WhatsApp Cloud API: The ultimate set-up guide
In May 2022, Meta announced the new cloud-hosted version of WhatsApp Business API. The release of WhatsApp Cloud API to all businesses means enterprises now have two ways to send and receive messages at scale and secure, either by working with one of WhatsApp Business Solution Providers (BSPs) or accessing the API service directly from Meta. This is a great way to have WhatsApp Business API for developers.
What is WhatsApp Cloud API?
WhatsApp Cloud API offers similar features to the WhatsApp Business API (also known as WhatsApp Business Platform). It is designed for medium and large businesses to:
connect with thousands of customers via human or AI agents
integrate WhatsApp with CRM and e-commerce solutions
send bulk WhatsApp messages
sell and get paid on WhatsApp, etc.
Previously, companies could only use a BSP that provided on-premise API to get WhatsApp API service.
With the launch of WhatsApp Cloud API, companies can get WhatsApp API from a BSP that provides WhatsApp Cloud API (e.g., SleekFlow) or build their own business messaging tools with in-house developer resources.
Some good-to-know back-end differences that do not affect the user experience:
So which one should you get? Meta recommended that most businesses use the Cloud API for easy implementation and maintenance.
Caption: SleekFlow is Meta Official Partner for WhatsApp Business Messaging.
How to get WhatsApp Cloud API?
There are two ways to sign up for the Meta WhatsApp Cloud API: through the Embedded Signup provided by any WhatsApp BSP or by setting up an account on Meta for Developers.
1. WhatsApp BSP: No-coding Embedded Signup
If you sign up through WhatsApp BSP’s website, you can get on board with a streamlined signup process. There are only 3-5 steps, and you do not have to leave the site.
You can start messaging customers immediately and reach up to 250 unique contacts in a 24-hour period. Upon verifying your Meta Business Portfolio, you can increase your messaging limit and send up to 100,000 messages daily.
Below is an example of the Embedded Signup process provided by a WhatsApp BSP, SleekFlow:
2. Meta for Developers: multiple fragmented workflows
The creation of a Meta app requires software engineering skills. You will need to perform API calls to send and receive messages and create a webhook endpoint to receive message notifications.
You will need to switch between Meta for Developer, your webhook server (e.g., Glitch), and the WhatsApp application for testing.
Meta does not allow independent software vendors to develop the WhatsApp Cloud API on behalf of clients. Failure to comply with WhatsApp's Commerce Policy may result in suspension or termination of access to the API.
How to use WhatsApp Cloud API?
The WhatsApp Cloud API does not have an interface. Some WhatsApp BSPs offer bundle services - if you sign up through a BSP like SleekFlow, you will get access to a fully-developed messaging platform.
A WhatsApp BSP can offer more than allowing you to send and receive messages. You can blast messages, automate workflows, share product catalogs, get paid via WhatsApp, etc.
Alternatively, you would need to hire a team of developers to build an intuitive user interface. The development process can involve multiple stages, such as prototyping, designing, coding, testing, and deployment. In addition, ongoing maintenance are necessary to ensure that the messaging tool continue to function properly and provide a positive user experience.
Top benefits of using a WhatsApp Business solution via WhatsApp BSPs
1. Direct support from the Meta team
Software updates and changes occur rapidly, and businesses often encounter issues with the WhatsApp Cloud API. Some common challenges include:
Messages are sent but not delivered
Temporarily blocked for policy violation
API service downtime
Unapproved message templates
Payment failure
Messaging limit issues
Rejected Official Business Account (blue tick) verification request
WhatsApp Business Service Providers (BSPs) are experts in the WhatsApp Business Platform and WhatsApp Cloud API. At SleekFlow, we are equipped to escalate unresolved issues directly to Meta, ensuring that you get timely assistance as an end user. Beyond that, we provide personalized, efficient support in several key areas:
Technical integration: BSP can assist businesses in integrating the WhatsApp Business API with their existing app/systems and help troubleshoot any technical issues that may arise during the onboarding process.
