Limitations of the Whatsapp Business API

There are a few different aspects of using the WhatsApp Business API that are good to keep in mind before your application and while using the WhatsApp Business API.

24-hour limitation

One of the things to keep in mind is the 24-hour limitation while using the WhatsApp Business API. This limitation has been made by WhatsApp itself to protect consumers from receiving spam messages and unwanted advertisements.

The 24-hour limitation means that as soon as a customer sends a WhatsApp message to the company, the company is given 24 hours to respond to this message. Within these 24 hours, a normal conversation can be conducted in WhatsApp in which both parties can respond to each other. If you are not able to respond within 24 hours, two alternatives enable you to continue the conversation:

  • SMS
  • WhatsApp templates

Starting a conversation yourself is initially only possible with the use of WhatsApp templates.

Downgrade restraint

Once a phone number is registered on the WhatsApp Business API, it cannot be used for the regular WhatsApp Business or the WhatsApp consumer app. A phone number can be upgraded to the WhatsApp Business API, but never downgraded. More information on the WhatsApp and Facebook policy around this matter can be found in the Facebook developers guide.

Group chats and calling through WhatsApp

WhatsApp group chat is not supported within the WhatsApp business API. Besides that, the WhatsApp Business API also doesn't support making calls.

Facebook Business Verification

To smoothly proceed with connecting your number to the WhatsApp Business API please be aware that you will need a verified Facebook Business account. Verifying your Facebook Business account is a process that is done by Facebook. Therefore, we can't influence the estimated time of approval. Please take into account the following:

  • The Facebook Business ID cannot be changed during the application process, if you want to change the ID you will need to start a new application.
  • The registered number cannot be changed during the application process, if you want to change the number you will need to start a new application.

Feel free to reach out to in case you have any questions about the limitations!