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Has your business grown beyond the capabilities of the WhatsApp Business App? If so, you should consider a WhatsApp Cloud API solution. Learn everything you need to know about WhatsApp Cloud API and how it differs from the WhatsApp Business App. Then, we’ll detail the benefits of WhatsApp Cloud API and show you how to get access to it.
What is WhatsApp Cloud API
WhatsApp Cloud API is the cloud-hosted version of the WhatsApp API, also known as WhatsApp Business Platform. It enables businesses with multiple users to manage thousands of messages in a team inbox, send bulk messages and take advantage of advanced automation and integration.
WhatsApp Cloud API is hosted on Meta’s cloud servers and can be accessed either directly through Meta or through a Business Solutions Provider (BSP) like respond.io. With the range of solutions and flexibility now available, we recommend that most businesses use a BSP as applying through Meta requires extensive technical knowledge.
Sunset of WhatsApp On-Premises API
In the past, the WhatsApp API was only available as an On-Premises API, which meant a business had to host the API on its own servers or rely on a BSP for hosting. It was a complex, expensive process. Additionally, API upgrades had to be manually downloaded and it took time for the updates to be reflected to end users.
Meta realized the limitations of On-premises API, and in 2022, it launched WhatsApp Cloud API as a quicker and more cost-effective way to get WhatsApp API. Few BSPs offered the Cloud API at the time, so it was most common for businesses to get access directly from Meta.
That’s all changed now as there’s a large number of BSPs to choose from, and WhatsApp Cloud API adoption is widespread. In January 2024, Meta began the process of the WhatsApp API On-Premises Sunset. As of July 2024, no new users could apply for On-Premises API, and it will no longer be available to current users after October 2025.
So, if you were wondering what the difference is between WhatsApp API and WhatsApp Cloud API, there’s essentially no difference anymore. If you get WhatsApp API, it will be the Cloud version.
Why Should I Migrate to WhatsApp Cloud API?
First of all, if you’re using On-Premises API and haven’t already migrated to Cloud API, it’s crucial to do so as soon as possible. With the high costs, complexity, and no feature updates since January 2024, there’s no reason to continue using and outdated product.
But for most businesses, your decision will be between continuing to use the WhatsApp Business App and migrating to WhatsApp Cloud API. Here’s what you need to know about the differences.
WhatsApp Business App vs WhatsApp Cloud API
The WhatsApp Business App is intended for micro to small businesses, as it comes with limited multiuser, broadcast and automation capabilities. This makes it difficult to handle high volumes of messages and contacts.
WhatsApp Business App
WhatsApp Cloud API
Best for
Small businesses
Medium to large businesses
Number of Devices
5
Unlimited
Automation Capabilities
Limited
Advanced AI and automation
Broadcast Limit
256 contacts
Unlimited
Supports Integration
No
Yes
The API, on the other hand, supports unlimited users and high volumes of broadcasts. When paired with the right WhatsApp API software, businesses can manage conversations with advanced AI and automation and ensure smooth contact synchronization with e-commerce platforms and CRMs, among other advanced capabilities.
So, if you’re running a medium-to-large business in regions where WhatsApp is popular such as in Malaysia, Singapore, the United Arab Emirates (UAE), Mexico or the United Kingdom (UK), WhatsApp Cloud API enables you to reach customers at the scale required for business growth and success.
Of course, along with the increased scale and features come costs. We’ll give you the breakdown so you’ll know what to expect.
Turn conversations into customers with respond.io's official WhatsApp API. ✨
WhatsApp Cloud API always incurs fees which may include the cost of a phone number, BSP fees depending on which BSP you choose and conversation fees.
If you opt not to purchase a phone number, Meta now provides free, auto-verified virtual phone numbers for Cloud API users. Businesses can claim up to two US-based numbers (+1 555), though they are limited to WhatsApp use and cannot receive calls or SMS.
If you get WhatsApp Cloud API directly from Meta or from a BSP like respond.io that does not charge fees, you only have to pay WhatsApp conversation charges. WhatsApp’s conversation-based pricing is divided into 2 categories: business-initiated conversations and user-initiated conversations or service conversations.
