WhatsApp Business Platform

The WhatsApp Business Platform is the commercial route for brands to message customers on WhatsApp at scale, through an approved provider rather than the consumer app. It matters in markets where WhatsApp is the default inbox, including much of Latin America, southern Europe, India and the Middle East. Two operational facts shape planning: business-initiated messages must use templates approved in advance, and sending them is charged by the platform, so volume plans need a budget line rather than an assumption of free reach.