Blue tick verification: BSP can provide guidance on compliance with WhatsApp's policies and regulations, including ensuring that the business meets WhatsApp's business verification requirements to obtain the green tick badge.
Localized expertise: BSP with local offices provide faster support and resolve issues more quickly. This is because they have a better understanding of the local business environment, and they know the go-to person within the local Meta team to get things sorted out.
In contrast, there is relatively limited support from Meta by Developers, including documentation, guidelines, and community forum. Raising a support ticket is not an option.
2. Access to Beta features
BSPs have exclusive access to WhatsApp’s latest product roadmap and are frequently invited to test new features and provide feedback to Meta. This offers businesses working with a BSP the unique advantage of being among the first to access and implement these new features.
By gaining early access to beta features, you can introduce innovative services or capabilities to your customers before your competitors. Additionally, you’ll have the opportunity to provide valuable feedback to both the BSP and Meta, helping to shape the development of future features.
3. AI agents for omnichannel messaging API solution
WhatsApp BSP offers value-added services that go beyond simply providing access to the WhatsApp Business API.
At SleekFlow, we take it a step further by integrating the WhatsApp Business API with various other messaging channels to effortlessly create an omnichannel customer experience.
For example, you can integrate the WhatsApp Business API with Facebook Messenger, Telegram, LINE, WeChat etc. This allows your customers to connect with you on the channel that’s most convenient for them. If a message fails to deliver on WhatsApp due to technical issues, you can seamlessly set up fallback channels (like SMS) to ensure timely delivery.
Additionally, with AgentFlow, you can deploy AI agents across WhatsApp and other messaging platforms for 24/7 customer engagement. These AI-powered agents help automate lead qualification, streamline communication, and boost efficiency across multiple channels, ensuring a smooth, responsive experience for your customers.
4. Boost your marketing campaigns with MM Lite API
Apart from WhatsApp Cloud API, SleekFlow also supports Meta’s Marketing Messages Lite API (MM Lite API), designed to enhance the delivery and engagement of marketing messages on WhatsApp.
How MM Lite API and Cloud API work together
MM Lite API is for sending all marketing messages
Cloud API is for free-form, service, and utility messages—such as order confirmations, support replies, and alerts.
Together, the MM Lite API drives marketing outreach, while the Cloud API focuses on customer service, ensuring seamless communication for sales, marketing and support on WhatsApp.
Industry-specific WhatsApp Business solutions on SleekFlow
Would you like to connect WhatsApp to the rest of your technology stacks, such as e-commerce solutions, retail platforms, and customer service systems? Working with a WhatsApp BSP, you can take advantage of their industry knowledge for specific use cases.
At SleekFlow, we tailor WhatsApp Business solutions to meet the unique needs of various industries, including retail, automotive, e-commerce, travel, finance, telecom, beauty & wellness, real estate, education, logistics, and service providers.
Businesses can consult with our social commerce experts to identify challenges and craft a messaging strategy specifically designed to address their requirements. With experience working with over 2,000 enterprises worldwide, we have a wealth of use cases to share, helping businesses optimize their customer engagement and achieve measurable results.
Successful marketing today blends storytelling with accessible channels, helping customers quickly find the right products. SleekFlow made this effortless with the WhatsApp Business Platform.
MingJai
Hong Kong renowned Youtuber
Is WhatsApp Cloud API free?
Charges will be applied for businesses who want to access WhatsApp Cloud API on the Meta by Developer platform. You will need to pay for the per-template message pricing. The price varies depending on your customer’s country code and template categories.
*Meta introduced a new per-message pricing structure for WhatsApp messaging that started in July 2025. For detailed and rate card, please refer to our complete guide.
You will also be charged a monthly license fee for the WhatsApp Cloud API obtained from a WhatsApp BSP. For example, SleekFlow charges US$ 15 per hosted number. Considering how working with a BSP can save significant time and cost to invest in infrastructure and hire-in house developers, it is a good deal.
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