The difference between the WhatsApp Business App and the API

WhatsApp started a message platform a few years ago where people could communicate with each other. Initially this platform was primarily intended for consumer contact, sending messages to friends and family, but more and more companies also wanted to use this platform. That is why WhatsApp has developed two solutions: the WhatsApp Business app and the WhatsApp Business API.

Let's have a look at the differences between these two solutions!

The WhatsApp Business App

The WhatsApp Business App is the easiest to compare with the consumer app: it can be installed on a mobile phone. A major advantage of the Business App over the WhatsApp consumer app is the fact that the business number can be verified in the Business App.

In addition, it is also possible for an organization to:

  • Link opening hours
  • Use automatic replies and quick replies
  • Create a product catalog
  • Add labels to messages

The app differs little from the consumer app as customers send messages to the number and these messages can be answered from a mobile phone by the company, so only by one person at a time.

Moreover, with the Business App it is important that the initiative lies with the customer. WhatsApp wants to prevent their platform from being used for promotional purposes at all costs and therefore sees the WhatsApp Business App as a customer service solution.

The WhatsApp Business API

Want to be able to answer WhatsApp messages from customers with your entire team? Then the WhatsApp Business API is the solution for you!

There are a number of partners worldwide who can offer this API and a solution like Trengo can then be linked to this API. The WhatsApp Business API is the solution from WhatsApp to be able to receive and send messages to your customers with your entire team. Because the API is linked to a solution such as Trengo, it is also possible to use the functionalities of that system on your WhatsApp channel. Think of:

You can also create a better overview for yourself by easily creating a customer profile that includes all other communication channels and contact moments with your customer

Finally, with the WhatsApp Business API it is possible to approach a customer by means of so-called templates. These templates can be used to confirm an appointment, communicate the status of a delivery or send out promotional contents!

💡 In order to use the API, WhatsApp will have to approve the organization. WhatsApp has set a number of conditions for this, which can be found HERE.

An overview:


Whatsapp Business AppWhatsApp Business API
Landline number✔️✔️
Labels✔️✔️
Quick Replies✔️✔️
Auto Replies✔️✔️
Business hours✔️✔️
Business Profile✔️✔️
Catalog✔️
Multi-user✔️
Bulk messaging✔️
Link to other channels✔️
Chatbots✔️
Approaching the customer yourself (using templates)✔️