Access comes in two ways: direct integration with Meta's Cloud API, or through a BSP (Business Solution Provider) that wraps the API in ready-made tooling. Since Meta retired the self-hosted on-premises API in October 2025, the Cloud API — hosted by Meta — is the only supported architecture.
Core mechanics. Conversations follow a consent-and-window model. Businesses need an opt-in before initiating contact, and business-initiated messages must use templates pre-approved by Meta. When a customer writes in, a 24-hour customer service window opens during which the business can reply freely — this is where chatbots and AI assistants do most of their work.
What it enables. Verified business identity, multi-agent inboxes, rich media, interactive buttons, product catalogs, and automation from simple notifications to full conversational commerce. Meta bills business-initiated template messages per delivered message, with rates varying by category and destination country; replies inside the service window are free.
Verification and limits. Businesses complete Meta business verification, and messaging limits scale with verification status and quality ratings. Platforms like TikJoy build their AI concierge on the official API, working inside this framework rather than around it.
Why it matters for brands
WhatsApp is where customers already are, and the API is the only compliant way to automate conversations there at scale. The official route protects your number from bans and unlocks verified branding, automation, and measurable revenue conversations.