How to Apply for the WhatsApp Business API: Step-by-Step Guide

Over the past couple of years, using WhatsApp to fuel business growth has been gaining more and more attention across industries worldwide. The hype is no fluke as WeChat, the top messaging app on the Chinese market, demonstrated that a strong messaging business platform and ecosystem can drive growth and even reshape business as we know it.

Thus, it's no surprise that in 2018, WhatsApp finally joined the race with its own WhatsApp Business API and has been improving it since. Today, more and more brands and organizations—including yours, since you are here!—turn to WhatsApp Business API integration to drive their growth and business communication strategy.

WhatsApp's opening to businesses was a game-changer.

Why?

WhatsApp is currently the most popular messaging app in the world. Its user base has grown by 811.74 million from January 2021 to March 2024, and the projected number of WhatsApp users for 2025 is 3.2 billion. At this time, it’s the leading messaging app in 133 countries worldwide.

WhatsApp is the easiest and most frictionless way to encourage customer engagement or provide customer support, ensuring smooth customer communication and user experience.

To ensure precisely the latter, WhatsApp controls the types of businesses that are granted WhatsApp Business API. So we’ve put together a clear guide on how to apply for WhatsApp Business API, which takes you through the process step by step and helps to up your chances by making the right choices along the way.

How to Apply for WhatsApp Business API

WhatsApp’s focus is to deliver safe and quality experience to its customers, which is why not all businesses will be approved when they apply for the WhatsApp Business API. We’ll cover the business specificities later in this article. For now, let’s break down how you submit a successful application. 

1. Select Application Route

There are two ways you can apply for WhatsApp Business API:

Direct Sign Up

While the official WhatsApp Business API website offers you the option to sign up directly, going down this path isn’t particularly efficient. If you are a medium-sized company, it's downright too labor-intensive and technically challenging.

For instance, you will most definitely require a developer to set everything up and submit the WhatsApp Business API registration. Though, if this is what you are looking for, you can follow all steps of this process on the official Meta Business Help Center.

Through a WhatsApp Business API Provider

Working with a WhatsApp Business Solution Provider (BSP) will help you get approved faster and with significantly less work on your part. For instance, with Landbot, this process takes between one to two weeks. 

Speaking of Landbot, what is our role in all of this?

Landbot acts as a managing intermediary, overseeing the application and setup. Most importantly, once you are approved and ready for action, it provides you with a codeless WhatsApp chatbot builder, testing channel, and campaign manager.

The whole process goes as follows: 

• Complete contract sent from our side (in Business plans only). If you’re already a Landbot customer, you can upgrade your plan to Business in your subscription section.
• Next, for Business plans, we configure the payment to be done and start the integration with an onboarding with Customer Success. After the payment is processed, the onboarding is automatically done once the integration is requested.
• We follow Customer Success guidance for the integration (sharing all the documents with SunCo) in order to get their green light to move forward with the Facebook Business Manager ID, Number and Display name provided.
• Finally, you’ll have to delete WhatsApp (if needed) from the regular WhatsApp App and receive an SMS verification code to conclude the verification and start using WhatsApp via your BSP’s (us!) system.

2. Provide Basic Information

When you decide to apply through a business solution provider, you’ll need to submit basic information about your company and the intentions you have with your WhatsApp Business API registration:

• Company name;
• URL;
• Industry;
• Region(s) where you plan to provide the WhatsApp Service;
• Country of the company headquarters;
• Intended use case;
• Volume predictions (messages/day);
• Time to market (when do you intend to launch the service).

At Landbot, depending on the stage of the process or the department you’re talking to, we might not ask for all of the aforementioned information at the same time, but all of it will be required during the setup creation process. 

The brand approval process can take up to 2-3 weeks. Keep in mind that this step varies slightly depending on the BSP you choose.

3. Activate Phone Number for WhatsApp Business Account

Once your brand is approved, you will need to provide further information to activate your phone number.

You may use a new number or an already existing one. However, if it’s new, you must first register the number with the WhatsApp Business App. To proceed with the activation process, you will have to further provide:

• Customer Meta Business Manager ID;
• The phone number of your WhatsApp Business account;
• Name associated with the number;
• The region for your app (US or EU).

Please note that, to activate your phone number, you need to make sure it can receive an SMS or phone call from WhatsApp. This means that, especially if you are using a business phone, you need to make sure any Interactive Voice Response is disabled. If you need more information on adding a WhatsApp number to your Landbot account, please check out this article or watch the video tutorial below.

Once your phone number is activated, all the communication is hosted on a virtual server (docker). This means:

• You’ll no longer have access to user incoming messages via your phone, but instead, you’ll manage them via a dashboard or your BSP’s system.
• You can one more than one phone number, but each needs a separate docker server.

By default, you can register 25 phone numbers for each WhatsApp Business Account. Keep in mind that having more numbers will increase your monthly API pricing.

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Who Is Eligible for WhatsApp Business API?

