Glossary · W
WhatsApp Business
The professional tier of the messaging app — client conversations, possible automation, and strict consent rules.
WhatsApp Business is Meta's professional tier of the messaging app: a verified profile in the business's name, a catalog, quick replies, and away messages. The Business API (or onboarding through partner platforms) opens automation at scale: confirmations, reminders, automatic replies. In many countries, WhatsApp has become the primary channel between clients and businesses — read rates that crush email and a more immediate feel than SMS.
The rules of the game are close to business SMS, with specifics. Prior opt-in is required: messaging a client who hasn't consented is an infringement, not a hack. The 24-hour service window bounds automatic replies to a client's message; beyond it, sending goes through pre-approved templates. And the channel assumes the client uses the app — where SMS works on any handset, including the oldest customers'. For missed-call recovery, WhatsApp is a valuable complementary channel, not a universal replacement.
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