is a first message or a return after 14 days of inactivity, not every message.
9. Privacy, ownership and maintenance checklist
Customer-service accounts contain conversations, order details and personal information. Keep ownership and access explicit from the first day.
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- Use a business-controlled phone number and recovery process.
- Limit linked devices to current staff and remove access during offboarding.
- Publish only information customers need; avoid putting confidential internal notes in the profile or catalog.
- Review profile hours, description, website and catalog items whenever the business changes.
- Document who controls the primary phone and who can approve a new linked device.
- Check the app’s current terms, privacy notices and regional availability when WhatsApp presents an update.
10. A practical launch checklist
- Choose the Business app unless a specific API integration requirement points to the Platform.
- Install WhatsApp Business from the official app store and accept the applicable terms.
- Verify a dedicated number, or migrate an existing Messenger number after understanding that it cannot remain active in both apps.
- Complete the name, categories, hours, photo, address, website, email and description.
- Write and test the greeting message, including what information customers should send.
- Create catalog entries only for products or services you can keep current, then wait for approval.
- Link only the devices your team needs and record who owns each conversation.
- Send a test message from a separate phone to confirm the profile, greeting and response process.
- Set a weekly review for profile accuracy, linked devices, catalog status and staff access.
Frequently Asked Questions
Is WhatsApp Business free?
WhatsApp describes the Business app as free to download for Android and iPhone. The setup material does not establish comparative operating costs, service-level guarantees or Platform pricing, so those should not be inferred from the app download.
Can I use the same phone number for WhatsApp Messenger and WhatsApp Business?
No. One number cannot be active in both apps at the same time. WhatsApp says an existing Messenger account may be migrated to Business, including chat history and media. Keeping both apps on one phone requires different numbers.
Do I need the WhatsApp Business Platform for a small business?
No. The Business app is designed for small-business use and provides the profile, chat organization and messaging tools needed for direct handling. The Platform is the API route for developer-built or BSP-assisted integrations.
How many people can use one WhatsApp Business account?
The linked-device help article documents up to four linked devices simultaneously and requires the primary phone to log in every 14 days. WhatsApp separately describes up to 10 devices and chat assignment with Meta Verified; that option may have different regional availability and subscription terms.
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When does the greeting message appear?
WhatsApp says it can welcome a first-time customer and a customer who returns after 14 days of inactivity. An active internet connection is required, and recipient rules can be selected.
Why is my catalog item not visible?
Catalog items and associated media are reviewed. Pending or rejected items are not visible to customers until approved.
Can I create my own business category?
No. The setup guide says you can select up to three available categories but cannot create a custom category.
How do I start with the WhatsApp Business Platform?
WhatsApp describes a developer route through its Developer Documentation and a BSP route through Meta Business Manager, with embedded signup for a business working with a BSP. The correct path depends on who will build and maintain the integration.
Frequently Asked Questions
Is WhatsApp Business free?
WhatsApp describes the Business app as free to download for Android and iPhone. The setup material does not establish Platform pricing or service guarantees.
Can one number be used in WhatsApp Messenger and WhatsApp Business?
No. One number cannot be active in both apps simultaneously. An existing Messenger account may be migrated to Business, including chat history and media.
Do small businesses need the WhatsApp Business Platform?
No. The Business app is intended for direct small-business use. The Platform is for developer-built or Business Solution Provider integrations.
When does a greeting message send?
It can send to a first-time customer and to a customer returning after 14 days of inactivity, with an active internet connection and the applicable recipient rule enabled.
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How many linked devices are supported?
The documented linked-device workflow supports up to four devices simultaneously, and the primary phone must log in every 14 days. A separate Meta Verified description mentions up to 10 devices with regional and subscription conditions.
Why is a catalog item missing?
Catalog items and media are reviewed. Pending or rejected items are not visible until approved.
Can I make a custom business category?
No. You can select up to three available categories, but the setup guide does not allow a custom category.
How can I begin Platform onboarding?
A company developer can create an account through WhatsApp Developer Documentation, or a Business Solution Provider can create one through Meta Business Manager. Businesses working with a BSP use embedded signup.
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