As mentioned, not every business can get the WhatsApp Business API. So, before you start your application process, make sure you have a chance of getting approved. 

There are two key factors likely to influence your eligibility:

• Business Size: Since Whatsapp Business API registration is complex, the service is largely intended for well-established medium and large businesses. This is the reason why many call it “WhatsApp Enterprise.” If you are an individual entrepreneur or run a small business, your best option is the many features of the WhatsApp Business App.‍
• Industry: WhatsApp avoids government-run or political organizations, and the API fully doesn’t support independent software vendors, real cash industries such as gaming and gambling, adult content and entertainment, arms; alcohol and tobacco, as well as supplements and other medical drugs. On the other hand, industries favored by WhatsApp include real estate, financial services, eCommerce, retail, travel & hospitality, education, and telecommunications.

Set Up Message Templates & Verification

Once you have your Whatsapp Business API solution up and running, you’re ready to start using it to communicate with your customers!

💬 Highly Structured Message Template Setup

You will be required to design Highly Structured Message (HSM) templates. WhatsApp messaging templates are proactive messages sent to users after they opted-in to receive WhatsApp notifications (e.g., booking confirmation, shipping updates, etc.).‍

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Note: Messages you sent to your users in response to their query (reactive messages) are toll-free if sent within 24 hours of the user’s last message. Reactive messages are also liberated from content and format limitations that apply HSM templates.

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HSM messages are the only way WhatsApp monetizes its API service and has strict rules about both the form and content of these messages. You require WhatsApp’s approval to be able to put them into practice. Template messages must be:

• Text-based (no images, videos, or GIFs but contextually relevant emojis are allowed);
• Service-oriented (providing clear value to the customer).
  

If you choose to work with Landbot, you will be assigned your own project manager who will help you along the entire process from initial application to submitting message templates. Having your templates approved takes 2-3 days.

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To learn everything you need to know about designing lead/customer message templates, check out our WhatsApp templates dedicated guide 👀!

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✅ Getting a Green Tick Badge Next to Your WhatsApp Business Account

Receiving the green tick badge means becoming an officially verified business on WhatsApp and brings along UX benefits, one of which is trustworthiness. However, not everyone is eligible. In general, you need to meet the following conditions:

• Be a well-known international brand;
• Send over 500 messages/day.

Still, even without the badge, getting the WhatsApp Business API opens you to a world of possibilities that allows you to improve customer experience and create better customer journeys.

Why Use a WhatsApp Business API Provider Like Landbot

Applying for the WhatsApp Business API is certainly not a quick process, but with the help of the right provider, it can be a smooth experience.

Landbot can not only handle your application but also give you the means to build no-code chatbots and AI Agents that help automate user interactions and allow communication with customers at scale. 

Whether you want to use WhatsApp to generate leads, provide customer service, or encourage user engagement using a combination of live agents and chatbots, a WhatsApp integration API is the way to go.

Get started with WhatsApp chatbots today, or request a demo to learn more about how Landbot is the right WhatsApp partner for your business.

FAQs About the WhatsApp Business API

1. How long does it take to get approved for WhatsApp Business API?

The approval process typically takes between 1 to 3 weeks, depending on the provider (also known as a Business Solution Provider - BSP) you choose and whether your business meets WhatsApp’s eligibility criteria. Some BSPs can expedite the process if your documentation is complete and your business is verified on Meta.

2. Can small businesses apply for WhatsApp API?

Yes! Small businesses can apply for the WhatsApp Business API. There are no minimum size requirements. However, keep in mind that the API is designed for scaling communication—ideal if you need to send large volumes of messages or automate customer interactions. If your messaging needs are minimal, the WhatsApp Business App might be enough.

3. What is the difference between WhatsApp Business App and WhatsApp API?

The key difference lies in scale and functionality:

• WhatsApp Business App is free, easy to use, and built for small businesses managing conversations manually.‍
• WhatsApp Business API is designed for medium to large businesses that need to automate conversations, connect multiple agents, integrate with CRM systems, or run large-scale campaigns. It requires going through a BSP to access.

4. Do I need a chatbot for WhatsApp API?

While not mandatory, using a chatbot with the WhatsApp API is highly recommended—especially if you’re handling high message volumes or want to automate lead qualification, FAQs, and customer support. A chatbot helps you scale efficiently, reduce response times, and increase engagement without relying solely on human agents.

5. How do I get the WhatsApp green tick verification?

The green tick (✅) or Official Business Account (OBA) badge is granted by WhatsApp to high-profile, notable brands after a separate verification process. Getting approved for the API doesn’t automatically grant the green tick. To apply, your Meta Business Manager must be verified, and you must request it through your BSP. Approval is based on factors like brand recognition and media presence.

6. What happens if my application is rejected?

If your application is rejected, the first step is to check the reason with your BSP. Common reasons include incomplete business verification, non-compliance with WhatsApp policies, or operating in restricted industries. The good news? You can usually reapply after addressing the issues. Your BSP can guide you through what needs fixing and help you resubmit.