Guides
The free WhatsApp Business app is genuinely good, and most businesses should start there. You need the API when one of four things becomes true: more than a couple of people need to answer the same number, you want messages triggered automatically by events, you need to reach customers who have not saved your number, or you want the conversation connected to your billing, stock or bookings.
If none of these apply, stay on the free app — you will not get value from the API yet.
Migration is one-way — a number on the API cannot go back to the consumer app — and chat history does not transfer. You also start paying for template messages. In exchange you get team access, automation and no device ceiling.
| Business app | API |
|---|---|
| Free | Per delivered template message, billed by Meta |
| Limited linked devices | No device limit |
| Broadcast only to contacts who saved you | Any opted-in contact |
| Manual replies with saved quick replies | Chatbots, flows, event-triggered messages |
| No CRM | Full CRM with tags, scoring and pipelines |
| Cannot apply for the green tick | Can apply for the green tick |
| History on one phone | History in your database |
No — migration to the API is one-way for that number. If you want to keep the option, start the API on a different number.
No. Chat history does not move across, which is another reason many businesses start the API on a fresh number.
Often, yes. If one person answers the phone and you are not sending automated reminders, the free app is the right tool.
Connect your number through Meta Embedded Signup, keep ownership of your WhatsApp Business Account, and pay Meta directly for messages — we never add a markup.