Service conversations are conversations initiated by customers. WhatsApp offers businesses 1,000 free service conversations each month. After that, businesses will be charged user-initiated conversation fees when they reply to messages within the 24-hour messaging window.
Business-initiated conversations are conversations initiated by businesses outside the 24-hour messaging window. Businesses have to use a message template to start a business-initiated conversation.
Starting July 2025, WhatsApp will shift from per-conversation to per-message pricing for marketing and utility template messages. Utility messages sent within the 24-hour service window will remain free.Now, let’s look at WhatsApp Cloud API features.
The features available will vary depending on which WhatsApp Cloud API solution you choose. Even if you apply for API access directly through Meta, you will need to subscribe to a conversation management platform to send and receive messages unless your business has developers building a custom solution. Here are a few reasons to select respond.io.
Why Choose Respond.io as Your Conversation Management Software and BSP
Unlike many BSPs, respond.io provides free WhatsApp Cloud API access and does not impose any markup on WhatsApp Charges. Because it comes with a messaging software, you don’t have to get API access and messaging software from separate providers.
Additionally, choosing respond.io as your BSP is a wise decision, given that it is a badged Meta Business Partner, vetted by Meta for its expertise in business messaging. Next, we’ll show you the two available options to obtain the WhatsApp Cloud API.
How to Get WhatsApp Cloud API
Businesses can get WhatsApp Cloud API access in one of two ways: Self-service or through a BSP like respond.io.
Respond.io Technical Product Lead Ahmed Nassar explains, “Certain users would prefer to get Cloud API from Meta in order to have full control over technical, webhooks and API configurations. There is no advantage in terms of features, so for most users, we would recommend using a BSP.”
It’s worth noting that setting up WhatsApp Cloud API on your own requires technical knowledge. It involves a tedious process, which can be challenging for businesses without adequate technical resources that want to chat with customers quickly.
Fortunately, respond.io simplifies the process, allowing you to get WhatsApp Cloud API access in just a few clicks. Let’s explore how to get WhatsApp Cloud API through respond.io and on your own using Meta for Developers.
How to Get WhatsApp Cloud API: Sign Up through Respond.io
Advantages
Ease of Integration
No Markups on Messaging Fees (unlike other BSPs)
Advanced Features
Disadvantages
Platform Costs
Dependency on Platform-specific features
Signing up for WhatsApp Cloud API with respond.io is quick and effortless. On the platform you’ll be guided through a seamless WhatsApp API sign-up process – from linking your Facebook Business Account (now known as Meta Business Portfolio) to adding a phone number.
The entire process takes only a few minutes. Refer to our WhatsApp API guide for step-by-step instructions.
That’s the easy way! However, if your business needs strict control over the integration and you have the necessary technical skills, here’s how to get WhatsApp Cloud API directly through Meta.
How to Get WhatsApp Cloud API: Sign Up Through Meta
Advantages
Ease of Integration
No Markups on Messaging Fees (unlike other BSPs)
Advanced Features
Disadvantage
Less control over technical and API configuration
Signing up for WhatsApp Cloud API with respond.io is quick and effortless. On the platform, you’ll be guided through a seamless WhatsApp API sign-up process – from linking your Facebook Business Account (now known as Meta Business Portfolio) to adding a phone number.
To get WhatsApp Cloud API directly from Meta, you need to set it up on your Facebook Developer Account. Follow the steps below or watch our WhatsApp Cloud API tutorial video.
3. Provide basic information about your business. If you don’t have a Business Manager account, If you don’t have a Business Manager account, you’ll be prompted to create one later. Click Create app. You will be directed to your Meta dashboard.
4. Scroll down until you see WhatsApp and click Set up.
5. ClickContinue to accept WhatsApp Cloud API’s terms and conditions. If you left your Business Manager account unselected in step 3, select or create one now.
6. Send a message with the test number generated by WhatsApp to your personal or business WhatsApp number to test if your integration is a success.
