How WhatsApp Business API works

Break down the mechanics of the WhatsApp Business API, from templates to webhooks and routing.

The WhatsApp Business API works by connecting your business number to Meta’s messaging infrastructure through a provider. Your software sends HTTPS calls; Meta delivers messages to end users and returns events via webhooks.

Key takeaways

You register a number, link it to a WhatsApp Business account, and connect through a provider/platform.

Outbound messages use approved templates; inbound replies open a 24-hour session for free-form responses.

Webhooks keep your CRM or help desk synced with delivery, read receipts, and new messages.

Message flow at a glance

Sequence:

Your app calls the provider’s API endpoint with a template or session message.
Meta validates the sender, template, and opt-in, then delivers to the user’s WhatsApp app.
Webhooks post back delivery, read, and reply events to your URL.
Your platform routes the chat to bots or agents and logs everything for analytics.

Templates vs. session messages

Templates are required when you send the first message or when the last user reply was more than 24 hours ago. They also categorize the conversation for billing.

Session messages are free-form responses within 24 hours of the user’s last message—ideal for live support.

Quality, limits, and scaling

Meta enforces quality based on user feedback and block rates. Good opt-in and relevant copy help you move to higher messaging tiers.

Best practices to scale safely:

Warm up with small, high-engagement sends.
Keep opt-in explicit and easy to revoke.
Monitor delivery and block metrics; adjust copy quickly.
Use dedicated routing and SLAs to avoid slow replies.

FAQs

Do I interact directly with Meta endpoints?

Most businesses go through a Business Solution Provider or a platform like BotMax AI, which exposes simplified endpoints and a UI.

What is a webhook URL in this context?

A webhook is your public endpoint where the provider sends JSON notifications about message delivery, failures, and replies.

Can I automate routing?

Yes. Use rules to send new chats to bots, skills-based queues, or specific teams; the API supports agent handoff while keeping conversation history.