Next, we’ll show you how to add your phone number to your WhatsApp Cloud API account
Connect Your Phone Number
1. Click Add Phone Number to connect a phone number to your WhatsApp Cloud API account.
2. Fill in your business information and click Next.
3. Fill in your WhatsApp business profile information and click Next.
4. Add a phone number for your WhatsApp Cloud API. Note that the number you add cannot be tied to an existing WhatsApp account.
5. Verify the phone number you’ve added. A 6-digit verification code will be sent to the number. Enter the verification code once you receive it.
6. Look at the Send and receive messages section. The number you’ve added will be shown.
You have connected your phone number with your WhatsApp Cloud API account! Now that you've set up WhatsApp Cloud API on your Facebook Developer Account, you need to connect it to a messaging inbox like respond.io to start sending and receiving messages.
Connect WhatsApp Cloud API to Respond.io
1. Click on the Settings module, choose Channels and click on Add Channel. Then, click on the WhatsApp Cloud API.
2. ClickConnect With Facebook. You’ll be prompted to choose the WhatsApp Cloud API Account and Business Manager account you want to use with respond.io.
3. Select the phone number you want to connect to respond.io and click Next. The phone number shown in the drop-down menu are the phone numbers connected to the WhatsApp Cloud API account you’ve selected in step 2.
4. Copy the Callback URL and Verify Token. You’ll need to add it to your WhatsApp Cloud API configuration page. Note that you need to complete the setup on your WhatsApp Cloud API configuration page before clicking Complete.
5. Add the Callback URL and Verify Token to your WhatsApp Cloud API configuration page. Click Verify and Save.
6. Subscribe to the Message Webhook event.
7. Go back to respond.io and click Complete Just like that, you’ve successfully connected your WhatsApp Cloud API to respond.io!
8. View the latest quality rating of your WhatsApp Business phone number by hovering over the icon at the bottom left of the channel panel..
Now that you have access to respond.io WhatsApp business API, you can start messaging customers. Let’s explore how messaging customers on WhatsApp works in the next section.
WhatsApp Cloud API: Messaging Customers
Once you’ve connected WhatsApp Cloud API to respond.io, you will fall under the unverified business category, where a compliance check of your WhatsApp Business account will be automatically triggered and conducted in the background to ensure compliance with the WhatsApp Platform Policies. During this period, businesses can:
Send business-initiated conversations (message template) to up to 250 unique contacts in a 24-hour rolling period.
Respond to unlimited conversations initiated by customers
Additionally, note that from March 2025, WhatsApp will limit marketing template messages based on engagement, prioritizing active users for better reach.
WhatsApp Cloud API is the cloud version of WhatsApp Business API provided directly by Meta and hosted in Meta servers.
Is WhatsApp Cloud API free?
You can get access to WhatsApp Cloud API for free, but you'd still need to pay for WhatsApp conversation fees plus a messaging platform to send and receive messages.
Will all on-premise WhatsApp API features be available on Cloud API?
Generally speaking, Cloud API solutions get updated with the latest meta changes more quickly than on-premise solutions. If you use WhatsApp on-premises API, you have to rely on your BSP to update the WhatsApp Business Platform as soon as possible with every Meta update.
Does the introduction of Cloud API mean the end of WhatsApp On-Premises API?
Yes, On-Premises API is in the sunset process. No new users can sign up for On-Premises API, and it will be completely discontinued in October 2025.
What is the difference between WhatsApp API and WhatsApp Cloud API?
With the sunset of On-Premises API, all WhatsApp API is now cloud hosted, so the terms are essentially the same.
Further Reading
We hope you found this blog beneficial. Here are some reading suggestions that might be of interest to you.
Gabriella is a Content Writer at respond.io, specializing as the team’s go-to authority for WhatsApp since 2022. Armed with a Bachelor's in Communication, Gabriella sharpened her skills as a marketing specialist at a web hosting company. Her profound knowledge of messaging apps, the SaaS industry and customer behavior makes her articles indispensable guides for tech-savvy businesses.
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